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 staying abroad without travel insurance? Neither can we — and the same goes for AXA, a company that looks after the safety of its clients all around the world.
Together, we set out to increase awareness of AXA Assistance insurance, boost sales, and strengthen the brand’s positive perception as a trusted partner for safe travel. And that’s exactly what we built the entire campaign on, which kicked off in the summer of 2021.
One of our challenges was that we had never worked with discount codes before — this time, however, they became a key tool to support sales. On the client’s side, the challenge was the lack of previous experience with influencer collaborations. In the end, these two challenges complemented each other perfectly.
How to
Efekt (nejen) na Instagramu
Because we had discount codes available for travel insurance, influencers were the ideal way 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 to show how essential it is to arrange travel insurance — because you never know what kind of “adventure” might await you abroad.
Each influencer approached the brief in their own unique style, resulting in a diverse mix of outputs that highlighted various travel pitfalls in creative ways.
Over the course of less than a year, we collaborated with 11 influencers — primarily on Instagram, but also with two on TikTok and one on YouTube. In two cases, the 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
Nine months of collaboration and two communication waves brought us a total of 1.9 million views with an average CPM of 200 CZK — a very strong result compared to influencer-marketing benchmarks. Most influencers also achieved an above-standard engagement rate of over 5%.
More than half of all impressions came from Instagram. TikTok views were driven by collaborations with @snikolnacestach and @mr.fronek, who delivered 750,000 views on the platform. His post even caught the (positive) attention of the popular profile @Marketingový bizár. The page admin called one of the videos “The best thing I’ve seen on TikTok so far.” That mention alone generated an additional 485,000 views.
From the discount codes, we were able to generate more than 500,000 CZK in revenue for the client — 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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