Wasabi summer 2024 menu influencer campaign
Influencer MarketingStudent and professional influencers on TikTok and Instagram positioned Wasabi's summer 2024 menu as the go-to lunch in London, Oxford and Cambridge.
About the campaign
Wasabi needed widespread awareness for its summer 2024 menu launch, the new Dragon Rolls, Donburi Bowls and drinks, and foot traffic to its London, Oxford and Cambridge locations. Quick-service lunch in UK city centres is crowded, and busy students and professionals default to whatever lunch is quickest, which often means uninspiring, leaving a seasonal menu a short window to register with habitual customers. Disrupt Marketing's insight was that people choose lunch spots that fit their routines, so the most persuasive voices are creators who are themselves students and professionals.
The dual-platform campaign on Instagram and TikTok cast creators against two segments, students aged 18 to 24 in university cities and professionals aged 25 to 40 in urban hubs, and had them show the summer menu inside their real daily routines, from workday lunches to picnic outings. Content guidelines favoured organic narrative flow with the brand surfacing at key points and clear calls to action, and performance was optimised in real time so spend moved toward the content earning engagement.
Casting creators from the same demographic as the audience kept the content relatable and helped it read as a recommendation rather than an ad. The work ran on Instagram and TikTok. Disrupt Marketing reports 584,533 impressions at a 44.72% impression rate, 19K engagements at a 4.81% engagement rate against a stated 2 to 3% benchmark, and 517 link clicks; all figures come from the agency's own case-study page and are not independently verified, and the foot-traffic goal has no disclosed measurement.
Case in 60 seconds
Wasabi needed widespread awareness for its summer 2024 menu launch, the new Dragon Rolls, Donburi Bowls and drinks, and foot traffic to its London, Oxford and Cambridge locations.
Students and professionals choose lunch spots that fit their routines, so the most persuasive voices are creators who are themselves students and professionals, not polished brand advertising.
A dual-platform influencer campaign on Instagram and TikTok where creators drawn from the target demographics showed the summer menu inside their real daily routines, from workday lunches to picnics.
Influencers were cast against two segments, students aged 18–24 in university cities and professionals aged 25–40 in urban hubs, with content guidelines favouring organic narrative flow, brand moments at key points and clear calls to action, optimised in real time.
The agency reports 584,533 impressions, a 44.72% impression rate, 19K engagements at a 4.81% engagement rate against a stated 2–3% industry benchmark, and 517 link clicks. Figures are self-reported and not independently verified.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- Instagram influencer posts
- TikTok influencer posts
Partners
- Disrupt Marketing (influencer strategy and campaign management)
Participation mechanic
- Influencer content with calls to action and link clicks through to Wasabi
Creator role
- Students and professionals showing the summer menu in their daily routines, from workday lunches to picnic outings
Results & Evidence
| Metric | Value | Result type | Confidence |
|---|---|---|---|
| Impressions | 584,533 | reach | Agency reported |
| Impression rate | 44.72% | reach | Agency reported |
| Engagements | 19K | engagement | Agency reported |
| Engagement rate | 4.81% | engagement | Agency reported |
| Link clicks | 517 | traffic | Agency reported |
Why Disrupt Marketing's strategy worked
- 1
Casting creators from the same demographic as the target audience, students speaking to students and professionals to professionals, kept the content relatable.
- 2
Placing the product inside real routines, workday lunches and picnic outings, made the menu feel like a natural choice rather than a placement.
- 3
Content guidelines that favoured organic narrative flow with the brand surfacing at key points supported the reported 4.81% engagement rate against a stated 2–3% benchmark.
- 4
Real-time performance monitoring allowed spend and effort to move toward the content that was earning engagement during the flight.
- 5
Concentrating on three cities, London, Oxford and Cambridge, matched the media to where the stores and the target customers actually are.
Results
10M+
Views
5M+
Impressions
20K+
New followers
Results
51.7M+
Total views
2.9M+
Interactions
17.7%
Engagement rate