Asda

Christmas Influencer Campaign

Challenge:

Asda wanted to raise awareness of its new Christmas range during the festive period via an influencer campaign, particularly via social channels such as Instagram.  

Response:

Havas researched and collated a ‘supergroup’ of key influencers to work with throughout the Christmas period. The Supergroup was chosen by reviewing several factors including social following, follower engagement are and regular topics covered.

It was important to ensure all influencer coverage was authentic and genuine, rather than a typical advert for yet another Christmas product.

To achieve this goal, influencers were asked to truthfully review products. We devised a plan to send the chosen influencers different themed hampers every week in the run up to Christmas.

From Vegan cheese hampers to festive party food and Christmas Eve boxes, the supergroup of influencers received a range of goodies and were encouraged to share fair and honest reviews on their Instagram channel.

To guarantee an positive experience for both the influencer and the follower, and to tap into the 'unboxing' trend, each goodie bag was decorated by hand to tie in with the theme of the product that week.

Results:

Results exceeded all expectations, achieved on time and to budget:

  • 12 hampers were put together by hand and couriered to chosen influencers throughout December
  • Havas secured more than 60 Instagram stories and five grid posts, at no extra cost, throughout December
  • Havas reached more than 630,400 people through the influencers' channels
  • The Instagram posts generated more than 2,100 likes and over 115 positive and engaging comments
  • Asda’s Christmas lines were promoted authentically across key channels, reaching key target markets
  • Strong relationships with top influencers were developed, which can be utilised to generate more exceptional coverage in the future

 

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