Le Creuset is a French company founded in 1925 by Armand Desaegher and Octave Aubecq, who together created the iconic cast iron products for which Le Creuset is known. Despite being founded in 1925, Le Creuset remains a highly respected brand in modern homes worldwide, representing quality and innovation.

Purpose of the collaboration

  • Vi har lavet en del forskellige kampagner for Le Creuset, som har haft forskellige formål - fx ved lancering af nye produkter, og til at skabe opmærksomhed omkring deres ikoniske brand.
  • In 2021, we conducted a campaign that spanned from November to December. Le Creuset wanted to activate talented influencers who would contribute to two different narratives. One was about autumn and slow cooking food, highlighting how Le Creuset's products are perfect for this. The other narrative focused on the sweet Christmas season, where influencers shared their own Christmas recipes and traditions with their followers.
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IDA - DANMARK
MARIA HOUGAARD - DANMARK

A two-part solution

Le Creuset aimed to reach a broad audience with this campaign. It was important to target individuals who were already familiar with and interested in the brand, but also to generate curiosity and interest among people who may not have used or been aware of their products before. Additionally, the campaign needed to cover multiple countries in the Nordic region.  

Therefore, we identified several talented food influencers on Instagram from Norway, Sweden, and Denmark. They could showcase the products in use in an engaging and authentic way, providing inspiration for their followers. Influencers targeted different age groups to meet Le Creuset's goal of reaching two different demographics.

We chose to divide the campaign into 2 parts:

☝️ In the first phase, we engaged 21 influencers who created content throughout the month of November, focusing on slow-cooking food.

✌️ In December, we activated 21 more influencers, exclusively for sharing content related to the campaign's Christmas part, showcasing how cooking can be an essential part of the holiday season.

Results

  • At the end of the campaign, a total of 42 influencers who participated in the campaign had created a whopping 120 posts and 502 stories! 
  • De nåede et samlet reach på intet mindre end 705.992 (fordelt på likes, kommentarer og tap backs) og sikrede hele 2.691 unikke besøgende, til Le Creusets hjemmeside, i hver af de 3 lande. 
  • Additionally, Le Creuset gained access to all the content that the influencers had created in the campaign, allowing them to use it in their future marketing efforts.

Final key figures

Engagements

33.713

Engagement rate

 4,8%

Unique Views 

705.567

Content

120 posts & 502 stories

Target audience

Countries

Denmark 
Sweden
Norway

Age

20 – 45 years

Gender distribution

Female (79%)
Male (16%)