{"id":10600,"date":"2021-08-31T14:34:38","date_gmt":"2021-08-31T14:34:38","guid":{"rendered":"https:\/\/www.territory-influence.com\/?post_type=project&p=10600"},"modified":"2023-07-26T07:34:13","modified_gmt":"2023-07-26T07:34:13","slug":"der-perfekte-influencer-mix-fuer-ravensburger","status":"publish","type":"project","link":"https:\/\/www.territory-influence.com\/de\/project\/der-perfekte-influencer-mix-fuer-ravensburger\/","title":{"rendered":"Der perfekte Influencer-Mix f\u00fcr Ravensburger"},"content":{"rendered":"

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NANO, MICRO, MACRO & STAR INFLUENCER:INNEN<\/p>\n

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Case Study
Ravensburger 3D Puzzle<\/h1>\n

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Nach dem Erfolg der Ravensburger 2D-Puzzles folgten die 3D-Puzzles um allen Puzzle-Fans noch mehr Spa\u00df zu bieten. Mit 2 Kampagnen generierten wir UGC, Online-Reichweite und Empfehlungen, um den Ravensburger Produktlaunch der 3D Puzzles Lamborghini, Porsche und VW Bulli sowie Aufmerksamkeit bei den Zielgruppen mit allen 4 Influencer-Typen zu steigern.<\/p>\n

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Durch einen perfekten Influencer Mix konnten Familien, die GenZ sowie Millennials erreicht werden.<\/strong><\/p>\n<\/div>\n<\/div>\n

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In der ersten Kampagne,<\/a> die im November\/Dezember stattgefunden hat, erhielten 36 Micro Influencer:innen<\/strong> und deren Kinder die Puzzles nach Hause. Sie kreierten emotionalen Content auf ihrem Instagram- und Facebook-Account und zeigten neben dem Spa\u00df am spielen auch, wie sie das fertige Puzzle als Dekoration f\u00fcr ihr Zuhause nutzen. Dadurch wurden Inspirationen und authentische Weiterempfehlungen f\u00fcr ihre Community geschaffen. F\u00fcr einen reichweitenstarken Push wurden au\u00dferdem 3 Macro Influencer:innen<\/strong>aktiviert. Sie puzzelten flei\u00dfig und zeigten es ihrer Community durch Instagram-Posts (einschlie\u00dflich eines Reels-Videos), Instagram Stories und einem <\/span>TikTok video<\/a> auf lustige Art und Weise. Wir verfolgten einen Social-Commerce-Ansatz mit eingef\u00fcgten Swipe-up-Links, um den Traffic auf den Ravensburger Online-Shop zu lenken, in dem das 3D-Puzzle erh\u00e4ltlich ist.<\/span><\/p>\n

In der zweiten Kampagne im M\u00e4rz\/April danach wollten wir an den Erfolg der letzten Kampagne ankn\u00fcpfen und die Ergebnisse durch den perfekten Mix von Influencer:innen noch einen Schritt h\u00f6her gehen, indem wir Nano & Star Influencer:innen<\/strong> aktivierten. Dadurch konnten wir den Umsatz steigern, indem wir Empfehlungen generierten und authentische Consumer Insights erhielten. So hatten 150 Nano Influencer:innen<\/strong> die Gelegenheit, eines der drei 3D-Puzzlefahrzeuge zu testen und gemeinsam mit ihren Kindern und\/oder Partnern zu puzzeln. Sie erstellten emotionalen UGC auf ihren Social-Media-Kan\u00e4len und teilten ihre positiven Erfahrungen online. Zus\u00e4tzlich erhielten sie weitere Informationen anhand einer Microsite und Newsletter um Erfahrungen auszutauschen. Au\u00dferdem wurden Finn und Leon Pelz, unsere Star-Influencer, zu Ravensburger Markenbotschaftern.<\/strong> Aufgrund der hohen Reichweite und der erfolgreichen Interaktionen mit den Followern der letzten Kampagne wurde der TikTok Creator Leon erneut aktiviert. Sie pr\u00e4sentierten ihrer Community das 3D-Puzzle in einer authentischen Szene via TikTok-Video und Instagram-Stories. Swipe-up-Links verwiesen auf den Ravensburger Online-Shop.<\/p>\n<\/div>\n<\/div>\n

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Die beiden Kampagnen mit allen 4 Influencer-Typen konnten<\/span> \u00fcber 1,1 Millionen Menschen online, durch unterhaltsame und informative Inhalte mit einer gro\u00dfartigen und \u00fcberdurchschnittlichen Engagement-Rate von 25,5 % und 530 Link-Klicks, erreichen. Scrolle nach unten f\u00fcr weitere Ergebnisse! <\/span><\/p>\n

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TEILE AUF<\/h1>\n

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Durch einen perfekten Influencer Mix konnten Familien, die GenZ sowie Millennials erreicht werden. F\u00fcr die 3D-Puzzles von Ravensburger haben wir UGC, Online-Reichweite und Empfehlungen generiert.<\/p>\n","protected":false},"author":19,"featured_media":10286,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"project_category":[179],"project_tag":[445,444,443,510,508],"class_list":["post-10600","project","type-project","status-publish","has-post-thumbnail","hentry","project_category-leisure-de","project_tag-case-study-de","project_tag-influencer-kampagne","project_tag-influencer-marketing-de","project_tag-macro-influencer","project_tag-micro-influencer-de"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.territory-influence.com\/de\/wp-json\/wp\/v2\/project\/10600","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.territory-influence.com\/de\/wp-json\/wp\/v2\/project"}],"about":[{"href":"https:\/\/www.territory-influence.com\/de\/wp-json\/wp\/v2\/types\/project"}],"author":[{"embeddable":true,"href":"https:\/\/www.territory-influence.com\/de\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/www.territory-influence.com\/de\/wp-json\/wp\/v2\/comments?post=10600"}],"version-history":[{"count":11,"href":"https:\/\/www.territory-influence.com\/de\/wp-json\/wp\/v2\/project\/10600\/revisions"}],"predecessor-version":[{"id":26574,"href":"https:\/\/www.territory-influence.com\/de\/wp-json\/wp\/v2\/project\/10600\/revisions\/26574"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.territory-influence.com\/de\/wp-json\/wp\/v2\/media\/10286"}],"wp:attachment":[{"href":"https:\/\/www.territory-influence.com\/de\/wp-json\/wp\/v2\/media?parent=10600"}],"wp:term":[{"taxonomy":"project_category","embeddable":true,"href":"https:\/\/www.territory-influence.com\/de\/wp-json\/wp\/v2\/project_category?post=10600"},{"taxonomy":"project_tag","embeddable":true,"href":"https:\/\/www.territory-influence.com\/de\/wp-json\/wp\/v2\/project_tag?post=10600"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}