Product Launch

Campaign goal:

Innocent activated 49 local micro-influencers in Denmark’s three largest cities; Copenhagen, Aarhus and Odense to introduce and create product awareness around their new Berry & Protein smoothie.

Campaign details

Innocent collaborated with Brandheroes to identify and team up with influential micro influencers, who embodied a natural Innocent brand fit. Innocent is a brand that cares deeply about the world we live in, and continuously donates 10% of their profit to protect the environment. Therefore, it was paramount to carefully select and cast profiles that matched Innocent’s brand values and supported their purpose to make natural, healthy and delicious drinks that help people live well and die old.

 The 49 male and female Brandheroes had different interests, such as fashion, sports, food, and health. However, they all had a general passion for life, which shined through their entire profile. They all had to post one image with the hashtags #innocent #proteinsmoothie and #berryprotein to help launch Innocent’s new and delicious Berry and Protein Smoothie. This lead to a fresh variety of creative, beautiful and life-affirming content – all centered around the pink new drink.

 The average engagement rate for the campaign landed on 9%, where the best engagement rate for one post reached an impressive engagement rate of 32.8%. At Brandheroes, we live to spread brand-love, and this was vividly unfolded during this collaboration with the caring and cheerful Innocent brand.

Location

Copenhagen, Odense, Aarhus

Influencers

49 local micro-influencers

Posts

49 posts in total

Followers

Total combined followers: 92.745

Reach

Total reach of all posts:

92.745

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Engagement

Total engagements:  6.866
likes and comments

Engagement rate

Average engagement -rate: 9.0%

Duration

Full-service model over 30 days

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