Influencer campaign for
Shopping Brugge focuses on experience
Influencer marketing works. As Shopping Brugge knows only too well. The influencer campaign we set up to market Bruges as a trendy shopping destination was such a success it demanded a follow-up. It came in the form of a new campaign with even greater focus on reach and experience.
Let’s stay micro – and go shopping!
Shopping Brugge is the association of retailers in Bruges that coordinates commercial campaigns to promote the city centre as a trendy shopping destination. A while back we were able to entice more shopping fans to Bruges for a spot of retail therapy with an influencer campaign. On that occasion we selected a gaggle of micro-influencers to win over their relatively small but impressively loyal group of followers with posts, stories and reels.
New campaign entices even more followers
That the influencer campaign was a big success was due in no small part to the targeted selection process and clear briefing. Our influencers shared their experiences visiting everything from trendy hair stylists and shoe stores to chic boutiques in 224 stories and 17 posts. Just what Shopping Brugge had in mind. After a positive assessment, we set up a follow-up campaign with even greater focus on reach and experience.
Authenticity gets the prize
We returned to micro-influencers for the second campaign. But this time, the goal was much more than simply share shopping experiences. We selected the most suitable influencers based on specific themes (Christmas, sustainability, accessibility, activities for kids…) and asked them to present an original, authentic story to their followers. Their reward was a hotel night’s stay for two with breakfast and lunch, a goody bag and a consideration.
So how did they do? The campaign yielded plenty of high-value content and positive responses on social media. Mission accomplished and... to be continued.
