The #Gift
Every flavour across the HOPR and XHALE ranges, an esky-shaped floatie, and an $80 gift voucher. Total retail value: $160.
The Industry
FMCG, Beverage
The Influencers
Australian creators aged 35 and over with 3,000+ followers in the health and wellness, food and content creator categories — chosen for household buying influence rather than raw follower count.
The challenge
HOPR sells a drink that has to be tasted to be understood.
That is the hard part. A better-for-you beverage can’t win on a product shot. It wins when someone people trust cracks one open on a hot day, in a caravan park, at a picnic, mid-conversation — and the moment reads as real rather than rehearsed.
So HOPR set three goals:
- Get the product into hands, not just feeds. Trial drives repeat purchase in beverages. Content that shows genuine first sips does more than a polished asset ever will.
- Reach the person who actually fills the fridge. HOPR deliberately targeted creators aged 35 and over — grown-up audiences with households, budgets and buying habits already formed.
- Build a content library, cheaply. Enough footage across enough formats to feed owned channels for months, without a production budget.
The solution
The gift was built for content, not just for value.
Every flavour across HOPR and XHALE meant creators had range — taste tests, ranking videos, fridge restocks, “which one are you” formats. The esky-shaped floatie gave the drop a visual hook that photographs well and reads instantly as summer. The $80 voucher meant creators could restock the flavour they actually liked, which is where the second, unpaid wave of content tends to come from.
Total retail value: $160. Enough to earn a genuine exchange under #gifted’s fair value guidelines, without touching a media budget.
Most gifting campaigns chase the youngest, cheapest reach available. HOPR went the other way.
By setting the creator age range at 35 and over and opening the campaign Australia-wide, the brand traded a bit of raw follower volume for something more useful: audiences with established routines, real grocery baskets, and the kind of “I bought this, here’s why” credibility that converts.
The categories were tight — health and wellness, food, content creator — so every match was already speaking to people who care what’s in their glass.
Why it worked
- The gift was generous enough to earn real effort. At $160 retail with full flavour range plus a voucher, creators had something to say and a reason to say it more than once.
- The targeting was disciplined. 35+, Australia, health and food categories. Fewer matches, better matches.
- The format followed the product. A drink belongs in Stories and Reels, not in a static grid post. The 65/29 split reflects how people actually consume beverages and content.
- The output outlived the campaign. 69 pieces of usable footage, and a duration impact of 132.51 proving the content kept earning attention long after the boxes went out.
The takeaway
HOPR spent product, not media. In return it got 444,643 people reached, 9,011 engagements at two cents each, a library of 69 assets, and one Reel that quietly outperformed the entire rest of the campaign.
For a beverage brand where trial is everything, that is not a content campaign. That is distribution.
The Results
Similar case studies
.webp)
.jpeg)
Get social buzz at scale
Collaborate with multiple vetted influencers at once
Get a steady flow of organic UGC every month
Save time with our personalized influencer-matching algorithm + centralized chat feature
All easily managed in one place
