F&P tries a new approach to crack the Aussie market

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Sydney’s Social Soup has been signed by Fisher and Paykel for an Australian campaign promoting F&P’s focus on innovation and how its products relate to different cooking styles. Social Soup uses its ‘influence community’ to get people involved in new products; trying them and giving feedback.

They are into a three-month campaign for F&P and say it’s already on track to deliver a reach of more than 1.2 million people and in excess of 300 pieces of content.

The #FindYourCookingStyle campaign leverages Social Soup’s vast network of influencers to create content that reflects their cooking personas – The Perfectionist, The Freestyler or The Trailblazer.

Utilising its influencer community and Social Soup’s advanced technology platform, the Influencer Gateway, key influencers have been matched with the three cooking personas to create relatable and engaging content through videos, advertorials, reviews and recipes on Instagram, Facebook and Snapchat.

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 and Paykel and create high reach but also maintain the necessary trust with their audiences.”

Media agency, Slingshot, is also working alongside Social Soup on the campaign. Slingshot CEO Simon Rutherford said, “We defined the role for influencers as a way to bring the brand into the kitchen in a relatable way – a key opportunity for Fisher & Paykel to distinguish themselves against competing and more establish premium brands in the segment.”

The three-month campaign ends in November and is part of Fisher & Paykel’s positioning around innovation and human centered design; developing products that are focused on delivering the best user experience for people in their kitchens.

Max Woodhead, senior brand manager of Fisher & Paykel added, “We were excited to add the element of influencer marketing to the communications this year, partnering with connected content curators providing both advocacy and content across the important mediums of digital and social.”

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