AEG brings brand and creators together

More reach, putting new products in the spotlight and building an engaged community: with those ambitions in mind, we have been using influencer marketing for some time now as part of our long-standing partnership with AEG. For the PizzaExpert oven, we combined a targeted selection of food creators with a micro-event organised from A to Z and follow-up of the content it generated.

The right creators at the table

For the well-known household appliance brand, we developed a communication and marketing approach in which product experience and content reinforce each other. Through a mailing and a call on social media, we built up a pool of interested influencers. From that pool, we selected creators who fit the campaign. We looked at their profile and content and used tools to analyse their engagement. That gives AEG insight into the interaction with their followers, alongside the potential reach.

We also took care of the practical arrangements: from contacts and contracts to setting up barter collaborations. That way, every creator knows exactly what the collaboration involves and what content is expected.

The power of a micro-event

To create more buzz around the PizzaExpert oven, we opted for a small-scale workshop at the AEG Experience Center in Evere. We took care of the entire event planning, styling and on-site coordination. Host Loredana Falone and AEG chef Piétro guided the food creators as they made their own pizza. The small group had plenty of room to use the appliance themselves, ask questions and make connections. That personal product experience gives creators concrete inspiration for their content and helps AEG strengthen its bond with them. The event also delivered an aftermovie and social content for AEG.

From content to insight

Our assignment continued after the workshop. We followed up with the influencers, collected their published content and evaluated reach and engagement. We bundled those findings into reports for AEG. In this way, we connect strategy, influencer management and event organisation with insight into what the collaboration delivers. A next step in a brand relationship we have been building together for years.