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Switzerland Tourism ST was looking for new forms of marketing for long-standing strategic partner Victorinox and was lucky enough to discover the Helvetic Collective. This is a collective of young Swiss instagrammers who have inspired thousands of followers with their breathtaking pictures of Swiss landscapes.
In summer 2018, they created eight posts and Instagram stories with high visual impact portraying Switzerland as a hikers’ paradise. Through their pictures, the instagrammers told authentic hiking stories. These also featured the Victorinox Swiss Army Knife, but in a subtle, unobtrusive way. The campaign struck a chord among followers and achieved an average engagement rate of nearly 3%. A figure of between 1% and 3.5% is seen as a good result.
ST worked together with these influencers to develop the concept for the Victorinox-ST campaign. The creative lead lay with the instagrammers, so as to ensure the authenticity of the posts. This kind of three-way cooperation is new territory for ST. Further projects with other partners are planned as an integral part of ST’s influencer management strategy.