Create awareness and a buzz around Kanal 5’s new TV programme ‘5. Gear’ check out the case video here
By placing rally cars from ‘5. Gear’ in populated locations all over Denmark, MKTG created a guerilla marketing campaign that supported the more traditional marketing of the TV programme. Local micro-influencers were integrated in the media mix to help create a buzz around the rally cars in their cities, by posting pictures of them on their social media profiles.
Brandheroes campaign flow
- MKTG sent a campaign proposal containing profiles, target group and content brief including hashtags to Brandheroes.
- Brandheroes returned with suggested profiles from Aalborg, Aarhus and Copenhagen for approval. These profiles were all carefully selected based on algorithms measuring audience demographics and engagements rates. Additionally, their profiles were validated by a trained human eye to ensure the best possible fit between the influencer and Kanal 5’s brand.
- Brandheroes activated and supervised the selected 15 influencers.
- After the campaign, the Brandheroes team wrapped up KPIs including reach, engagement, audience demographics and images in a report, which MKTG could integrate in their final report for Kanal 5.
Results: 15 Brandheroes posted cool pictures that enhanced the mystique and buzz around the placed rally cars. The followers interacted with the micro influencers pictures, which resulted in a total 7,8 % engagement rate. In return for their pictures, the micro influencers received a gift certificate for boozt.com. This case illustrates how micro influencers can be integrated in a creative way to generate awareness and buzz around a product, brand or in this case, a release of a new TV programme.
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