The Maria bag is one of Beck Söndergaards most biddable and compatible women’s handbags. The brand wanted to increase footfall and store traffic with this campaign. After seeing a lucrative and beneficial effect of their first Brandheroes campaign, they called us up for another product campaign revival. This is campaign #2 by Beck Söndergaard – the new Maria bag.
A handbag is a woman’s best friend, so we ran a search for the best and most handbag-loving female style influencers among our Brandheroes. Here’s how it went down:
The influencers were introduced to the campaign details that involved going to a Beck Söndergaard supplier in their favorite outfit and integrate the Maria bag. The selfie didn’t have to take place in-store, but they had to buy the bag if they wanted to take it elsewhere for a photo shoot.
By doing this, the influencers invited their followers on a shopping trip, showing them how they could style the bag and informing of its very existence, creating interest, and positioning the bag to the rest of the outfit.
This resulted in a fashionable collection of personal pictures that served as exclusive and fashionable masterpieces while leaving the focus to the Maria bag as the focus object.
The moment Beck Söndergaard knew they wanted to integrate micro influencer marketing in their marketing mix, they made it easy for the influencers to join the campaign. They did so by accepting that the picture could be taken in-store without buying the bag first. This is exactly what a campaign like this needs to consider: balancing product availability with photo output.
10 posts by 10 micro-influencers were accepted by the brand and posted on Instagram with the traceable campaign hashtag #mariabag, #becksondergaard plus the redirecting tag @becksondergaard for increased traffic and potential followers.
This Post on Demand campaign united 10 inspiring micro influencers from Denmark to share excitement and style inspiration with their many followers, leaving the spotlight on the new Maria bag.
Collectively, they held a combined reach of 51.810 people, and their stylish posts got a total of 2,472 likes and comments, which amounted to an average engagement rate of 8,3%. The best engagement rate was a striking 14,8%.
The influencers delivered authentic content with genuine reach and noticeable passionate engagement – all complementing Beck Söndergaard’s marketing
Beck Söndergaard paid €90 per post, which got them 3 outstanding results: 10 pieces of unique Post on Demand content, campaign awareness through genuine reach, and great engagement rates, which micro-influencers are known for. An amazing package for the small sum of €900.
We rewarded our hard-working influencers, who made this amazing content possible, with €50 worth of Brandcoins to spend in our exclusive webshop – regardless of their individual number of followers on social media.
The Brandheroes app is our Post on Demand service and is all about exposing your campaign and brand in front of a targeted group of our influencers (filtered by location, gender and influencer category), who pitches unique posts for you and thereafter engages their followers who has an affinity for your product category. You only pay for the posts you approve, and you will receive “full service” – meaning that we will take care of everything – from campaign creation and setup in app to approval of posts, payment of influencers and reporting, and even product shipment.
The results will give you authentic post-on-demand content, genuine reach within a targeted consumer group, as well as, the good engagement rates, which micro-influencers are known for. And the bonus? You will get the copyright for all the content and rights to use it infinitely across all your channels.
11 local micro-influencers
11 posts in total
Total combined followers: 51.810
Total reach of all posts: 51.810
Total engagements: 2.427 likes and comments
Average engagement rate: 8,3%
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