FORMAT • DOCUMENTARY / FACTUAL • FUNDED BY NZ ON-AIR for RNZ • 2025
JOURNEY OF SCENT
A documentary series exploring the relationship between scent, memory, and identity. A commissioned perfume is made each episode for a creative practitioner from Aotearoa New Zealand. Produced by FOURPLAIT for RNZ.
NATHAN TAARE
•
WHITNEY STEEL
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TE RONGO KIRKWOOD
•
TROY KINGI
•
ANA SCOTNEY
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KIA KANUTA
•
TAYI TIBBLE
•
ANAHA HIINI
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NATHAN TAARE • WHITNEY STEEL • TE RONGO KIRKWOOD • TROY KINGI • ANA SCOTNEY • KIA KANUTA • TAYI TIBBLE • ANAHA HIINI •
OUR ORGANIC MARKETING CAMPAIGN
The challenge
Fate would have it that Journey of Scent launched during peak Christmas content season, one of the most competitive windows of the social media calendar. Getting a share of the audience is especially challenging this time of year. Our broadcast partner had an editorial policy against paid boosting due to their news posts. We essentially had no paid bosst budget. And FOURPLAIT's own Instagram account had fewer than 1,000 followers.
The brief was to reach an audience that didn't know us yet.
The approach
We decided to test what an exclusively organic campaign could achieve. And built a distribution plan that involved collaboration with the artists who feature in the series, a physical launch, and a giveaway campaign.
The result
We reached 190,000 accounts organically. That’s equivalent to almost the entire urban population of Wellington City, or filling out Eden Park in Auckland 4 times.
We adapted to the resources and talent we had available to us in order to achieve this.
326K
Total organic views across 23 posts on Instagram
No boost budget. No worries.
29,298
Story views across 85 stories
*The Fourplait Instagram account had under 1000 followers at this time