Egmont was founded in the year 1878 and has since then established itself as one of the Nordic region's leading media companies. Egmont leverages technology, creativity, and entrepreneurship to create the best content across platforms.

Their mission is to create and tell stories. Storytelling stimulates the imagination, sparks curiosity, generates new ideas, and forms the foundation for all learning and development.

Purpose of the collaboration

  • The overall purpose of the campaign was to generate awareness and interest in giving a magazine as a Christmas gift, with a focus on the Christmas gift card.
  • Additionally, it was important to showcase Egmont's extensive range of magazines.
  • So, the focus was on authentic content, traffic to the landing page, and conversions.

A two-part solution

We engaged a total of 10 talented micro-influencers in the campaign, who, from mid-November to mid-December, were to share 1 reel and 3 storylines on Instagram. The premise for the reel was that they should surprise one of their closest friends or family members with a magazine from Egmont's assortment as an Advent gift. At the same time, they were to encourage their followers to give their loved ones a gift card for their favorite magazine as a Christmas present.

💡 To optimize the number of views and conversions, we implemented a solution where 80% of the budget went to influencer marketing, while the remaining 20% was used for paid social advertising (primarily FB/IG retargeting). This way, Egmont could leverage the influencers' content for additional marketing activities through other channels.

Therefore, it was particularly important that the content of the shared reels was of good quality and in line with the message Egmont wanted to get across. Therefore, all reels were sent to us for approval before sharing.

Results

  • During the campaign, 11 posts and 105 stories were shared, resulting in a total of 490,882 unique views from the influencers. Additionally, there were a total of 815,691 impressions from paid social advertising.
  • The paid advertisements that used the influencers' content outperformed the remaining advertising in the campaign, as the cost per order (CPO) was significantly lower at DKK 172. 
  • 💰 So, it was more cost-effective for Egmont to acquire a new customer with the advertisements that utilized the influencers' content. 
  • This made Egmont very pleased with both the efforts of the influencers and their own paid advertising. Overall, the entire campaign was a great success!

Final key figures

Engagements

4.521

Unique Views 

490.882

Cost Per 1,000 Views (CPM)

DKK 57

Content

11 posts & 105 stories

Cost per order (customer figures)

DKK 172

Views from paid advertising

815.691

Target audience

City

Købehavn (27%)
Odense (6%)
Århus (5%)
Aalborg (4%)
Esbjerg (3%)

Age

25 – 54 år

Gender distribution

Female (77%)
Male (6%)