Driving Subscriptions with Sustainable Food Stories
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Background
Objectives
UK-based young professionals and couples, aged 25–54, with a shared interest in sustainability, plant-based cooking, and eco-conscious food decisions.
Drive signups for Oddbox’s Autumn subscription via storytelling that champions food waste reduction and seasonal eating, while reinforcing the joy of surprise produce.
Goals
Raise awareness for Oddbox Autumn subscription
Drive sustainable traffic to site via social
Lower CPA using authentic social-first content
548k
@shelinacooks
Chef, author and MasterChef winner focused on vibrant, joyful food content.
Interests
🌍 Fusion meals
🥘 Batch cooking
🇲🇺 Mauritian recipes
🥘 Family cooking
Batch cooking theme matched brief
Natural inclusion of box items
Advocated practical food reuse
567k
@ellysplate
Home cook and foodie content creator known for comforting, plant-based recipes.
Interests
🌱 Plant-based
🗑️ Low-waste meals
🍲 Food visuals
🧑🧑🧒🧒 Family cooking
Visually warm, colourful content
Vegetarian dishes aligned to brand
Focused on seasonal cooking ethos
588k
@benrebuck
Chef and food creator sharing rustic home recipes, kitchen hacks and seasonal veg inspo.
Interests
🍆 Veggie dishes
📹 Step-by-steps
🍳 Seasonal recipes
🏡 Home cooking
Recipes centred on root veg
Warm brand tone of voice match
Stop-motion style unique fit
33.7k
@cheftomhunt
Eco-chef and author advocating for climate-friendly food systems and ethical ingredient use.
Interests
🥔 Sustainable meals
🚜 Seasonal dishes
🌏 Climate activism
🌱 Conscious partnerships
Clear sustainability credentials
Leader in zero-waste philosophy
Educational recipe formats fit
Strategy
Meet our Influencers
Content was developed across IG and TikTok, using Stories, Reels, and static assets tailored for each platform. Paid and organic media were fully integrated for maximum value.
Content featured phase-based storytelling across Reels, Stories, and paid assets, creating visual consistency and urgency. Instagram drove 98% of clicks due to stronger CTA utility.
Research Insights
Results
Campaign Results
Research statistics
+127%
Subscriptions Overdelivery
-39%
Lower CPA Than Target
50.3k
Engagements
5.8k
Organic 'Saves'
+127%
Subscriptions Overdelivery
-39%
Lower CPA Than Target
50.3k
Engagements
+127%
Subscriptions Overdelivery
Delicious 😍 never tried @oddboxldn
Love my oddbox.
-39%
Lower CPA Than Target
Delicious 😍 never tried @oddboxldn
50.3k
Engagements
5.8k
Organic 'Saves'
+127%
Subscriptions Overdelivery
-39%
Lower CPA Than Target
Love my oddbox.
+127%
Subscriptions Overdelivery
-39%
Lower CPA Than Target
50.3k
Engagements
+127%
Subscriptions Overdelivery
Delicious 😍 never tried @oddboxldn
Love my oddbox.
-39%
Lower CPA Than Target
Key Learnings
Saves show strong intent
Saves (5.8K) indicated audiences wanted to revisit content - a clear sign of high interest and conversion potential.
Instagram Stories outperform
Instagram Stories drove 535 organic clicks - the most effective CTA tool, outperforming TikTok by over 98%.
CTA urgency boosts results
Future campaigns can benefit from time-sensitive CTAs to create urgency and encourage faster conversion.
Integrated paid approach wins
Partnering closely with Oddbox’s paid team allowed pixel targeting and retargeting, helping lower CPA and boost ROI.
Ready to elevate your marketing strategy?
Let’s add some spice to your next campaign 🌶️
Delicious 😍 never tried @oddboxldn
Love my oddbox.