EINDHOVEN 365 x ZANDBEEK AGENCY
How the city of Eindhoven uses Influencer Marketing to entice you to visit.
The City of Eindhoven knows the power of social influencers, and recently tapped the talents of social influencers to show off what makes the city shine over a campaign that included over 196+ (social) posts and involved 17 influencers from all across the globe.
You might think Eindhoven sells itself as a destination, but a lot of work goes into its promotion. In an effort to appeal to Millennials, the city of Eindhoven in collaboration with Zandbeek Agency who used The Cirqle's influencer technology platform, partnering with influencers such as Andy Suryandi and Carl Cunard to generate great content through their social channels.
It definitely worked. Our analytics platform indicated that the campaign generated:
By teaming up with Cirqle, The city of eindhoven was able to:
196+ content pieces on the campaign;
17 influencers across six countries;
Over 150K engagement points created;
Over 150K unique pageviews to the blogs promoting the campaign;
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*this campaign was sourced through Zandbeek Agency and we thank them for involving The Cirqle in helping run their influencer marketing efforts.
CITY OF EINDHOVEN: What should a brand consider before working with an influencer?
ZANDBEEK & THE CIRQLE: we felt it is important to ensure that the influencers Eindhoven is working with are producing content that feels authentic. That word “authentic” gets thrown around a lot by marketers, but if you create a positive experience for influencers that allows them to create content around things they are passionate about, the end product will be meaningful and impactful to the consumer.
Also, we think it is key that brands don’t focus primarily on an influencer’s reach, but take equal consideration in the perspective that the influencer has. With content in Eindhoven, specifically, you will see hundreds of the city's features, but when we bring in the right influencers, they can really bring out magic in the content that they are creating.
THE CITY OF EINDHOVEN: How can influencer marketing really connect with Millennials/younger consumers?
ZANDBEEK & THE CIRQLE: Our data indicates millennials are spending more time with Instagram and Twitter—the platforms we have has prioritized when working with influencers – and we also know that millennials are following individuals and brands that inspire them, or that create an emotional connection for them on those channels. Influencer marketing allows us to reach millennials in a way that does not feel like it is a forced brand advertisement.