The numbers show that people are increasingly turning away from colourful-smelling ads and towards flesh-and-blood influencers. Young people are no longer choosing the latest products and services from billboards and TV adverts, but from the platforms of opinion leaders who are popping up on social media, sometimes with a following of millions. It's no surprise that when Magyar Posta approached us to promote its Post Points service to young people, we turned to influencers.
Marketing objective
Awareness and relevance building for MPL’s Post Point service among the younger target groups. For the population aged 15-25, online shopping is a natural, everyday phenomenon. We wanted the youngsters to consider the Post Points’ services as potential options in case they need to send or take over parcels.
Marketing objective
Awareness and relevance building for MPL’s Post Point service among the younger target groups. For the population aged 15-25, online shopping is a natural, everyday phenomenon. We wanted the youngsters to consider the Post Points’ services as potential options in case they need to send or take over parcels.
Communication objective
Presenting and explaining the advantages of using the Post Points to the younger audience in a way that helps the imprinting and is also emotionally engaging.
Implementation concept/strategy
To address the target group we used influencers not only because the information delivered by them is more authentic, but for building relevance we need to tell as much as possible about the service, presenting it to the costumers, so that they can truly get to know and thereby feel it relevant for themselves. For this purpose, the influencer marketing is more adequate than the most other advertising tools.
It was a challenge, however, to elaborate a mechanism that helps in putting off and pulling out the influencers from the almost conventional, routine-like and “repetition of lesson”-style marketing communications. We wanted to connect REAL emotions to the communication of the service and to the Post Points themselves – thusly enhancing authenticity and building commitment.
The solution was the usage of a typical internet-related occurrence, the unboxing, the connection of which to the mail-order service doesn’t have to be described in detail. (Several ten thousand home-made unboxing videos are available on YouTube, in which the maker “documents” the joyful, sometimes ceremonial moment of the unwrapping of some eagerly expected package.) With this we caught the real emotional culmination of the use of the mail-order service and monopolized this “platform” in the communication for Magyar Posta.
It was also a key element of the concept that we involved not only one, but several influencers, who prepared a video-series of linear storyline. The vloggers always presented their next in line mate with surprise gifts financed by MPL, sending the package to one of the Post Points every time. The invention of the gift was up to them, and since they knew each other’s activity, they managed to come up with really creative and successful ideas in most cases. Thus, at the unwrapping, i.e. during the unboxing we could see real emotions (surprise, emotionalism, gratitude, joy, etc.).
