ABOUT YOU: influencer campaign for the launch of the online store
In 2020, during the increase of online commerce, Europe’s most personal online shopping destination ABOUT YOU entered in Bulgaria.
And we, Paragraph 42 agency, a preferred partner of Ketchum in Bulgaria, prepared and implemented viral influencer campaign to warm up the audience for the “big bang” of the brand in our county.
We had to communicate ABOUT YOU as a company that inspired everyone to show their own style and preferences and to create big expectations – in not much favourable times. The main motivation people to like the brand, is related to its name.
That is why we needed a consistent communication campaign to reach the target audiences, but also something more – to provoke interaction with people and to motivate them to spread the word. That is why we decided to proceed with collaboration with influencers with different tastes, preferences and interests, with which to announce the arrival of the brand in Bulgaria.
We knew that everyone was different, but through our ambassadors we were able to reach target audiences with key characteristics and, most of all, a passion for shopping. We made a teaser phase in which our chosen ambassadors shared a special message in an interesting way. They hinted that something big was about to happen. And when everyone was wondering what was going on, we announced the big bang of ABOUT YOU in Bulgaria.
The results were amazing – we reached over 4.8 million users, but most importantly – we showed that fashion is all about us.