NANO INFLUENCERS ACTIVATION
Compeed is known for their hydrocolloid technology, which is used in various wound healing products. In summer 2023, they decided to partner with us on a nano influencer campaign to achieve various marketing goals. This included creating online and offline awareness for the two new anti-pimple-patches products “discreet” and “cleansing”.
Unleashing the power of 1.000 Nano influencers
To achieve these goals, TERRITORY selected 1.000 nano influencers from over 8.000 applications by asking the interested ones specific questions to make sure they fit the target group. The nanos were on average 33 years old, social media affine and predominantly women (75 %).
The nano influencers received the package with the products a short time later and were motivated by the campaign’s microsite and individual emails from us to share their product experiences with their friends and family via personal conversations and to post on their personal social media channels. In addition, the nanos generated user-generated content and wrote ratings & reviews.
High recommendation rate!
Through regular surveys we generated valuable consumer insights. At the end of the campaign for example we found out that the effectiveness and application of both products were rated very highly and 78% of the nanos would add the anti-pimple-patches to their skincare routine. 93% also stated that they would recommend patches to others. This score can be used in form of a seal in the external client’s communication. Apart from that, the nanos posts generated a remarkable 1.4 Mio online brand impressions and over 148k people were impacted through personal recommendations. On compeed.de the participants wrote over 700 reviews and posted more than 500 posts.
“With a nano-influencer campaign for Compeed, we were able to generate a lot of qualitative user-generated content on social media. In addition, the nano influencers wrote authentic reviews after trying out the anti-pimple patches, including on compeed.de, and this allowed us to gain valuable insights and help potential customers with their purchase decision. It’s always great to work with Territory, super uncomplicated, fast and professional.” – Senior Brand Managerin Compeed, Stella Panetta
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