AXA Versicherung x Kingfluencers Campaign

AXA Versicherungen was selling supplementary health insurance to an audience that does not want to think about it. The products cover a wide span, glasses, gym memberships, hospital stays, travel, alongside a service for switching basic insurance, and the natural buying moment is a life change: starting university, a first job, a move to a new city. The category problem is not comprehension but attention, since insurance is bought reluctantly and explained badly.

Kingfluencers answered with entertainment rather than explanation. The campaign ran on podcasts and comedy sketches, with entertainment creators including Flavio Leu telling recognisable stories in which having the right cover turns out to matter. Two mid-tier and one macro influencer published 10 posts over three months, mixing street interviews with trend-driven video. Creative control sat with the creators, and one of them attributed the result to exactly that, saying the freedom let the promotion stay consistent with their own brand.

Putting the message inside comedy meant the insurance content had to earn its watch time on the same terms as the creator's ordinary posts, which is a harder test than a category-standard explainer but a more honest one.

Kingfluencers reports 1.5M impressions, 1.08M reach and 12.4K engagements, and says the campaign exceeded its reach and engagement forecasts. The forecast numbers are not published, so the size of that outperformance cannot be checked. All figures are self-reported on the agency's own page, and although increased sales is listed among the objectives, no sales outcome is given.