See how we were able to reach 1.9 MILLION adventure-lovers in Denmark by activating influencers and producing frequent, engaging content.
Aussie, the haircare brand's mentality is all about not worrying too much about what other people think and living your life to the fullest.
However, results from a survey with over 1000 Scandinavian women showed that 71 % of the women wished they were living more adventurous lives. Crazy, right? This resulted in the Aussome Bucket List competition.
For the 4th year working as the Danish counter-part to our friends at Jung Relations, our responsibility was to activate influencers in Denmark to reach the target audience and drive applications to the campaign.
The purpose of the Aussome Bucket List campaign was to encourage women to live life to the fullest, and not let the risk of getting messy, frizzy or dry hair hold them back from living adventurous lives. To do this, we teamed up with some of the biggest influencers in Denmark, who during the competition showed various experiences of their everyday lives and how the 3 Minute Miracle Treatment could cure any damage to their hair.
Our Danish influencers, Emilie Lilja and Michelle Nielsen, were sent off to experience a wild adventure off their own Bucket List – while blogging, Instagram’ing and vlogging about it to all their followers.
The contestants had to either upload a new picture or tag an existing picture on their Instagram profile that they believed represented "living life to the fullest" with a bucket hashtag, e.g. #aussomeskydiving, and at the end of the campaign, the jury influencers from each country had to choose the nominees for each Bucket, and finally the winners. These winners were sent off to experience their Bucket, naturally, with a suitcase filled with 3 Minute Miracle Treatments.
The campaign generated an impressive 5.692 applicants for the competition with a total reach of 8.8 million through influencers, social posts and media outreach.
Our Danish influencers and their passionate, captive audience led to a 1.9 million reach in Denmark.