Case Study / Leader Fish Bites Social Campaign
How we used paid social to launch Leader Fish Bites and reach 849,456 Kiwi shoppers
849,456 Kiwi shoppers reached
3.5x average frequency across 5 posts
343,435 engagements driven
The Brief
Leader Fish Bites launched as a new extension to the wider Leader Bites range, and our brief was to build awareness and excitement with busy Kiwi families looking for quick, easy and delicious meal options. The campaign needed to stand out in a crowded social feed, introduce the new range clearly, and deliver strong paid social results across Facebook and Instagram.
The Result
We developed a paid social campaign built around a simple, ownable creative platform: One bite and you're hooked. The idea connected the familiar Kiwi pastime of fishing with the first-bite moment of discovering a new favourite meal. Creatively, we built a distinctive campaign world using fishing cues, cut-out newspaper-style headlines, collage-inspired animation, and flavour-led ingredient overlays.
The rollout included a tease reel, three flavour-specific reels, and a competition post, with each asset given a clear role within the media strategy. The tease reel built curiosity, the flavour reels drove reach and engagement across the range, and the competition post helped bring all three SKUs together in one final awareness push.
Leader Fish Bites case study: paid social creative that drove reach, engagement and awareness
849,456 Unique Reach
343,435 Total Engagements
341,427 3-Second Video Views
11.45% Quality Engagement Rate
$9.23 Cost per 1,000 Unique Reach
3.5x Average Frequency Across 5 Posts
The tease reached 87,048 people, generated 14,474 engagements and delivered a 9.66% engagement rate.
This Tandoori Fish Bites Reel reached 559,175 people, 110,285 engagements and a 9.18% engagement rate.
Another strong result, reaching 535,715 people, with 107,608 engagements and an 8.89% engagement rate.
Chilli & Lime, by contrast, was set to an engagement objective - a deliberate trade-off on reach (205,922) for a standout Engagement Rate of 26.49%, well above the 9.18% and 8.89% achieved by the reach-led posts.
