Royal
Asennemedia implemented an influencer marketing campaign for Royal to encourage people to dream. The aim of the campaign was to improve brand awareness and brand image of Royal chocolate. We wanted consumers to see Royal for what it truly is – a delicious, high-quality chocolate brand with chocolate bars worth trying.
Royal: a Piece of a Dream
“This was a great collaboration. We were able to build a concept that supported the main messages of the brand, which carried through in both the influencer content and the PR send-out. We conducted background research on the brand’s target audience and current trends. The core of the Royal brand is ‘passion for chocolate,’ and passion is always about dreaming – what if a mouthful of chocolate could make that inner flame burn even brighter and inspire bigger dreams? A piece of a dream is an ode to the individual’s inner fire,” says Asennemedia’s Key Account Manager & Concept Designer Senja Kilpeläinen about the campaign’s core theme. She continues: “The followers were interested in authenticity and personality, and we achieved great results with this collaboration!”
Influencers created their collaborative content around their dreams, each putting together their own dream board for the coming year while enjoying Royal’s chocolates. The campaign coincided perfectly with the turn of the year and supported the current nostalgia trend. Mirkka Torikka, Tiina Arponen, Johanna Puhakka, Eeva Kolu, Harri Moisio, Esko Kyrö and Eino Nurmisto built their own dream boards.
“Right from the start, the cooperation was smooth and professional with a warm and friendly approach from the client’s point of view. All the materials arrived on time and we were kept up to date on how the campaign was progressing – thanks to the brilliant project management! The campaign was a varied and spectacular piece of work, with a diverse range of influencers creating delightfully personal content with the Royal brand at its core.”
Tuuve Hansén
Brand Manager, Royal
PR send-out in support of an influencer marketing campaign
In addition to the campaign, ten influencers were sent a delicious PR package encouraging them to reflect on their dreams and passions. Inspired by the send-out, a total of 22 pieces of content about Royal products were posted, and more stunning dream boards were crafted.
The PR send-out potentially reached 249 000 followers and had an estimated PR value of over 56 000 €. An impressive 90% of the recipients published content about the products.
Keys to success: authenticity and timing
The success of Royal’s a piece of a dream influencer marketing campaign was particularly personal – the influencers spoke openly about their dreams and future plans. The end of the year was also an ideal time for the dreaming content. A consistent campaign that maintained its core message throughout the year was a success.
The dream board concept successfully tied together influencer content and the PR activities, and the influencers did a great job of highlighting Royal as encouraging you to dream. Results of the campaign were well above estimated.
Key figures
178,8K
Organic reach
1 078 271
Overall reach
93 %
Completion rate