Case Study Influencer Campaign: ENGEL Nature Spring Campaign 2023

“Pick out a few influencers, send products, publish — that's it.” For outsiders, an influencer campaign doesn't seem to be a big deal, as “the influencers do all the work.” Well, it's not quite that simple after all. If you want your measure to be successful, you have to invest a lot of time. It is not for nothing that there is a saying “Good preparation is half the battle” 😉.

At the beginning of the year, we have for the traditional family business ANGEL implemented a campaign for the spring collection. Based on this case study, we will explain to you today in 7 steps how we implement influencer campaigns.

1. Preparation

First of all, we talk to the customer in detail about the goals, e.g. increasing sales, strengthening reach or generating more followers). Which products are in focus (in the case of ENGEL, colors and available sizes are relevant)? How much budget do we have available? How should the product be presented? In other words, what are the criteria that the influencer should meet. That's when the research starts. Since ENGEL stands for sustainability, naturalness and high quality, we have focused on mothers with a focus on Montessori/ Waldorf education and nature lovers.

2. Influencer research

We have been using for research for around two years Infludata. The tool makes it easy to search for suitable accounts, as it offers many filter options such as: influencers in specific regions, relevant hashtags and key topics. We then create a list of profiles and ranges. After the customer has given approval for the influencers, we start talking to you. In the case of the ENGEL campaign, we received a lot of positive feedback very quickly so that we were able to start negotiations quickly 😊 (unfortunately this is not always the case).

In doing so, we clarified:

• How many products does the influencer get, in which color and size
• Should it be a post or a reel? What is the score of the fee?

3. The speech

To address you, we write an individual mailing with all relevant facts about the product, including pictures, so that the influencer can better imagine it. And of course explain why we chose him/her.

4. The negotiation

To do this, we always have the insights and media kits sent to us in order to have a basis for negotiation. The CPM on Instagram — our main advertising channel — is now up to 20 euros per thousand contact price for feed posts. Even up to 60 euros for the stories. Of course, this depends on how many accounts the influencer actually reaches. So we know that if a macro influencer with 200,000 followers estimates 4,000 euros for her feed post, that is around 18 euros CPM.

And that's the formula: Price: Followers x 1000 = CPM

Once negotiations have been completed and contracts signed, the products are shipped and we agree on publication dates.

5. The briefing

As a next step, influencers will receive a briefing from us. This includes: Which measure is being implemented? Feed post or reel with story, relevant hashtags as well as a campaign hashtag, product USPs, timing, and publishing tips.

6. The publication

Before influencers put their content online, they send it to us for correction. In doing so, we check whether the most important points from the briefing have been adopted. Of course, we are careful not to influence the influencers' own style 😉. On the day of publication, we then screen the stories and the post/reel and repost it via our account in the story.

7. The evaluation

About a week after publication, we obtain insights from influencers. In our campaign for ENGEL, all influencers were very reliable and quick and sometimes even sent them on their own initiative, which is not the rule. We then compile this data in an Excel list and evaluate it. For our customers, we then prepare them clearly in a presentation with all key data and figures.

conclusion

For our ENGEL campaign, we were able to attract eight wonderful influencers and generate a total of 45 publications. We were particularly pleased with the many positive comments among the contributions and the consistently good feedback from influencers for our good preparation and quick response in communication. That goes down like oil, of course 😊

Based on this successful cooperation, we are very pleased to be able to support ENGEL with media relations from now on!