Influencer campaign to generate event traffic

Plantorama wanted to use an influencer campaign to drive engagement and traffic to their annual Christmas market.

Plantorama, a garden, home, and pet centre with 13 locations across the country, hosts an annual Christmas market in each of its centres. Plantorama asked RelationsPeople to create an influencer campaign based on the influencers’ data in terms of target audience (especially demographics), reach and engagement. The influencers’ main task was to drive traffic to the Christmas markets by sharing content from the market and encouraging their followers to visit the market. At the same time, they had to inspire to a wide range of decorations that could be made from materials found at the Christmas market, so that more people would want to visit the Christmas market.

The influencers were tasked to choose to either make Advent wreaths, Christmas decorations or an elf landscape to highlight the possibilities that the Plantorama Christmas market offers visitors. All influencers were asked to provide the finished result and instructions so that Plantorama could post it on its own channels to inspire customers. In addition, all influencers had to create content for their personal Instagram from their visit to the Christmas market, the creative process, and the result.

The Christmas market campaign generated a reach of 325,596 and engaged 12,459 unique users. In addition, all the influencers involved achieved a reach on their IG post for Plantorama that was higher than their average reach for Instagram posts.