Impact: • Between the influencers, their web pages were viewed over 75,463 times • The influencers on average reduced their food waste by 40% over the month and reduced their plastics by 35% • Saving on average over five kg of food • The #FoodSavvy hashtag was used in 140 tweets over the challenge period, 80 of which were from the influencers • The #FoodSavvy hashtag was used in 85 Instagram posts with over 680 comments and 29 contributors over the challenge period. These local influencers are trusted messengers for their large followings who look to emulate their successes in reducing waste and saving money. Learning: Building a good relationship with the influencers required a constant line of communication, but the effort was rewarded with high levels of engagement. Streamlining communications by setting up a private Instagram group proved most effective to give updates, but also to allow a space to discuss the different challenges and to share knowledge on how to best save food. The #FoodSavvy Challenge continues to be a great example of how influencers can spread the word about #FoodSavvy to new audiences. Influencers with families received high levels of interest. This meant we were able to raise awareness and communicate the FoodSavvy campaign to one of our key target audiences, families with young children. In Year Three, consideration will be given to building on the Instagram group to create an online mutually supportive community to share experiences, run competitions and learn together. The ‘live’ videos that many bloggers did, in particular Holly Parish received great engagement. Next time, in order to measure the true impact of this, we will capture the number of viewers and have a clear call to action of having their followers sign up to the #Foodsavvy Challenge.
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