SOCIETY was tasked with launching Macro Wholefood Market’s newest range and entry into the non-food category with Macro Whole Living. The challenge was to cut through a saturated media landscape of eco-friendly product launches, and draw media attention towards the product news while engaging influencers to further drive reach, talkability, and awareness.
To launch Macro Whole Living, we pitched the news to a tight list of targets across print, online, TV and radio outlets. The release detailed the new products and included key information around the environmentally friendly specific features of the range, and also the new product refill station being trialled in Melbourne. For the influencer strategy, we engaged a combination of existing Woolworths influencer ambassadors, and naturally-fitting new influencers for Macro - across a diverse number of genders, ethnicities, and campaign pillars: Cleaning, Sustainability and Macro Lover.
Key lifestyle media including Daily Mail and The Today Show covered the story, and influencer TikTok content was pitched to media which resulted in a news.com.au interview with Chantel Mila that was syndicated across national mastheads. Coverage even went global and was picked up in New Zealand and the UK! Woolworths experienced sales that were 50 percent higher than expected too.
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