After a year when many people spent more time at home together than ever before, GLAD wanted to create a social campaign that celebrated what home meant to Australians by encouraging them to bake, decorate and create a gingerbread representation of their ‘home’ using the GLAD To Be Green Compostable Bake Paper. The only catch? We had to explore new social channels beyond Instagram and Facebook.
Taking a three-pronged approach across ANZ, we engaged foodies across a range of different platforms to showcase the diversity of festive traditions across the two countries and inspire people to create their own gingerbread dream house with GLAD. In Australia, Tik Tok creators created their own versions of an Australiana gingerbread home while one of Australia's most prominent Pinterest users gave a step-by-step guide to create the ultimate gingerbread house with your kids. Then, over in NZ, we sent out bespoke cooking kits to 16 micro influencers including everything they needed to a sustainable 'Kiwiana' gingerbread house.
4 MILLION OTS
38 influencer clips with a total OTS of over 4 million
An average engagement of 3.6% and $0.02 CPV (cost per view) across influencer posts, against a benchmark of 2.5% and $0.50 respectively