#ABetterPlantBasedFuture

Upfield challenged APCO to develop a documentary series, A Better Plant-Based Future, to promote plant-based eating, including plant margarine.

Informed by research, we came up with a campaign strategy focused on working with micro-influencers to tell unexpected stories about the "unsung heroes" of the plant-based movement.

Following a pilot launch with an AI partner, Automated Creative (AC), we officially launched the campaign on June 10 across a range of digital channels, including: Instagram, Twitter, YouTube, and VICE news and social channels.

The campaign was a huge success and proved the value of using micro-influencers to achieve tangible business outcomes.