Make Summer Better-5
Submitted by TRIBE

Weis Make Summer Better Creator Campaign

Influencer Marketing

TRIBE ran an influencer marketing campaign placing Weis bars and tubs in Australian summer scenes, and the page claims its 42 posts reached over 219K people.

219KPeople Reached (Claim)
1.16%Engagement Rate
25.4KLikes & Comments
2.2MCombined Followers

Case in 60 seconds

Weis needed to show how its bars and tubs could enhance the Australian summer, which meant placing the product inside moments Australians already treat as 'Classic Summer' rather than presenting it on its own.

The campaign turns on a shared picture of the season, because Australians hold a common set of 'Classic Summer' settings such as the pool, the beach and backyard cricket, so the product could borrow meaning from familiar scenes.

Make Summer Better positioned Weis bars and tubs as something that improves a summer occasion rather than a standalone treat, letting creators pick the setting from a range running from hiking and camping to festivals and rooftop cinemas.

TRIBE briefed creators to submit posts showcasing the Weis bars and tubs in their own summer settings, and the influencer marketing campaign produced 42 creator posts, while the page names neither the creators nor the platform they posted on.

TRIBE reports a 1.16% engagement rate and 25398 likes and comments from creators with a combined following of 2191440, while the page headline claims the posts promoted the bars and tubs to over 219000 people.

Strategy Breakdown

Australians, addressed through the activities the page lists as 'Classic Summer', including the pool, backyard cricket, the beach, hiking, camping, festivals, rooftop bars and cinemas.
The page positions Weis as something that enhances summer occasions rather than the occasion itself, so the bars and tubs sit inside pool, beach and backyard cricket scenes rather than in front of them.
Australians share a recognisable set of 'Classic Summer' activities, so the brief used those settings as the frame for every post rather than asking creators to invent a context for the product.

Creative & Execution System

Partners

  • TRIBE

Results & Evidence

MetricValue
People Reached (Claim)over 219K people
Engagement Rate1.16%
Likes & Comments25.4K likes and comments
Combined Followers2.2M followers
Creator Posts42 posts

Why TRIBE's strategy worked

  1. 1

    A brief that offers a list of settings rather than one scene lets each creator place the product in a moment from their own summer, which produces varied posts rather than one repeated product shot.

  2. 2

    Tying a product to the recognised rituals of a season gives creators a subject their audience already cares about, so the brand enters the post as part of the occasion rather than as its focus.

Related Case studies