fbpx
Normal

Normal

Generating traffic

Campaign goal

The Danish discount retailer Normal, which offers household and self-care products, wanted to spread awareness through local micro-influencers, upon opening new stores in Sweden.

Campaign details

Normal has collaborated with Brandheroes over a couple of years across cities in Sweden, Norway and Denmark to help create awareness around their store openings and generate ongoing traffic to the stores.

The following results details our Malmø case, as Normal’s impressive store expansion reached this beautiful city. Here, the goal was to create awareness around their diverse product portfolio and competitive prices on everyday goods, especially amongst the young women in Sweden – so Brandheroes identified the most influential micro-influencers in Malmø with a great Normal brand-fit.

In Malmø, 10 micro-influencers shared two posts during the campaign. Firstly, they were given a shopping voucher, so they could explore and sample the many “normal” products available in their one-way maze-styled store. The influencers very likely knew the products already. But now they got familiar with the store and realized they could stock up on their regular beauty and household basics in one spot – for the cheapest price anywhere. Two pictures were posted by the influencers, showing off some of their “normal” findings in an everyday setting – no glamorous setting, just a real, “normal” one. They shared the photos on Instagram with the hashtags #detärheltnormalt together with two other selected hashtags.

The 10 brandheroes were genuine micro-influencers with amongst 656 and 6328 followers, and a combined following audience of 28.030 people. They posted in total 20 stunning images, which had 56.060 impressions and 3.855 likes and comments. This amounted to an average engagement rate of 10,5%, where the best engagement rate for one post was impressive 43,4%.

The micro-influencers not only created brand knowledge, preference and good engagement within an untapped segment. They also produced gorgeous images, which Normal has shared authentic content across its channels.

Location

Malmø

Influencers

10 local micro-influencers

Posts

20 posts in total

Followers

Total combined followers: 28.030

Reach

Total reach of all posts: 56.060

w

Engagement

Total engagements:

3.855 Likes and comments

Engagement rate

Average engagement rate: 10,5%

Duration

Full-service model

Other recent stories, cases and campaigns

Don't be shy!

Questions? Reach out in the chat on the right side of the screen.

Kiehl’s

Kiehl’s

Campaign Awareness

Campaign Goal

The L’ORÉAL Group activated local, Swedish Brandheroes across multiple cities for their exclusive heritage skincare brand Kiehl’s. The goal was to create brand awareness and preference among 25-35-year-old men and women across Sweden.

Campaign Details

Kiehl’s products are known for their natural ingredients and heritage-driven packaging going back to their family pharmacy in New York 1851. On our mission to find the right influencers for the campaign, we looked for people that could align with Kiehl’s brand image and amplify their message.

We identified 16 personal-care and fashion micro-influencers across all of Sweden. The 16 brandheroes shared a single post each during the campaign. They were gifted with a goodie bag containing a few of Kiehl’s most popular products for him & her, worth 670 SEK (retail price). They were later told to get to know the products over a period of time and take a picture of the products in a personal bathroom environment. They shared the post on Instagram with the hashtags #KiehlsFavorites and two other selected hashtags.

The 12 brandheroes were true micro-influencers with between 669 and 4820 followers, and a combined following of 34.567 people. They posted in total 16 beautiful images, which had 34.567 impressions and 2.610 likes and comments. This amounted to an average engagement rate of 9.4%, where the best engagement rate for one post were impressive 20,8%.

The micro-influencers not only created brand awareness, preference and high engagement within an untapped segment. They also produced beautiful images, which Kiehl’s has shared as authentic content across its channels.

Location

Sweden

Influencers

16 local micro-influencers

Posts

16 posts in total

Followers

Total combined followers: 34.567

Reach

Total reach of all posts:  34.567

w

Engagement

Total engagements: 2.610 likes and comments

Engagement rate

Average engagement rate: 9,4%

Duration

Full-service model     over 30 days

Other recent stories, cases and campaigns

Don't be shy!

Questions? Reach out in the chat on the right side of the screen.

House 99

House 99

Campaign Awareness

Campaign goal:

L’ORÉAL Group activated local Brandheroes in Helsinki, Finland for their masculine grooming brand, House 99 by David Beckham. The goal was to create brand awareness and preference within the 20-35-year-old segment in Helsinki.

However, what it’s really all about, is supporting the local stores. Giving them life, heart and soul. Grit, personality and a strong scent of men’s comfort zone. And who doesn’t want to be part of that – and buy into that?

Campaign details

House 99 by David Beckham is a masculine grooming brand for the modern man that combines authentic barbershop culture with efficient skin and hair care. For this campaign, we identified 30 male grooming and lifestyle micro-influencers in Helsinki, Finland.

The 30 brandheroes shared two posts during the campaign. Firstly, they were invited to take part of a real exclusive barber consultation at a professional House 99 barber in Stockmann, Helsinki. Here, the influencers were treated with the products and received expert directions for grooming at home. They shared on Instagram with the hashtags #house99. Secondly, they were given a collection of hair and skincare products for a retail value of 150 EUR. After a few weeks, they shared another photo of themselves and their favorite products from the House 99 selection.

The 30 brandheroes were true micro-influencers with between 463 and 15.851 followers, and a combined following of 59.196 people. They posted in total 48 beautiful images, which had a reach of 118.392 and 14.421 likes and comments. This amounted to an average engagement rate of 19.0%, where the best engagement rate for one post were impressive 51,1%.

The micro-influencers not only created brand awareness, preference and high engagement within an untapped segment. They also produced awesome images, which House 99 has shared as authentic content across its channels.

Location

Helsinki

Influencers

30 local micro-influencers

Posts

48 posts in total

Followers

Total combined followers: 59.196

Reach

Total reach of all posts: 118.392

w

Engagement

Total engagements:   14.421                         likes and comments

Engagement rate

Average engagement rate: 19,0%

Duration

Full-service model over 1 week

Other recent stories, cases and campaigns

Don't be shy!

Questions? Reach out in the chat on the right side of the screen.

Innocent

Innocent

Product Launch

Campaign goal:

Innocent activated 49 local micro-influencers in Denmark’s three largest cities; Copenhagen, Aarhus and Odense to introduce and create product awareness around their new Berry & Protein smoothie.

Campaign details

Innocent collaborated with Brandheroes to identify and team up with influential micro influencers, who embodied a natural Innocent brand fit. Innocent is a brand that cares deeply about the world we live in, and continuously donates 10% of their profit to protect the environment. Therefore, it was paramount to carefully select and cast profiles that matched Innocent’s brand values and supported their purpose to make natural, healthy and delicious drinks that help people live well and die old.

The 49 male and female Brandheroes had different interests, such as fashion, sports, food, and health. However, they all had a general passion for life, which shined through their entire profile. They all had to post one image with the hashtags #innocent #proteinsmoothie and #berryprotein to help launch Innocent’s new and delicious Berry and Protein Smoothie. This lead to a fresh variety of creative, beautiful and life-affirming content – all centered around the pink new drink.

The average engagement rate for the campaign landed on 9%, where the best engagement rate for one post reached an impressive engagement rate of 32.8%. At Brandheroes, we live to spread brand-love, and this was vividly unfolded during this collaboration with the caring and cheerful Innocent brand.

Location

Copenhagen, Odense, Aarhus

Influencers

49 local micro-influencers

Posts

49 posts in total

Followers

Total combined followers: 92.745

Reach

Total reach of all posts:    92.745

w

Engagement

Total engagements:  6.866
likes and comments

Engagement rate

Average engagement -rate: 9.0%

Duration

Full-service model over 30 days

Other recent stories, cases and campaigns

Don't be shy!

Questions? Reach out in the chat on the right side of the screen.

The Body Shop

The Body Shop

Omni Ambassador Case

Omni-ambassador goal:

We can list the usual marketing parameters like:

  • Generating store traffic
  • Creating social content and building hashtag ownership
  • Building brand awareness, preference and loyalty within a desired target group
  • Generate awareness around launches of new product groups and campaigns
  • Showcasing content on the in-store walls and order-in-store tablets
  • Rating the store experience via the app

However, what it’s really all about, is supporting the local stores. Giving them life, heart and soul. The Body Shop only teams up with people, who are never afraid to stand out from the crowd and stand up for what’s right. Who compliments and enforces the purpose of the brand: “business can be a force of good”.

This might sound like a large task for our Brandheroes – blending a serious purpose with personality and humour, while also delivers on the above marketing parameters – but that’s what our Brandheroes do; Brand Ambassador Marketing. They are heroes after all…

Omni Ambassadors

We have borrowed the word ‘omni’ from ‘omnipresent’. Meaning, universal or being present everywhere. Therefore, an omni-ambassador is not an ‘one night only’ ambassador. Instead, she has deep ties to her store. Vice versa, The Body Shop does not just look at their omni-ambassador’s post once. No, they interact with her, build a relationship and give her posts life and relevancy across their brand touchpoints.

Reasons why

The Body Shop has over 3.000 stores in 66 countries and employs over 22.000 people, who help bring their beautiful purpose to the world. They have long been a darling and favourite ethical skincare destination within their markets, but as we know, all darlings need a squad to keep their glam.

The Body Shop has collaborated with macro influencers for a good while, but they found that they needed a compliment to the macro influencers, who are amazing at creating awareness and a celebrity factor. They needed to build a tighter relationship with their target group, get them visibly involved with the brand to increase preference and leverage the long tail. Concretely, they needed to connect with a squad of hyper-local ambassadors to add new life to the brand and build relevancy within a younger target group.

Brandheroes was, therefore, the answer to establishing a local anchoring within the younger female segment with a love for sustainability and purposeful ethical products. The Body Shop heroes are now ambassadors, but also a part of the media mix, where they support product and campaign launches according to the campaign-calendar.

 

The Journey
Following a year’s collaboration with Brandheroes in Denmark, The Body Shop noticed a shift in the market. The results were clear: the top performing stores had an omni-ambassador program!

Based on the good learnings and results in Denmark, The Body Shop wanted to collaborate with local influencers across all of their markets. Therefore, they initiated a global pitch for a local influencer partner. It was a professional, long and extensive procurement process. Seriously, hats off to the The Body Shop team for their ways of working.

Admitted, we believe in fairy tales. And, all fairy tales end well. So yes, you guessed right… Brandheroes won the pitch 🙂

Next Step
We are therefore very proud to commence the next step of this beautiful endeavour. Next stop involves our amazing Brandheroes in 12 countries across the globe. They are ready – capes, superpowers and everything – to build a beautiful relationship with The Body Shop and help spread the good word from the ground up.

Now, this is impactful, cost-effective and full of real brand-love. But don’t just take our word for it. Here’s what The Body Shop says about their Brandheroes collab:

“We have a great collaboration with our beauty squad of Brandheroes across the country. They really make a difference – and we can see it in the numbers. The fact that 4 out of our 5 top performing stores in 2017 ran a Brandheroes ambassador program says it all”!

Marianne

Marketing Manager Denmark, The Body Shop

Other recent stories, cases and campaigns

Don't be shy!

Questions? Reach out in the chat on the right side of the screen.