Crafted by

Crafted by

Product Launch

Campaign Goal

The goal was to launch Carlsberg’s new brand CRAFTED BY, by complimenting their marketing mix with our micro-influencers’ authentic social content and trustworthy reach and engagement

Campaign Details

The Carlsberg Group recently launched a new and interesting product, where you can customize your own beer and it’s label. You get to choose the colors and logo of your beer before purchase. Carlsberg and Brandheroes did two major campaigns; one focusing on Valentine’s Day with female influencers, and one with male influencers focusing on partying with the guys. 

 Our team of experts identified 20 local influencers. they made sure the influencers had a highly engaging community and were able to communicate the campaign message in an honest and authentic way to their audience. The influencers posted cool Valentines’ and party pictures with their own crafted beer. One post showing off their creation in a natural setting, and 3 Stories telling their community about how and where they could get their own box. The selected campaign hashtag was #CraftedByYou.

The 20 Danish Brandheroes were genuine micro-influencers with between 562 and 5171 followers and a combined following of 60.090 people. They posted in total 28 beautiful images, which got 3.116 likes and comments. This amounted to an average engagement rate of 4.1%, where the best engagement rate for one post was a striking 9.3%. In addition to the posts, 60 Stories were shared to give the ‘behind the scenes’ feel.

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

 

Location

Danmark

Influencers

20 local micro-influencers

Posts

28 posts in total

Followers

Total combined followers: 60.090

Reach

Total reach of all posts:  99.136
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Engagement

Total engagements: 3,116 likes and comments

Engagement rate

Average engagement rate: 4,1%

Duration

Full-service model     over 30 days
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Arne Jacobsen Watches

Arne Jacobsen Watches

Campaign Awareness

Campaign Case

Campaign goal

Arne Jacobsen Watches activated local Brandheroes across Scandinavia to create brand awareness and social content around their minimalistic wrist watch.

Campaign details

Arne Jacobsen Watches collaborated with Brandheroes to find local micro-influencers in Denmark, Norway and Sweden with a certain functional and minimalistic aesthetic. Influencers, who could create content that underlined the wrist watch as a subtle and timeless accessory that completes your outfit and defines your best moments.

By combining algorithms, audience reports and a trained human eye, we identified fashionable men and women, who encompassed the best possible brand-fit. The 16 selected Brandheroes each shared two-three posts during the 90-day campaign to illustrate their individual and stylish take on modern functionalism and simplicity. Their posts all centered around wrist watches from Arne Jacobsen Watches and included the hashtag #arnejacobsenwatches.

The 16 brandheroes posted in total 48 beautiful images of the simple, elegant and classic timepiece that lasts a lifetime. These received an average engagement rate of 6,4%, where the best engagement rate for one post was impressive 18,3%.

In celebration of the moments in time, the eye-catching watches got 14.594 likes and comments from the 100.279 deeply engaged followers.

So, take inspiration from the Arne Jacobsen Heroes and make sure you never miss a moment and make the most of every hour – since the time is always now.

Location

Scandinavia – Denmark, Norway and Sweden

Influencers

16 local micro-influencers

Posts

48 posts in total

Followers

Total combined followers: 100.279

Reach

Total reach of all posts:
302.699

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Engagement

Total engagements: 14.594
likes and comments

Engagement rate

Average engagement rate: 6,4%

Duration

Full-service model over
90 days

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Kiehl’s

Kiehl’s

Campaign Awareness

Campaign Goal

The L’ORÉAL Group activated local, Swedish Brandheroes across multiple cities for their exclusive heritage skincare brand Kiehl’s. The goal was to create brand awareness and preference among 25-35-year-old men and women across Sweden.

Campaign Details

Kiehl’s products are known for their natural ingredients and heritage-driven packaging going back to their family pharmacy in New York 1851. On our mission to find the right influencers for the campaign, we looked for people that could align with Kiehl’s brand image and amplify their message.

We identified 16 personal-care and fashion micro-influencers across all of Sweden. The 16 brandheroes shared a single post each during the campaign. They were gifted with a goodie bag containing a few of Kiehl’s most popular products for him & her, worth 670 SEK (retail price). They were later told to get to know the products over a period of time and take a picture of the products in a personal bathroom environment. They shared the post on Instagram with the hashtags #KiehlsFavorites and two other selected hashtags.

The 12 brandheroes were true micro-influencers with between 669 and 4820 followers, and a combined following of 34.567 people. They posted in total 16 beautiful images, which had 34.567 impressions and 2.610 likes and comments. This amounted to an average engagement rate of 9.4%, where the best engagement rate for one post were impressive 20,8%.

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

Location

Sweden

Influencers

16 local micro-influencers

Posts

16 posts in total

Followers

Total combined followers: 34.567

Reach

Total reach of all posts:  34.567

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Engagement

Total engagements: 2.610 likes and comments

Engagement rate

Average engagement rate: 9,4%

Duration

Full-service model     over 30 days

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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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