In order to work with influencers, you need two things. Get to know your target group thoroughly and prepare quality content that will appeal to them. This was confirmed with the campaign for gentle cleaning and washing products Lovela, which we helped with the successful entry into e-commerce. Our Instagram strategy, working with influencers, increased brand awareness and at the same time significantly boosted sales. How did we do it?
Lovela washing and cleaning products are known in the Czech Republic mainly due to their hypoallergenic composition. Therefore, they are suitable for washing children's clothes and are also appreciated by allergy sufferers. Lovela has long been one of the most sought-after brands in its segment, but until now it has exclusively approached its customers through brick-and-mortar stores and offline advertising. At least that was the case until the beginning of 2019, when we realized the first ever digital campaign for her.
With the client, we were looking for ways to enter the digital market with the aim of achieving maximum impact and increasing awareness of its products. Our research and client data led us to target the mothers aged 18 to 24 and further 25 to 34 years old. Both of these groups frequent Instagram. Here they share their family experiences, hang out with other moms, and above all recommend products to each other. Therefore, it was logical for the campaign to take place on this social network.
In order to motivate the target group, we prepared a competition campaign on Instagram with a leitmotif "Make Your Way to LA"
The competition ran from February 1 to 28. Anyone who shared a photo or video of washing on Instagram with the hashtag #love_la and the profile tag Lovely could participate. Participants could look forward to the following 3 types of prizes:
A trip to LA won the most creative post, which was decided by an expert jury. The stroller went to the author of the post with the highest number of likes. We drew the third type of prize every competition week.
To increase the reach of the competition, we have appealed for cooperation influencers on Instagram. We again selected from the group of mothers corresponding to Lovela's target group, in order to reach followers who share the same interests through their followers.
The campaign was joined a total of 40 female influencers. About 30 of them could be classified as micro-influencers and 10 among significant macro-influencers:
Among the brand ambassadors were, for example:
In addition, we supported the organic reach of the campaign with a 4-week paid promotion, specifically aimed at:
To successfully enter e-commerce with a product for everyday use, you need to combine interesting content with the support of the target group. As part of the campaign, Instagram served us for both. The combination of an attractive competition format and cooperation with influencer moms enabled us on this social network to easily reach the appropriate audience and support sales and brand awareness.
Thanks to a campaign with influencers, Lovela won within a month over 2 thousand relevant followers users on Instagram with whom he will continue to work. At the same time, the competition brought her useful data about the target group on social networks, which she can use in future campaigns. In addition, there was an increase during the campaign period sales by more than 50 %.
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