House of Influence shows M-Budget that quality doesn't have to be expensive
The influencer agency House of Influence developed and implemented a national campaign for M-Budget, in which 15 influencers on Instagram and TikTok used recipes, money-saving tips and everyday moments to show that quality doesn't have to be expensive.
The aim of the campaign was to position the "M-Budget" brand even in times of financial comfort. From August to December 2024, M-Budget and House of Influence showed that saving money and quality can go hand in hand: 15 influencers from Switzerland shared around 50 posts on Instagram and TikTok, showing recipe ideas, money-saving tips and everyday moments - always with a focus on price-conscious living. The individual content ideas were developed in personal brainstorming sessions with the influencers in order to make the collaboration as authentic as possible.
The campaign offered a mix of lifestyle, family and food content that covered the broad target group of budget-conscious family households with children and small households. Influencer Evagaudenz shared insights into her preparations for emigrating to Canada and showed how she is saving up a financial cushion thanks to M-Budget products. Dailydoseofnadja , who lives on the breadline, highlighted how M-Budget helps her to stick to her budget. Juliafandl shared easy-to-make craft ideas for children using only M-Budget products. And Isaline_ackermann provided her community with challenges, such as buying dinner for the whole family for 30 francs.
The campaign reportedly achieved 2 million video views and 27,000 interactions over the five months. Organic distribution was supplemented by targeted advertising of the content. Through authentic content and targeted advertising, M-Budget consolidated its role as a brand for the everyday lives of price-conscious consumers - an important boost in economically challenging times.
Responsible at M-Budget: Christian Keller (Media Manager), Siegrun Krayer (Project Manager Campaigning). Responsible at House of Influence: Leila Schmid (overall responsibility), Tanja Herrmann (strategy).