Submitted by Purple Goat Agency

Karma: Brand Awareness

Purple Goat Agency ran a nine month influencer and paid campaign for KARMA power chairs, reporting 1,073,097 impressions across Instagram and TikTok.

9,450clicks
154,457engagements
1,073,097impressions
36influencers
159pieces of content

Case in 60 seconds

KARMA needed brand awareness for its power chair range, and a chair is bought for what it makes possible rather than for its specification, so the campaign had to carry meaning that a product message on its own could not.

The campaign appears to turn on lived experience as the proof point, because a wheelchair user describing freedom, confidence and independence in their own words carries an authority about fit and daily use that brand-authored product claims cannot reach.

Build awareness through disabled creators reflecting on their own lives and real stories, framing the right wheelchair as what enables a more confident, fulfilling and independent life rather than as a piece of equipment.

Purple Goat activated 4 influencers per month for 9 months posting Instagram posts and stories, re-activated 4 best performing influencers who each received a KARMA chair for the day for high-end video showing its features, then used paid to amplify the content and gather email sign ups, running across Instagram and TikTok.

Purple Goat reports 36 influencers producing 159 pieces of content, which delivered 1,073,097 impressions, 154,457 engagements and 9,450 clicks across the campaign.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Wheelchair users and people seeking the right wheelchair for their needs, reached through influencers reflecting on their own lived experience of freedom, confidence and independence.
Based on the available evidence, the work sits against a tendency to present mobility equipment as clinical hardware, which the page counters by framing the right wheelchair as the thing that enables freedom, confidence and independence.
Power chairs are a considered purchase in a category where the buyer needs to judge fit for their own needs, so the page's emphasis on lived experience and real life stories reads as a response to that evaluation problem.
KARMA appears as the enabler in the creators' own accounts rather than as the subject, with the chair handed over for a day so its features are shown by somebody using it rather than described by the brand.
Based on the available evidence, the reasoning is that people considering a chair weigh what daily life looks like with it, so content built on real experience of confidence and independence answers the question the specification does not.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok
  • Instagram posts
  • Instagram stories
  • high-end video
  • organic content

Partners

  • Purple Goat Agency (lead_agency)

Creator role

  • 36 influencers
  • 4 influencers per month for 9 months
  • 4 re-activated best performing influencers

Results & Evidence

MetricValueResult type
clicks9,450 Clickstraffic
engagements154,457 Engagementsengagements
impressions1,073,097 Impressionsimpressions
influencers36 Influencerscreators_count
pieces of content159 Pieces of Contentcontent_pieces

Why Purple Goat Agency's strategy worked

  1. 1

    A monthly cohort of four creators sustained over nine months builds a content library that a paid layer can draw on, because the organic phase identifies which creators perform before any budget is put behind amplification.

  2. 2

    Re-activating proven creators for high-end video rather than casting new ones for the production phase concentrates production spend on audiences that have already responded, which is a way of using the organic phase as a selection mechanism.

  3. 3

    Putting the product in a creator's hands for a day gives the feature demonstration a user rather than a presenter, which lets a specification story run inside the same lived-experience frame as the organic content.

  4. 4

    Pairing an awareness objective with an email sign up objective carried by paid gives an awareness campaign a measurable destination, which is how the reported click volume becomes readable as something other than reach.

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