Hooray Heroes : Nano Influencer User-Generated Content
Epidemic ran a nano influencer gifting campaign for personalised book publisher Hooray Heroes across France and Spain, working with 1615 nano-influencers to produce commercial user-generated content.
Case in 60 seconds
Hooray Heroes needed to build awareness and e-commerce sales across 8 global markets, including France and Spain, in a personalised gift category crowded with competitors where standing out and holding consumer attention is difficult.
The campaign appears to turn on the reaction rather than the recommendation, because a personalised book only proves its value at the moment a child sees themselves in the story, and that moment can be filmed by a parent who already loves the brand.
Rather than commissioning advertising about the product, Epidemic sourced the advertising from true fans of the brand, treating the gifted book as the brief and the recipient's genuine excitement as the material worth licensing.
Epidemic worked with 1615 nano-influencers in France and Spain, offering a free book in exchange for user-generated content cleared for commercial use, in two waves: finding true fans of the brand, then briefing them to share receiving and reading the book, its features and their child's reactions on Instagram.
Epidemic reports 1394 Instagram posts, 6147 Instagram stories and a combined total of 15 million followers reached across 8 global markets, with content the agency describes as aligned to the brand identity.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- Instagram posts
- Instagram stories
- user-generated content
Partners
- Epidemic (lead_agency)
Participation mechanic
- Nano-influencers received a free personalised book and, in exchange, produced content showing themselves receiving and reading it and their child's reaction, which the brand could then use commercially.
Creator role
- 1615 nano-influencers in France and Spain
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| Instagram posts | The campaign was a huge success, generating 1394 Instagram posts, 6147 Instagram stories, and a combined total of 15 million followers reached across 8 global markets. | reach |
| nano-influencers collaborating | The agency worked with 1615 nano-influencers in France and Spain, offering them a free book in exchange for user-generated content that could be used for commercial purposes. | creators_count |
| share of advertising that is UGC | More than 90 % of our advertising consists of user-generated content from satisfied users around the globe and Epidemic offers simple, scalable, and transparent solution on how to get usable content directly from them. | performance |
Why Epidemic's strategy worked
- 1
Casting for existing affection rather than reach changes what the content can show, because a creator who already wanted the product reacts to receiving it in a way a paid creator has to perform.
- 2
Nano-influencer gifting reads here as a content supply route rather than a reach buy, since the commercial usage rights were the stated exchange and the brand puts that content back into paid advertising.
- 3
Splitting creator communication into a sourcing wave and a briefing wave appears to be what let the programme run at 1615 creators without losing the emotional register the brand needed.
Results
10M+
Views
5M+
Impressions
20K+
New followers
Results
51.7M+
Total views
2.9M+
Interactions
17.7%
Engagement rate