{"id":12446,"date":"2021-12-07T11:23:48","date_gmt":"2021-12-07T11:23:48","guid":{"rendered":"https:\/\/www.territory-influence.com\/project\/nano-micro-influencerinnen-mit-5-44e-roi-kampagne\/"},"modified":"2022-08-12T10:54:01","modified_gmt":"2022-08-12T10:54:01","slug":"nano-micro-influencerinnen-mit-5-44e-roi-kampagne","status":"publish","type":"project","link":"https:\/\/www.territory-influence.com\/de\/project\/nano-micro-influencerinnen-mit-5-44e-roi-kampagne\/","title":{"rendered":"Nano & Micro Influencer:innen mit 5.44\u20ac ROI"},"content":{"rendered":"

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

[\/et_pb_text][et_pb_text module_class=“tt-white“ _builder_version=“4.11.1″ text_font=“||||||||“ header_font=“Roboto|900||on|||||“ header_text_color=“#ffffff“ header_font_size=“50px“ header_line_height=“1.1em“ custom_margin=“|||“ animation_style=“fade“ header_font_size_last_edited=“off|desktop“ locked=“off“ global_colors_info=“{}“]<\/p>\n

Case Study
\n<\/tt-underline>Caf\u00e9 Royal<\/h1>\n

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Um diese junge Marke (2014 eingef\u00fchrt) in Bezug auf Bekanntheit und Marktdurchdringung zu unterst\u00fctzen, haben wir 2020 die Influencer Marketing Kooperation mit Caf\u00e9 Royal gestartet. In diesem Sommer haben wir uns auf (1) die Positionierung rund um nachhaltige und Premium Werte, sowie (2) die Markenpr\u00e4ferenz in einer sehr wettbewerbsintensiven Kaffeekategorie konzentriert. F\u00fcr eine erfolgreiche Umsetzung wurden engagierte Nano und Micro Influencer:innen-Profilen aktiviert: genau 3.000 f\u00fcr den franz\u00f6sischen Markt. Alle waren bereits Kaffeekonsument:innen und Besitzer:innen einer kompatiblen Maschine. <\/span><\/span><\/span><\/p>\n

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Influencer Marketing ist ein Kanal, der uns eine direkte Kommunikation mit dem Publikum erm\u00f6glicht. Darauf ergibt sich die Gelegenheit, auf authentische Art und Weise noch mehr Details (\u00fcber die Produkte) zu geben. W\u00e4hrend der gesamten Kampagne nehmen wir uns die Zeit, verschiedene Themen zu behandeln – was uns nur wenige andere Kan\u00e4le erlauben. Solche Aktivierungen erg\u00e4nzen unsere Markenkommunikationspl\u00e4ne mit traditionellen Medien wie dem Fernsehen. <\/span><\/p>\n

Aline Veillerette, Marketing Managerin Frankreich, Delica AG<\/b><\/span><\/span><\/span><\/span><\/p>\n<\/blockquote>\n

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Starkes Markenengagement, das zu einem ROI von 5,44 \u20ac f\u00fchrte.<\/strong><\/h2>\n<\/div>\n<\/div>\n
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Nach 2 Monaten Schulung und Produktverkostungen zu Hause haben die unbezahlten Influencer:innen ihre Mission erf\u00fcllt. Sie organisierten Genuss-Momente mit ihren Freund:innen und ihrer Familie und halfen dabei, die Welt von Caf\u00e9 Royal und seine unterschiedlichen Kaffeesorten zu entdecken. Die Offline-Erlebnisse wurden in den sozialen Medien mit den Hashtags #LeMeilleurDuGo\u00fbt #RoyalEtResponsable<\/strong> und der Erw\u00e4hnung der Marke @CafeRoyal.fr<\/a> geteilt. Abschlie\u00dfend f\u00fcllten sie Frageb\u00f6gen aus, um dem Marketingteam von Caf\u00e9 Royal ihre ehrliche Meinung \u00fcber das Produkt mitzuteilen. 93 % gaben an, dass sie die Produkte ihrem Netzwerk empfehlen w\u00fcrden, wobei 86 % angaben, dass sie sie sogar direkt nach der Kampagne kaufen w\u00fcrden. <\/span><\/p>\n

Diese Kaufabsicht wurde anschlie\u00dfend von unserem Big Data Partner IRI<\/a> anhand der Analyse von 10 Einzelh\u00e4ndlern best\u00e4tigt. Im Aktivierungszeitraum wurde ein Anstieg des Verkaufsvolumens (Einheiten) um 3,7 % und des Verkaufswertes um 3,1 % <\/strong>festgestellt. Dies f\u00fchrt kurzfristig zu einem positiven ROI von 5,44 \u20ac.<\/span><\/p>\n

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\u00dcber den Kampagnen-KPI hinaus konnten wir Auswirkungen auf unser monatliches von YouGov gemessenes Markentracking feststellen. Die Influencer:innen haben es uns erm\u00f6glicht, die guten Ergebnisse unserer Medienkampagne der letzten Monate beizubehalten. Unsere Awareness, Impressions und Consideration stiegen im Juni stark an (Aktivierung). Und wir sind zuversichtlich, dass wir im September mit unserem laufenden Kampagne auf trnd ein \u00e4hnliches Ergebnis sehen werden.<\/span><\/span><\/span><\/p>\n

Aline Veillerette, Marketing Managerin Frankreich, Delica AG<\/b><\/span><\/span><\/span><\/p>\n<\/blockquote>\n

Scrolle nach unten, um die KPI-Ergebnisse der Kampagne zu sehen!<\/b><\/p>\n

<\/span><\/span><\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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<\/tt-underline> TEILE AUF<\/h1>\n

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NANO & MICRO INFLUENCER:INNENCase Study Caf\u00e9 Royal Um diese junge Marke (2014 eingef\u00fchrt) in Bezug auf Bekanntheit und Marktdurchdringung zu unterst\u00fctzen, haben wir 2020 die Influencer Marketing Kooperation mit Caf\u00e9 Royal gestartet. In diesem Sommer haben wir uns auf (1) die Positionierung rund um nachhaltige und Premium Werte, sowie (2) die Markenpr\u00e4ferenz in einer sehr […]<\/p>\n","protected":false},"author":19,"featured_media":11541,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"project_category":[178],"project_tag":[],"class_list":["post-12446","project","type-project","status-publish","has-post-thumbnail","hentry","project_category-food-beverages-de"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.territory-influence.com\/de\/wp-json\/wp\/v2\/project\/12446","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=12446"}],"version-history":[{"count":9,"href":"https:\/\/www.territory-influence.com\/de\/wp-json\/wp\/v2\/project\/12446\/revisions"}],"predecessor-version":[{"id":16739,"href":"https:\/\/www.territory-influence.com\/de\/wp-json\/wp\/v2\/project\/12446\/revisions\/16739"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.territory-influence.com\/de\/wp-json\/wp\/v2\/media\/11541"}],"wp:attachment":[{"href":"https:\/\/www.territory-influence.com\/de\/wp-json\/wp\/v2\/media?parent=12446"}],"wp:term":[{"taxonomy":"project_category","embeddable":true,"href":"https:\/\/www.territory-influence.com\/de\/wp-json\/wp\/v2\/project_category?post=12446"},{"taxonomy":"project_tag","embeddable":true,"href":"https:\/\/www.territory-influence.com\/de\/wp-json\/wp\/v2\/project_tag?post=12446"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}