Examples of successful influencer marketing campaigns in Spain

[Dimaeiya333]

In Spain, a person emits half a ton of carbon dioxide (CO2) into the atmosphere every month, according to the World Bank. In response to this, BBVA Bank launched an initiative to raise awareness about the importance of protecting the environment, using data analysis to calculate the carbon footprint of its clients , a feature that the company's users can access from its App.

To promote this tool, the agencies PS21, Mindshare, 2btube, and BBVA Creative for BBVA, created an influencer campaign in which they distributed giant 28-meter-long footprints between the province of Lugo (in Palas de Rey), Barcelona (Barceloneta neighborhood) and Madrid (next to the Las Ventas bullring).

But in addition to these actions, they decided to carry out an influencer marketing strategy to make the action go viral and expand the reach of the novel idea. For the first part, they used the Ac2ality account as a channel, the largest Spanish media outlet on TikTok and whose audience is mainly made up of Generation Z. Ac2ality has more than 229 thousand followers on its Instagram profile and more than 4.4 million on TikTok and an average engagement of 1.25% . The credibility of its audience is 87 points and the average engagement of its posts on Instagram is 3.5% and on its reels 5.2%.

This media alerted its followers about the appearance of giant footprints in Spain. Several influencers, including La Pelo, Percebes y Grelos and Spursito , also echoed this news, motivating their followers to speculate who could be behind the event.

In the second part of the campaign, the same influencers received a mysterious letter inviting them to a secret event, all of which they shared with their followers on social media. The marketing strategy ended with the event in which it was revealed that BBVA was behind the giant footprints.

The central purpose of the influencer campaign, which was developed on different Instagram, TikTok and Facebook accounts, was to generate conversation around the impact of consumption on the environment and how BBVA's carbon calculator could help reduce emissions.

In just three weeks of campaigning, they managed to reach more than 2.9 million unique users ; more than 3.5 million impressions and more than 125,000 interactions with the published content were generated and, most importantly, the BBVA app received more than 310,000 visits.

In fact, this influencer marketing campaign was recognized by Publifestival in the 16th edition of the Social Enterprise Awards in the categories: ' Best execution of a campaign on social networks' and 'Best effectiveness in a project or social action'.

2. Cerave conquering the public on TikTok and Instagram
The Cerave brand, part of the L'Oréal group, leaders in the world of beauty and cosm vp it email database etics, has taken to networks such as Instagram and especially TikTok to promote various products in its range.

The marketing strategy focuses on working with macro, mega and micro influencers to showcase the benefits of their skin care products, depending on the unique characteristics of each user.

Much of the success of the influencer advertising strategy lies in the profile of the creators they select to carry out their collaborations. Beyond using beauty influencers , most of them are expert professionals in the area or influencers with high recognition and authority on the subject. One of the most famous in Spain is Álvaro Fernández, better known as " Farmacéutico Fernández" , a pharmacist who debunks myths about health and with whom the brand has carried out various campaigns to promote products from different lines. Fernández has more than 2.8 million followers on his TikTok profile and 627 thousand followers on his Instagram account . The credibility score of his audience is 88 points and the average engagement on Instagram Reels is 3% and on TikTok 1.25%.

As a result of its efforts to connect with the millions of followers who visit its influencer accounts, in 2022, L'Oréal gained 24.1% more thanks to the boom in the dermocosmetics sector on social media. On platforms such as TikTok, the hashtag #cerave has more than 7.8 billion views, followed by other hashtags of its most recognized products that have been widely advertised on the social network, #ceravaskincare (725.8M) #ceravemoisturizer (30.0M) and #ceravemoisturizer (30.3M) views .

The brand also reached one million followers on its global Instagram account, and on its Cerave Spain profile, it surpassed 80 thousand followers with an engagement rate of 0.16%. In addition, the brand's online actions have boosted traffic on its website, which reached 3 million users last month .