Kingfluencers for Samsung: Sales consultants become content creators
For the first time, the influencer agency Kingfluencers is launching a campaign featuring Samsung sales consultants who are themselves becoming influencers.
Volunteers and social media-savvy employees from partners specializing in Samsung products were sought for the campaign. As part of a workshop, they learned how to present the products and their features in a subtle and appealing way, how to write and convey textual content and thus achieve the highest possible performance on the posts. In total, the 14 employees posted around 89 content pieces - from image posts and stories to carousels and videos.
In the first phase, the focus was on publicizing the product and its functions and features. Building on this, the new micro-influencers communicated various promotions in the second phase and activated their communities to visit the stores in order to achieve as many conversions as possible. "In principle, almost any employee is suitable for such campaigns," says Fabian Plüss, CCO and co-founder of Kingfluencers. "However, the advantage of sales employees is their natural extroversion, as they bring products to customers with great passion and energy on a daily basis anyway. This alone makes it easier for them to interact intuitively and authentically with their counterparts".
With an engagement rate of plus 400 percent, all targets were exceeded. In addition to desirable KPIs, Samsung also had overarching goals: The campaign was also intended to promote employee involvement and thus strengthen the brand from within. "If a brand is supported and sustained from within, this automatically has an impact on external stakeholders such as customers, which inevitably has a positive effect on business performance," says Plüss.
However, the new format is by no means replacing traditional influencer campaigns, as the two formats pursue different objectives. Nevertheless, almost all industries would be suitable for such influencer campaigns with employees.
The influencer agency would like to use and expand the expertise gained from the campaign in the future. According to the company, there are already plans to roll out such campaigns on a large scale, i.e. with hundreds of employees, in order to achieve impression or reach targets. For example, such a campaign could be combined with classic influencers.
