Hey Tiger is a premium Australian-made chocolate brand known for its sustainability values and community giving. Ahead of Mother’s Day, the brand partnered with Terrier Agency on a two-tiered Instagram campaign: position the Hey Tiger Gift Box as the perfect gift, and build a library of high-quality user-generated content for paid social ads.
We recruited 25 Instagram influencers from diverse backgrounds and briefed them to create Reels around a Mother’s Day gifting narrative. The creators published 22 Reels, reaching more than 797,000 people off the back of a combined following of 797,438 — a response driven by Hey Tiger’s strong local recognition.
The resulting UGC was repurposed as paid social creative in the lead-up to Mother’s Day, giving the brand a full-funnel return from a single campaign.
