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.
Briefing for a Two-Tiered Outcome, Not Just Reach
The brief asked for two things from one campaign — awareness for the Mother’s Day Gift Box, and a library of content usable in paid social — so creators were briefed against both outcomes from the start, under Terrier’s standard shortlist-and-brief process, with usage rights agreed up front so the Reels could move straight into paid media without a second negotiation.
What 797,000 Reach Delivered on Both Fronts
25 Instagram influencers published 22 Reels reaching more than 797,000 people off a combined following of 797,438 — a reach figure for the organic phase of the campaign, not a sales number, but one that also produced the UGC library the brief called for. Getting a full-funnel outcome — organic gifting reach plus paid-ready creative — from a single 25-creator activation is what made the two-tiered brief work as one campaign rather than two.
