From Conversations to Scale – the Story of TERRITORY Influence and the trnd community
In 2005, before TikTok, Instagram or Stories even existed – and as users were beginning to tune out traditional advertising formats like banners and TV spots – a project was launched in Germany with a clear vision: conversation between people as the most powerful medium. But these weren’t random opinions – it was an organized, measurable peer-to-peer recommendation structure. This is how trnd was born – one of the first word-of-mouth (WOM) marketing platforms in Europe, built on community engagement, real consumer feedback, and loyalty
Unlike the traditional top-down communication model (brand-to-consumer messaging), trnd enabled consumers to experience the product for themselves and share their opinion – in conversations with family, at work, or on social media – already lower down the marketing funnel. These opinions landed where they mattered most: among trusted circles. From the beginning, trnd paired this human-centered approach with technology – building tools like trndsphere, a platform that allows brands to monitor WOM campaign results in real time and optimize on the go.
Trnd Key milestones along the journey
• 2005 – launch in Germany, Austria and Switzerland
• 2009 – entry into the Spanish market
• 2010–2011 – expansion to France, Italy, Belgium, Argentina, Hungary, Portugal, Netherlands
• 2012–2013 – Czech Republic, Slovakia, Poland
• 2015 – United Kingdom
• 2016 – merger with Bertelsmann agencies and the founding of TERRITORY Influence
• 2017 – trnd becomes fully integrated into TERRITORY Influence and Gruner & Jahr
Meanwhile, the digital landscape evolved dramatically: Instagram launched in 2010, Snapchat entered Europe in 2013, and TikTok landed after merging with Musical.ly in 2018. trnd didn’t just adapt – it actively integrated new formats and platforms, extending into Stories, TikToks, and UGC campaigns – without losing its original identity.
Today, trnd operates under TERRITORY Influence – specialized in influencer and recommendation-based marketing, part of the Bertelsmann Group. We design campaigns with nano, micro, macro and star influencers, integrating digital channels with real-world activations. At the heart of this approach lies the natural flow of information: between people, in everyday conversations and authentic social interactions.
+5 Million Micro-Voices, One Integrated Community
In a world where ads are skipped and push messages ignored, peer recommendation still holds the most persuasive power. Today, trnd is a community of over 5 million members across Europe – people who test products and share their experiences in the rhythm of daily life.
They are not professional influencers – but all consumers: students, parents, seniors, and residents of both small towns and major cities. Thanks to advanced profiling and targeting, trnd allows brands to reach precise target groups via trusted opinion leaders who:
• test products in real-life settings,
• share feedback both offline and online,
• create visual content (UGC),
• influence purchasing decisions in an authentic, organic way.
We call this model community-driven marketing (formerly known as participative marketing) – an invitation to co-create a brand, not just passively consume it. That’s why campaigns run through trnd tend to deliver long-lasting results – even beyond the activation phase.
What sets the trnd community apart? Engagement and quality of interaction. Participants often provide brands with the most valuable insights – ones not visible in surveys or dashboards. In many cases, brands use this feedback in further customer communication – adjusting messaging, offers or even product development direction.
From Conversations to Results – Campaigns that Speak for Themselves
trnd’s success is powered not just by its community, but by solid data. Over the past 20 years, thousands of campaigns have been carried out – across FMCG, tech, and more – driving real results for global brands:
• Illy, France – 15,000 activated influencers
• Caudalie, International – over 20,000 pieces of UGC
• BiFi, Germany – ROI of €9.10 per product tester
• L’OR, Northern Europe – over 38 million yearly WOM impressions
• Dolce Gusto Nespresso, France – 100% product recommendation rate
• Purina Pro Plan, Poland – 1,598 ratings and reviews in a rating & reviews campaign
• Henkel Gliss, Hungary – 2,500 influencers and 5,830 pieces of UGC generated.
Behind every one of these numbers is a story – of people who not only tried the product but reshaped how others perceive it. Not as extras in an ad, but as true partners in conversation.
🎯 What’s Next?
trnd’s 20th anniversary is more than a celebration – it’s proof that human relationships still matter, especially in marketing. In a world hungry for authenticity and exhausted by overstimulation, product conversations continue to carry weight.
TERRITORY Influence will keep developing a model based on trust and real impact – combining data, emotion, and context. Because while channels may change, people still listen to those they truly trust.
Curious how to activate your own community-driven marketing strategy?