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House 99

House 99

Campaign Awareness

Campaign goal:

L’ORÉAL Group activated local Brandheroes in Helsinki, Finland for their masculine grooming brand, House 99 by David Beckham. The goal was to create brand awareness and preference within the 20-35-year-old segment in Helsinki.

However, what it’s really all about, is supporting the local stores. Giving them life, heart and soul. Grit, personality and a strong scent of men’s comfort zone. And who doesn’t want to be part of that – and buy into that?

Campaign details

House 99 by David Beckham is a masculine grooming brand for the modern man that combines authentic barbershop culture with efficient skin and hair care. For this campaign, we identified 30 male grooming and lifestyle micro-influencers in Helsinki, Finland.

The 30 brandheroes shared two posts during the campaign. Firstly, they were invited to take part of a real exclusive barber consultation at a professional House 99 barber in Stockmann, Helsinki. Here, the influencers were treated with the products and received expert directions for grooming at home. They shared on Instagram with the hashtags #house99. Secondly, they were given a collection of hair and skincare products for a retail value of 150 EUR. After a few weeks, they shared another photo of themselves and their favorite products from the House 99 selection.

The 30 brandheroes were true micro-influencers with between 463 and 15.851 followers, and a combined following of 59.196 people. They posted in total 48 beautiful images, which had a reach of 118.392 and 14.421 likes and comments. This amounted to an average engagement rate of 19.0%, where the best engagement rate for one post were impressive 51,1%.

The micro-influencers not only created brand awareness, preference and high engagement within an untapped segment. They also produced awesome images, which House 99 has shared as authentic content across its channels.

Location

Helsinki

Influencers

30 local micro-influencers

Posts

48 posts in total

Followers

Total combined followers: 59.196

Reach

Total reach of all posts: 118.392

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Engagement

Total engagements:   14.421                         likes and comments

Engagement rate

Average engagement rate: 19,0%

Duration

Full-service model over 1 week

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Innocent

Innocent

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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Jack & Jones

Jack & Jones

Omni Ambassadors

Omni-ambassador goal:

You can list the usual marketing parameters like generating store traffic, social content, hashtag ownership, building brand awareness, preference and loyalty within a hot target group, as well as showcasing content on the in-store walls and order-in-store tablets, or rating store experiences and even generating sales through affiliate ambassador-webshops.

However, what it’s really all about, is supporting the local stores. Giving them life, heart and soul. Grit, personality and a strong scent of men’s comfort zone. And who doesn’t want to be part of that – and buy into that?

Omni Ambassadors

We have borrowed the word ‘omni’ from ‘omnipresent’. Meaning, universal or being present everywhere. Therefore, an omni-ambassador is not an ‘one night only’ ambassador. He has deep ties with his Jack & Jones store. Vice versa, Jack & Jones does not just look at their omni-ambassador’s post once. No, they give it life and relevancy across touchpoints.

Reasons why
Jack & Jones is part of Bestseller, a fashion group with thousands of stores around the world. So, in a world where retail close-downs are a harsh reality, they realized that in order to win, they needed to do something differently. They needed to own the digital space.

Research shows that Generation Next doesn’t look at the products in store, as much as they look at who is in the store. If they can reflect themselves in those people, they deem the store cool (Martin Lindstrøm, Danish author and Time Magazine Influential 100 Honouree).

So, we needed to get cool people into the stores, start talking about their experiences and share it on social media. We needed an army of hyper-local Brandheroes to put the stores on the map – literally.

Jack & Jones stores

These are the current numbers of omni-ambassadors connected to Jack & Jones stores:

  • 18 countries and counting
  • 500 stores
  • 5 local ambassadors for each store

Finding the right match With Jack & Jones constantly opening stores, Brandheroes continuously search for the best ambassador match for each store. Every day, new cool guys are connected to the brand via the local stores. The selection process follows the general Brandheroes campaign process including utilization of algorithms, audience reports and brand-fit test by a trained human eye. However, this is not just a campaign. This is a match for an ongoing relationship.

Interactive Stamp Card
Each Jack & Jones ambassador gets a custom-built digital stamp card (imagine the card you use in your favourite coffee shop. We have digitalized it)! Now, imagine this; a Jack & Jones ambassador – we’ll call him Max – has his own personal stamp card app, which is automatically filled in every time he shares a #jackandjones post on Instagram. When Max has shared four posts, he goes to his Jack & Jones store, shows his stamp card to the store manager and chooses a new outfit for his next four posts. That’s what we call fresh, current and enticing content!

Store experience
You might see Max’s posts in the store, on the walls and on the tablet, where you can place orders together with the sales assistant. It’s nothing new showcasing user generated content in store, but it works – it inspires, it’s relatable and makes people feel at home. And, most importantly, it shows who else shops in the store (back to what matters to a Gen Next).

But we take it even further. Every time Max goes to the store, he rates the store experience on his app. Meaning that the Jack & Jones Head Quarters can follow the customer experience in each store. We call it a happiness barometer.

MyStore
Max and his omni-ambassador friends have between 500 and 25.000 highly engaged followers, who know their fashion. They want a piece of what they see, and they are not the types who shop around to find it. They want it fast and easy – with one click. Therefore, we will equip the omni-ambassadors with their own webshop – making it possible for Max’s followers to shop his Jack & Jones posts.

This way Jack & Jones will have hundreds of small shops driving traffic and sales to their main website. And, it’s managed by the coolest guys and girls within their target group. What’s not to like?

All in all, this is an impactful and cost-effective way of increasing brand-heat, generating traffic to the stores and build sales. Jack & Jones are happy with the results. But don’t just take our word for it. Here’s what they say about their Brandheroes collab:

To us, what is special about working with Brandheroes, is not only the influencer service and support, but also the continuous advice on digital developments within retail. That’s the reason why we collaborate with Brandheroes on global omnichannel roll out for all of our stores – with an anchoring in our local heroes

Henning

Omni Channel Manager, Jack & Jones

“What really makes a huge difference for us is that the Brandheroes we activated are the type of customers we always wanted in our stores, but struggled to get in. It’s the coolest bartender, the football player and the hot DJ… Now, they are in our stores, they are our customers and they proudly wear our brand around town.”

Stefan

Country Marketing Manager, Jack & Jones

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Primark

Primark

Hyping a store opening

Campaign goal

Create awareness around a new store opening, social content and generate targeted traffic to the store.

Campaign details

The global fast-fashion retailer Primark teamed up with Brandheroes to create awareness around a new store opening in Boston, US. They wanted to engage their target group, add a little extra cool and create social content as well as take ownership of the hashtag #PrimarkUSA

27 influencers from Boston were carefully selected and casted. First, by using audience reports to ensure they had a good following from the Boston area and that the followers had an interest in fashion. Secondly, by a trained brandhero eye to ensure the influencers had a brand-fit with the Primark brand – and could add that extra cool to the brand via their interpretation and styling of the products.

The brandheroes were invited into the store to shop for 150 USD. This way they could select and curate their own outfits – as the 27 profiles had wonderfully different approaches to the Primark styling. They shared these creative and personal interpretations through two and three posts during the campaign.

The 27 brandheroes were true micro-influencers with between 1.200 and 32.800 followers, and a combined following of 232.250 people. They posted in total 60 beautiful and creative images, which amounted to an astonishing average engagement rate of 12,2%, where the best engagement rate for one post were 32,7%.

Primark, the brand itself, has 5.1 million followers on Instagram, but their average engagement rate is 0.5% and the best engagement rate for one post is 1.6%. They were super happy about the results – they fulfilled the goal, built nearly 5000 #PrimarkUSA hashtags in the go, but also gained some really cool customers in the process.

 

Location

Boston, US

Influencers

27 local micro-influencers

Posts

60 posts in total

Followers

Total combined followers: 232.250

Reach

Total reach of all posts:
489.500

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Engagement

Total engagements: 59.719
likes and comments

Engagement rate

Average engagement rate: 12,2%

Duration

Full-service model over
1 weekend

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Warner

Warner

Hyping events

Campaign goal

Create awareness and hype around concerts and happenings

Campaign details

Warner Music collaborated with Brandheroes across a variety of events in 2016 and 2017 to create awareness and hype around concerts and happenings. For them, it was equally important to create content around the events that both reflected the moments and stored it in the digital memory, as well as, giving body and emotions to the hashtags surrounding the events.

Warner Music is a creative and artist-focused music company that houses international mega stars as Major Lazer, Ed Sheeran and Coldplay as well as upcoming artists as Zak Abel and Benjamin Rihan.

The company invited selected Brandheroes with a love for music, and their plus one, to concerts and festivals in exchange for the experience, which they documented and hashtagged.

Warner Music transformed local music lovers with influence —regular people rather than celebrities— into ambassadors for their events, and thereby leveraged the power of personal, trusted recommendations to explode their audience base and spread the word like wildfire.

The results? Increase of Warner Music’s social engagement by more than three-fold.

Location

Copenhagen

Influencers

15 local micro-influencers

Posts

29 posts in total

Followers

Total combined followers: 72.772

Reach

Total reach of all posts: 138.048

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Engagement

Total engagements: 10.682 likes and comments

Engagement rate

Average engagement rate: 9,2%

Duration

Full-service model over

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