THE BRIEF

We were engaged to lead national PR and communications for Cancer Council’s flagship fundraiser, Australia’s Biggest Morning Tea 2025 (ABMT). As Australia’s largest annual fundraising event, ABMT encourages people across the country to host morning teas and raise money for cancer research and support services. Alongside the earned media strategy, we were tasked with delivering a targeted influencer campaign to boost social engagement in the lead-up to and during the campaign period.

OUR RESPONSE

We identified an opportunity to elevate Cancer Council’s influencer strategy by curating a list of 40 KOLs and delivering bespoke ABMT gift packs. Each pack included the official host kit, Dilmah tea (the campaign partner), and premium tableware from Maxwell & Williams, secured through a negotiated in-kind partnership that also reduced costs. The campaign went well beyond unboxings—many influencers styled their own morning teas, created reels, and encouraged their audiences to get involved. The result was rich, visually engaging content that amplified the ABMT brand and drove meaningful participation across social channels.

RESULTS

Of the 40 influencers we gifted, 35 posted high-quality content that reached an estimated audience of 2.29 million. Across the full social campaign, our monitoring showed over 5 million impressions. The influencer campaign brought heart, warmth and visual flair to ABMT, helping to extend its reach across the country and spark meaningful participation in a cause that touches so many lives.