Smart is the new cool, and Scandinavia’s leading online bookstore Saxo wants all of us to get wiser and happier reading more books with their new audiobook universe. So, Saxo called up Brandheroes to collaborate on spreading the message through the most effective marketing tactics, which injects soul and heart into a brand; influencer marketing.
Unpraise and disinterest is happening in the world of books. Contrastingly, in the world of social media, we are happily paced for hours on end in a constant race to become the smartest, best looking and most successful on the block. However, taking books from the traditional, heavy and dusty format into a light, intellectual on-the-go-format seems like a natural evolution. Feeding the ears of the nation with pure literal entertainment, schooling and intellectual exploration. Our smart Brandheroes knows that books can add that extra to their lives, so they occasionally replace the voice of Beyoncé with the voice of a renowned writer.
The Saxo campaign was highlighting their Saxo Premium service, which is an audiobook subscription service with over 100.000 new book titles – an entertaining partner when tanning in the sun or on the long summer road trips.
The influencers were asked to sign up for a 14-day trial period, explore and get their hand on the service. The desired setting was “me time” focused, having the influencers make a bold and honest claim to listen to audiobooks in their various favourite situations.
For a ‘Post on Demand’ campaign, Saxo Premium was a perfectly accessible product to be promoting, due to its free and easy acquisition. ‘Post on Demand’ campaigns are usually done with affordable products, which the influencers buy themselves – ensuring that they have a genuine love for the brand.
The campaign was featured in the top bar of the Brandheroes app – exposed to a targeted influencer group, set by Saxo – carefully instructing the influencers in both content goal, inspiration pictures and captions before the pitching process began. The first 15 approved and shared photos were rewarded €50 Brandcoins to spend in the webshop.
15 posts by micro influencers, matching the content requirements – including adding the Saxo logo as a watermark on the pictures – were approved by the brand and thereafter posted on Instagram, exposing the content to their followers together with the traceable campaign hashtags #saxonyt and #saxopremium.
This ‘Post on Demand’ campaign case accomplished to boost awareness of Saxo’s e-book service within their target group in three main ways. First, by featuring the campaign in front of the influencer community. Second, in the form of influencers using the service for at least 14 days. Thirdly, by the influencers sharing the personal Saxo posts with their strong following.
The Brandheroes’ posts delivered authentic content with a genuine reach, spreading impactful awareness and enjoying passionate engagement.
Collectively, the 15 influencers held a combined following of 37.161 people. The literary and encouraging posts got 1.899 likes and comments, which amounted to an average engagement rate of 5,2%.
Saxo paid €90 DKK per approved and shared post, which got them 15 pieces of unique on-demand-content, campaign awareness via a valid reach, as well as, the good engagement rates, which micro-influencers are known for. A great package for the small sum of only €1350.
We took care of remunerating our hard working Brandheroes, who created the content to share with their personal following. They each received €50 worth of Brandcoins to spend in the exclusive webshop, regardless of their individual quantity of followers on social media.
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 a post for you and thereafter engages their followers who have an affinity for your product category. You only pay for the posts that you approve and will receive “full service” – meaning that we will take care of everything – from campaign creation and setup in app to approval of posts, payment of influencers and reporting, and even product picking, packing and 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? You will get the copyright for all the content, which you can use across all your channels.
15 local micro-influencers
15 posts in total
Total combined followers: 37.161
Total reach of all posts: 37.161
Total engagements: 1.899 likes and comments
Average engagement rate: 5,2%
Post on Demand over 20 days
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