The client
Orange Clove, established in 2008, set out to redefine corporate catering by combining reliable service with restaurant-quality cuisine. Specialising in international dishes infused with Asian flair, Orange Clove has become the go-to choice for corporate clients ranging from global MNCs to local SMEs. Beyond just food, they offer a seamless experience with services that include event conceptualisation, logistics setup, and creative catering solutions.
The objectives
The objectives of this campaign are:
- Raise brand awareness for Orange Clove and its catering services, aiming to boost sales during the festive season and ahead of Lunar New Year.
- Highlight and promote the exclusive Christmas 2023 catering menu.
What was the campaign brief?
Christmas is the season for coming together, and what better way to celebrate than with a delicious spread from Orange Clove? For this campaign, our Partiposters were tasked with bringing the festive spirit alive, sharing the joy of Orange Clove’s catering services with their audiences in an authentic and relatable way.
Nano-Influencers: Spreading the Word
For our nano-influencers, the mission was simple but impactful. Through Instagram Stories, they gave their followers a sneak peek into Orange Clove’s Christmas promotion. The Instagram Stories went beyond casual mentions, featuring direct links to the Orange Clove website for easy access to their offerings. By tagging @orangeclovecatering, the brand was prominently highlighted throughout.
Micro-Influencers: Creating Festive Moments
The micro-influencers had a bigger task: to capture the magic of Orange Clove in action. Through TikTok or Instagram Reels, they showcased the mouthwatering dishes, candid moments with friends and family, and heartfelt reviews. These videos went beyond basic content and inspired followers to picture their own celebrations featuring Orange Clove’s festive spread.
In their captions, micro-influencers shared their excitement about experiencing Orange Clove’s catering. They emphasised how the Christmas buffet could be ordered directly from the website and even hinted that Orange Clove might be their go-to choice for Chinese New Year.
To add a personal touch, the influencers posted candid photos on Instagram, highlighting the joy of sharing a meal with loved ones. The warmth and authenticity of these posts made them feel less like promotions and more like genuine moments of celebration.
Why Both Campaigns Worked
By blending nano-influencers’ intimate reach with micro-influencers’ creative storytelling, the campaign captured the true essence of the holidays—joy, connection, and great food. These influencers turned Orange Clove’s catering into more than just a service; they made it a key ingredient in the festive season’s celebrations.
Why Influencers Are Your Secret Weapon For the Festive Season
For this campaign, we brought together the perfect blend of nano and micro-influencers to spread the word about Orange Clove’s Christmas offerings.
Each group played a unique role in amplifying the campaign’s message and connecting with audiences in a way that felt authentic and engaging.
Leveraging Nano-Influencers for Broad Awareness
Nano-influencers are everyday content creators with a close-knit audience that trusts their recommendations. By working with a larger number of these influencers, we created a ripple effect of awareness. Their task was simple yet effective—share an Instagram Story about Orange Clove’s Christmas promotion. With direct links to the website and clear calls-to-action, these Stories made it easy for their followers to explore the festive offerings. This approach allowed us to tap into volume while keeping the content approachable and relatable.
Empowering Micro-Influencers for Creative Storytelling
Micro-influencers brought their creative flair to the campaign. Tasked with producing more in-depth content like Instagram Reels, TikTok videos, and photo posts, they showcased Orange Clove’s dishes in ways that resonated deeply with their followers. From cosy gatherings with friends to candid reviews of the festive spread, their posts provided an immersive look at the Christmas buffet. This content not only reached a broader audience but also inspired followers to imagine Orange Clove as part of their own celebrations.
Why Instagram and TikTok Were the Platforms of Choice
Instagram and TikTok were selected for their ability to showcase food visually and engage audiences effectively. Instagram excels at creating curated moments, whether through Stories or Posts, while TikTok’s short-form videos encourage creativity and share-ability. Together, these platforms brought the campaign to life, delivering the perfect mix of visual appeal and viral potential.
Videos and Posts: A Dual Approach to Awareness
Videos gave followers a sense of the atmosphere, the joy of sharing meals, and the deliciousness of Orange Clove’s dishes. Posts captured beautifully plated dishes and the festive vibe of gatherings. By combining both formats, we ensured that audiences had multiple touch points to connect with the brand. Whether they were scrolling quickly or stopping to watch a video, the content left a lasting impression.
Why Influencer Marketing Shines During Christmas
The holiday season is a time of togetherness, celebration, and, most importantly, planning. People are actively looking for recommendations, from the best gifts to catering options for gatherings. Influencer marketing fits perfectly into this festive buzz. Trusted voices in the form of influencers provide audiences with reliable and relatable suggestions during a time when decision-making can feel overwhelming. By aligning Orange Clove’s campaign with the spirit of Christmas, we positioned the brand as a top choice for creating memorable moments.
This strategic combination of influencers, platforms, and content ensured that Orange Clove stayed top of mind, driving both awareness and action during the busiest season of the year.
The results
- With 112 nano-influencers generating 474,000 in reach and 17,300 views, their relatable Stories created widespread awareness and drove interest in Orange Clove's festive offerings.
- Just six micro-influencers reached 385,000 people, delivering 28,700 views and 6,840 engagements with their creative and immersive content, effectively sparking deeper audience interaction.
- Together, nano and micro-influencers brought Orange Clove’s campaign to life, achieving a cumulative reach of 859,000 and driving excitement around the brand during the busy holiday season.
The takeaway from this campaign
Orange Clove's Christmas campaign demonstrates how influencer marketing can elevate FMCG-F&B brands during the holiday season. By combining the authentic reach of nano-influencers with the creative storytelling of micro-influencers, the campaign delivered not just visibility but meaningful connections with consumers.
The festive season is an ideal time to leverage influencer marketing—audiences are looking for trusted recommendations to make their celebrations memorable. Platforms like Instagram and TikTok further amplify these efforts, providing a visual and engaging way to showcase products.
Ready to make your brand the centrepiece of holiday celebrations? Contact Partipost today and let’s create a campaign that resonates with your audience and drives real results.