Product Awareness

Campaign Goal

Friluftsland wanted Danish outdoor enthusiasts to know about their new collection of ultra-durable outdoor apparel. The primaryfocus was to show the outdoor pants in actiondeep in the woods-worn byrespected outdoor influencers

Campaign Details

Some would only use the woods for picnics or a quick run, while others can’t wait to escape the urban concrete and head into the Danish forests, breathe deeply and cook food over a gas burner. Because simple living and contact with nature could very well be the cure to the many health and mental issues in modern society.

We aren’t Vikings for nothing. But even the modern Danish man or woman knows that reliable outdoor apparel and helpful tools are necessary for surviving anything from a rain shower to an angry wild boar – and this is where Friluftsland comes in.

Instagram is a paradise for minorities and niche expression. And for outdoor-enthusiasts, there are plenty of inspirational influencers who devote their online platform to hunting, survival, camping, fishing and outdoor activities at a professional scale. These influencers have local recognition, a large following in the thousands and the potential to spread the message of Friluftsland’s new collection of outdoor pants.

Five men and five women matched the brand perfectly and were gifted a set of pants of choice from the web shop plus an additional gift card (worth DKK 500). In exchange, they delivered two separate Instagram posts integrating the pants in nature and a single story each to give out a 20% voucher code to their audience. The photos turned out adventurous and inspirational, and they delivered an honest review of the products in natural surroundings.

20 posts by 10 micro influencerswere accepted by Friluftsland and posted on Instagram with the traceable campaign hashtag #itsnotenough & #friluftsland together with the redirecting brand tag @friluftsland for potential new followers and info.

Campaign Results

This full-service campaign united 10 lifestyle and outdoor micro influencers from Denmark to spread the news of the “It’s not enough” collection to the Danish audience of niche outdoor enthusiasts. Collectively, they held a combined potential reach of 48.148 people, and their posts got 4.361 likes and comments, which amounted to an average engagement rate of 10.5%. The best engagement rate was a striking 20.7%.

The influencers delivered authentic content with genuine reach and noticeable passionate engagement – all complementing the marketing mix of Friluftsland.

The Brandheroes app is our Post on Demand service and is all about exposing your campaign and brand in front of a targeted group of our influencers (filtered by location, gender and influencer category), who pitches unique posts for you and thereafter engages their followers who has an affinity for your product category. You only pay for the posts that you approve and will receive full service - meaning that we take care of everything – from campaign creation and setup in app to approval of posts, payment of influencers and reporting, even product shipment.

The results will give you authentic post-on-demand content, genuine reach within a targeted consumer group, as well as, the good engagement rates, which micro-influencers are known for. And the bonus? Apart from content control, you’ll get the copyright for all the content and rights to use it infinitely across all your channels.




10 local micro-influencers


20 posts in total


Total combined followers:



Total reach of all posts: 48.148



Total engagements: 4.361 likes & comments

Engagement rate

Average engagement rate: 10,5%


Full Service

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