Kinder Ice Cream

Taking you back to your childhood.

Kinder Ice Cream created a campaign to promote their new delicious ice creams, which take you back to your childhood from your very first bite. A selection of 30 male and female content creators were asked to create Instagram posts and stories showcasing the new Kinder ice creams. The result? Lots of authentic, playful, and colorful posts.

There was a ton of interest in this campaign. 197 influencers signed up, and 30 of them were selected to collaborate with Kinder. These influencers possessed a correct brand image, and all created very diverse and authentic posts. High-quality product photos were delivered that adhered to the briefing whilst providing the content creators with the freedom to create. Their delivered content radiated them having fun with their appetizing Kinder ice creams.

The most common interaction under the posts referred to the target audience wishing to try these Kinder ice creams pronto as they looked so tasty and delicious. In addition, many people responded that the posts are nostalgic and reminiscent of their childhood, which was the core focus of the campaign strategy. The engagement rate of this campaign also exceeded expectations as it was very high, 5.5% to be exact. An average engagement rate is usually between 2% and 3%.

With this campaign, Kinder has created authentic and cheerful content by addressing influencers' youth sentiment. This was a very playful campaign where content creators were given the freedom to tell a story about their experience with Kinder.


Assignments

  • Feed video
  • Continuous story
  • Vlog videos

The results

197

influencers applied for the campaign.

1 mln.

reached on Instagram.

5.5%

average engagement rate.

Gassan

Bringing casual into the picture.

In order to generate more online and offline exposure for Choices by DL, a suitable influencer marketing campaign was considered together with Influentials. The result? A nice high tea with bubbles for which a group of inspiring modern women were invited to view the collection of Choices by DL.

A total of 86 influencers signed up for this campaign, and ultimately seven of them were selected to work together. A number of things were taken into account during the selection. Firstly, the appearance of the girls was very important: the look and feel of the overall feed and stories on Instagram were taken into account. In addition, the total picture and brand match must be an exact fit with the brand.

This campaign resulted in great success. The engagement rate of this campaign was 5.7% while this on average is known to lie between 2-3%. Results aside, what can we learn from this campaign? Gassan indicated that the greatest learning was that you should not want to send influencers too many rigid guidelines. “They are creatives who know very well what suits them. As a result, you create content that suits the influencer instead of wanting to keep too much control.”


Assignments

  • Feed video
  • Continuous story
  • Vlog videos

The results

86

86 influencers applied for the campaign.

138.000

reached on Instagram.

5.7%

An average engagement rate.

NRC

Raising awareness for their vegan menu.

NRC’s Rotterdam Café organized a vegan dinner to bring its vegan menu to the attention of the public. Influencers were invited to taste different vegan dishes such as gado gado and a tofu poké bowl. This dinner took place in the NRC and was the perfect time for influencers to network whilst simultaneously creating content.

The content created for this campaign had a creative approach throughout the different content creators: photos were taken of the menu, the location, and of course of the influencers themselves. This varied content appealed to the public, as the engagement rate was very high. On average the engagement rate is between 2-3%, with this campaign it was 8.4%.

So what made NRC's campaign so special? In addition to the fact that freedom often stimulates influencers to create authentic content, a well-organized event is also recommended to increase the engagement rate. In the NRC campaign, the Instagrammable decor, the group of chosen influencers, mixed with the setting were a recipe for a successful event and campaign strategy.


Assignments

  • Feed video
  • Continuous story
  • Vlog videos

The results

70

influencers applied for the campaign.

108.000

people reached on Instagram.

8.4%

average engagement rate.

America Today

Time to wear our shorts en skirts.

America Today launched its shorts and skirts campaign through the Influentials platform to showcase their new summer collection. Content creators were asked to style either shorts or skirts together with a matching top from America Today. Their task was to create a summer outfit and capture it in a fitting photo.

The content created for this campaign is diverse and radiates summer vibes and a good time. This campaign was quite successful. On average, the engagement rate for a campaign is between 2% and 3%, with this campaign it was 5.9%. The entire campaign also generated 40,000 likes across 21 posts, which is a lot.

So what made America Today's campaign successful? First off, it worked well due to the fact that the group of influencers was a diverse group of individuals. In this campaign, there was a good ratio between men and women, and different types of individuals with their own unique style were selected. The content created is therefore very diverse. Every content creator also gave their own personal twist to the campaign. The photos all fit well with the summer image that America today wanted to convey. Furthermore, all the content produced by the chosen creators also fits the brand image of America Today.


Assignments

  • Feed video
  • Continuous story
  • Vlog videos

The results

313

influencers applied for the campaign.

727.000

reached on Instagram.

5.9%

average engagement rate.

Innocent

Creating a campaign for awareness.

Innocent wanted to increase their brand awareness and show off their sustainable brand promise. They organized a fun event for influencers around the theme of sustainability to kick-off their activation strategy for the Netherlands. Innocent wanted to collaborate with content creators as an aid to increase awareness amongst their brand within the Netherlands.

A total of 173 influencers signed up for this campaign, and ultimately forty-six of them were invited to collaborate and attend the event. The brand made sure that during the selection the brand fit was taken into account. The influencers selected were all individuals who had a healthy lifestyle at the core of their brand image.

During the event, all the creators had a lot of fun and this resulted in authentic content with a positive brand message. You could see that the influencers were having a good time whilst also promoting a healthy lifestyle with Innocent smoothies. The engagement rate for this campaign was 3.2% with a whopping total reach of 3 million!

So why was this campaign so successful at creating awareness? Innocent made sure that their influencer activation event was fun, interesting, and most importantly, instagrammable. They also gave the influencers freedom in their content creation, as long as it stuck to a few simple guidelines. This had a positive impact on the posts and stories that all the ambassadors for this campaign created.


Assignments

  • Feed video
  • Continuous story
  • Vlog videos

The results

173

influencers applied for the campaign.

3 mln.

reached on Instagram.

3.2%

average engagement rate.