Strategic Objective

WITTCHEN – a leader in premium accessories and a renowned manufacturer of luggage, apparel, and leather goods – partnered with us on a recommendation-driven campaign conducted in Poland, targeting a carefully selected group of women interested in high-end handbags.

The goal was not only to increase visibility of the new collection of structured handbags but, more importantly, to anchor the brand in credible usage contexts – through the personal experiences of women who make their own purchasing decisions, inspire others, and pay attention to quality, aesthetics, and functionality.

By promoting the new handbag model via 400 influencers, we designed a structure that enabled:
• the activation of real users with strong influence potential
• the generation of authentic image-building content
• the collection of actionable insights for product and communication optimization

Participant Selection and Campaign Process

• 400 female influencers selected based on content quality, alignment with brand aesthetics, and community engagement
• Each participant received a handbag in one of three available colors – a full-value product packaged in a way consistent with the brand’s premium image
• Multi-stage communication approach: dedicated campaign landing page, series of newsletters, and direct email contact
• Influencers shared content on Instagram, TikTok and Facebook using #WITTCHEN and #WalkInSoftColours – without scripts, in natural lifestyle settings
• The focus was on aesthetics, craftsmanship, design details, and the bag’s everyday functionality

Campaign Results

🗣 Reach & Engagement
• 1,148 pieces of content (posts, stories, reels, TikToks)
• 107,599 interactions – including 98,778 likes
• 16.5 million potential reach
• 4.9 million estimated reach based on social listening

🛍 Purchase Intent & Brand Impact
• 781 social media publications across Instagram, TikTok and Facebook
• 581,920 online reach
• Content included personal routines, textures, first impressions and effects

Side effect of the campaign:
Increased interest in other product lines – including luggage, footwear, wallets, and apparel – opening up opportunities for further cross-category growth and positioning.

🧠 Product Insights
Most appreciated features:
• Quality craftsmanship, soft material, compact yet spacious format
• Detachable pouch, functionality, timeless design

Areas for improvement (based on feedback):
• Lack of zipper and lining
• Strong material smell upon unpacking
• Demand for more internal compartments

Summary

The WITTCHEN campaign demonstrates how a well-designed consumer activation – grounded in selection, quality, and authenticity – can generate real impact across three strategic dimensions:

• Brand positioning – strengthening the brand’s premium image through cohesive, aesthetic content created by real users
• Purchase decision-making – activating women with high purchasing power who not only test the product but genuinely recommend it
• Strategic growth – delivering actionable data to inform product development and open up further cross-category opportunities