Cheesies
900k
Network Reach
123.3k
Post Engagement
Phase 1 Phase 1
The Challenge
Based in Perth, Brownes Dairy is Australia’s oldest, most progressive and innovative dairy. Cheesies is the ultimate kids’ snack, crafted with premium Australian cheese with no preservatives and no added sugar, for a yummy, fun and convenient portion for a mess-free snacking experience.
Phase 2 Phase 2
The Strategy
To promote Cheesies as THE snack for moms and kids to enjoy through KOLs to drive consideration. To position Cheesies as the household snack for moms and kids to enjoy, speaking to the right audience is important. X10 Media identified multitasking moms, health-conscious moms, and stay-at-home moms as the different backgrounds of parent-influencers for the audience to relate to.
Phase 3 Phase 3
The Execution
Parent-influencers were engaged to showcase Cheesies as THE nutritious, delicious, and convenient snacks to be enjoyed by both parents and kids and popularising the Cheesies dance.
Phase 4 Phase 4
The Results
With Instagram and TikTok as the 2 channels of choice, a total of 14 influencers were engaged, with an additional 50 PR posts.
The best-performing influencer posting from Instagram and TikTok garnered great engagement, with 12,428 and 81,512 views respectively.
The use of the Cheesies dance and audio garnered a great response from the audience as well.
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