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Axa

Axa

Campaign Awareness

Campaign Case

Campaign goal

The Swedish cereal brand, AXA, got together with Brandheroes to spread the news of their recent product: Simply Great Granola. The goal was to strengthen brand awareness and top-of-mind preference among young, Danish women with the pursuit of a healthy lifestyle.

Campaign details

AXA is one of the most popular and recognized cereal brands in Scandinavia. The brand believes that a long and healthy life starts with oats for breakfast, and now they’re on the marked with a new product – their most photogenic product to date. AXA now offers a truly tasty Granola to top on the morning smoothie bowl and they wanted to increase hype and awareness with the help of Brandheroes.

25 carefully-scouted influencers were picked out, each living in the largest cities in Denmark.

We looked specifically for influencers with an elegant sense of photo-composition, care for healthy living and even interior design to portray AXA’s granola.

The influencers were gifted with a 1000 DKK gift card as a thank you for partnering with Brandheroes. They acquired an AXA granola from a convenience store and shared 2 inspiring pictures and one story with their followers, focusing on bringing their breakfast to life.

They added the selected campaign hashtags #axasimplygreat #nosugaradded & #nocompromise.

The 25 Danish identified brandheroes were genuine micro-influencers with between 573 and 4264 followers and a combined following of 74.981 people. They posted in total 50 beautiful breakfast images, which got 7.118 likes and comments. This amounted to an average engagement rate of 7.2%, where the best engagement rate for one post was an impressive 15.9%.

The micro-influencers not only amplified brand and product awareness, preference and high engagement within the relevant segment. They also produced striking images, which AXA has shared as authentic content across its channels.

Location

Denmark

Influencers

25 local micro-influencers

Posts

50 posts in total

Followers

Total combined followers: 75.981

Reach

Total reach of all posts:

151.962

w

Engagement

Total engagements: 7.118
likes and comments

Engagement rate

Average engagement rate: 7,2%

Duration

Full-service model over
30 days

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HTH

HTH

Campaign Awareness

Agency: CARAT
Brand: HTH

Campaign goal

Create awareness and encourage micro influencers’ followers to share the best detail from their kitchen.

Media Mix

Carat integrated Brandheroes in their broader media mix to boost a HTH Køkken initiative.

Brandheroes campaign flow

  1. Carat sent a campaign proposal containing target group and a content brief to Brandheroes.
  2. Brandheroes returned with 12 suggested profiles for approval. The profiles were all carefully selected and casted to fit HTH Køkken’s brand and wanted target group for the campaign. This selection was based on algorithms measuring audience demographics, engagement rates and a trained human eye.In addition, Carat approved the signup link, which would be sent to the influencers, and the influencer-brief.
  3. Brandheroes contacted, activated and monitored the selected final 10 influencers.
  4. After the campaign, the Brandheroes team wrapped up KPIs including reach, engagement, audience demographics and images in a report, which Carat could integrate in their concluding report for HTH Køkken.

 

Results: Carat utilised micro influencers to boost HTH Køkken’s new initiative. The 10 Brandheroes each shared two amazing pictures of their favourite detail from their kitchen. They included the selected hashtags and encouraged their followers to do the same. In return, the influencers received four Royal Copenhagen cups, matching their beautiful kitchens.
The 10 Brandheroes secured a total of 97.617 campaign impressions and got 4.640 total engagements. Some of the influencers posts even received an engagement rate of more than 20%, which is impressive compared to macro-influencers’ average engagement rate of 1,7%. By using micro influencers, HTH Køkken created a buzz around their new initiative, had high engagement and got people involved.

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CEWE

CEWE

Campaign Awareness

Agency: iProspect
Brand: Cewe

Campaign goal

Create product awareness and entice people to purchase a CEWE photo book as the perfect Christmas present for families with young children.

Media Mix

iProspect integrated micro influencers as an extra layer in their media mix to create relatable, local and trustworthy content around CEWE’s photo book as the perfect Christmas present.

Brandheroes campaign flow

  1. iProspect sent a campaign proposal and asked Brandheroes for a specific recommendation regarding CEWE and the use of micro influencers.
  2. Brandheroes returned with a proposal containing target group, number of influencers and a concept for the campaign. After the proposal was accepted, Brandheroes returned with suggested profiles for approval that were all carefully selected and casted.Furthermore, both iProspect and CEWE approved the signup link with assignment brief, which would be sent to the selected influencers.
  3. Brandheroes activated and mentored the selected 40 influencers in Copenhagen, Aarhus, Odense and Aalborg.
  4. After the campaign, the Brandheroes team wrapped up KPIs including reach, engagement, audience demographics and images in a report, which iProspect could integrate in their final report for CEWE

 

Results? The local micro-influencers all shared amazing pictures of their own personal photo book. In addition, they also shared pictures of their experience during the creation of the CEWE photo book. In return for their pictures, the influencers received a photo book and a gift certificate for CEWE’s webshop. This campaign is a great example of how local influencers are a brilliant media for spreading the word about a personal, likeable and loving product as a CEWE photo book.

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Kanal 5

Kanal 5

Campaign Awareness

Agency: MKTG
Brand: Kanal 5

Campaign goal

Create awareness and a buzz around Kanal 5’s new TV programme ‘5. Gear’ check out the case video here

Media Mix

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

  1. MKTG sent a campaign proposal containing profiles, target group and content brief including hashtags to Brandheroes.
  2. 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.
  3. Brandheroes activated and supervised the selected 15 influencers.
  4. 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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Matas

Matas

Campaign Awareness

Agency: Vizeum
Brand: Matas

Campaign goal

Create product awareness and social content around Matas’ own-brand sunscreen products

Media Mix

Vizeum rolled out the campaign across the following media to create maximum impact for Matas:

  • Outdoor
  • Web banners
  • Print ads
  • TV commercial
  • Newsletters
  • Facebook ads
  • Brandheroes Post on Demand

Brandheroes campaign flow

  1. Vizeum sent a campaign proposal containing profiles, target group and content brief including hashtags to Brandheroes
  2. Within 24 hours, Brandheroes returned with 20 suggested profiles for approval. The profiles were all carefully selected and casted. First, by algorithms measuring audience demographics and engagement rates. Secondly, by validating profile and brand-fit by a trained human eye. In addition, Vizeum approved the signup link, which would be sent to the influencers, and the influencer-brief.
  3. Brandheroes contacted, activated and monitored the selected 10 influencers – and the campaign was up and running within five days.
  4. After the campaign, the Brandheroes team wrapped up KPIs including reach, engagement, audience demographics and images in a report, which Vizeum could integrate in their final report for Matas

Results? 10 Brandheroes shared their favourite Summer moment, where they were wearing the Matas sunscreen. They received the entire Matas sunscreen product line as thanks for spreading the word.
Easy peacy! Integrating local influencers in the media mix doesn’t need to be time consuming or expensive. Brandheroes offer full-service handling and fixed prices on the entire campaign.

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