This week we have been celebrating Fallas! And not only us, some brands have also wanted to celebrate this traditional festival on social media. An example of this is Amstel. The Dutch beer brand has created a survival kit for the Fallas in
Valencia: a t-shirt, a bag, bracelets and even espadrilles, not a single detail was missing!
And since there is no patronal festival without “going to bars”, this Fallas kit could be purchased at any participating bar
where you could exchange vouchers for products. How to communicate this to the Valencian public? Through
theInfluencer Marketing.
Several influencers from Valencia (or with a large percentage of audience in this city) participated in the campaign on
Instagram communicating the message of the campaign and how their audience could get this super kit to enjoy the Fallas as they deserve.
The campaign hashtag is #TodasEspeciales , which refers on the one hand to the fact that all Fallas are special and on the other, to their special collection of Amstel beer.
Instagram search results for the hashtag#allspecial
Campaign analysis with influencer marketing software
Since it is a local festival and, above all, and most importantly, a line database promotion of products that can be
purchased in bars in Valencia, it is logical that the largest percentage of audiences reached with the influencers’ content
reside in Valencia. Have they achieved this with this campaign? Let’s analyze it with our Influencer Marketing software.
Results provided by Influencity software for posts by @coohuco, @cristinacalatrava, @macarenagea, @adrianmoramaroto, @andresete.go.
According to data from 5 posts analyzed by influencers such as@coohuco,@cristinacalatrava,@macarenagea,@[email protected](all of them from Valencia), have reached more than half a million reach with their publications . In addition, as we can see, the city that has been reached with the highest percentage is Valencia, specifically at 8%.
Results provided by Influencity software for posts by @coohuco, @cristinacalatrava, @macarenagea, @adrianmoramaroto, @andresete.go.
This is for a simple reason, and that is that the influencers chosen for this campaign, in addition to being from Valencia, the largest percentage of the audience that follows their content on Instagram is from this city.
Influencer posts: lower engagement vs. higher engagement
But there are some contents that have performed better than what is crm strategy? others in terms of engagement. Let’s see which one has been the best and the worst in this regard with our software.
This is the perfect example of a comparison between two influencers with a huge difference in reach and engagement.
Thanks to the analysis of the Influencer Marketing software , we can see that, although Macarena has almost 117k
more followers than Andrés, the latter has had almost the same number of interactions as her. Specifically,
@macarenagea has achieved 1,927 interactions (0.99% engagement) and @andresete.geo 1,332 interactions (7.65% engagement).
Results provided by Influencity software for posts by @macarenagea and @andresete.go.
And what about the rest of the influencers? What data have they obtained with their publications? In terms of engagement, they have achieved similar data, around 2.5% engagement on average. If we look at the data from Earned Media, @coohuco is the influencer who has had the most success b2c phone list with her publication in reference to this.
Influencer Marketing KPIs
Results offered by Influencity software
And it is necessary to be well prepared to attend the Fallas as well as to communicate any action on social networks. If not, just ask Amstel, who, as we have seen, Valencian influencer has done everything perfectly. When we want to carry out such a specific local action, we have to focus on the impacted target and the conversation rather than on other KPIs in terms of the result of the action.