Fisher & Paykel leverage social influencers for cooking campaign
Featured in AdNews.
Fisher & Paykel is tapping into the power of influencers for its new campaign celebrating the home cook.
The campaign, by Social Soup and Slingshot, aims to promote the appliance maker’s focus on innovation and the different cooking styles its products can create.
The three month operation is forecast to reach more than 1.2 million people through content across Instagram, Facebook and Snapchat.
It leverages Social Soup’s network of influencers to create content, including videos, advertorials, review and recipes, that reflects three cooking personas– The Perfectionist, The Freestyler or The Trailblazer.
Social Soup CEO and founder Sharyn Smith said: “The key to the success of this campaign is being able to find the right influencers to create the content: influencers who are passionate about cooking, have highly engaged followers and can authentically influence them.
“Our influencers selected for this partnership sit in the powerful mid-tier of influence with an average of 5,000 followers. They generate high engagement for Fisher & Paykel and create high reach but also maintain the necessary trust with their audiences.”
Max Woodhead, senior brand manager of Fisher & Paykel said the company is excited to add influencer marketing to its marketing mix this year.
Slingshot also worked on the campaign, winning the Fisher & Paykel account in 2015.
As featured in AdNews. September 16, 2016.