Agent99 was engaged by Big Owl Pictures to create buzz around Memory Bites, a new TV series starring Australian chef and restaurateur Matt Moran, which launched in March 2025 on SBS.
The campaign aimed to drive viewers to the series, generate excitement around each episode and its celebrity guests, and leverage social media, influencers, and partnerships to amplify reach and awareness.
In addition to a traditional PR campaign, a key focus of this campaign was building and growing the Memory Bites Instagram presence, creating shareable content that reflected the personality of the show and its guests, while engaging relevant audiences through authentic influencer collaborations.
Agent99 developed and executed a comprehensive social media strategy for Memory Bites, establishing the show’s Instagram page and creating content across three core pillars: behind-the-scenes footage, episode teasers, and influencer-generated material.
Agent99 created original video and static posts capturing the emotion and personality of each episode, which were methodically planned and timed to sustain momentum across the series run, positioning Memory Bites as a must-watch show for SBS audiences.
Micro-influencers were carefully selected to receive curated PR kits featuring branded recipe books and sponsor goodies, sharing their own “memory bites” to drive organic engagement. Influencers also amplified the premiere party and key episodes, creating authentic, shareable content that boosted awareness and built a loyal social following.
The Instagram page followers grew by over 3,500% in 2 months, starting with 80 followers at the start of the campaign to almost 3,000 by the show’s conclusion.
During the campaign period, the combined reach of all Instagram content was over 360,000 from reels, static in-feed, and story posts.
By the end of the campaign, the Instagram page’s engagement rate was over 27%.
A total of 54 pieces of content were produced for the social media page, including 40 social media posts and 14 Instagram reels.
