As a DN previously reported, the popularity of so-called ”influences marketing” has increased even among publicly funded agencies. Several of the country’s largest cities and municipalities have begun to make use of influerare in social media to promote the sites as tourist destinations.
Also several other authorities makes use of the strategy, including the Police who have cooperated with the influerare in its recruitment drive to get more people to apply for the police academy, something even Breakit reported on Tuesday. The first time this strategy was tried in november, tells the kommunikationsstrategen Lena Glennert.
– the target Audience we are trying to reach are the 18 – to 35-year-olds, with an extra focus on women and people with foreign background. It is a difficult target to reach, and then we have to find new ways to get in touch with these people, ” says Lena Glennert.
of an external media agency to initiate collaborations with twelve influerare. According to Glennert paid a total amount of sek 350,000 for a total of 24 posts in social media, primarily on Instagram, where influerarna in different ways had tell about polisutbildningarna.
– We chose out twelve persons, which we looked at closely, in a number of categories that we thought would reach out well to the v3år target audience: exercise and health was a track, and also what is called lifestyle. We checked out a lot of what they do for the type of post and if we would fit in their content, ” says Lena Glennert.
She tells us that influerarna got the freedom to make posts on their personal way, but at the same time it was important that it would clearly state that the postings were put up in cooperation with the police. Influerarna would make two posts, the link to the police website, and be approved by the authority.
– It is quite controlled, but still free. We have a certain influence, both of which influerare we choose and that we got to see their posts, so that there was something strange, ” says Lena Glennert, which tells us that a post had to be done, if it not were considered to be of high enough quality.
– We chose not the biggest or most expensive influerarna, but we went down a few levels. The most important thing was that they reached the right of the target, and we had a range of almost a million in the target group 18 to 35 years.
” It’s very hard to say, because it was one activity among several in the campaign. But what we could see, which was fun and positive, was that it created a lot of commitment. A lot of influerarnas followers commented, and thought that it was a positive cooperation.
the Swedish Radio, the Echo reported, a discussion of how companies should be able to verify that the influerare you are working with has genuine followers, and that the numbers for the range are correct. According to Lena Glennert the police, who did not previously have experience of similar influerarsamarbeten, this is very much relied on mediebyråns knowledge in the issue.
” For us this is a fairly new way, but this is such an agency, we took the help of have great knowledge about. Throughout the campaign, we have gone very much on the range, especially in the beginning, because we want to reach as many people as possible in our target audience, ” says Lena Glennert.
In may starts the next call to polisutbildningarna, and according to the kommunikationsstrategen is considering right now to continue with the ”influences marketing”.
” We have jättetuffa demands on us that there will be more police officers. We do what we can to get people to search, it is jättehård competition if all the people in the workforce. We look at this influerarspåret again, to see if there is something we should do more, or new, because our experience is positive, ” she says.
