Influencer campaign by House of Influence for Apleona goes viral

On behalf of Apleona, the House of Influence agency teamed up with Rau Werbeagentur to create an influencer campaign to promote the innovative Movement apartments on the Stadtsägi site in St. Gallen. The "Stadtsägi" project was developed by Previs Vorsorge, the developer behind the development. Five influencers visited the Movement apartments and showed in reels and TikToks how the living layout can be changed at the touch of a button. Two of the seven published posts went viral and have already achieved over 300,000 views and more than 15,000 interactions purely organically.

The campaign focused on the innovative space concept of the Movement apartments, which offer an alternative use of space to traditional one-bedroom apartments. Thanks to movable modules, different living situations can be created: You can switch between day, night and work mode at the touch of a button.

Influencer and UGC content ensure a high level of attention

The modular apartment concept is aimed specifically at a young, tech-savvy audience due to its proximity to the HSG. Five influencers with a focus on lifestyle and student life were therefore selected for the campaign to produce content for Instagram and TikTok. Two of them created user-generated content (UGC), which was played directly on the Stadtsägi site's channels. Particularly striking: the videos by influencer Emel Akdag (@emel_akdag) achieved over 300,000 views on Instagram and TikTok purely organically. A UGC video on the Stadtsägi site's Instagram channel also achieved more than 20,000 views without any paid support - and that with 200 followers.

"The innovative living concept arouses curiosity and therefore offers the perfect hook for social media content. By allowing influencers from the target group to show in their own words how the concept works and what they like about it, content was created that perfectly suits the target group," says Tanja Herrmann, Managing Director of House of Influence.

These results clearly show that the Movement room concept is a strong content "hook" that captivates users, encourages interaction and makes them watch content to the end.

Efficient performance confirms strategy

The strong organic results were also reflected in the Paid Insights. With an average link-click price of CHF 0.14, the campaign achieved an exceptionally low CPC. This confirms that innovative living concepts in combination with authentic social media content not only generate a high level of attention, but also perform measurably efficiently. In total, the videos on Instagram and TikTok have now achieved over 1 million views.

Links to selected articles:
https://www.instagram.com/reel/DTfTtQZjIt6/
https://www.tiktok.com/@chiarasfacetime/video/7595218642384489750
https://www.instagram.com/p/DTfyp1Ejegw/

Responsible at House of Influence: Tanja Herrmann (overall responsibility & strategy), Jenny Pang (project support) Responsible at Rau Advertising Agency: Oliver Rau (overall responsibility)