Migros x Kingfluencers Campaign

Migros is the largest retailer in Switzerland, and Kingfluencers' work for it runs across several brands in the group, including Migusto, M-Budget and Frey. The Easter 2024 campaign documented here sits inside that wider relationship, and Easter presents a specific difficulty: it is a fixed date that every Swiss grocer competes for simultaneously, with broadly the same chocolate, the same decorations and the same four-week window.

The response was to cast for the occasion rather than for audience size. Food, cooking and family influencers were briefed with full creative freedom, which produced festive brunches and menus, decoration projects and baking, all of which are things people were going to do anyway and which happen to require groceries. Thirteen creators, 6 micro, 5 mid-tier and 2 macro, published 46 posts on Instagram and TikTok over the month. The micro-weighted roster is notable, since it favours creators whose audiences plausibly cook rather than those with the largest followings.

The rest of the Migros relationship shows the same instinct for finding an occasion. Dry Migros put the non-alcoholic range, including an alcohol-free gin, into a cocktail-making context. A Migusto event had influencers cook a three-course meal in teams and compete in a blind tasting. An M-Budget activation at Zurich Street Parade ran a Love Mobile through the city and a boat on Lake Zurich, which is access rather than product.

Kingfluencers reports over 1.3M impressions, 43% above forecast, 974K reach and 11K engagements. Migros' media manager is quoted on the partnership. The forecast is not published, no sales data is given, and figures are provided only for the Easter campaign, not for the Dry Migros, Migusto or Street Parade activations described alongside it. All figures are self-reported.