Submitted by Fabulate

Seasonal Content Reached 2.35% Engagement Rate and 1.56M Views

Influencer Marketing

Fabulate partnered Bakers Delight with eight creators across Christmas, Back-to-School and Easter, producing seasonal content that the agency reports reached 1.56 million total views.

1.56Mtotal views
1.26Mreach
46Klikes
2.35%average engagement rate

Case in 60 seconds

Bakers Delight set out to raise awareness of its seasonal and fresh product range and to stay front of mind during key shopping periods such as Christmas, Back-to-School and Easter, when family routines change.

The campaign appears to turn on seasonal moments carrying their own relevance, because a creator describing a personal ritual around school lunches or festive gatherings places the brand inside an occasion rather than alongside it.

The organizing thesis was to connect the brand's fresh products with creators who could share their own personal rituals, showing how Bakers Delight belongs to small but meaningful moments that recur across the year.

Fabulate partnered Bakers Delight with eight creators who produced content across Christmas, Back-to-School and Easter, sharing real stories about school lunches and family gatherings; the page embeds an Instagram post from Dan Roberts.

Fabulate reports 1.56 million total views, 1.26 million reach and Over 46K likes, alongside a 2.35% average engagement rate the agency describes as more than double the benchmark for branded content.

Strategy Breakdown

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

Australian families reached through everyday routines, from packing school lunches to festive gatherings, during key shopping periods such as Christmas, Back-to-School and Easter.
Seasonal moments arrive with household rituals already attached, and a brand speaking over them reads as advertising, so Bakers Delight appears through creators recounting their own routines rather than through seasonal brand messaging.
Fresh bakery goods are bought on habit rather than deliberation, so the task the page describes is staying front of mind through the shopping periods when family plans shift, which it frames as awareness rather than conversion.
The brand takes a supporting role inside occasions the audience already keeps, fitting into school lunches and family gatherings rather than staging an occasion of its own.
Based on the available evidence, the work assumes personal rituals are repeated rather than chosen each time, so content placing a product inside a ritual operates through familiarity rather than persuasion.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • Fabulate (lead_agency)

Creator role

  • Dan Roberts — creator

Results & Evidence

MetricValueResult type
total views1.56 million total views , driving strong awarenessvideo_views
reach1.26 million reach , connecting with audiences nationwidereach
likesOver 46K likes , sparking community engagementengagements
average engagement rate2.35% average engagement rate , more than double the benchmark for branded contentengagement_rate
creators partneredFabulate partnered Bakers Delight with eight creators who produced relatable and engaging content that showcased the joy of freshly baked favourites across different seasons.creators_count

Why Fabulate's strategy worked

  1. 1

    A seasonal calendar gives a food brand repeated entry points inside one year, so a single creator roster can be commissioned once and deployed against Christmas, Back-to-School and Easter rather than a single burst.

  2. 2

    A rate described as more than double a branded-content benchmark reads as a comparative claim rather than an absolute one, because the benchmark itself is unnamed and how the rate was calculated is not stated.

  3. 3

    Casting creators who already narrate domestic routine lets a bakery product appear inside habits the household keeps anyway, which suggests relevance was built from the creator's own life rather than from a brand message.

Related Case studies