Cases 10.06.2024

Influencer marketing gave DNA’s B2B services a face

Digital marketing Marketing communications Marketing research Brand Content marketing Customer insight Influencer marketing Research

How can we get busy business decision-makers excited about procurements that are not on the agenda right now? How can the promise of digital efficiency growth and personal service be credibly combined? Answer: with data-driven influencer marketing.

The challenge of marketing DNA Business is to get the top management, decision-makers and decision-makers involved in ICT procurement to stop and listen to marketing messages, even though for 95% of them ICT procurement is not topical at all.

The keys to the answer were sought from a marketing concept in which the influencer was strongly involved. Although corporate customers meet DNA’s experts in both customer service and sales, the brand has not had a face. Now they wanted to find an influencer who would give DNA business solutions a face and connect marketing communications to people in customer service. An influencer who is able to speak to business decision-makers both on an information level and on an emotional level, combine the content of different channels into a streamlined whole and build the brand in the desired direction.

Aiming for a long-lasting memory trace that is activated during the procurement phase

The short-term goals were to stand out from competitors, increase attention, strengthen credibility and increase interest in DNA’s business solutions.

In the longer term, the aim was to strengthen the image of DNA as an expert partner that understands the everyday life of business decision-makers and is easy to deal with.

The purpose of the influencer collaboration was to create a long-lasting memory imprint so that DNA’s business solutions are strongly in mind when decision-makers start to become more active in their procurements.

Influencer mapping and influencer personality research

Our Dagmar influencer experts carried out a thorough survey of opinion leaders relevant to the target group and analysed the images they evoked.

As a result of careful screening, the following criteria were set for the influencer:

• is able to act as a naturally attention-grabbing and credible podcast host
• Able to create convincing conversations with changing guests
• has the position of authority and opinion leader in the target group
• is ready to participate actively in discussions with its own audience;
• have a recognizable character
• strengthen desired brand images, such as expertise and ease.

The influencer was hoped to be a like-life superstar familiar to the target group and who strongly identifies as an entrepreneur. He was also wanted to be known for his other merits.

After the initial survey, Dagmar’s team conducted a thorough influencer personality study to determine the influencer’s suitability for the target group. This is how Peter Nyman was chosen. He already had a strong role as an opinion leader among business leaders.

Content that comes naturally to influencers, data-driven content development

Peter Nyman was chosen as part of an extensive marketing package that included visibility on TV, online channels and social media, both in his own channels and in purchased channels. Peter also participated in the podcast and DNA YLT events and also carried the message through his own channels.

Before planning the measures, Peter had discussions about the content and content forms that were natural to him. This gave us more genuine enthusiasm and depth.

During the year, the effectiveness of the measures was verified with the help of campaign measurement and data obtained from campaigns, for example. With the help of the lessons learned, content was developed and new materials were produced for the visibility of the autumn.

Influencer marketing boosted a handsome profit improvement

The influencer marketing campaign significantly increased the results compared to the previous year’s campaigning. Peter Nyman’s performance was considered of a high standard and he was seen as an influencer suitable for advertising.

The campaign survey showed that the main message of ease and convenience was effectively conveyed. DNA’s business solutions were perceived as interesting, serving companies well and easy to understand. The content was associated with more trust, interest and positivity than before. This strengthened the brand’s credibility and differentiation from competitors.

Influencer marketing in 2023 received such positive feedback from all parties that it was decided to continue the cooperation also in 2024.

Dagmar was responsible for campaigning’s influencer strategy, planning the diverse use of influencers, influencer mapping and influencer research. In addition, Dagmar has carried out multichannel media planning, campaign research and analysis of results with recommendations. The planning of influencer measures as part of the 2023 and 2024 package was carried out in cooperation with SEK and Netprofile.

New episodes of the Cyber Pirates podcast, which was chosen as the best podcast of 2023 in the Grand One competition in collaboration with TiVi, are now available.