Opportunity
Rudsak wanted to use its winter outerwear as a beacon to build brand awareness, recruit new social media followers and drive e-commerce traffic. To reach these objectives, the brand sought to build an integrated e-PR strategy by targeting influencers from key markets.
Actions
To achieve Rudsak’s objectives, bicom adopted a multi-tier influencer approach combining paid and organic tactics:
Drive awareness by collaborating with 2 paid macro influencers, including one based in the US
Recruit new followers by collaborating with 6 paid mid-tier influencers for content creation & contesting
Build equity with brand loyalists by organically working with 6 micro influencers for content creation & VIP sale access
Results
Thanks to the multi-tier influencer approach, the campaign resulted in:
133 mentions from 14 influencers
9.4 million impressions (exceeding the original objective by 376%)
27 Instagram Posts, 104 Instagram Stories, 2 blog posts and 1 YouTube video
6K+ new Instagram followers (stemming from 8 contests and multiple paid and organic partnerships)
