2.5 times more participants for promotion: Sinalco relies on influencers instead of display advertising
When it comes to engaging consumers with a brand and generating leads through content tailored to specific target audiences, influencer marketing is significantly more effective than display advertising. Deutsche Sinalco drew this conclusion from a sweepstakes campaign for its online Advent calendar in December 2017.
Instead of investing the marketing budget in display advertising as in the previous year, the brand used the same amount for an influencer marketing campaign. Four influencers from the lifestyle, food and fitness sectors invited their followers to take part in the Sinalco Advent calendar. Alex Koch (@lx_koch), Felix Stein (@felix), Florian Hugel (@_just_flo) and Jana Walter (@janasdiary) showcased the high-priced prizes in their Instagram posts and stories. They won 2.5 times more participants for the Advent calendar than Sinalco did in 2016 with the help of display ads. The influencer campaign was designed and implemented by the Lucky Shareman agency.
The selected influencers advertised a total of six different prizes from the Advent calendar promotion, such as a mini fridge, a multimedia armchair with built-in speakers and a bicycle with Sinalco branding. The campaign reached a total of 1.2 million contacts. The interaction rate was an above-average 5.6 percent. Deutsche Sinalco may continue to use the visual material created in collaboration with the influencers for advertising purposes.
"The influencer marketing campaign was a complete success for us. The influencer communities responded positively and actively engaged with Sinalco and the competition prizes," says Heino Hövelmann, Managing Director, Deutsche Sinalco GmbH. "The performance of the campaign clearly demonstrates the advantages of influencer marketing over traditional forms of online advertising. By selecting suitable influencers, there is virtually no wastage in the target group. The authenticity of the opinion leaders also creates attention for the brand and engagement for the marketing campaign," adds Björn Wenzel, founder and Managing Director of Lucky Shareman.
Pictures: Alex Koch (@lx_koch) and Jana Walter (@janasdiary)
