Digital PR cooks up a storm with three influencer competitions for CALA Homes
HOW DO YOU grow your following by more than 1,000 in just one week?
Our recipe for success: one Michelin-starred chef, a top-class kitchen, and three social media competitions.
The all-star collaboration between Chef Tom Kitchin and CALA Homes saw the property developer’s Instagram following soar in just seven days. The housebuilder partnered with Tom Kitchin to celebrate the reopening of Edinburgh’s hospitality industry, with Tom cooking up a storm at CALA’s Boroughmuir showhome.
To amplify the cook along, we teamed up with three top Edinburgh foodie influencers to take part and share across their social media platforms, with CALA donating three amazing prizes (a £250 voucher for The Kitchin) to each influencer for their followers to win.
We worked with Plate Expectations (23.4k following), Edineats (19k), and Eatinburgh (29.1k) to create three different briefs for a variety of drool-worthy CALA cook along content across Instagram stories, grids, and reels.
- Three grid posts from our influencers reaching 34,082 users
- Three grid posts creating 38,296 impressions (combined)
- Streams of content which CALA Homes could share across its channels
- A reel created and shared by @Edineats
- 14 stories shared by our influencers in total, all tagging CALA Homes
- 2,573 competition entries (combined)
The content generated by our influencers helped put CALA in front of tens of thousands of keen Edinburgh and Scottish foodies, while creating shareable content for both CALA and Tom Kitchin to post on their social channels.
Content for CALA’s own Instagram created (combined):
- 25 post saves and 132 profile visits
- 15,527 impressions and 14,494 reach
- And 2,688 views of the cook along video
CALA’s three Facebook posts delivered (combined):
- 336 likes and 63 shares
- 53,438 reach and 232 plays of the cook along video
Chef Kitchin also helped spread the news of his CALA Homes tie up, sharing five stories and tagging CALA to his 143k followers – ensuring CALA’s quality homes and picture-perfect kitchens also reached his audience.
To top it off, Chef Kitchin shared the final video with his followers, which has had more than 12,000 views (and counting).
Timing was key for this project. Our team of digital PR experts acted quickly to make sure a steady stream of stories sharing news of the tie-up, the recipe, and where to watch the cook along, ran for two days ahead of the event.
This also tied in perfectly with our press release and media relations strategy, which delivered more than 1.9m opportunities to see – you can read all about our work here.
Our influencers put their chef whites on and participated in the live cook along from their homes, sharing content as they went and photographing the final dish for one of the most important elements of the brief: the competition post.
The icing on the cake was the trio of competitions, which reached more than 34,082 users, putting CALA firmly in the minds of Edinburgh’s foodies.
Each competition ran for a week, leaving ample time for entrants to like, tag, comment and share to their followers. In that time, @Edineats also created and posted a reel of her cook along experience, directing even more followers to enter the competition.
The result: a delicious helping of digital PR success, with CALA’s Instagram following boosted by more than 1,000 followers in just one week.
Think your business could benefit from a boost from our digital PR team? Get in touch below!
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