Sliced braised duck on dark soy rice with a braised egg and tofu on a white plate, a metal fork and spoon beside it
Submitted by Kobe

NTUC Income Eco Run Instagram Influencer Matching

Influencer Marketing

Kobe matched marathon-running, green-minded influencers to NTUC Income Eco Run across Instagram, Facebook and Dayre, and reports 399.8K trusted outreach alongside 7,691 engagements.

399.8KTrusted Outreach
7,691Engagements
4xER vs Benchmark
6xOutreach vs Target

Case in 60 seconds

NTUC Income Eco Run needed influencers who were marathon runners and passionate about going green at the same time, and the page states that finding people who held both interests was difficult.

The campaign turned on influencers whose own running and green interests matched an audience of fitness enthusiasts, because credibility for an eco run depended on holding both commitments rather than either one alone.

Kobe organised the work around matching the target audience that NTUC Income Eco Run desired with relevant influencers, so that the event received the awareness outreach it had hoped for.

Kobe matched relevant influencers to the target audience of NTUC Income Eco Run and ran their content on Instagram, Facebook and Dayre, while the client, according to its quoted marketing manager, only had to approve the submissions.

Kobe reports 399,762 trusted outreach and 7,691 engagements, and the quoted NTUC Income Marketing Manager says the engagement rate beat the usual benchmark by 4 times and the initial outreach target was over-delivered by 6 times.

Strategy Breakdown

Fitness enthusiasts, as the quoted NTUC Income Marketing Manager describes the target audience, reached through influencers who were marathon runners passionate about going green.
The event paired marathon running with going green, so its influencers had to stand for a physical pursuit and an environmental one at once, which the page states made relevant people difficult to find.
The quoted manager names fitness enthusiasts as the target audience, so Kobe placed the weight on influencers who were runners themselves, because their own followings are where that interest already gathers.

Creative & Execution System

Assets & channels

  • Instagram
  • Facebook
  • Other

Partners

  • Kobe

Results & Evidence

MetricValue
Trusted Outreach399.8K trusted outreach
Engagements7,691 engagements
ER vs Benchmark4x benchmark
Outreach vs Target6x target

Why Kobe's strategy worked

  1. 1

    Where a brief requires two interests in one person, such as running and going green, the casting search becomes the hard part of the work, so audience matching carries the campaign rather than content format.

  2. 2

    Keeping the client in an approval role rather than a production role lowers the effort asked of a buyer, which mattered here because the quoted manager describes the team as initially skeptical of new technologies.

  3. 3

    Multiples stated against an unpublished benchmark and target record client satisfaction rather than measured performance, because a reader cannot check a comparison whose base is never printed on the page.

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