Creating store traffic
To attract traffic to the store for Christmas shopping and generally gain brand awareness
Brandheroes collaborated with Illum, a Danish premium department store, to attract Christmas shopping traffic to the store, as well as, gain general brand awareness amongst younger male and female shoppers. The local Copenhagen brandheroes were invited into the store to shop a Christmas present. Then they shared their experience with their followers through posts and stories.
The 39 micro-influencers were all carefully selected and casted by using audience reports to ensure their followers were mainly from Copenhagen and had shopping, fashion and lifestyle as main interests, as well as brand affiliations with the Illum category.
The influencers had between 1.500 and 16.000 followers, with a total following of 218.682 local people. They posted in total 78 images, which had 424.032 impressions and 24.883 likes and comments.
However, the magic does not lie in the number of followers, but in who they are, and how much they interact, like and comment. 12 posts had an engagement rate of above 10% and the highest engagement rate was a whopping 19,1%. The total average engagement rate of the campaign was 6,3%.
All in all, it was an impactful and cost-effective way of gaining store traffic and brand awareness.
39 local micro-influencers
78 posts in total
Total combined followers: 218.682
Total reach of all posts:
Total engagements: 24.883
likes and comments
Average engagement rate: 6,3%
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