Huel
Long Sessions
2024 / Gaming / Short Form / Product Integration
A product integration that took the honest route: creators who genuinely skip meals on long recording days, talking about what they actually do instead.
Results
- Combined views
- 2.4M
- Code redemptions
- 6.7K
- Cost per acquisition
- £18.40
- Assets delivered
- 24
Reported at campaign close
The brief
Huel came to us with a performance target rather than a reach target, and a clear preference for creators who would keep using the product after the campaign ended. Discount code volume was the measure that mattered.
What we did
We shortlisted on session length rather than follower count, on the basis that the people who stream or record for six hours at a stretch are the ones the product is for. Each creator built their own read from a short fact sheet, and we negotiated usage that let Huel run the strongest three cuts as paid social for ninety days.
The result
Redemption volume came in ahead of the brief and the paid usage extended the campaign well past the organic window. Two of the three creators have since renewed on longer terms.
Talent involved
The creators on this campaign
From the campaign
On Instagram
Posts published by the creators during the campaign, shown here straight from Instagram rather than re-uploaded.
Want work like this for your brand
Tell us the audience, the window and the budget range. We will come back with a shortlist and the reasoning behind it.