Find out how we helped build brand trust and engagement through Social Media for Sanitariums UP&GO brand

1. UP&GO Influencer Outreach & Content Program
Building brand trust and engagement through
Social Media

2. The
Brief
Our brief was to drive social engagement and awareness around
the Sanitarium UP&GO Brand to inspire consumption.

3. To Inspire our target audience’s passion and share a range of
branded content with their friends to support the brand
proposition of breakfast on-the-go.
Our
Strategy

4. Uncovering
audience insights
to inform our
influencer
outreach &
content program.
Develop a range of
sharable branded
content and
building
relationships with
influencers to
support our
program.
Driving awareness
of our content
through our owned
& paid channels to
ignite our
audiences passion
and inspiring them
to share with their
friends.
Seeding our content
through our
influencer network to
engage and drive
awareness with their
respective fans and
followers
Our Approach
REACHRESEARCH DEVELOP SEED & ENGAGE
1 2 3 4

5. 1. RESEARCH

6. Through social data analysis we uncovered the brand conversation
themes & influencer segments to inform our content strategy
Brand & Audience Insights

7. We also identified those Lifestyle YouTube channels that were the most
popular in our 16-24 male age group who could potentially act as a
hosting partner for our video.
TOP 20 Sports 13-18 AU You Tube Channels
username title country
thesunnycoastskate TheSunnyCoastSkate AU
teamvillaintv TeamVillainTV AU
tiltscooters TiltScooters US
brendonxtreme Brendon Smith AU
lukeakascooter lukeakascooter GB
Stunts Amazing Extreme sports videos AU
isascooter ISAScooter GB
skaterhqtv SkaterHQTV AU
ceravolomatty CeravoloMatty AU
nmfcofficial North Melbourne Football Club AU
gregphillipsedits GregPhillipsEdits AU
howtuesdaybmx Aj Anaya's How Tuesday BMX US
spasticsports Spasticsports AU
lorans7ronaldo lorans7ronaldo PT
19emmawilson96 equine.emma1996 AU
h0ttuna H0tTuna AU
adelaidefootballclub Adelaide Football Club AU
truetraceur1 TrueTraceur1 AU
ihotch ihotch US
rubinjj RubinJJ DE
YouTube Influencers

8. We also identified a list of influencers we could use to produce a range of
Instagram images to broaden the reach of our overall content program.
Lifestyle Personalities & Brands
Trent “Maxi” Maxwell
Instagram Followers: 68.2k
● TV Personality
● Large Social Influence (Instagram/
Twitter)
● Extremely active fan base
● Personal, relatable content, speaks
directly to audience.
● Most popular Bondi Lifeguard for the
online fanbase
● 2013 Cleo Bachelor of the Year
Facebook Followers: 121K
Instagram Followers: 18.7K
● Huge Social Influence
(YouTube/ Facebook/ Twitter/ Instagram)
● Very active fan base
● Association with one of Australia’s most
successful and iconic homegrown TV
Programs
● Highly engaged social ”army” of followers
● The most popular lifeguard show on the
planet
● LOGIES Most Popular Factual Program
2007- 2013 (voted via our social
channels)
Facebook Followers: 33K
Instagram Followers: 16.7K
Twitter 1.5k
● Good Social Influence
(Facebook/ Twitter/ Instagram)
● Very active fan base
● Association with the worlds best
skateboarders
● Highly engaged social ”army” of
followers
● The most Australina Fuel TV extrme
sports program each year.

9. 2. DEVELOP

10. We created and produced a highly shareable parkour video using
Australian Red Bull Athlete Dominic Di Tomasso with our Video partner
GC Imagery.

11. We engaged Trent ‘Maxi’ Maxwell from Bondi Rescue to produce a series
of shareable Instagram posts.

12. We engaged Teenage Influencer Andrew Van Oyen to Seed our Parkour
video with his community.

13. We engaged the Skateboard brand Bowl-a-rama and 2 of their
Skateboarders Bugs Fardell & Sky Siljeg to produce a series of shareable
Instagram posts.

14. 3. REACH

15. To achieve the reach for our video we engaged YouTube channel ‘Stunts
Amazing’ to be the host for our Parkour video.
Channel Hosting

16. Our video was also supported by a small Facebook advertising
campaign targeted mainly at a male 16-24 audience to drive reach
and engagement.
Facebook Advertising

17. 4. SEED & ENGAGE

18. Andrew Van Oyen-Facebook & Twitter posts
3,372 Total Post Reactions

19. Trent Maxi Maxwell -Instagram posts
Total Post Reactions 8,734

20. Influencer Amplification- Bowl-a-rama
Total Post Reactions 2,315

21. THE RESULTS

22. Our Channel host ‘Stunts Amazing to date has generated in excess of
434K views and over 5,000 likes comments and shares.
YouTube

23. Between a small ad spend and our influencer outreach we achieved over
242 thousand AU video views and had an engagement over 11.4 thousand
reaching over 900 thousand people on Facebook.
Facebook

24. Our branded Instagram content had a total engagement of
over 11 thousand people reaching in excess of 108 thousand
people
Instagram

25. In total our outreach and content program saw a total engagement
of over 862 thousand people (including 670.7K video views)
reaching over 1.5 million people and delivering for our video a
Cost Per view of $0.01