Sushi Sushi needed to drive awareness of its new sushi platters ahead of Mother’s Day, positioning online ordering with store pickup or delivery as the ideal hassle-free way to celebrate. Terrier Agency recruited Melbourne mum influencers to showcase the offer authentically to the audiences most likely to act on it.
The campaign delivered 28 Instagram Stories generating over 52,000 estimated views, alongside 20 feed posts featuring the platters. Combined, the activation reached a total potential audience of more than 888,000 people — a significant result for a seasonal, localised influencer push.
By pairing trusted local voices with a timely occasion, the campaign made Sushi Sushi the natural choice for Mother’s Day celebrations across Melbourne.
Casting Local Mum Influencers for a Seasonal Occasion
Occasion-led campaigns like this run to a compressed version of Terrier’s standard process: a shortlist built quickly around a specific audience segment — here, Melbourne mum influencers likely to act on a Mother’s Day offer — briefed on the exact call to action (online ordering with pickup or delivery), with content produced and approved in time to land before the occasion rather than after it.
What an 888,000 Potential Audience Meant for a Seasonal Push
28 Instagram Stories generating over 52,000 estimated views, plus 20 feed posts, reached a total potential audience of more than 888,000 — a reach figure, not an orders number, but a large one for what was a short, single-occasion activation rather than an always-on campaign. For a seasonal offer with a hard deadline, that scale of local reach in one push is what made trusted local voices the right channel over a longer-running always-on roster.
