BokaDirekt wanted to boost the follower count on their Instagram account in order to build a natural direct communication path and get closer to their fans. The company had also just recently launched an updated version of their website and intended to inspire people with the new features and extended offerings visible. 14 Swedish influencers in the lifestyle/fashion vertical were activated for this campaign. To bring even more engagement from the audience an attractive lottery was introduced and pushed by the influencers.
Influencers were tasked to post one carousel post with two slides, the first being a lifestyle picture that resonates with the profiles organic feed and the second slide being a close-up view of the application in action on a mobile device. The caption highlighted how BokaDirekt has simplified the process of locating and comparing service providers for various appointments in a wide range of different services. Furthermore, the caption also included brief information about the competition and encouraged the followers to participate in the competition by clicking the link in the influencers bio. Besides that a competition generally attracts higher engagement in posts, the competition also required followers to invite one of his/her friends to engage in the content and competition, resulting in additional exposure to BokaDirekt’s commercial message.