Influencer marketing for the digital agency Lanet CLICK
176,000+ views, 17,000+ interactions, and nearly 13% ER: how influencer marketing delivers results
Input data
Client: Lanet CLICK – a full-service digital agency.
Timing: 3 months.
Team: influencer marketing specialist, project manager.
Problem: The brand’s page had a low level of audience engagement: posts received few interactions, while comments and active discussions around the content were rare. The main challenge was to create content that would not only generate high organic views but also encourage users to interact with the brand.
Tasks:
develop an influencer marketing campaign that would attract the blogger’s audience to the Lanet CLICK page;
increase the number of interactions with the content and generate active discussions in the comments;
test a new format for the brand’s page: a three-episode serialized video series.
List of works:
Results
A series of three videos was produced in a serialized format, exploring how a business could survive in modern realities through a creative fictional-apocalypse concept. This format not only captured the audience’s attention but also sustained interest throughout the series, encouraging users to return for subsequent episodes and interact with the content.
The first episode drove reach and interactions, the second successfully maintained interest in the series, and the third concluded the storyline and brought the project together into a cohesive whole. By the end of the campaign, all three episodes had been successfully published, generating high levels of organic reach and engagement.
| Metric | Video 1 | Video 2 | Video 3 |
| Views | 122,166 | 38,051 | 16,545 |
| Reach | 92,322 | 28,815 | 12,630 |
| Interactions | 13,694 | 3,371 | 289 |
| ER by reach | 14.83% | 11.7% | 2.29% |
| ER by views | 11.21% | 8.86% | 1.75% |
Overall campaign results:
- views – 176,762;
- reach – 133,767;
- interactions – 17,354;
- average ER by reach – 12.97%;
- average ER by views – 9.82%.
The serialized format proved effective as a tool for long-term audience engagement, making it possible to create recognizable content that encouraged discussions and regular interactions with the brand. One particularly successful decision was involving the blogger not merely as a media channel but also as a co-creator of the concept, working alongside their team.
Results
A series of three videos was produced in a serialized format, exploring how a business could survive in modern realities through a creative fictional-apocalypse concept. This format not only captured the audience’s attention but also sustained interest throughout the series, encouraging users to return for subsequent episodes and interact with the content.
The first episode drove reach and interactions, the second successfully maintained interest in the series, and the third concluded the storyline and brought the project together into a cohesive whole. By the end of the campaign, all three episodes had been successfully published, generating high levels of organic reach and engagement.
The first episode drove reach and interactions, the second successfully maintained interest in the series, and the third concluded the storyline and brought the project together into a cohesive whole. By the end of the campaign, all three episodes had been successfully published, generating high levels of organic reach and engagement.
| Metric | Video 1 | Video 2 | Video 3 |
| Views | 122,166 | 38,051 | 16,545 |
| Reach | 92,322 | 28,815 | 12,630 |
| Interactions | 13,694 | 3,371 | 289 |
| ER by reach | 14.83% | 11.7% | 2.29% |
| ER by views | 11.21% | 8.86% | 1.75% |
Overall campaign results:
- views – 176,762;
- reach – 133,767;
- interactions – 17,354;
- average ER by reach – 12.97%;
- average ER by views – 9.82%.
- reach – 133,767;
- interactions – 17,354;
- average ER by reach – 12.97%;
- average ER by views – 9.82%.
The serialized format proved effective as a tool for long-term audience engagement, making it possible to create recognizable content that encouraged discussions and regular interactions with the brand. One particularly successful decision was involving the blogger not merely as a media channel but also as a co-creator of the concept, working alongside their team.
Conclusions
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