French brand Le Creuset wanted to create brand awareness in Scandinavia, drawing attention to the cast-iron cooking gear in the hands of some of the most influential micro influencers on social media.
Getting a pot from Le Creuset is basically like getting yourself a pet turtle – it can potentially outlive you. If that doesn’t qualify for quality, nothing can. The facts are clear whatsoever; Le Creuset has long been known for their long-lasting cast-iron pans and pots where quality and colourful styles are the main selling points. The products fit perfectly into the kitchen of a serious food connoisseur or the picky kitchen decorator, but the Scandinavian market is yet to discover the true need for the quality utilities. This sparked the idea for this influencer campaign.
90 foodies and interior obsessed influencers in both genders were handpicked. All living in the largest cities of Denmark, Norway and Sweden, and proven to connect and engage with their loyal followers in a truthful and personal way. Self-learned chefs and food nerds were instructed to show how they cook healthy and colourful dishes with lots of spices and heat in an inspirational way. Then they shared it though two to three separate photo posts and a story on Instagram. The amount of desired sponsored posts per influencer determined the value of the gifted products from Le Creuset ranging between €255 – €442.
First round of photo posts had to exhibit the gifted product being used in a nice kitchen setting, inspiring the followers to make a chosen dish or to cook in a specific way with the products.
Second photo should incapsulate the beauty of integrating the colourful Le Creuset products in a decorative way while stored in the kitchen. The story had to explain to the followers that Le Creuset is now a stable in his or her kitchen in an excitement provoking sense. The pictures turned out to be personal, colourful and with an inspiring love for food. The influencers shared a total of 90 stories and 273 posts on Instagram, expressing their devotion to the style and quality of Le Creuset. This was done while mentioning #lecreusetdk/-no/-se in the caption according to the nationality of the influencer.
This extraordinary full-service campaign brought together 90 foodie and decor-loving micro influencers from Denmark, Norway and Sweden to impact overall brand awareness of Le Creuset in all of Scandinavia.
Together, they held a combined potential reach of 1.829.982 people, and their posts received 64.752 likes and comments, which amounted to an average engagement rate of 6.1%. The best engagement rate was a striking 31.3%.
The influencers delivered authentic content with genuine reach and noticeable passionate engagement – all complementing the marketing mix of Le Creuset.
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.
90 local micro-influencers
273 posts in total
Total combined followers:
Total reach of all posts: 1.829.982
Total engagements: 64.752 likes & comments
Average engagement rate: 6,1%
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