Event seen by 4 million people. Case study: ABOUT YOU

Two months have passed since the famed launch of the About You multibrand platform in Poland and the event is still considered event of the season. How is it possible that a previously unknown brand has made its way to the first league of the fashion e-commerce market in Poland?

About You applied to our agency with the following assumptions: we are entering the Polish market, we care about the widest reach, and we want to do it by means of Instagram. It was a real challenge for us, but there was but only one direction: influencers.

‘You know this online store, About You?’
‘Oh yeah, is that the brand whose event literally everyone attended?’

This dialogue, heard one day in the subway, confirmed our belief that Influencer Marketing and Celebrity Endorsement is a real marketing engine. These two areas of promotion, when cleverly combined, act as a well-oiled machine and are able to bear the burden of any “mission impossible” of bringing new concepts and solutions to the market. If you have followed the event and wondered what tempted us to invite almost all Polish celebrities to it, in the following three paragraphs we discuss the business objectives it allowed us to achieve and their specific nature.

1. Objective: to build brand awareness.

Obviously, brand awareness is built much longer than during one evening event, but the first step is always to make the brand recognized – at least for a moment – in the minds of the audience. Almost 60 celebrities were invited to the symbolic great launch of About You platform, with a total number of followers exceeding 21 million! Even if only half of them have received the information about the new product, we are dealing with a reach rivaled only by television. (Although the latter is not as well-targeted.)

2. Objective: to redirect traffic to the About You website.

The Instastories created during the event not only presented the highlights and atmosphere of the event, but also included swipe-up links, redirecting to the platform’s website with one swipe. All Instastories of the invited celebrities were viewed by a total of over 4 million unique users; obviously, not everyone clicked on the link, but the responsiveness of the followers was impressive.

3. Objective: to build positive and diverse associations.

The event was attended by many influencers representing various fields, age groups, styles and professions. It was not a formal gala, but a real party where everyone could feel at ease. The event and its guests allowed us to present the image of the brand as cool, friendly, diverse, en vogue, in other words: for everyone. Combined with considerable diversification of the invited guests, it facilitated identification with the brand regardless of age, gender or style. As a result, we have received over 260,000 likes under our About You-related posts.

When inviting the celebrities to an event, you should ask yourself what you want to achieve the most in the context of their attendance. In this case, the overriding goal was to reach as many potential clients as possible through Instagram, and the campaign’s reach and results were worth investing in the Influencer Marketing tool, in particular in Celebrity Endorsement. And we will surely remember the event for a long time to come!

Author: Kasia Piersa