“Visit Flanders” wanted to create a visual and exiting media outlet of shared moments and experiences from bike enthusiasts on Instagram. This campaign would act as boosted awareness and an eye opener to the Scandinavian cycling and travel inspired people.
Flanders in Belgium is packed with breathtaking landscapes and steep roads – perfect for bike rides. The local community in Flanders has established a culture of cycling and sports to both attract tourists and enjoy the advantages of their land. Flanders offers coffee shops and beer breweries specifically tuned to the culture and segment of sports and cycling enthusiasts.
Brandheroes got the chance to find 10 influencers who could tell a story and interact with a strong set of followers on their Instagram profiles about cycling and travel.
The influencers were evenly divided in Danish, Swedish and Norwegian – to bring the message of Flanders to different markets and countries.
10 influencers got identified, and all went on an arranged 3-day trip to Flanders with all expenses paid. This trip made sure to jam pack all the activity highlights of a cycling trip in Flanders. The influencers visited landmarks, local shops and experienced the beautiful landscape on their bikes. In exchange, the influencers were asked to share 10 posts each on Instagram during their 3-day stay.
These 10 posts consisted of six engaging stories, and 4four photos encapsulating their experiences and surroundings to their individual number of followers. This created true buzz and excitement in the communities of each influencer. The posts received many comments, which proved that the posts had power to communicate and spark enthusiasm among the target group, trustfully.
All 34 photos were marked with @visitflanders & @cyclinginflanders to further enhance the awareness and purpose of the campaign to the followers.
This full service campaign combined a total of 10 cycling and sports enthusiastic micro influencers from Denmark, Norway and Sweden to impact top of mind awareness of Flanders Belgium as a go-to bike destination. Collectively, they held a combined potential reach of 124.654 people, and their posts got 14.471 likes and comments, which amounted to an average engagement rate of astonishing 15%. The best engagement rate was a striking 30.2%.
The influencers delivered authentic content with genuine reach and noticeable passionate engagement – all complementing the marketing mix of Visit Flanders.
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
34 posts in total
Total combined followers:
Total reach of all posts: 124.654
Total engagements: 14.471 likes & comments
Average engagement rate: 15%
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