Case study – Pöttyös

Nowadays, influencers represent the most dynamically growing marketing platform. Third of people below the age of 30 spend their time consuming content created by the same group. In light of these, the question is not whether you should work with influencers but how. How can you do something else than traditional product placement? Only by letting influencers take control of our brand. In case of Pöttyös this was quite difficult.

Aims

  1. Raise brand awareness in Y and Z generations
  2. Increase brand emotional engagement

Implementation

[us_testimonial author=”Andrea Princz” company=”Marketing Manager, Pöttyös”]We integrated influencers regarding the Pöttyös Szívecskés campaign. We gave free hand for them to create videos about the topic, which proved a fruitful decision because a colorful yet credible collection of videos were created. They were also invested in the brand, thus promoting the message in a creative and enthusiastic way. [/us_testimonial]

The campaign was based on the Pöttyös Szívecskés Túró Rudis. The product and the brand aims to raise awareness for importance of love and human relations every year.

Before Valentine’s Day the packages of the Túró Rudis had almost 50 messages, from which 14 was sent by fans as a result of a Facebook giveaway.

The messages on the Rudis were sent by consumers, fans and participating YouTube influencers to their loved ones, personal favourites, friends and fellow YouTubers in person, via videos and Instagram photos. The continuity of the campaign was assured by a challenge among the influencers, which consisted of YouTubers from various gender, age and topic challenging each other to send the messages to their loved ones and create videos and social content.

Results

At the end of the campaign, it reached more than 1 million consumers. The most popular video with the most positive response was the one made by luckeY, who gave Túró Rudis as a present to people on the street. It generated 124 000 views.  Among influencers with major female audience, the video of Csizmadia Gabi was the most popular with 45 000 views.

36 and 24 percent of the target group (Y and Z generation) watched the videos altogether, there wasn’t any that were not commented by the fans, they showed positive reaction to the contents, shared their personal stories and showed gratitude and respect towards the influencers.

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