Campaign Story: Reko x Houm
Reko ran a micro-influencer campaign (its first ever!) to create and amplify engagement for Houm, a popular website builder. We shortlisted a group of influencers who, according to Reko’s algorithm, emerged well-aligned with the brand’s values and persona. The influencers were then given a video generated by the brand to be posted on their social media handles. Within the first ten minutes, the video garnered 10,407 views and in the context of the brand’s budget and timeline, this campaign demonstrates a few key aspects of brand-influencer collaboration.
How did the campaign fare?
For a campaign budget of 50,000 INR, 1054 leads were generated over four days during the period 22th–25th August 2019. 12 influencers were shortlisted through Reko’s selection mechanism and activated on Instagram, while 2 of them on Facebook, to reach over 3,25,000 unique users on Instagram and over 28,500 on Facebook. Here are the statistics of the partnership:
What stood out about these collaborations?
One need only look at the top performers of the campaign to understand what made this partnership such a hit:
Veidehi Gite (@krazybutterfly)
Luxury travel influencer Veidehi Gite is a leader in the travel industry. She has an army of loyal followers based on her inspiring personal journey from a software engineer at IBM to becoming one of the most authentic, energizing voices on luxury destinations, travel lifestyle and organic products.
Apart from posting the brand’s video, she also personalised the caption: As a seasoned travel blogger, Veidehi understands that with taking your followers on a digital journey, comes an enormous collection of photographs. She recommended Houm to her audience for creating a secure bank of personal photos on Houm.me, just like she did herself.
Veidehi’s honest, discerning voice in the travel industry and her sincere engagement with her audience on the campaign post matched the brand’s values extremely well.
Oshy (@thetravellingbeee)
Oshy is a travel and lifestyle content creator. Her fresh take on beauty, travel and lifestyle endears her to her 29,000 fans on instagram who constantly engage with her posts. It is important for Oshy to document places and products that she feels proud to visit or use and recommend to her audience.
Oshy took it upon herself to convince her followers to sign up and went the extra mile by introducing Houm with herself in a video before playing the brand’s video.
How can your brand create successful partnerships like this?
Like we did for Houm, Reko can help you find influencers best suited to your product and vision. As this campaign demonstrates, number of followers may not always convert into sales or engagement. With Reko’s selection system, find the right match for your brand who will make waves of conversation about you on social media. Evaluate every influencer’s performance with Reko’s analytics and think about the ones you can partner with in the long-term!
