CASE STUDY: #CODZIENNIEDZIAŁAJ [KEEP ACTING EVERY DAY] - AN INSTAGRAM CAMPAIGN IN COOPERATION WITH THE BRAND CD
5 influencers, 5 months and a reach exceeding 3 million – these are figures relating to the action #CodziennieDziałaj organized in 2017 by Multi Communications for the cosmetics brand CD.
THE POWER OF INFLUENCER MARKETING
More and more often it is the influencers who decide about the success of a company or a product. Instagram is their natural environment in which they can directly influence their observers and, as a result, the latter can become our target group provided that we have chosen our ambassador properly. Influencer Marketing is also a tool that impacts the purchase decisions of consumers in an incredibly effective way because it is characterized by high credibility among social media users. Currently it is one of the most common and at the same time one of the most efficient forms of online product promotion. According to Forbes, over 53% of buyers admit that their decision to buy a product was made under the influence of a person followed by them on social media. Interestingly, reviews of the so called microinfluencers, that is people active online and not as famous as celebrities, enjoy even more credibility. That is why we have decided to use the mechanism of influencer marketing while promoting the brand @kosmetykiCD on Instagram.
CD – CODZIENNIE DZIAŁAJ
In 2017, the social media actions relating to the cosmetics brand CD focused on sport and activity. The campaign #CodziennieDziałaj was one of the ideas that we had suggested our client. The aim of this initiative was to promote a better awareness of one’s own body and the role of sport in our everyday life. Among other things, it consisted in showing one’s active lifestyle on Instagram and encouraging one’s followers to do the same. It was all accompanied by CD deodorants.
During a week, every day, a chosen influencer published one photo showing her daily struggle. At least four of the photos were supposed to present deodorants by CD. Additional tasks of every influencer included presenting the benefits of the product (for example, its vegan origin and its suitability while taking daily actions) as well as encouraging their followers to participate in the competition organized on the Instagram profile of the brand CD. The prices were adjusted to the idea of the competition – they referred to a healthy lifestyle and sport.
While drawing up the competition task we opted for creativity! We were wondering what obstacles a woman of today must face and how she manages to cope with them. That is why we asked the participants to describe their active day in an interesting way. We received hundreds of reports, read hundreds of stories and once again confirmed our belief that an average Polish woman does hundreds of things simultaneously.
Another point worth mentioning is the fact that for many participants the action #Codzienniedziałaj was the first time they had come across the CD products. Thanks to influencer marketing we were able to bring the philosophy of the brand closer to consumers, transmit the information about the availability of the products and their advantages in a subtle and credible way. The profile of the CD cosmetics gained new followers and the recognizability of the brand on social media has increased considerably.
THE CAMPAIGN #CODZIENNIEDZIAŁAJ IN FIGURES
The action was organized once a month, from August to December 2017 with influencers followed by at least 80,000 people. During the action, our post reach was as high as 3 310 100. Moreover, the user activity amounted to 97,004. The campaign supported the promotion of the new Instagram channel @kosmetykiCD enabling it to gain 780 new fans within only 5 months.
The ambassadors of the campaign were:
AUGUST – CORNELLIAAS – 108K FOLLOWERS
SEPTEMBER – YOURS4E – 97K FOLLOWERS
OCTOBER – POZYTYWNIE_NASZKICOWANA – 102K FOLLOWERS
NOVEMBER – KLACZEK – 82K FOLLOWERS
DECEMBER – JADORECESTYLE – 82K FOLLOWERS
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