{"id":5070,"date":"2021-04-08T18:00:31","date_gmt":"2021-04-08T15:00:31","guid":{"rendered":"http:\/\/socialfreaks.org\/blog\/?p=5070"},"modified":"2023-04-12T11:08:36","modified_gmt":"2023-04-12T08:08:36","slug":"influencer-marketing-101","status":"publish","type":"post","link":"https:\/\/blog.socialfreaks.bg\/en\/influencer-marketing-101\/","title":{"rendered":"Influencer marketing under the microscope or how a retail giant entered the Bulgarian market"},"content":{"rendered":"

They say that time is a continuous quantity that flows equally for all observers. Well, we can safely say that is not true. For us and our client, it all started in the summer of 2020, when for some time had almost stopped, and for us it was only now accelerating with an unprecedented speed. The German giant KiK<\/a> opened its first store in Bulgaria, and at the same time began its influencer activity and online communication on Instagram<\/a>\u00a0and\u00a0Facebook<\/a>.<\/p>\n

And so we dove into the ocean of textiles<\/strong><\/h3>\n

Yes, textiles. Offering a quality and at the same time profitable one is the essence of our client’s activity and represents 70% of its assortment. The product range includes men’s, women’s and children’s clothing and is complemented by other items such as gifts, accessories, decorations, toys and much more. Today, the chain is among the largest retailers and definitely number 1<\/strong> in Europe<\/strong>. It has over 3,400 stores in 12 European countries, employing over 24,000 people. And come to think of it, it all started as a small family business in 1994.<\/p>\n

Our mission was to make the brand recognizable and popular with the its wide product range and extremely affordable prices and a year later we consider it successful! We created and managed online and offline campaigns for the opening of 9 stores<\/a>, 3 of which in the capital. We have successfully collaborated with over 20 influencers, generated over 35,000 likes<\/strong> on the brand’s social media channels and achieved above-average engagement rate for the sector.<\/p>\n

Below you can find some of the product visuals, which we communicated.<\/p>\n

\"viber_image_2021-03-16_15-47-54\" \"viber_image_2021-03-16_15-47-55\"<\/center>Of course our out-of-the-box thinking and creativity, through which we imposed the brand identity, did not stay in the background.<\/p>\n

\"Screen \"KIK_Interesni<\/center>One of the most effective formats for the brand when opening new stores was the creation of Instant Experience – a format that allows immediate reproduction of the product range offered in stores. Navigating through it, mobile users can get informations in a matter of minutes about the trends that KiK, as a market giant, is imposing. Exclusive browsing from mobile devices has allowed us to keep users’ attention longer than usual. With the last one, in just 3 days we managed to generate 241 thousand reach<\/strong> and an average viewership of 30.29 seconds<\/strong>! Drawing the line, more than 3,500 users decided to view the German discounter’s page<\/a>.<\/p>\n