The Success of German Influencer Marketing Campaigns
Influencer marketing continues to thrive as an important marketing strategy for brands. The employing of popular social influencers as brand ambassadors has been helping every kind of business to thrive – from global organisations to start-up companies. UK-based campaigns have proven this time and time again.
But what about German influencer marketing? Across the Germany, brands are also using the power of influencer marketing to their advantage. And various German influencer marketing campaigns have been achieving some pretty impressive results.
Social media has been playing a key role in German marketing campaigns for a number of years now. In 2013, Fiat Germany famously blocked users from following the Arbarth 500 Twitter account. This social media stunt was a creative way to promote the car, and the idea that it was ‘Too Fast To Follow’. Now, German brands are continuing to use social media in innovative marketing campaigns, by getting top social influencers on board.
It’s useful to look back at real-life campaigns to grasp just how effective influencer marketing can be at promoting brands. These German case studies do that pretty impressively, thus revealing the true extent of the power of influencer marketing.
1. The Adidas Rio 2016 Campaign
Adidas wanted to push content to their German sportswear market during last year’s Summer Olympic Games in the first ‘Influencer Games’. Overall, they hoped to use top social influencers to encourage more people to tune into the Olympics. The brand was particularly targeting young women.
For the campaign, Adidas sent 20 popular influencers to Rio. The team included fashion bloggers and celebrity models – such as Germany’s Next Top Model winner and top Instagrammer, Lena Gerke. In Rio, the influencers produced social media content promoting the Olympics. The popular influencers shared the content to an audience of millions across three social platforms: Instagram, Snapchat and Facebook. This social media content created an unavoidable buzz around Rio 2016, and over 54 million Germans went on the watch the Olympics. As a result, the Adidas campaign became an undeniable success.
2. The IKEA YouTube Challenge
This year, IKEA Germany launched their first influencer campaign with YouTubers. The brand hoped that stars’ fans would respond positively to the social content.
Celebrity YouTubers from Germany – including Klein aber Hannah and beauty guru Sara Desideria – were set an interior design challenge by IKEA. Their task was to transform a blank canvas into a stylishly decorated living space – all within their 180 minute time limit.
The vlogs capturing these challenges were uploaded to YouTube, where they quickly gained over 300,000 views and received thousands of audience engagements. To conclude, IKEA Germany deemed the brand’s first influencer marketing campaign on YouTube to be a great success.
3. Fanta Snapchat Campaign
Fanta Germany’s recent campaign was teenager-orientated, and so they turned to social influencers with young followings to target younger customers.
The social networking app Snapchat played a key role in the campaign. Cans and bottles featured the Fanta Deutschland Snapchat channel code, to promote the channel to youngsters. On this Snapchat channel, and on YouTube and in traditional TV spots, influencers played a key role in the marketing campaign. German YouTuber Julien Bam was the star, attracting young fans to the campaign and encouraging them to get involved in the creative content. All in all, the simple campaign transformed the brand’s reputation in Germany, projecting a cool, youthful image to teenage customers.
As these case studies show, big brands in Europe are turning to influencer marketing to produce innovative and effective marketing campaigns. To find out more about why influencer marketing is the answer for global brands read more here.