January hole campaign: M-Budget relies on savings tips from influencers

In keeping with the theme of the January slump, M-Budget collaborated with 13 influencers from the family and lifestyle sectors for the campaign. The creators, who live in Switzerland, shared their advice and "hacks" via TikTok and Instagram. At the same time, two finance influencers each published two videos on their Instagram channels in which they present their best savings tips.

The influencer campaign is structured in two phases: At the beginning of January, it was all about "Get through the January slump with M-Budget", followed by "Save more with M-Budget". All of the influencers' content ideas were discussed in a brainstorming session with M-Budget Brand Manager Bettina Huwyler, which ensured a successful variety of posts. Numerous creators took the opportunity to challenge themselves by exploring different facets of the two topic waves during the January weeks and actively sharing their experiences with the community.

The Finfluencer @finanzfabio for example, seized the opportunity and asked passers-by in Lucerne for their most efficient savings tips to avoid the January slump. The best answers were shared with his community and participants received an M-Budget product as a thank you. He skillfully embedded the survey in his viral format "How much money do you have in your bank account?".

Angela Mygind, who on Instagram under the name @missfinance.ch shared her personal tips and tricks for all those struggling with the challenges of the January slump. She cleverly integrated her favorite M-Budget products.

The other contributions to the campaign focused primarily on clever shopping tactics, well thought-out weekly and recipe planning and sharing useful household hacks. In particular, attention was also drawn to M-Budget's large non-food range. In order to present this content in a social media-friendly way, @zmorgebox_mami created an ASMR-style video on TikTok.

In order to achieve maximum interaction with the community, some of the creators are using the new "Quiz Reels" function. This allows them to ask questions and offer various answer options. This promotes engagement on the profile and encourages followers to actively participate in the content. It is also an entertaining way to share knowledge. Lifestyle creator @missbroccoli used this function as an example in her first post. She asked her community how much they thought the four products for the cheap and healthy breakfast cost. Other influencers like @tiktok_jenni have with specific questions in the caption and encouraged dialog in the comments.

"The implementation of this versatile M-Budget campaign was incredibly fun. The enthusiasm for the brand was already evident in the campaign inquiries and brainstorming sessions between creators, M-Budget and us and continued right through to the posts. Several influencers even published their posts on other channels without financial compensation because they appreciated the collaboration so much and were super happy with the posts themselves," says Alisha Tobler, one of the project managers at WebStages.

"With this influencer campaign as an accompanying measure to our M-Budget campaign 'Januarloch - Zeit für günstig', we are increasing the interaction and credibility of the brand, which stands for value for money and offers a variety of products with a great price-performance ratio," says Bettina Huwyler, M-Budget Brand Manager at Migros Supermarkt AG.

The best 15 posts were also booked as ads to further increase reach. All ads were placed in good time in January on both Instagram and TikTok. According to Webstages, the influencer campaign "Low Price Strategy January 2024" achieved over 1.8 million video views as an integrated part of the national campaign with 15 influencers.

Responsible at Migros Supermarket: Bettina Huwyler (Brand Manager) & Christian Keller (Project Manager Media). Responsible at WebStages: Leila Schmid, Alisha Tobler (overall responsibility), Tanja Herrmann (strategy).