Bus, car rental by the minute, metro, commuter trains, motorbikes… there are many ways to get around the city, but which one is the most efficient? Which one will get you to your destination faster without any problems?
So that we don’t go around in circles without meaning and think about how to get there faster and better,WONDO. An app that brings together all the possibilities for sustainable transport in Madrid.
Like most Spanish companies native to the digital age, they have based their strategy on online marketing. They have a presence on social networks both organically and through payment. In addition, one of the strategies that this brand carries out isworking with influencersto promote their services .
The hunt (search and selection of influencers for a campaign) was clear: humorous influencers. They are perfect for this action since their way of communicating is totally aligned with that of WONDO on social networks. A clear, humorous tone and, most importantly, adapted to young people in Spain.
What kind of content have influencers posted?
If there is a type of content that offers a good level of engagement, it is videos. As we have mentioned in other posts,engagementIt is the remaining result of the relationship between followers and interaction with an influencer’s post . In the case of videos, in this case, views would also count.
For the audience, the content is much easier to watch and, most ig database importantly, to internalize. As long as the video makes sense with the message and is well-written. Also, in this case, if it’s funny, all the better.
Every influencer knows what type of content works best with their audience: photo, carousel, video… Most of these types of influencers, the humor influencers, know that the best format that works for them in terms of data and relationship with the audience is videos in the feed.
Results offered by Influencity software of the publications of@antonlofer,@manuelhuedo,@isaacfcorralesand@abipower.
As we can see with ourinfluencer software
when analyzing the data it offers us, it perfectly reflects how videos have, without a doubt, a much higher level of
engagement than a photo, in this case, of the influencer Abi Power.
In short, Antón Lofer is the most successful influencer. For one reason, contact with LinkedInhe is the influencer with the
most followers, but also, he is the influencer (among these four) who has the most interactions in relation to followers compared to the rest.
Manuel Huedo follows with 60.62% engagement, Isaac Corrales with 58.72% and Abi Power with 2.33%. These data demonstrate the efficiency of videos compared to photos.
How has the campaign with influencers worked?
In general, based on the data provided by the influencers’ posts, we can determine that the campaign has been a success, but let’s check it with our influencer software using data.
Results provided by Influencity software for Wondo’s influencer campaign.
TheInfluencer main KPIsThey indicate that more than $107,700.73 of Earned Media, almost a million reach and more
than 60% engagement in the four posts of the influencers analyzed. On the other hand, the impacted audience is evenly
distributed (51.5% women) and the impacted city hits the nail on the head by offering the brand only service in Madrid.
But will the message have reached the audience? If we Influencers support sustainable think about it from a strategic
perspective, even though the data is very good, there are really only 4 posts published by macro and even top influencers,
since they have a reach of more than 100K, even in the case of Antón Lofer, almost 500K.
The objective of this campaign may have been to achieve the b2c phone list maximum reach possible, however, if the
objective had been another one, such as engagement or spreading the message further, the strategy should have been
supported by publications from micro influencers, who amplify the message to their audience, and the publications would have been more widely distributed over a longer period of time.