Maxibon ‘Waffle On’ Influencer Campaign
As part of a wider PR and comms launch strategy, Maxibon briefed iD Collective to engage 4 x paid influencers across TikTok and Instagram. Throughout this campaign, our creators delivered fun and engaging content that promoted the launch of Maxibon Waffle On and generated awareness for the Maxibon Drive Thru activation.
The key, prominent Australian influencers selected embodied the Maxibon brand, delivering key messaging and encouraging test and trial of the product, while building brand love and talkability for Maxibon Waffle On.
CLIENT OBJECTIVES.
To launch Maxibon Waffle On into the Australian market, driving interest and awareness among consumers and influencers;
To encourage test and trial for the Maxibon Waffle On among consumers and influencers;
To disrupt the ice-cream category and bring to life Maxibon’s ‘Born Different’ positioning within the market;
To capture and convert new and existing Maxibon customers; and
To build brand love and generate talkability for Maxibon and for the Waffle On launch.
OUTCOMES.
Over the campaign launch period, iD engaged x4 influencers – Swag on the Beat, Flex Mami, Lachy McIntyre and Mikolaj – who produced and shared a total of 10 pieces of content across their TikTok and Instagram platforms, including 2 pieces of added value content delivered by Flex Mami.
Overall, the influencer coverage reached an actual audience of more than 472,000 potential Maxibon consumers.
The average reach/engagement rate was 7.65%, which is 2.55 times higher than the industry standard of 3%.
Key content highlights include Lachy McIntye’s TikTok video, which reached an audience of more than 61,000 organically, generated over 18,600 engagements – resulting in an engagement rate of 30.22% – and delivered a Cost Per Engagement (CPE) of $0.20.