VSV takes the right turn with fresh Influencer Marketing
Learning to drive a car is not always easy. Where can you find useful exercises? And what information is reliable? The road from Apprentice to Driving License can sometimes be a bit rocky. That’s why the Flemish Foundation for Traffic Knowledge (VSV) came up with mijnrijbewijsB.be in 2019: the free online learning platform where you can practice for your theory and practical exam, wherever and whenever you want. And to point student drivers in the right direction, So Buzzy put together a successful influencer campaign on TikTok, YouTube, Instagram and Facebook.
Influencer Marketing with TikTok phenomenon Aaron De Groeve
To introduce student drivers to mijnrijbewijsB.be, we very deliberately chose influencer marketing. When you know that three out of four young people follow influencers on social media and that some 74% of them think it’s a good idea for brands to use influencers, an influencer campaign sounds like a match made in heaven.
Soon our eye fell on Aaron De Groeve, a fresh-faced twenty-something with just the right dose of coolness who himself cares about safe driving. Credible, relevant followers and great reach: check, check, check! ✅
Aaron challenges an apprentice driver
Video seemed like the perfect formatto introduce our target audience to mijnrijbewijsB.be. This way, we wanted to tell our story as completely as possible and also make sure that Aaron could do his own thing. In a series of three snackable episodes, preceded by a teaser video, Aaron challenged a learner driver to perform three driving tasks. In each video, we positioned mylicenseB.be as the perfect co-pilot for learning to drive.
Social media touchpoints
We distributed the campaign on TikTok, YouTube, Instagram and Facebook, taking into account the specificity of each channel. For example, we chose to include subtitles on the ads we published on Facebook, while omitting them on TikTok.
In addition, we worked on YouTube with ads in a series. That is, people were not presented with the next episode until they had seen the previous one. All episodes were therefore published at the same time. On the other channels we worked with effective retargeting: those who had seen the teaser also got to see the first episode in the next wave and so on. So the four different ads were published in four consecutive waves.
And as icing on the cake, Aaron also shared the four videos on his TikTok profile which allowed us to boost the reach even further.
De campagne liep op wieltjes
Whether the campaign was a success? We can confidently answer ‘yes’ to that, because after four weeks the counter stood at over four million views. It was also nice to see that we generated more than 15,000 clicks to the learning platform mijnrijbewijsB.be and that the target group firmly interacted with our content.
Conclusion? We stayed close to the nature and communication style of VSV and Aaron in order to create authentic content that was enjoyed by the target audience. Our choice of sequential advertising was also a hit.
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