Influencer marketing campaign for AXA
AXA
We increased awareness of AXA travel insurance.
views
generated revenue
Challenge
A partner for safe travel
Can you imagine travelling abroad without insurance? Neither can we — and neither can AXA, a brand that looks after its clients’ safety all around the world.
Together, we set out to increase awareness of AXA Assistance travel insurance, boost online sales, and strengthen AXA’s position as a trusted partner for safe travel. That became the core idea of a campaign launched in the summer of 2021.
One of our challenges was that we had never worked with discount codes before — and this time, they became a key sales driver. On the client’s side, the challenge was a lack of previous experience with influencer marketing. In the end, these two “first times” complemented each other perfectly.
How to
Impact (not only) on Instagram
With unique discount codes available for travel insurance, influencers were the ideal channel to promote them. For the launch, we selected five influencers and arranged three posts with each of them for both the summer and winter phases of the campaign.
The goal of the short videos was simple: show that arranging travel insurance is essential — because you never know what kind of “adventure” might await you abroad.
Each influencer approached the brief in their own way, which led to a diverse mix of content highlighting different travel pitfalls in creative, relatable formats.
Over the course of less than a year, we collaborated with 11 influencers in total — primarily on Instagram, but also with two on TikTok and one on YouTube. In two cases, paid partnerships were complemented by barter collaborations.
Our influencers included: @timetofit, @adammachyt, @mr.fronek, @snikolnacestach, @vendula.h, @mia.malis, @molni31, @graciosooo, @dominikportofficial, @zuzka_zuska a @pavelkasak.
Impact
Over two million views
Over nine months and two campaign waves, our influencer collaborations delivered a total of 1.9 million views with an average CPM of 200 CZK — a very strong result compared to typical influencer marketing benchmarks. Most influencers also achieved an above-standard engagement rate of over 5%.
More than half of all impressions came from Instagram. On TikTok, views were driven primarily by collaborations with @snikolnacestach and @mr.fronek, who together generated 750,000 views on the platform. One of Mr. Fronek’s posts even caught the (positive) attention of the popular profile @Marketingový bizár, whose admin called the video “the best thing I’ve seen on TikTok so far.” This mention alone brought an additional 485,000 views.
Through discount-code tracking, we were able to attribute more than 500,000 CZK in revenue directly to the campaign — an excellent return on the initial investment into influencer fees. And because the client was thrilled with the results, the campaign continues!
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