With the rise in influencer marketing mainly targeted to young adult mothers, Weet-Bix wanted to take advantage of the space to help communicate that Weet-Bix can be consumed in different ways, they themed the campaign “Weet-Bix My Way”. The objective was to get consumers engaging with the brand by sharing how they are consuming Weet-Bix their way.
Massiv Morning Wednesday Weet-Bix My Way Sponsored Feature
Promo ads throughout Massiv Metro
Social and co-branded amplification across Massiv Metro platforms
Massiv Metro TV in Taxis showing Refilwe’s interviews with Penny @refilweskitchen Instagram partnership promotion
A cross channel “Weet-Bix My Way” campaign ran for 6 weeks on Massiv Metro with Refilwe of @refilweskitchen as the ambassador.
She shared weekly recipes on her Instagram page using long form videos on IGTV, shorter clips on stories and still images on her feed encouraging followers to share their way of consuming Weet-Bix. Every Wednesday she would feature on Penny Lebeyane’s show, sharing details of the recipes she shared online.
CTA: Listeners were asked to comment on each week's recipe or share their own My Way recipes on social media for a chance to win a year's supply of Weet-Bix.