Westgold Butter: Kiwi Brand PR LAUNCH Into Aussie Market
Over 24 pieces of high impact coverage was secured with a total of over 600,000 views achieved. Influencer coverage generated 100% increase to social media platforms from new visitors.
How we got there
To gain public interest during a time of isolation for millions, Andy Bowdy was there to the rescue with a “Westgold Butter Me Up Buttercup” online masterclass. The masterclass featured Andy in action teaching viewers how to make a celebration cake that dreams are made of and how to achieve his signature volcano explosion frosting, all-inclusive of WestGold butter. Andy further created a video and shared to his social platforms that reached Andy’s 69,000 followers.
Chef Analiese Gregory created six amazing seafood recipes for her social media followers including “steamed oysters with whey butter and thyme”, “Dry aged T bone steak with local mushrooms and café de paris butter” and “Roasted red cabbage with seaweed butter” which were all massive hits for viewers gaining over 600 likes per post.
Papaya’s second phase of traction was implemented in the form of a creative mailer to encourage social media shares amongst media and influencers. Papaya chose branded chiller bags to house a range of complementary products to Westgold Butter including Berkelo Sourdough Bread, a custom Andy Bowdy cake and jam. Papaya reached 24 influencers gaining mass traction and coverage over multiple reels, stories and in feed posts garnering a huge viewership of 686,500 people total!