Danish kidswear brand, POMPdeLUX, activated trendy, young Instagram-moms as local micro-influencers in Oslo. The goal was to amplify brand awareness and preference among women with small children in the Norwegian capital.
POMPdeLUX is a popular fashion brand, known for high-quality kids clothing in Danmark. They offer affordable quality clothing in a Scandinavian style that is comfortable to wear and shows off the children’s personality.
We carefully selected 20 authentic, young Instagram moms in Oslo with an interest in fashion and a professional and engaging Instagram profile to ensure the relevance of their audiences. They each shared two posts during the campaign. A POMPdeLUX voucher valued at 1000 NOK were gifted to the new ambassadors in order to have them pick exactly what would match the style of their kid. After they received their personal picks, they were asked to take 2 cool photos of kids wearing the outfit – and share them on Instagram, using the hashtag #POMPDELUX.
The 12 brandheroes were genuine micro-influencers with between 693 and 8984 followers, and a combined following of 65.189 people. They posted in total 47 beautiful images, which got 9.140 likes and comments. This amounted to an average engagement rate of 8.3%, where the best engagement rate for one post was an impressive 37.5%.
The micro-influencers not only amplified brand awareness, preference and high engagement within an unexploited segment. They also produced attractive images, which POMPdeLUX has shared as authentic content across their own channels.
20 local micro-influencers
47 posts in total
Total combined followers: 65.189
Total reach of all posts:
Total engagements: 9.140
likes and comments
Average engagement rate: 8,3%
Full-service model over 45 days
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