Urtekram organic food wanted to inspire the Danes to spice up their favourite summer recipes with a nod to trendy street food in their “my Urtekram recipe” campaign.
They did so by engaging micro-influencers with a heart for gastronomy and photography to get strong content and reach, which could complement their own marketing mix.
Urtekram is one of the first and biggest commercial organic food suppliers in Scandinavia and has continued to widen its nutritious product assortments each year with flavourful and bold additions. Their appearance is simplistic and photogenic – offering an instant sense of quality and health in the influencer image.
The influencers were simply briefed: “Show us how you use Urtekram ingredients to mash up a mouth-watering street food dinner”. This resulted in a fresh variety of individually composed images that offered unique personal food styling, a useful food recipe, as well as including Urtekram as a product placement agent.
The influencers had to acquire the Urtekram products either from their own food cabinet or from a nearby grocery store, in order to qualify for the campaign. This ensured in-store sales and minimized handling for the client. All in all, an effective and efficient campaign via our community app.
11 posts by 11 micro-influencers were accepted by the brand and posted on Instagram with the traceable campaign hashtags #gostreetfood #gourtekram plus the redirecting tag @urtekram for increased traffic and potential followers.
This Post on Demand campaign brought together 11 inspiring influencers from Denmark to inject some organic and nutritious Urtekram ingredients in their cooking and share it with their individual audiences.
Collectively, they held a combined reach of 42.161 people, and their delicious posts got 1,468 likes and comments, which amounted to an average engagement rate of 5,7%. The best engagement rate was a striking 16,6%.
The Brandheroes’ posts delivered authentic content with genuine reach and noticeable passionate engagement – all complementing Urtekram’s marketing mix while getting a few more products into influencers’ homes.
Urtekram paid €90 per post, which got them 3 outstanding results: 11 pieces of unique Post on Demand content, campaign awareness through genuine reach, and great engagement rates, which micro-influencers are known for. An amazing package for the small sum of €990.
We rewarded our hard-working influencers, who made this amazing content possible, with €50 worth of Brandcoins to spend in our exclusive webshop – regardless of their individual number 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 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.
11 local micro-influencers
11 posts in total
Total combined followers: 42.161
Total reach of all posts: 42.161
Total engagements: 1.468 likes and comments
Average engagement rate: 5,7%
Post on Demand service over 14 days
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