Submitted by TRIBE

Make Mealtimes Fun

TRIBE ran an influencer marketing campaign for Kiddylicious in which creators published 21 colourful kids food posts reaching 174,083 combined followers at 4.20% engagement.

Average CPE 0.27 $0.36 0.50average cost per engagement
Combined Followers 174,083combined followers
Creator Posts 21creator posts
Engagement 4.20%engagement rate
Likes & Comments 7,306likes and comments

Case in 60 seconds

Kiddylicious needed parents to see its sweet and savoury range as the basis of a meal rather than as packaged snacks, which is hard to argue in brand copy because the proof is what a child will actually eat.

The campaign appears to turn on the plate rather than the pack, because parents judge children's food on whether it gets eaten, and a colourful plate a real child helped assemble carries that proof in a way a product shot cannot.

Hand the making over to parents and their children, so the organizing thesis was Make Mealtimes Fun expressed as an assembled plate rather than as a claim about the products that went onto it.

TRIBE briefed creators to submit posts of a fun and colourful kids food plate, using the sweet and savoury products to build a lunch with their children and letting the children's creativity lead the plate, and 21 Creator Posts resulted.

TRIBE reports 21 Creator Posts, Combined Followers of 174,083, Likes & Comments of 7,306 and Engagement of 4.20%, with Average CPE printed as 0.27, $0.36 and 0.50.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Mums and dads making lunches for their children, addressed directly in the campaign objective.
Feeding children well and feeding them something they will accept pull against each other, and Kiddylicious sat on the second side of that, so the campaign put the product inside a plate a child helped build rather than arguing the nutrition case.
Children's food is bought on trust and judged on refusal, which makes brand-made imagery weak evidence, so TRIBE moved the proof to parents photographing what their own children were given.
Kiddylicious supplied the components rather than the design, with the sweet and savoury products serving as the material of a plate whose arrangement was left to the creator and the child.
Based on the available evidence, parents post food their children accepted rather than food a brand supplied, so a brief built around the finished plate gave creators something they had reason to publish.

Creative & Execution System

Partners

  • TRIBE (lead_agency)

Participation mechanic

  • Creators and their children assembled the plates themselves, with the brief asking that the children's creativity lead the result rather than the parent following a set layout.

Results & Evidence

MetricValueResult type
average cost per engagementAverage CPE 0.27 $0.36 0.50engagements
combined followersCombined Followers 174,083reach
creator postsCreator Posts 21content_pieces
engagement rateEngagement 4.20%engagement_rate
likes and commentsLikes & Comments 7,306performance

Why TRIBE's strategy worked

  1. 1

    A brief that specifies an output the audience already makes, in this case a child's lunch plate, returns content at volume because the creator is documenting an existing routine rather than staging one.

  2. 2

    Engagement of 4.20% against Combined Followers of 174,083 suggests casting for audience composition rather than follower scale, since parenting accounts of that size return comment traffic on food their own children would eat.

  3. 3

    Naming the child as co-maker gives the parent a reason to post that is not the brand, which appears to be why the comments TRIBE quotes respond to the plate rather than to Kiddylicious.

Related Case studies