Defying gravity. This is how Springfield has created a concept around its new “Zero Gravity” jeans. The way to communicate it on social media? Acampaign with influencers on Instagram.
Springfield has been able to convey the concept of the campaign very well based on its objectives. As it is a new product, they have managed to create interest on the part of the audience, visibility and above all, knowledge of it. Therefore, we could say that their overall objectives are awareness and consideration .
How did they want to get them? By launching a challenge on Instagram testing the audience’s creativity . In it, they had to publish a photograph with the campaign hashtag in a pose in which they appear to be defying gravity.
Based on the type of images each influencer has posted on their Instagram accounts, we deduce that Springfield had something to do with their production . Each influencer uploaded a photo wearing the jeans to be promoted and with a pose defying the limits of gravity , as we can see in the posts of the campaign hashtag:#ZeroGravitySpringfield.
Instagram search results for the hashtag :#ZeroGravitySpringfield
Influencer Marketing Software: How did the campaign work?
It’s time to analyze the campaign. How many interactions will the gambling data singaporeinfluencers’ posts have achieved? We select 6 of the posts from the general campaign, analyze them with our Influencer Marketing Software and these are the main KPIs of the campaign with influencers :
Results offered by Influencity software of the publications of@alexpuertolas,@gotzonmantuliz,@isabel_sanzz,@marvaldel,@jose_lamanunoand@anamoyacalzado.
In the set of publications of these 6 influencers who have participated in the campaign, they have managed to reach a potential audience of 2M and have obtained more than 80k interactions, between comments and likes, which makes 4.10% Engagement.
Which post has been the most successful on Instagram? If we rank the influencers by the number of engagements on their posts, the influencer who has achieved the most engagement is Alejandro Puértolas (29,220) and in last place we have Ana Moya (6,333).
Results offered by Influencity software of the publications
of @alexpuertolas,@gotzonmantuliz,@isabel_sanzz,@marvaldel,@jose_lamanunoand@anamoyacalzado.
Although engagement is a key KPI for Influencer Marketing when use strikingly to reflect your brand identity running a giveaway, you have to take into account the type of giveaway you are running. In this case, the steps to follow
did not include mandatory interaction, but rather the publication of a photo with the campaign hashtag on the follower’s
own account.
Therefore, we would have to look at the number of publications on the chosen social network with the hashtag that the
audience must use to participate in the draw (except for the brand’s own and the influencers’):#springfieldchallenge.
Instagram search results for the hashtag :#springfieldchallenge
Why include a challenge in Influencer Marketing?
This campaign is the best example to explain the usefulness of a challenge on social networks in aInfluencer Marketing Strategyfor several reasons:
- New product: Zero Gravity Jeans.
- To make known its usefulness: They adapt perfectly to the body without losing elasticity.
- Originality in concept: Zero Gravity.
- Creativity can be brought into play: The creation of original and creative content in relation to the concept of the product and, ultimately, the campaign.
It has all the components for a brand to create a meaningful new b2b phone list influencer campaign challenge for its
audience. But what about participation? In the world of social media, there are so many challenges that, in order for a
brand’s challenge to stand out and for the audience to participate in it in a massive way, it is positive to offer an
incentive in exchange so that participation in it is as high as possible .
In conclusion, including a challenge in an Influencer Marketing strategy is a success if what we are looking
for is interaction from the audience with global objectives in line with this, such as awareness and consideration.A