Beko was about to launch its first ever range of Small Domestic Appliances and wanted to ensure their core audience of parents knew all about it.
What we did
We know that parenting blogs are one of the first points of call for mums and dads looking for product recommendations, so we recruited five micro influencers to be part of our Beko Parent Panel. Over the course of the year, they receive a selection of new products to put through their paces. Running regular reviews and competitions, they’re consistently creating engaging content.
Why it worked
Micro influencers content is over six times more efficient at engaging audiences than bigger influencers. Recent studies show that 82% of consumers have a higher likelihood of acting upon recommendations from micro influencers. The main reason being, they can create a stronger bond with their followers, so their recommendations are trusted and valued more.
We were open about what we needed from the word-go. We asked for honest opinions from our chosen bloggers about what we expected, and incorporated their feedback to ensure we were both happy with the partnership.
The reviews and competitions delivered all our key messages, as well as increasing awareness of Beko’s new range.
Results to date
To date our activity has generated over 180,000 opportunities to see as well as 30,000+ competition entries.
‘I’ve been very impressed with the content created by our Beko bloggers. It’s been really important for families to see how our small domestic appliances can make a difference to everyday life. The project has gone down really well internally too, with HQ calling it an “exemplary piece of work”. I’m looking forward to seeing the final round of reviews for our Self Drive vacuum cleaners.’ Iain Starkey, Senior Marketing Manager, Beko Plc
'We're big fans of Beko's large appliances in our house and this project has introduced us to their great range of small appliances. It's enabled us to be creative, has been fun to work on and has been really engaging for readers too' Donna Wishart, What the redhead said
“I've been working with Beko to review and promote their new range of small appliances. I've enjoyed this project as it's allowed me to check out the latest tech, provided a different type of content for my audience and been a long-term collaboration which is a nice change to one-off projects.” Dave Hornby, The Dadventurer