Parramatta Square is a mixed-use Sydney precinct that needed to communicate the variety of its restaurants and businesses to a broad audience at launch. Terrier Agency delivered a paid influencer activation to build awareness quickly alongside the precinct’s internal marketing strategy.
Fifty Sydney-based influencers were recruited to post about their personal experience of the precinct, with a focus on its dining scene. The campaign produced 47 Instagram posts, generated 33,099 engagements and reached a food-interested potential audience of 5.8 million, backed by a combined following of over 3.3 million.
The result was rapid, authentic social proof for a brand-new destination, establishing Parramatta Square in a competitive market from day one.
Recruiting Local Voices for a New Destination
A mixed-use precinct opening for the first time has no existing customer base to draw reviews from, so the fifty influencers recruited here were chosen specifically because they were Sydney-based and could speak to the precinct as a place they had actually visited, not a national campaign run at a distance. Each was briefed to post their own experience with a focus on the dining scene, which is what the existing body’s own description of the campaign running “alongside the precinct’s internal marketing strategy” is pointing at, local, in-person content filling the gap before the destination had a track record of its own.
What the Reach and Engagement Figures Show
47 Instagram posts generating 33,099 engagements and reaching a food-interested potential audience of 5.8 million, from a combined following of over 3.3 million, is a day-one visibility figure, not footfall or bookings data. It shows how far the destination’s dining story travelled before the doors had a history for people to search for.
