We're highlighting the winners of the Native Advertising AWARDS 2022. This post features The Best Use of Influencer.
- Campaign: The Anders Award
- Publisher/Agency: Berlingske Media, Denmark
- Brand: McDonald’s
McDonald’s wanted to promote its app and their great Advent offers during December by producing engaging content that stood out in a creative and credible way.
Its campaign centred around content that provided value for McDonald’s but also for its target audience of young Danes. The goal was to drive user engagement and activation, reach a higher number of people and become top of mind.
To achieve this, McDonald’s teamed up with Anders Hemmingsen – a well known Danish influencer with one of the most followed Instagram accounts in the country (over 1.2 million followers). As Anders Hemmingsen’s account is built on user-generated content, the idea was to set up a virtual SoMe award show held on his Instagram profile and co-presented by McDonald’s.
The award show nominated the best user-generated content of the year in three categories: Best Buddy, Best Detail and Best Content. Anders Hemmingsen selected two nominees for each category and a ‘people’s jury’ – his followers – then voted on the winners.
To tie the award show with the McDonald’s app, the campaign created four customized Anders Hemmingsen coupons available in the McDonald’s app each Sunday of Advent. When presenting the award show and nominees, it included a link to the McDonald’s app to raise awareness. All winners were announced in an Instagram post on New Year’s Day – one of the most important days of the year for McDonald's.
Distribution
Channel(s) used:
- Anders Hemmingsen Instagram account
- McDonald's Denmark Instagram account
- McDonald's app
The Anders Awards were held on Anders Hemmingsen's Instagram profile using the Instagram Story format to present the nominees, the possibility of voting and a link to the McDonald’s app – using organic distribution only.
All content was shared on the McDonald's Denmark account as well during the campaign period. A customised Anders Hemmingsen coupon was available in the McDonald's app on each Sunday of Advent.
Results
The Anders Award surpassed all expectations and achieved amazing results aligned with the objectives and KPIs:
- 9,114,859 impressions,
- 681,445 user interactions, including 561,058 votes
- 30,842 clicks to the McDonald’s app.
The total performance across 15 Instagram Stories and 2 Instagram posts shared on Anders Hemmingsen’s Instagram account was:
Total impressions: 9,114,859
- Instagram Stories: 7,845,235
- Instagram posts: 1,269,624
Avg. reach per post/story:
- Instagram Story: 521,631
- Instagram post: 536,764
Total engagement/interactions: 681,445
- Instagram Stories: 643,805
- Votes: 561.058 (avg. number of votes was 187,019 for each category)
- Link clicks to McDonald’s app: 30,843. The link was included in 3 Instagram Stories making the avg. 10,281 for each Story (+311% above benchmark)
- Click on McDonald’s @ tag: 4,632
- Click on nominee @ tags: 47,272
- Avg. engagement rate per Instagram Story: 8,2% (+396% above benchmark)
- Instagram posts: 37,640 (likes, comments and saved posts
Takeaway
The results of this successful campaign were achieved purely through organic reach and distribution via the influencer’s profile.
It shows that creating a unique, one-of-a-kind creative concept can succeed in engaging a target audience. Using an influencer can also result in the target audience contacting the influencer directly, sharing photos and thereby generating further traffic. This kind of user activation shows the effect of a successful integrated partnership with a user journey that starts with an influencer but leads people to the brand.
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