aptamil - influencer marketing · our challenge was to create and amplify original, targeted ......
TRANSCRIPT
Case Study
Aptamil - Influencer Marketing
Tailored Strategy
To convert new customers in key markets, Aptamil, an infant milk brand, developed an app for baby naming. Our challenge was to create and amplify original, targeted content that would generate downloads while promoting brand authority in family and wellness topics.
The Challenges
To focalize on its European markets, Aptamil sought to target young mothers and pregnant women geo-located in Switzerland.
Target Audience
Aptamil - Oct. 2014
In order to engage our client’s specific target audience, our strategy revolved around recruiting influencers with extraordinary storytelling skills. Next, to ensure the longevity and exposure of their content, we proposed to amplify all sponsored pieces in a long-term native advertising campaign.
Our Campaign Strategy
As baby topics require a strong level of consumer-trust, we opted for long editorial pieces written by top influential mother and family bloggers . We paid special attention to language requirements: recruiting only influencers who spoke French or German.
The Influencers
Dozens of carefully curated, engaging content pieces that promoted the app and the brand.
Results
Overview
25 162 111Influencers recruited, 13 Francophone and 12 Germanophone.
Articles published throughout the
campaign.
Amplified social posts to a targeted
audience on Facebook.
Impressions
Blog reads
Clicks to Download
752,883
370,670
30,194
Click Through Rate
8.21%
And counting...
Global Performances Outperforming KPIs
Influencers and Publications
Blog Post
Croque Madame
540K+ annual visitors3.7K followers on InstagramFrench Mommy Blog
Blog Post
Mon Petit Nuage
241K+ annual visitorsFrench Mommy Blog
Blog Post
Le Blog de Cranemou
750K+ annual visitorsFrench Family & Entertainment Blog
Blog Post
Butterflyfish
960K+ annual visitorsGerman Lifestyle & Family Blog
Blog Post
Die Testfamilie
900K+ annual visitorsGerman Family Product Testing Blog
Social Media Engagement
Social PostingPower of Micro-Influencers
… for posts in German!
While the French-speaking blogs had larger communities (twice as big on average), the German-speaking followers had much higher engagement rates.
20% CTR
Social Posting111 Social Posts
All influencers are required by contract to push their articles on every social media they own.
Did you know?
“THANK YOU SO MUCH to the inventor of this fabulous
app and to you, Natacha, for spreading the word!
Cathy, reader of Le Blog de Cranemou
Thank You!
Upfluence. 33 Quai Arloing, 69009 Lyon, France
Marion BalinoffInfluencer Marketing [email protected]+33 (0)420-880-040
Kevin CreusyFounder | Head of [email protected]+415.366.0167