More than just an event!

We have focused on influencer relations together with our client, Bauerfeind AG, for a long time now. That’s because brand ambassadors tell their communities exactly the right stories and the best thing about it is that their followers are interested in what they have to say.

We reached out to more than two million people via Facebook and Instagram and that’s just with a single event! What is 1 Bauerfeind Life all about? What’s needed to achieve this? The right multipliers. It’s actually quite simple – if you want to be persuasive, you need sound arguments and preferably people that can advocate these arguments convincingly. That is all that influencer communication is – persuading people, whose authentic manner means they have a good reputation. How do you do that? With relevant topics.

A different kind of product launch

In spring 2016 Bauerfeind launched its new Sports Line product range on the market. Our brief was to tell the target audience that these products were available. Our method: together with Bauerfeind we invited 14 jogging bloggers for a weekend. Our reasoning: who can review the products more authentically than joggers? Our approach: a weekend packed with topics offering genuine added value for the bloggers and their communities. And of course the opportunity to test the products in reality – trail running and sprinting on tarmac.

Cool or not cool?

Every influencer decides for themselves whether the products appeal. That’s what makes the reporting so authentic. Every community relies on the fact that the blogger’s posts reflect their honest opinions. Bauerfeind brought premium-quality products along and by setting a topical agenda and getting Pantera Rosa to provide a professional sports management service, we managed to lay optimum foundations to enable the weekend at Lake Starnberg to be a success.

And action!

Not only did the athletes enjoy a bit of action by being able to test these new products extensively. The camera and microphone crews were kept busy as well, because the runners were quick. But the film and photo teams and the editors were quick enough and were always in the right place at the right time. Cleverly selected topics enabled us to create the context for telling stories and to do some storytelling on the social web, on the one hand involving Bauerfeind itself (owned media) and on the other the influencers (earned media). And that is exactly what’s required – authentic stories told by credible influencers.