Leisure asked us to help boost brand awareness in the run up to Christmas, amongst their target audience of foodies.
What we did
Knowing that most foodies are inspired by impactful content, we created an influencer led strategy resulting in ‘The Leisure List’. We recruited a selection of cooks including This Morning favourite chef Dean Edwards, Instagram favourite Thuy Palam, authentic Indian cook Maunika Gowardhan and TV chef Marcus Bean. We gifted each of them with the right Leisure range cooker to suit each influencer’s needs and kitchen space resulting in advocacy and a stream of authentic content that was utilised across Leisure channels as well as their own.
Each influencer was challenged to create content that epitomised their take on Social Feasting and hosting at home. The Leisure range cooker was at the centre of all the content – positioned as the essential partner for flexible and creative cooking.
The campaign ran across Instagram delivering over 30 pieces of bespoke content from Leisure List. This in turn provided over 195,000 opportunities to see as well as a total engagement of 16,600.
Donald Shepherd Marketing Director at Beko plc said: “Mercieca are extremely insightful and well connected. Their network enabled us to not only achieve brilliant content but value too. They harnessed the reach of the influencer activity to engage a new audience and drive traffic back to the Leisure website. As with everything Mercieca deliver, they make it easy for us, but also ensure a clear return for the business.”