potential total audience
traffic from bloggers
The Instant Pot Pressure Cooker is an iconic product with global recognition. However, they wanted to expand their audience and highlight other products in their collection. With a variety of products in their line, they want to showcase how these products can be used by different demographics and for different times of the year.
Although they have many products that are focused on cooking, they also have homeware products such as air purifiers and cookware. They also wanted to highlight the variety of ways their products could be used such as baking or barbecue rather than the traditional ways that people have used their products.
Instant Brands utilised a micro influencer campaign that used specific products and messaging in order to get these messages across. By targeting particular demographics such as family influencers, foodies, and those who focus on interiors, very specific content can come up regarding the products and messaging that was the goal for the time of year.
This also created relevant content for Instant Pot to share on their social media. They utilised both Instagram influencers and Tik Tok influencers to reach a total potential audience of 5,870,353 for Instagram and 165,000 views on Tik Tok.