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.