Instant Brands is the global housewares company behind the iconic Instant Pot Pressure Cooker — but its range stretches far beyond one appliance, taking in air purifiers, cookware and homeware many consumers never knew existed. We built a micro-influencer campaign to introduce those products to new demographics across Instagram and TikTok.
We matched each product to the creators most likely to resonate: family influencers for everyday cooking convenience, foodies for baking and barbecue, and interiors creators to place air purifiers and cookware within a lifestyle aesthetic. The campaign reached a total potential Instagram audience of 37,925,981, delivered 165,000 TikTok views, and drew a combined following of 6,105,156 with 25,585 engagements.
Alongside the reach, the campaign gave Instant Pot’s own channels a steady pipeline of authentic, creator-led content to reshare.
