SBS launches influencer campaign for Safe Harbour launch

SBS has recruited influencer agency Social Soup to create a campaign for the launch of its latest drama series Safe Harbour.

Leading up to the premiere of the four-part drama series, which goes to air on March 7,  Social Soup engaged micro influencers across fashion, entertainment, art and photography to create Instagram stories from an event activation for Safe Harbour.

Using Instagram’s new ‘swipe up’ function, influencers posted stories giving details about the four-part series and encouraging their followers to swipe up to watch the trailer.

The activation was attended by 25 social influencers who had between 10,000 to 52,000 followers.

Sharyn Smith, Social Soup CEO, said in a statement: “We love to see the creativity of our content creators and we’ve been blown away again by the quality of the content on this activation. We will continue to pioneer this emerging influence space using Instagram stories at scale to deliver real business results which we alone as a platform can track and measure.”

Jane Palfreyman, director of marketing at SBS, said the broadcaster wanted to explore new ways to reach a younger audience and use word of mouth as an advertising tool.

“With this in mind, we organised a preview screening in partnership with ACMI and Matchbox Films as part of our launch strategy for Safe Harbour, giving influencers a first look at the show
and the opportunity to share their response with their social networks. We are thrilled with the initial results and the event has already created significant buzz and talkability on social media.”


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