The evolution of influencer marketing shows no sign of slowing down. According to Statista , the size of the influencer market worldwide has grown from $1.7 billion in 2016 to $13.8 billion in 2021. That’s why it makes sense for brands to explore good examples of collaborations that can inspire their next collaboration.
Choosing the right influencer for your upcoming collaboration will yield visible positive results on the bottom line. We have taken a look at three Danish collaborations that have each been successful in their own way.
Key takeaways:
- Thinking outside the box and choosing an influencer who contrasts with your brand can, in some cases, lead to boring and complex topics being viewed in a new, fun and interesting way.
- Influencer marketing can be used in all industries, as long as the purpose and content work well together.
- Timeliness in content contributes to authentic content and high credibility.
Anders Hemmingsen X Saxo bank
@andershemmingsen is among the most popular Instagram accounts in Denmark. The majority of all young Danes know who Anders Hemmingsen is. Anders Hemmingsen provides many Danes with daily laughter with humorous content and thereby creates a free space for many, especially young, Danes. Therefore, it is also a bit of genius for a company like Saxobank to use Anders Hemmingsen to focus on stock investments among young people.
If you mention stock investments to young Danes, most people probably think that it's something grown men in suits spend hours analyzing and nerding out about, and stock investments aren't exactly the most colorful and interesting thing you can present to young Danes when they're scrolling through their Instagram feed. The purpose of this collaboration was to raise awareness of the opportunities for stock investments among young people.
But what do you do to make a topic that is, for many, boring and uninteresting interesting to a younger audience? You make a so-called “meme” about the topic. That is exactly what Anders Hemmingsen and Saxobank have done. The use of memes as advertising has become more and more popular in recent years. Especially after Mike Bloomberg used memes for his election campaign during the 2020 US presidential election.
Rasmus Brohave X Open Agriculture
Rasmus Brohave is one of Denmark's biggest YouTubers with over 280,000 subscribers. Rasmus has also hosted TV programs such as "Danmark har talent" and "Guldtuben" and even won the award for "male entertainment host of the year" at Billed-Bladets TV-guld I 2020.
We have included an example from the series "What can I become?" where Rasmus gives an insight into what people do in different jobs - a series that you can say he has succeeded with.
The episode is about Rasmus trying himself as a farmer and we think this particular collaboration is super cool and successful. The collaboration between Rasmus and Åbent Landbrug consists of a 13-minute video on Rasmus' YouTube channel. Throughout the video, Rasmus follows a farmer around for an entire day and tries out different tasks that a farmer is typically exposed to on a normal working day. The purpose of the collaboration was to show young people the many different career opportunities that exist within agriculture. Rasmus manages to show viewers the many facets of the job as a farmer in an entertaining and authentic way.
We think this particular collaboration is absolutely brilliant, as the content and purpose work super well together. Rasmus Brohave is incredibly popular among young people and many see themselves in him. This, combined with the way in which Rasmus manages to inform about an industry that is not immediately an industry that flourishes frequently on social media, in an exciting and entertaining way, makes this match super relevant.
This creative and successful way of engaging young people, in an industry that is otherwise not the most talked about among the younger generations, means that Åbent Landbrug must consider the collaboration a success, as Rasmus' content matches Åbent Landbrug's purpose for the campaign very well.
trinesblend X Dyrup
Trine Petersen is known for her Instagram account @trinesblend with over 47,000 followers, as well as her blog trinesblend.dk . Here, Trine shares everything from interior design, family life, fashion, personal thoughts and much more.
Trine is incredibly skilled at creating visually complete content. This is clearly evident on her Instagram account, where Trine's universe is characterized by beautiful, colorful posts. On her Instagram account, Trine shows, through pictures and an Instagram reel , how a coat of paint can give a girl's room a total makeover. Trine also uses the opportunity to inspire her followers by giving them a guide to the painting techniques she uses. Trine's content is of incredibly high quality and matches her entire universe perfectly.
We think that where this collaboration stands out and works really well is the way Dyrup uses the place Trine is in her life. Trine is about to give her daughter's room a makeover and it is precisely this topicality that makes the content Trine creates super relatable and authentic, which helps increase the credibility of Trine's content. Dyrup therefore sees an opportunity to ensure more authentic and credible content by using an influencer who, due to the place she is in her life, has the necessary topicality.
If you are also interested in creating eye-catching and effective collaborations, contact Sheer here.
