Influencer Marketing? Deal. How KBC Bank & Insurance put their Kate Deals on the map

We focused on a broad audience aged 30 to 45 and a specific goal. Check and check! It became clear that we wanted to pursue a two-pronged approach: (1) putting Kate Deals on the map and (2) encouraging KBC Mobile users to actually use the deals. We opted for influencer marketing to ensure that KBC Mobile users saw the Kate Deals in a relevant and recognizable context. Naturally, the impact would be greater than if we communicated directly from KBC itself.

But how do you ensure that your influencer campaign is credible, authentic, and efficient? Well, we follow three steps to success.

Step 1: influencer selection

This is without a doubt the most important step. Choosing influencers can either make or break your campaign. You’re looking for people who seamlessly align with your target audience, the campaign’s subject and don’t come across as overly commercial. An influencer who promotes a different product or service every week? That’s a pass for us. Ultimately, you’re also looking for someone who can reach enough people, but that being said: quality always comes first.

This way, we ended up with a selection of influencers who together could reach a broad audience with various interests. for example, Sunkissed talks about life with children and how to have fun moments, travel and going out with your family on her Instagram. A clear match with Kate Deals.

Step 2: reaching out to influencers

Together with KBC Bank & Insurance, we created a list of favorites and so the connecting process could begin. KBC had chosen to approach the influencers themselves. Therefore, we had prepared concise guidelines and best practices to ensure that this step would also proceed smoothly.

Step 3: launch influencer campaign

After some email exchanges, we finalized the selection of influencers. We allowed the influencers to come up with their own ideas based on the briefing. This way, they maintain their authenticity and the post comes across as more genuine. This approach typically leads to the best outcome. When you trust others, it often pays off twice as much.

And the final outcome speaks volumes.