Kronans Apotek (Sweden) created three joint campaigns amplifying selected key marketing initiatives. The business areas to be highlighted within the campaigns were: the launch of a new application and two selected categories from their own product assortment. The campaign collaborated with a total of 45 influencers, carefully selected from the respective vertical most relevant to the category/theme. The participants were tasked to create one Instagram post with the requirement of including the product in their picture(s). The campaign was intended to primarily increase awareness of the assortment and drive off-line sales in stores.
The 45 influencers created their own unique content promoting the product they received from Kronans Apotek's assortment. Influencers were given the choice of how to present the collaboration, either through a regular post or through the carousel format. Permitting them to freely create their content, yet at the same time following the outlined campaign guidelines resulting, in 45 unique pieces of content, tailored to their respective audience.