Check how we reached almost 1,720,000 viewers with no budget for advertising, but with the range of brand’s products and an action plan in hand.
Arkana Cosmetics brand is a Polish manufacturer of dermo-cosmetics already well known among beauty salons and industry professionals, and now building its recognition among retail users. There were very little activity and brand recognition on Instagram and lack of budget for paid promotion of the posts. Hence, we needed to select Instagrammers that would cooperate through barter.
Based on the conducted analysis we came up with Instagrammers selection criteria. We decided to go with micro-influencers. As a result, we managed to attract 100 female influencers, with a combined range of over 1,700,000 followers. We didn’t provide them with any guidelines for content and relied on their experience, as we wished genuine, reliable opinions. Another key to success was our prompt responding to brand mentions and followers’ comments – also on the influencers’ profiles. Finally, the influencers were encouraged to add an opinion on Opineo.pl, Poland’s leading review aggregator.
As a result, we got more than 180 published posts on Instagram and blogs with the brand.