In connection with the Regional Election 2021, we were contacted by Operate, who was responsible for the election's marketing. They needed assistance in integrating influencer marketing as part of the marketing strategy for the election.

Purpose of the collaboration

  • Formålet med kampagnen var at skabe opmærksomhed omkring vigtigheden i at stemme - ikke blot til kommunalvalget, men også til regionalvalget.
  • Mange danskere tænker ikke så meget over regionerne, og derfor er stemmeprocenten til regionalvalgene gennem tiden meget svingende. Særligt blandt de unge er stemmeprocenten generelt lav.
  • Og netop derfor ville Danske Regioner gerne forsøge sig med influencer marketing!

Solution

We activated a total of 17 talented micro-influencers on Instagram, distributed across each of the country's 5 regions. We decided to run a very specific campaign period, from November 1st to November 16th, coinciding with the election – this way, we could concentrate the exposure as close to the election as possible.

Based on our experiences with various types of content, we assessed that the best results would be achieved through stories. In this particular case, it was crucial that the influencers' content was as personal as possible. Therefore, it made the most sense to let them speak directly to their respective followers through stories.

To ensure that the influencers' content truly reflected their own, we also made sure they had the freedom to choose which of Danske Regioners' overarching topics/messages they wanted to discuss. For one of them, it might make sense to talk about emergency preparedness, for another about psychiatry, and for a third about climate issues. And that's precisely what we wanted to accommodate.

In addition to micro-influencers, we also collaborated with two macro-profiles, namely Martin Johannes Larsen and Daniel Hoffe (Jyden), each of whom speaks directly to the target audience the campaign aimed to reach. The reason we reached out to these two individuals is that the regions wanted to produce some unique and humorous content that could encourage young people to vote in a more fun way.

Results

  • At the end of the campaign, the 17 micro-influencers and 2 macro-influencers had shared 4 posts and 252 stories with their combined total of 568,780 followers. 
  • Their content reached a total of 1,036,784 individuals, which is a result we are very proud of! 
  • Additionally, they generated an engagement of a whopping 32,000 (across likes, comments, and tap-backs) and reached precisely the target audience we were aiming for. A remarkable 59.2% of the individuals exposed to the campaign's content were in the 18-34 age group.

Final key figures

Engagements

32.000

Engagement rate

3,10%

Unique Views 

1.036.784

Content

4 posts & 252 stories

Target audience

Countries

Denmark

Age

18 - 34 years

Gender distribution

Female (75%)
Male (14%)