VilmaToys is a Danish distributor of games and toys that works closely with similar distributors across Europe when it comes to marketing of products.
VilmaToys has a wide product portfolio of entertainment for all ages, so there are games and play for the whole family.
Purpose of the collaboration
- This collaboration took place in the fall of 2023 and focused on Brand Awareness to increase awareness of eight different board games in the Danish and Swedish markets. Specifically, six games in Denmark and two games in Sweden.
- Denmark: Spirograph, What Do You Meme!?, Smart 10, Gyldne Øjeblikke, Politisk Ukorrekt 2, Helt Skørt!
- Sweden: What Do You Meme!?, Smart 10
- The campaign period was placed early in relation to Black Friday and Christmas to ensure synergy with the advertising that the retailers themselves were doing closer to the two holidays.
Hybridkampagne: Influencers & Betalt annoncering
To reach as many people as possible, part of the campaign budget was allocated to paid advertising. This meant that, as an extension of the influencer campaign, we created ads with the content generated in the collaboration.
We ran eight individual campaigns in parallel - one for each game. Due to the diversity of the games, the target audiences for each of them were also quite different.
So, naturally, we started by creating a clear target group definition for each of the eight campaigns. Here it was both relevant to look at:
- Who was the target audience to PLAY the games
- Who was the target audience to BUY the games
From this, we found a lot of great micro-influencers on Instagram that matched our target audience segmentation.
The influencers each had to create 1 reel and 2 storylines during the campaign period, which they had to share on their own profiles. Here they had to talk about the games and show how they played them with family and friends. The most important thing was that they had fun with it!
Then the advertising work began 🚀
Content for advertising
Advertising took place on Instagram and Facebook, starting about a week after the influencers themselves had shared their content. As we were working with eight concurrent campaigns with corresponding target groups, it was a complex campaign structure.
We chose to split test two types of advertising in order to scale the ads that performed best. So we did both:
- Branded Content
- Self-made Ads / Native Advertising
Branded Content:
By marking "paid partnership" on the influencers' content, we were able to set up partnership ads. These are dynamically included in the Instagram feed, as they are already on both the company and influencer's profile.
By setting up this ad type in Meta Ads, it gives the content a boost to even more people than the influencers themselves can reach.
Self-made Ads:
This type of ad requires a little more work, as you have to manually create ads with the influencers' content. It was still content that the influencers had generated in the campaign, but here the ads had to be manually created and set up in Meta Ads.
The reason it is called Native Advertising is because it is a type of advertising that must match the medium it is launched on. This also gives it a dynamic appearance in the user's feed.
Results
We activated a total of 39 talented influencers - 26 in Denmark and 13 in Sweden. Through the collaboration, a lot of different video content was created that showed how fun and enjoyable the influencers and their families/friends had playing the games.
The ad work was an exciting process where we were able to go the extra mile with the influencers' content. In the split test, the two ad types were in a close race, but the branded content took the lead.
There are many factors that play a role in ad performance, but authenticity is paramount. That's why it's so effective to use User Generated Content (UGC) for paid advertising.
- A total of 39 reels and 78 storylines were created
- We created a total of 44 ads
During the advertising period, 44 ads were created. They were closely monitored to adjust and scale to optimize performance. And it worked!
Final key figures
Influencer campaign
Engagements
32.880
Engagement rate
4,2%
Unique Views
789.900
Content
39 reels & 78 storylines
Paid advertising
Engagements
248.202
Engagement rate
23,3%
Unique Views
1.067.741
Price per 1.000 views
DKK 19
EN 
DK