Social media collaboration with renowned ice cream brand hits the sweet spot with food photography influencer

ICE CREAM giants Mackie’s of Scotland teamed up with renowned food photographer and social media influencer, Bea Lubas, on a delicious recipe collaboration as part of Mackie’s latest campaign: A Summer of Simple Pleasures.

The Summer of Simple Pleasures campaign celebrated the simple things in life we love by giving the public the chance to enter weekly competitions to win a variety of prizes.

The collaboration saw Bea Lubas create a blueberry galette using Mackie’s traditional ice cream, sharing the recipe on Instagram with her 141,000 followers.

The dish took over her Instagram account for the day, posting aesthetic images of the galette on her feed, and details of the recipe on a 10-page long story. Digital PR experts arranged for all content to feature the Mackie’s Instagram handle and the campaign hashtags.

A host of amazing results happened in less than 24 hours:

• 29,934 people reached
• 5,433 people liked
• 354 comments
• 470 saves
• 24 website clicks

The engagement from the post was outstanding and resulted in a large proportion of followers taking further actions from the post in the form of shares, likes and clicks. The recipe will also stay on Bea Lubas’ page indefinitely, accessible for any food lover checking out her feed.

Bea’s 10-page long story detailing the recipe also retrieved high levels of engagement. The results from her story within 24 hours were:

• 2,625 impressions
• 7 shares (collectively)
• 73 sticker taps #asummerofsimplepleasures #makingsimpledelicious @mackiesofscotland (collectively)
• 16 clicks to the website link (collectively)

Digital PR experts at Holyrood PR knew a collaboration with Bea would fit perfectly in line with Mackie’s image of being simple, affordable and delicious. Creating and photographing mouth-watering home-made treats results in her high level of engagement from followers.

The team contacted Bea via Instagram and over email, to set out the campaign and get her feedback on our ideas. Within a few conversations, we had built up a great relationship which meant we could collaborate strong ideas that fit her brand messages as well as our clients. Continual communication with Bea allowed for an easy planning process, and both parties were able to bounce ideas off one another to ensure the collaboration was as creative and beneficial as possible.

From the outset, we arranged deadlines with Bea to ensure we could create a timeline both parties were able to work towards making sure we set achievable timings in a way that suited everyone. We specified very clearly to Bea what we wanted from the posts in terms of ensuring, hashtags, swipe ups and tags were all a key part of the posting process and visible in each post – without us overhauling the content completely. Overall, regular communicating with influencers is the key to a successful collaboration

The joint approach to the collaboration allowed for it to be a success for both parties, drawing attention to Bea’s eye for details and Mackie’s summer of simple pleasures campaign.

The collaboration allowed Mackie’s to tap into a new audience of food-lovers who would enjoy the product.

Influencers look for clarity in a collaboration. They want to know the goals and the message the brand wants to highlight from the offset. Having a clear message for influencers will produce a higher quality of output.

Mackie’s encouraged people to share their own simple pleasures online using the hashtag #asummerofsimplepleasures and #makingsimpledelicious. We took to social media to share the exciting summer venture with the public to give them the chance to win a collection of prizes.

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