HelloFresh is the global meal-kit brand that wanted to expand its presence in Australia and New Zealand using nano influencers, a localised approach it hadn’t previously combined with its internal marketing strategy. We designed a campaign built around the Health Lifestyle niche, selecting creators in healthy food and fitness whose image matched the brand HelloFresh is actively cultivating.
Across both markets we executed 153 individual collaborations spanning posts and stories, tapping into a combined following of 2,238,739. The campaign delivered a total audience reach of 6,105,156, with content distributed repeatedly across overlapping and distinct audience segments.
The result proved that nano influencer marketing at volume is no compromise. It delivered outsized, high-trust reach for HelloFresh’s push into two new markets.
Entering Two New Markets on Trust Rather Than Reach
Nano-influencer campaigns run on volume rather than individual scale, so the vetting work sits earlier in the process: creators are picked for niche fit (here, healthy food and fitness) before any collaboration is agreed, because a nano audience only converts attention into trust if the creator’s own content already matches the brand. Posts and stories were then run across Australia and New Zealand together, so the same niche-fit standard applied in both markets rather than one being treated as a pilot.
What 6.1 Million Reach Across Two Markets Shows
153 collaborations reaching a combined following of 2,238,739 and a total audience of 6,105,156 is a distribution figure, not a market-share number. It shows how far HelloFresh’s message spread across two markets it was entering fresh. Repeated exposure across overlapping and distinct audience segments is the mechanism the existing copy points to: the same message reinforced from multiple smaller, trusted voices rather than one large account carrying the whole campaign.
