The objective of this collaboration with HelloFresh was to drive quality customers to sign up to the food subscription service through engaging and emotive content. The client was keen to target parents in the UK through authentic content produced by creators on Instagram. HelloFresh wanted the content to reflect the important role dinnertime plays in enabling people to spend quality time together as a family.

Viral Talent produced a comprehensive media plan comprising of a collection of Mum and Dad creators on Instagram. We focused on the creator's producing interactive Instagram stories; here they could explain the benefits that HelloFresh offers them and their family. Stories enabled the creators to drive sales by using a call-to-action encouraging followers to “swipe up” leading them directly to the HelloFresh wesbite and its sign-up page. Discount codes were also issued to provide incentives to followers to purchase and to raise further brand awareness.

To enhance the impact of the campaign all content was scheduled to go live simultaneously across Instagram. Overall the influencer content reached 115,800+ consumers and generated 143,000+ impressions.

The HelloFresh team were happy with the result and continue to work with us on future campaigns.

"Working with Viral Talent over the last 18 months has been a great success. Based on our target audience and campaign objectives, they have put forward a wide variety of talents for us to work with. Their transparent ways of working have allowed us to understand performance down to a talent level, supporting the overall growth of our Influencer channel."

Georgie Davies

Growth Marketing Manager at HelloFresh