Submitted by Swissper

BRAUN #designedforwhatmatters Instagram and TikTok Creator Campaign

Influencer Marketing

Swissper had 34 creators test and post about the new BRAUN BT9440 and MGK7460 shavers on Instagram and TikTok, with the agency reporting a 10.15% average engagement rate.

10.15%Avg. Engagement Rate

Case in 60 seconds

BRAUN was introducing the new BT9440 and MGK7460 shavers, and the page frames the task as building awareness for two devices that audiences on Instagram and TikTok had not yet seen in use.

A shaver is judged on how it feels and performs in use, so the page builds the campaign on creators showing first impressions and application rather than on the brand describing features.

Put the new BRAUN shavers into the hands of creators to test, and let their own first impressions under #designedforwhatmatters carry the launch rather than brand-produced product messaging.

Swissper selected 34 influencers who received the BT9440 and MGK7460 free of charge with a shareable promo code, then posted Reels, Stories and TikToks showing first impressions and use, while selected Reels received targeted promotion.

Swissper reports an average engagement rate of 10,15% across almost 200 content pieces, and describes higher traffic and a more positive brand perception without publishing figures for either.

Strategy Breakdown

The communities of the 34 selected influencers on Instagram and TikTok, reached as potential buyers of the new BRAUN BT9440 and MGK7460 shavers.
BRAUN stepped back to supplier of the product and the promo code, so the creators carried the message in their own voice rather than the brand speaking for its shavers.
People decide on a shaver by seeing it used, so the page centres the content on testing, first impressions and application rather than on specifications.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok

Partners

  • Swissper

Results & Evidence

MetricValue
Avg. Engagement Rate10.15%
Influencers34 Influencer
Content Piecesfast 200 Content Pieces

Why Swissper's strategy worked

  1. 1

    Pairing free product with a promo code the creator may share gives each post an offer to pass on rather than only an opinion, which hands the community a reason to act.

  2. 2

    Putting targeted promotion behind selected Reels after creators have posted lets the brand spend on content that has already found an audience rather than on untested assets.

  3. 3

    For a device whose value shows in use, first-impression and application formats such as Reels and TikToks do the persuading, because viewers see the product working rather than hear claims about it.

Related Case studies