Brands often come to us with a goal, a dream, and a very common request: “I’d like to work with influencers in Australia that have over 500K followers only please.”
Which, don’t get us wrong, we LOVE to do.
Except content creators like that are high in demand, and aren’t about to collaborate on every influencer campaign for a quick buck – especially ones that don’t align with their niche or ethos.
And as an influencer marketing agency, we respect that (obvi, obvi).
But sometimes, the stars align. We get a creative brief that’s bang-on, together with budget / investment that allows us to partner with a mega-influencer who’s not only massive in scale, but a bona fide thought leader that simply feels made for the role.
And this case study on Instagram influencer marketing is one such story.
Meet Brendan Pang. Although odds are, you already have.
Professional chef who competed on MasterChef Australia in 2018 and 2020, author of cookbooks (plural!), and a trusted voice in the space – offering scale, credibility and just extreme likeability. Name a better brand / creator alignment, we dare you.
In partnership with our client Perfection Fresh Broccolini®, Brendan joined us in our More Health, Less Hassle influencer campaign – all about showing how Broccolini® makes eating your greens easy and fuss-free.
About time an underrated vegetable got its big break!
If you’re meeting Broccolini® for the first time, she’s a natural cross between broccoli and Chinese kale, entirely edible from tip to stem. Proudly grown in Australia by Perfection Fresh, you can sauté, grill, barbecue, blanche – making Broccolini® the ideal inclusion in any cuisine, every cooking method, and possibly all recipes… If you’re creative enough.
So, we enlisted the help of some talented food influencers and content creators to prove this.
Not just any John or Larry though. They all had to cook. Be great at it. And be known for their skills in the kitchen. With an audience that trusts their expertise, then likes, comments, shares and saves their recipe content.
Each influencer’s content then needed to include 1 of 3 messaging themes:
What a veg! And we’ll let Brendan’s video content show you exactly how it was done.
Brendan created a Reel for Spicy Charred Broccolini® with Garlic Tofu Aioli – smoky, creamy, spicy and crunchy all in one. A recipe that leaned perfectly into Brendan’s niche of Asian-inspired home cooking, viewers were especially hooked by the tofu aioli, which made a sponsored ad look completely organic because there was no Broccolini® hard sell.
Rather, it was 52 seconds of pure inspiration, according to the masses:
It’s clear as day.
Brendan’s Instagram content pushed customers straight to the grocery store, and Broccolini® into everyday kitchens.
Curious about performance metrics? They don’t disappoint.
Know the space, know the players.
By now, you’ve hopefully seen plenty of our LinkedIn posts and content features that confirm what everyone’s already guessed. We dabble a lot in the Food & Beverage space.
So often, the word “dabble” doesn’t do it justice.
Meaning we’re familiar with all the important names, faces and specialities within this food influencer niche. Content creators whose audiences are primed for food content, and always craving new recipes to try. Like Brendan Pang, who posts one Every! Single! Day!
“This is how to make…” is probably the equivalent of a siren song to Brendan’s followers.
You’ll understand once you watch a few videos on his profile here.
Brendan’s videos are good. Undeniably so. But the thing about influencer ROI and performance is that brands typically want the quantitative with the qualitative.
And if it’s numbers you want, it’s numbers you’ll get.
Our Discovery Tool is every influencer marketer’s dream – the ultimate tell-all on vetting influencers, creator metrics and performance, from engagement rate to sentiment analysis.
These were some of Brendan’s at the time:
Plus, Brendan could easily concoct a recipe that married his authentic cooking style with Broccolini®’s natural versatility, on the social media platform he already posts on the most.
It was a perfect match. Commonsensical, one might say.
And ultimately, as proven by the results, Brendan’s macro reach translated directly into measurable impact (i.e. driving reach, boosting engagement, and appetite for Broccolini®).
Let them COOK! Literally and figuratively, because the point of this all is simple: Mega-influencers are mega for a reason. They’ve got influence! It’s right there in the name.
As an influencer marketing agency, we know how to harness those numbers and pair that scale with credibility, data-backed strategy, and content that actually sticks.
This might be a stellar case study, but really Brendan Pang’s influence and content simply did what it should. Inspire audiences, then drive results to hype Broccolini® up as it deserves!
Macro-creator, macro-reach, macro-impact. That’s the recipe actually.
To elite influencer marketing content, not Spicy Charred Broccolini® with Garlic Tofu Aioli.
How we helped Sortible break into the market (and App Store) with a content strategy featuring everything a new brand needs and more.
How we turned a luxe girls’ night in into a high-performing marketing strategy, complete with content guaranteed across TikTok and Instagram feeds.
How we turned second-hand fashion into first-rate influencer partnership ads that had to be switched off because they were performing too well.