City of Eindhoven Millennial Creator Content Campaign
Influencer MarketingZandbeek Agency, working through The Cirqle's platform, ran a 17-creator social content campaign for the City of Eindhoven aimed at Millennials, which delivered over 4M+ impressions.
About the campaign
The City of Eindhoven used creators found through The Cirqle's platform to promote the city, and the campaign delivered over 4 mln impressions. Eindhoven does not sell itself as a destination, so a lot of work goes into its promotion. The city wanted to appeal to Millennials and worked with Zandbeek Agency on the campaign.
The campaign sourced 17 influencers across six countries, including E.U. creators Andy Suryandi and Carl Cunard. The creators produced 196+ content pieces and published them through their own social channels. Blogs promoting the campaign ran alongside the social posts.
The agency reports over 150K engagement points created during the campaign. The blogs promoting the campaign received 150k unique pageviews by its completion.
Case in 60 seconds
Eindhoven cannot count on selling itself as a destination, so a lot of work goes into its promotion, and the city set out to appeal specifically to Millennials without advertising that felt forced.
Millennials give more credit to a creator showing a city on their own channel than to the city's own advertising, because a creator's post does not feel like a forced brand advertisement.
Zandbeek Agency used The Cirqle's platform to recruit E.U. creators who would show off what makes the city shine through their own social channels, so the promotion arrived as creator content.
17 influencers sourced across six countries, including Andy Suryandi and Carl Cunard, produced 196+ content pieces for their own social channels, while blogs promoting the campaign ran alongside those posts.
The Cirqle reports over 4 mln impressions and over 150K engagement points by the completion of the campaign, along with 150k unique pageviews to the blogs that promoted it.
Strategy Breakdown
Creative & Execution System
Partners
- Zandbeek Agency (lead agency)
- The Cirqle (platform partner)
Creator role
- Andy Suryandi — creator
- Carl Cunard — creator
Results & Evidence
| Metric | Value |
|---|---|
| Impressions | over 4M+ impressions |
| Unique Blog Pageviews | 150K unique pageviews |
| Engagement Points | over 150K+ engagement points |
| Content Pieces | 196+ content pieces |
| Sourced Influencers | 17 sourced influencers |
Why The Cirqle's strategy worked
- 1
A city courting Millennials can route its message through creators' own channels, because content from a creator the audience already follows does not register as a forced brand advertisement.
- 2
Pairing creator posts with blogs that promote the campaign gives a destination a pageview count alongside impressions, so the work can be judged on blog traffic as well as on social exposure.
Results
537.3K
Total engagements
16M
Total impressions
Results
2.2M
Actual impressions
120%
Engagement rate outperformance
2.3x
Instagram engagement vs benchmark