SGAG - Hepmil Creators

01 — Project details

The objective was to target young adults with disposable income and new homeowners as Harvey Norman launches an exclusive Italian Furniture Line.

Aimed to drive awareness and encourage visits to the roadshow by engaging Hepmil creators.

Syak @peekmaister | Comedy | Silver Creator | 13K Followers

Rishitha @devilwearsbata | Comedy | Bronze Creator | 12.4K Followers

Denise @denisealexis | Lifestyle | Bronze Creator | 16K Followers

Rei @umeharaei | Lifestyle | Silver Creator | 11K Followers

02 — Creative process

The approach involved using creator IG Stories to drive awareness for the new product line.

Worked with the Hepmil team from concept and script approval to providing feedback before filming and social posting.

Syak’s IG Stories performed exceptionally well, garnering 1,510 views compared to the estimated 500-1K for a Silver creator.

His comedic skit style effectively showcased the sofa's features and functions, enhancing the campaign messaging.

Impressions: 1,581

Reach: 1,510

Engagement Rate: 1.71%

Rishitha’s IG Stories performed exceedingly well, achieving 1,458 views compared to the estimated 100-200 views for a Bronze creator.

Effectively she used the quiz function to boost audience engagement, resulting in higher viewer retention from the onset.

Impressions: 1,600

Reach: 1,458

Engagement Rate: 1.19%

Denise's IG Stories garnered 1,675 views, far exceeding the estimated 100-200 for a Bronze creator.

Her mini skit on furniture shopping for a future BTO perfectly targeted the audience.

She added a third snap with a poll to boost engagement and reinforce the campaign message.

Impressions: 1,694

Reach: 1,675

Engagement Rate: 0.35%

Rei’s IGR garnered a total of 2,311 plays.

This could be possibly due to the inclusion of many USPs in a single video, which may be an overload of information for viewers.

Total Reach: 1,360

03 — Results

The first IG Story snap built anticipation for the second, effectively weaving in the campaign messaging.

Creators Syak, Rishitha, and Denise skillfully used interactive elements like poll stickers, resulting in 4,875 impressions and a 1.07% engagement rate.

04 — Learnings & Takeaways

Avoid packing too many USPs into one video to prevent audience drop-offs.
Keep campaign messaging minimal for better retention.
Use multiple IG Story snaps to break down technical information into bite-sized segments.
Allow more creative freedom in scripting and conceptualization to keep videos organic.