Reaching the most people in just 5 days
CHALLENGE
- With very little notice, Pioneer decided to participate in an event in Bogotá. A week before the event, they asked us to help them promote their booth.
- Generate interest in the residents of Bogotá, Colombia, and nearby cities about the Pioneer booth at Loudness Fest event.
- Strengthen the brand presence in Bogotá, a key market for Pioneer Latin America.
- Promote and boost the archetype of the brand (the friend) by showing it closer and more accessible to the target audience.
STRATEGY
- We delimited the audience to young Colombian men (18-35 years old) living in Bogotá, interested in autos, electronic systems and advanced audio components.
- After conducting a study, search and pre-selection, we chose the influencer Instagram account Fierros Colombia. They had 118K followers by the date (January 2019), most of them men located in Bogotá.
- We opted for content only for Instagram, through posts and stories (already booming after the launch of this feature in 2016). We developed arts and copies with the key messages for the audience, using Fierros Colombia wording style.
RESULTS
In 5 days running the influencer campaign:
157,608
People reached. 1,032 likes. 219 interactions. Engagement 1,251.
91%
Only men (Pioneer’s main target). The reach was 143,423.
30%
More visits to Pioneer booth compared to a previous similar event.
90%
People reached were in the Bogotá (Target audience).
81%
Were between 18 and 34 years old (Target audience).
3/10
People found out about the booth through social networks.