Our Top 10 campaigns for our 10-year anniversary

Have you ever imagined everything that happens behind the scenes of an influencer marketing campaign? Behind the photos and videos posted by our beloved content creators, there is a lot of work. But the truth is, we couldn’t love it more! We live for our campaigns, no matter how big or small, we put a lot of effort and love into all our projects.

And, to make them genuinely special, we are always striving to create innovative concepts that truly speak to the audience. These campaigns are filled with emotion and humanity, they make us laugh and cry, they inspire, bring people together, mark generations, leverage real moments and connections - all in all, they always have the ideal message to touch everyone’s hearts.

So, to celebrate our 10-year anniversary and to show our devotion to our projects, we gathered the top 10 campaigns that marked our history during this past decade, and spoiler alert, they are beautiful.

Check them out:

1. Bloemenbureau - The Green Gallery Adblocker (2017)

With the aim of encouraging flower and plant consumption, Bloemenbureau (The Flower Council of Holland) and IMA partnered to engage the target a young audience through alluring and inspirational content. 

Using creatives to design digital interpretations of flowers for Bloemenbureau, we reinterpreted influencer marketing to reach millennials, by creating adblockers that transformed ads into beautiful digital artwork inspired by greenery. An innovative way to show consumers how flowers add value to their every day, through a medium they were already using. And through influencers that inspire them.

The influencers performed strongly, gathering 1.8M total impressions, and an impressive 11.2% ER, attributable to the beautiful content but also to the niche influencers and their connection to their audience. 

The campaign was also nominated 3 times for the AMMA awards 2018, for the categories: “Best media innovation”, “Best use of a medium” and “Best media strategy”.

Curious to see how this adblockers looked like? Check out the case video below and the Green Gallery website (ps.: you can still download it - you’re welcome).

Check out the full case study here.

2. Tommy Hilfiger Eyewear - #WishYouWereHere (2016)

Tommy Hilfiger Eyewear/Safilo was looking for a way to stand out in the highly competitive global eyewear industry with the launch of its SS16 eyewear collection. So, IMA built an online community with a selection of leading influencers at its roots. The Influencers replaced more traditional fashion models to share the Hilfiger Island story and engage the right audience. Their authority, reach and brand affinity enabled them to build hype and attract the target audience. 

They were at the center of a fully mobile-responsive interactive platform, which allowed users to explore a fictional ‘Hilfiger Island’ from a 180° perspective and discover the eyewear collection in an interactive, 3D environment. 

The in-platform consumer activation provided another opportunity to connect the target audience with the content and product itself. Users were able to memorialise their trip to Hilfiger Island by uploading an image of themselves wearing a pair of sunglasses from the collection, share it across social platforms and email it as a postcard. By sending a postcard to a friend, they are entered into a contest to win a trip to ‘Hilfiger Island’. 

To maximize its impact, the initiative was also shared on Tommy Hilfiger’s owned platforms and promoted at four in-store events across the globe at which consumers could take part in the activation, making this a 360°, fully integrated project.

This multimedia initiative centered around inspiring content creation under #WishYouWereHere initiated a trickle-down effect from these influencers to a wider audience, generated 27.4M impressions, 5x the number of initially agreed posts, an Awwwards recognition, and a Lovie Award for the category “Brand Microsite”.

Check out the full case study here.

3. TomTom Truckers - #TruckersbyTruckers (2017)

TomTom was launching their GO PROFESSIONAL sat-nav device made for large vehicles, and partnered with IMA to promote it. Wait, influencer marketing for truck drivers? That’s exactly right!

In this campaign, we let truckers do the talking and partnered with 18 micro-influencers who drive large vehicles for a living, who then became brand ambassadors, sharing authentic content about their GO PROFESSIONAL experience. This campaign showcased how powerful influencers can be in engaging even the hardest-to-reach community. The influencers gathered more than 1M impressions, and reached an ER twice as high for the industry standards.

Check out the full case study here.

4. Malibu - #BecauseSummer (2017)

In 2017, we partnered with Malibu for a summer influencer activation. So, IMA developed #BecauseSummer! This campaign was all about unleashing your inner summer self, aka the more fun, carefree, and adventurous version of yourself. ‘I do it #becausesummer’ was the ultimate justification for doing whatever feels right in the moment and not what’s expected.

We selected Global (such as The Fat Jew and Alana Blanchard) and Local influencers to participate in fun events and help liberate the spirit of #BecauseSummer with Malibu while inspiring Young Fun Starters to have the best summer of their lives. 

5. NIVEA - #PreparewithNIVEAMEN (2018)

NIVEA MEN came to us wanting to spark the desire in millennial men, but with a pretty traditional image, it was proving difficult to break away. So, instead of disregarding traditional advertising mediums altogether, we transformed one. We took the NIVEA MEN and Real Madrid sponsorship and made it into something men would want to and could be a part of.

We gave trusted international influencers the chance to experience a day-in-the-life of a Real Madrid player and take their followers along for the ride. With this campaign, we could gather more than 45M impressions, we achieved an ER of 8%, and the campaign was #2 trending topic on Twitter. And of course, with such amazing results, with this campaign IMA took home the Influencer Marketing Award for “Best Brand Engagement Campaign”!

Check out the full case study here.

6. Noisy May - #NoisyMayInfluenced (2017)

Noisy May, a sub-label of Vero Moda made for young, fashionable females, wanted to connect to this target audience in a refreshing way and in turn, increase its online presence. The target markets were the Netherlands, United Kingdom and Germany.

IMA selected 6 local influencers from the target markets who embodied the brand’s values to be true ambassadors. Each designed 5 pieces for a capsule collection entitled #noisymayinfluenced. The influencers would take their followers along for the ride the whole way, sharing social media content about the design process, a collaborative lookbook production, the launch and the introduction of an interactive, shoppable microsite built especially for the collaboration:

Needless to say that this partnership was a total success both online and offline. With more than 4M impressions, 180+ earned content, and an ER of 6.3%, the collections gathered 8700 page views, were sold in over 290 physical and online stores, and attracted new retailers, such as Zalando, Asos and Wehkamp. The campaign even took home an M&M Global Awards for the category “Best use of an Influencer”.

Check out the full case study here.

7. Philips - #PhilipsStraighteningBrush (2019)

Philips partnered with us to promote their straightening brush on Saudi Arabia. Now, “how do you launch a hair-care product in a market where women face restrictions when it comes to showing their hair?” you might be wondering. The answer is: with a spot-on strategy that was both culturally conscious and respectful.

By collaborating with both Saudi women who no longer lived within the kingdom (that could show the impact of the product), as well as Saudi influencers who reviewed the product without unveiling themselves (who could tell their followers about the product), this problem could be tackled.

We combined data and hands-on expertise, selected perfect brand-matching influencers, and managed to reach an extremely responsive audience. The campaign was such a success that it had to be paused halfway through to allow for the product to be restocked in stores. Not to mention that this campaign won an International Performance Marketing Award for the category “Best Influencer Marketing Campaign”.

Check out the full case study here.

8. UNICEF - #SaferInternetDay (2018)

In 2018, we joined forces with UNICEF in their quest to make the internet great again, using influencers as a catalyst to spark social good. UNICEF wanted to make Safer Internet Day a historic one, that changed today's high-pressure social media landscape for the better. Taking the insight that influencers experience online scrutiny daily, we partnered with 79 influencers with varying reach from around the world to share their stories, and their tips on how they stay safe online.

This sparked impactful conversations and became a driving force in the quest to end online violence. In this campaign, we got 1.7M impressions and an ER of 8.3% with €0 media investment. And what’s more, the campaign scored a Social Day Award for “Influencer Campaign of the year”.

Check out the full case study here.

9. Chupa Chups - #ForeverFun #ChupaChupsChallenge (2016)

Chupa Chups was looking to engage an audience that may have lost touch with the brand - Generation Z. How could it appeal to teenagers who are growing up but still love to have fun? IMA found exactly what triggers Generation Z's interest, and tapped into this world of carefree fun.

Our strategy saw different ‘layers’ of influencers interpret the brand's #ForeverFun philosophy in various engaging formats. We drove an engagement snowball effect through viral videos, interactive challenges and irresistibly fun, aspirational content.

Check out the full case study here.

10. Justdiggit (2019)

Justdiggit, a non-profit organization running a global revolution to reverse climate change and re-green the planet, join forces with both local and international partners to spread the word of this issue and most importantly, let people know how they can help. In 2019, we teamed up with them to create loads of noise around two of their biggest innovations: the Raindance festival and the donation platform. IMA selected influencers from all around the world to fly to Kenya and Tanzania to explore local Justdiggit projects and encourage their audiences to take action. Because if we can warm up the earth, we can also cool it down!

Interested in working together? Get in touch!