Migros and House of Influence: regionality campaign on social media
Migros, in collaboration with House of Influence, has brought its nationwide regionality campaign to social media for the first time. Working with six influencers from German-speaking Switzerland, French-speaking Switzerland, and Ticino, the companies created platform-specific content for TikTok and Instagram, which has generated over 4.7 million video views to date.
In line with the renewed activation of the Switzerland-wide regionality campaign, the existing central idea was transferred to the social media context for the first time. Together with the influencer marketing agency House of Influence, platform-appropriate content was created for TikTok and Instagram that specifically appeals to a young, digitally savvy target group.
Humorous place names meet regional products
Migros already linked humorous place names with its own products in the fall. This approach has now been interpreted together with six influencers from German-speaking Switzerland, French-speaking Switzerland and Ticino and translated into independent social media formats.
The creators traveled to Swiss towns with special names and developed entertaining content with a local connection. The results are videos that rely on spontaneous interactions and linguistic ambiguities. For example, the Ticino creator @mikecasacomedy in Tenero not only explores the question of whether the inhabitants are really as «tenero» - i.e. tender and hearty - as the place name suggests, but also whether Migros products are also «tenero».
In French-speaking Switzerland @louismana Chexbres and played tongue-in-cheek with the assumption that Chavroux goat's cheese was produced there. While in German-speaking Switzerland @norabinki of the village of Egg by asking passers-by about their favorite way of preparing eggs and surprising them directly with products from Migros.
Creative transformation instead of copying
«We found the collaboration uncomplicated and professional. It was fun to continue spinning our regionality campaign with influencers on social media,» says Zoe Venakis, Social Media Manager at Migros.
Together with Migros, House of Influence pursued a clear approach: Existing campaign logics are not copied, but transformed in a targeted manner. «The creative approach via influencers was key, as they translated the campaign idea into their own language. This is exactly what makes content on social media credible and relevant,» explains Elvira Diez, Project Manager at House of Influence.
The content was also advertised to boost organic reach. In total, the campaign has achieved over 4.7 million video views to date.
The campaign shows how existing communication concepts can be successfully transferred to new channels and how creative adaptations can create relevant points of contact with different target groups.
Responsible at House of Influence: Elvira Diez (overall responsibility), Tanja Herrmann (strategy). Responsible at Migros: Bojana Taraba, Graziella Potenza, Vera Havrda, Zoe Venakis.
More information: www.house-of-influence.ch
