WE KEEP AN EYE ON THE TARGET GROUP.
THE COMMUNITY’S FEEDBACK MAKES OUR CASES UNIQUE.
WE KEEP AN EYE ON THE TARGET GROUP.
THE COMMUNITY’S FEEDBACK MAKES OUR CASES UNIQUE.
THE HOUSE OF CARMUSHKA
#THOC
CHALLENGE
‘The House of Carmushka’ has become one of the most popular career boosters for upcoming creators. In a multi-day workshop at a unique location, Carmen and Niclas Kroll pass on their knowledge and help creators take their content to a new level through a variety of challenges. We have been a permanent partner of THOC since 2023 and are responsible for both the creators and the brand integration.
APPROACH
We support Carmen, Niclas and the team of somefriends in selecting the creators in an application process and take over the organizational work with the creators in advance as well as the on-site support. We take care of the integration of brands and support the brands on site – in the THOC 2024 edition, our clients included brands such as L’Oréal Paris and Perwoll. We create briefings and screenings for the creators and brands alike and evaluate them the following day. Following the THOC, we are responsible for the reporting and support somefriends in the final evaluation.
BENEFIT
In the 2024 edition of THOC, 22 million impressions were generated by the published promotional content on Instagram, as well as almost 30k link clicks and almost 48k sticker tabs. For creators, this is an incredible opportunity to increase their following. One Creator’s example shows that she has been able to increase her follower count from 25k up to 290k followers since participating. ‘The House of Carmushka’ is a best-case for brands, as they build a bond with prospective creators and their ads are integrated perfectly into THOC’s day-to-day activities, creating a huge amount of additional non-paid media value.
CHALLENGE
‘The House of Carmushka’ has become one of the most popular career boosters for upcoming creators. In a multi-day workshop at a unique location, Carmen and Niclas Kroll pass on their knowledge and help creators take their content to a new level through a variety of challenges. We have been a permanent partner of THOC since 2023 and are responsible for both the creators and the brand integration.
APPROACH
We support Carmen, Niclas and the team of somefriends in selecting the creators in an application process and take over the organizational work with the creators in advance as well as the on-site support. We take care of the integration of brands and support the brands on site – in the THOC 2024 edition, our clients included brands such as L’Oréal Paris and Perwoll. We create briefings and screenings for the creators and brands alike and evaluate them the following day. Following the THOC, we are responsible for the reporting and support somefriends in the final evaluation.
BENEFIT
In the 2024 edition of THOC, 22 million impressions were generated by the published promotional content on Instagram, as well as almost 30k link clicks and almost 48k sticker tabs. For creators, this is an incredible opportunity to increase their following. One Creator’s example shows that she has been able to increase her follower count from 25k up to 290k followers since participating. ‘The House of Carmushka’ is a best-case for brands, as they build a bond with prospective creators and their ads are integrated perfectly into THOC’s day-to-day activities, creating a huge amount of additional non-paid media value.
WC FRISCH
#FruchtigFrisch
WC FRISCH
#FruchtigFrisch
CHALLENGE
WC products on social media? Atypical, but certainly not any less sexy! The campaign aimed to create awareness for WC products and increase the deep consideration for WC Frisch as a brand by publishing content on TikTok and Instagram. The goal of the campaign was to win back the core target group, while also tapping into a new, younger demographic. The focus has been on raising awareness of WC Frisch products and their necessity.
APPROACH
At the 9:16 Awards, we won in the “Creative Approach” category and showed that humor and the “I feel that!” factor are the key to success. The identification potential was immense and the communities celebrated the openness of the nine creators, who showcased WC Frisch products in a variety of ways.
BENEFIT
The estimated 4.5 million impressions were almost doubled to 8.35 million impressions thanks to the involvement of the nine creators. This campaign has shown that it’s not always about aesthetics. Given the right storytelling and the right creators, any topic the community can identify with can be implemented successfully.
DIE JURISTEN
#DeineRechte
DIE JURISTEN
#DeineRechte
CHALLENGE
Law style content for funk? Challenge accepted! We developed a completely new format with a journalistic approach that is produced for public broadcasting. The goal was to independently develop a complete concept and produce videos that would be published 3 times a week on a brand new TikTok account. This way, we opened up the black box of legal education to young people from the ages of 16 to 22. In platform-optimized videos, everyday questions about the legal system are answered and current topics are highlighted in an entertaining way, increaseing people’s awareness of their own rights.
APPROACH
Clemens and Felix both studied law and are our hosts, who play a key role in the success of the format. Although only one person was to be cast, in the end we decided on two people because, let’s be honest, the two fit together just great.
In workshops, we developed the formats together with the team and the two creators and defined the goals for the months ahead. Spoiler: We achieved our goals!
BENEFIT
The TikTok account now has over 15k followers. After the first video in November 2023, we broke the mark of 1 million views in December thanks to a paid push. We reached the milestone of 1 million organic views as early as April 2024 and also welcomed our 10,000th follower. Social Match is responsible for the entire format – from researching the content to the production itself and the community management.
DEUTSCHE FLUGSICHERUNG
#1AAussichten
DEUTSCHE FLUGSICHERUNG
#1AAussichten
CHALLENGE
We all know the impressive airport control towers. What very few people know: This tower is not just a symbol of the perfect holiday at the seaside, but also an exciting workplace. In holistic collaboration with the German Air Traffic Control, we sent various components on the way, so that the air traffic controller profession is anchored in the minds of generation Z as a diversified training profession.
APPROACH
In addition to a thrilling influencer campaign, an OOH challenge, and the comprehensive management of the Instagram and TikTok channels, both a partner network with exclusive events and a corporate influencer with a focus on YouTube content were established.
BENEFIT
With social proof and an increased awareness for the air traffic controller profession, the German Air Traffic Control received more than 6,300 applications (2,400 more than in the previous year) and was rewarded with the German Prize for Online Communication in the category Traffic & Logistics.
JULES MUMM
#PARTYEDITION
CHALLENGE
Apart from the usual social media toolbox, the promotion for Jules Mumm’s Limited Edition also included an online commercial. As a party edition with a limited budget, the quality demand was high – this special commercial was not to differ from the regular spots in terms of looks and quality: the budget had to be used in a smart way.
APPROACH
Apart from the use of influencer marketing, social media and content creation measures, we designed the holistic concept for the spot. The specially produced online spot was in no way inferior to a TV spot and was able to reach a wide audience thanks to its interlocked social media strategy.
BENEFIT
Despite the manageable budget, the target group was reached precisely and efficiently through strategic placement.
L’OREAL MEN EXPERT
#STYLELIKEANEXPERT
L’OREAL MEN EXPERT
#STYLELIKEANEXPERT
CHALLENGE
Beauty products for men are still considered a taboo topic. Together with L’Oreal Men Expert and as part of the #stylelikeanexpert campaign, our goal was to manifest that they do not contradict masculine coolness. The challenge was to find an appealing placement for male beauty products and to make them more accessible for GenZ.
APPROACH
We started a hashtag challenge on TikTok which was deliberately aimed at the male target group. Together with L’Oréal Men Expert, we decided to fully rely on TikTok to reach the young target group in particular. And who knows the community best? The creators, of course! This is why we developed the concept for the campaign together with two TikTok creators.
In a creative manner, the creators showed their transformation from an unstyled bad-hair day to a finished look, made with L’Oréal Men Expert styling products. The big moment of their transformation was underlined with a fitting transition in the video.
BENEFIT
Our courage was rewarded with a lot of engagement and the innovative approach was quickly adopted as best practice. The creators had the right feeling, and the concept of the campaign was fitted perfectly towards the target group.
With an additional large-scale seeding, we animated another 33 micro-creators to take part in the hashtag challenge. Thus, we massively increased the visibility on the brand channel by generating 1.5 million non-paid views.
LVM VERSICHERUNG
UPGEKLÄRT – WHAT IS NOT TAUGHT IN SCHOOL
CHALLENGE
Subjects like insurances, taxes, and moves are a considerable concern for students and apprentices alike. Everyday knowledge on successful applications, the first home of one’s own, or life in a flat share – everything that is not taught in school – was to be made understandable for the younger target group.
APPROACH
We launched a YouTube channel in the format of infotainment, in which the protagonist and flatmate Tom gives useful tips on how to start adult life well prepared. Each episode deals with one subject and brings it closer to the target group vividly and on an equal footing.
The YouTube channel creates specific touchpoints with the target group and generates additional value for LVM insurances without emphasizing promotional aspects.
BENEFIT
Through intriguing storytelling and communication on equal terms, we managed to turn the complex subject of insurances into a real experience. LVM insurances presents itself as a strong partner who explains important topics which are neglected at school to young students, so that they can live a carefree and secure life.
With the help of the educational and entertaining channel we were able to increase the target group’s confidence in LVM and to position the company as an authentic and reliable contact.
