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October 10, 2021
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Show 13. juni 2024
October 10, 2021
The target audience had a passive mindset towards ISPs (Internet Service Providers), making it challenging to capture their attention. The strategy involved finding a format and platform that would provide access to the audience and generate interest in the content. By aligning the campaign with macro influencers who had gaming partners, the content resonated authentically with the audience, sparking engagement and interest. Based on a deep data analysis including demographic- and performance data and qualitative attributes like personality, humor, and engagement, influencers were carefully selected to create authentic and relatable content.
The activation included collaborating with one mega influencer and four macro Danish influencers who created relatable and authentic content tailored to their Instagram profiles and followers. The four macro influencers, who had gaming partners themselves, captured their partners' reactions to Waoo's Lovesquad, adding a personal touch to the campaign. With creative freedom, they showcased the concept through Instagram Reels and Stories, encouraging followers to nominate their gamer partners. The content was humorous, visually engaging, and designed to resonate with the target audience. Strategic use of hashtags and tagging increased visibility and reach. The influencers' creative abilities and existing audience trust generated organic engagement, fostering a sense of authenticity and connection. The activation successfully brought the concept of Lovesquad to life, driving awareness and interest in Waoo's services.
The campaign overperformed Wavemaker's benchmarks on Instagram for the four macro influencers on engagements, impressions, and cost per engagement (CPE), exceeding expectations by approximately 100% on all three metrics. It garnered over 839K organic impressions, an increase of 178% compared to estimated impressions. The mega influencer generated more than 2.3M impressions resulting in over 3M organic impressions on the campaign.
The campaign generated a high level of engagement with over 1,000 comments and an overall engagement rate of 13.04%, more than six times the 2% benchmark on Instagram. Moreover, more than 80% of website visitors ordered a “kill”. The remarkable results showcased the effectiveness of the media strategy, driving brand awareness, engagement, and positive sentiment among the target audience.
Danish Digital Award hylder de bedste digitale projekter
