Indonesia Spice Up The World (UK)
Influencer MarketingAn 11-influencer campaign built around a London dining event for Wonderful Indonesia, reported by Disrupt Marketing at 5.8M impressions against a 4.5M target.
About the campaign
Indonesia's culinary heritage is globally recognised as the home of key spices, yet its influence in the UK food and travel space remained largely untapped, and Wonderful Indonesia wanted to grow its Instagram following and engagement in the market. Destination brands compete for UK attention with large media budgets, and Wonderful Indonesia, working from abroad, needed a UK partner who could move quickly and credibly inside food culture rather than through travel advertising alone. Disrupt Marketing worked from the view that a live taste of Indonesia, delivered through trusted UK food and travel creators around one hosted event, would reach audiences that destination advertising was not reaching.
Disrupt brought the government's Indonesia Spice Up The World programme to London with an exclusive dining event, wrapped in two waves of creator content and an Instagram competition. 11 UK influencers teased the campaign with cooking and dining content, then attended a lunch at Toba London hosted by Ambassador Desra Percaya with chefs Pino and Rahel Stephanie, and a second content wave amplified the event with paid media support.
The approach worked because one well-hosted event supplied the whole content calendar, hosting by the ambassador and named chefs at a recognised Indonesian restaurant gave the occasion an authenticity that independent press covered on those terms, and the teased competition pointed engagement at Wonderful Indonesia's own account. Content ran on Instagram. Disrupt reports 5.8M total impressions against a 4.5M target, 19.3K engagements at a 2% engagement rate, and 1,267,480 organic impressions. All figures are self-reported and no independent source names the agency, the headline and organic impression figures are not reconciled, and there is no data on competition entries or downstream travel impact.
Case in 60 seconds
Indonesia's culinary heritage is globally recognised, but its influence in the UK food and travel space remained largely untapped, and Wonderful Indonesia wanted to grow its Instagram following and engagement in the market.
A live taste of Indonesia, delivered through trusted UK food and travel creators around one hosted event, would reach audiences that destination advertising alone was not reaching.
Bring the government's Indonesia Spice Up The World programme to London with an exclusive dining event, wrapped in two waves of creator content and an Instagram competition.
11 UK influencers teased the campaign with cooking and dining content, then attended a lunch at Toba London hosted by Ambassador Desra Percaya with chefs Pino and Rahel Stephanie, and a second content wave amplified the event with paid media support.
The agency reports 28 content pieces, 1,267,480 organic impressions at a 78.43% organic impression rate, 19.3k engagements at a 2% engagement rate, and 5.8M total impressions against a 4.5 million target. All figures are self-reported.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- Pre-event cooking and dining creator content on Instagram
- Event coverage content from the Toba London lunch
- Second-wave amplification content with paid media support
Partners
- Toba London (Indonesian restaurant, event venue)
- Chefs Pino and Rahel Stephanie (curated event menu)
- Embassy of Indonesia in the UK (event host, Ambassador Desra Percaya)
Participation mechanic
- Instagram competition teased in creator content (Spice Up Your Trip, an all-inclusive journey to Labuan Bajo)
Creator role
- 11 UK food and travel influencers created pre-event teaser content, attended the lunch, and published a second wave of event content
Results & Evidence
| Metric | Value | Result type | Confidence |
|---|---|---|---|
| Total impressions | 5.8M | reach | Agency reported |
| Organic impressions | 1,267,480 | reach | Agency reported |
| Organic impression rate | 78.43% | efficiency | Agency reported |
| Engagements | 19.3k | engagement | Agency reported |
| Engagement rate | 2% | engagement | Agency reported |
Why Disrupt Marketing's strategy worked
- 1
One well-hosted event supplied the whole campaign's content calendar, with creators briefed for pre-event teasing and post-event amplification.
- 2
Hosting by the Indonesian ambassador and named chefs, at a recognised Indonesian restaurant, gave the occasion an authenticity that generic food content lacks, and independent press covered the event on those terms.
- 3
The teased Instagram competition pointed engagement at Wonderful Indonesia's own account rather than leaving it on the creators' feeds.
- 4
A two-week turnaround shows destination clients can run at influencer-market speed when the agency has an existing creator network to draw on.
Results
10M+
Views
5M+
Impressions
20K+
New followers
Results
51.7M+
Total views
2.9M+
Interactions
17.7%
Engagement rate