Garden, home and pet centre Plantorama wanted to raise awareness of their new Click and Collect feature through influencer activation.
With 13 centres across Denmark, Plantorama launched their new Click and Collect feature. Customers were given the opportunity to click on items on the website and then pick them up pre-packed at the nearest centre, instead of having to go through the store. Plantorama wanted help spreading the word and highlighting the new feature through RelationsPeople’s data-driven approach to influencer marketing.
RelationsPeople created a data-driven influencer campaign based on audience demographics, reach and engagement. The influencers’ primary task was to inspire their followers to see the value of the Click & Collect feature and drive traffic to Plantorama’s own channels.
The campaign activated 15 influencers under the heading “Spring Challenge”. The influencers competed against each other in different categories, with the aim of creating the best makeover for a given amount of money spent at Plantorama. The influencers all had to produce content for their Instagram profiles about the purchase process, the creative process, and the result.
The finished makeover was posted on the Plantorama website for voting. The influencers then encouraged their followers to vote. The winning influencer received a gift card to Plantorama. This generated a lot of traffic to Plantorama’s website, as users who voted were also entered into a draw for a gift card.
The vote also resulted in more than 3,000 new subscriptions to Plantorama’s newsletter, and both reach, and engagement showed more than great results.