Sennheiser
International Brand Campaign for the Product Launch
Background
To announce the new Sennheiser Urbanite headphones, influencers in Germany, England and the USA were deployed. The campaign aimed not only to promote the product but also to strengthen Sennheiser's Instagram account.
Goals
Die Kampagne
Influencers
Reach
Influencer Selection
The influencers should be music lovers and embody the typical urban lifestyle. Their photos should also match the brand's visual language because the content was shown on Sennheiser's website. Based on that criteria, 4 influencers per country were selected.
Germany
USA
England
“With lifestyle brands, influencer selection requires special tact and sensitivity. In addition to brand and product fit, personality, image and visual language are extremely important.”
Björn Wenzel
Founder and CEO, Lucky Shareman
The Campaign
On Instagram, the influencers shared their experiences with the Sennheiser Urbanite headphones using the hashtag #sennheiserurbanite. The authentic posts were rewarded with positive reactions from the communities.
Twitch, Youtube, Instagram, Blog, Facebook and Twitter
Posts per influencer
Interactions
Quality Image Material for the Website
With the branded hashtag #sennheiserUrbanite, the influencer's high-quality photos were used to promote the product on Sennheiser's website.
The Result
During the three-month campaign, an excellent engagement rate of 5.3 % was achieved. Furthermore, Sennheiser's Instagram account grew from 45,000 to over 71,000 followers.
“The collaboration was extremely positive, goal-oriented and efficient for me. The brand and the product were also just right.”
@jörgnicht
Influencer
Services
Instagram, Blog, Twitch, Youtube and Twitter
Followers reached
Interactions
Engagement rate
New followers for Sennheiser