Soul Origin Edible Billboard

A Sydney ‘pay by Instagram’ brand activation campaign for Soul Origin

Sydney, NSW

Wasamedia created the highly engaging ‘edible billboard’ concept for national QSR brand Soul Origin.

The billboard, erected in busy Martin Place, acted as the visual ‘ hook’ for the campaign whereby CBD workers were encouraged to take a pic of the installation, post to their Instagram and hashtag #soulorigin in order to receive a free salad from the pop-up Soul Origin kitchen. The ‘pay by Instagram’ billboard campaign, which promoted the Soul Origin tag line of ‘Eat Fresh-er’, attracted thousands of people and encouraged them to act as micro brand ambassadors by posting Soul Origin content organically to their own social feeds.

Key outcomes

  • Over 900 images uploaded to customer social media channels using the #soulorigin hashtags, with an organic and targeted reach of over 250,000
  • Over 1000 new organic Instagram ‘likes’ for the Soul Origin Instagram on the day
  • Over 1000 salads given out on the day along with ‘free coffee’ with purchase cards to drive people into local Soul origin venues
  • Over 20% redemption on coffee cards
Main image

“This campaign was a great success and we were pleased with the brand awareness generated."

Chris Mavris

Soul Origin

People involved

Regina Lee
Regina Lee

Senior Account Manager

George Redmond
George Redmond


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