Sanytol entrusted us with the challenge of introducing their brand on the social network Instagram.

The challenge consisted of launching the brand on Instagram with a discourse aligned with their brand benefits, the interests of their audience, and with a background and form that would serve to position the content well for virality.

Instagram is a perfect channel for brands. Customers can be made aware of the benefits of the brand or of a product in way that’s personal and familiar. The brand can speak directly to their audience, answer their primary questions and learn a great deal from the information they collect. We recognised that to achieve an effective and successful launch on Instagram, we would need a coherent and creative strategy as well as meticulous execution. To do this, we established the launch targets, the most relevant KPIs, to have clear goals on which to base our launch strategy. At Slogan, we understand that with Instagram, as with other social networks, the secret to a successful launch lies in seven key points: strategic planning, identifying your target audience, finding points of contact, balancing targets and investment, designing a plan of action and creating a story that’s firmly rooted in the brand’s essence.

We decided on a strategy that would use nano- and micro-influencers, since they’re less expensive than more well-known influencers, and can offer higher engagement ratios among their audiences if the strategy applied is solid. Twenty micro-influencers and ten nano-influencers were hired to work with Sanytol for a week. We worked on four key territories for the brand: family life, pets, mothers and sports. After the influencers had been selected, we held a competition that consisted of raffling off a batch of the brand’s products among all the influencers’ posts. The influencer with the most likes won the batch of Sanytol products. A second batch was also raffled among followers who had followed an official @sanytol_es account and gave a like to the post they preferred the most. The opinion leaders had to mention the @sanytol_es account in all posts. The initiative asked the influencers to post photos or videos on their profiles with tips and uses in everyday situations for the different products in the Sanytol range. The posts were published simultaneously on the same day on Sanytol’s new account and on the Instagram accounts of the influencers to drive traffic so their followers would give likes to the official Sanytol page. The strategy was reinforced with stories to provide greater exposure and increase virality. The strategy was successful in attracting followers to Sanytol’s new Instagram page. We were responsible for choosing the influencers, maintaining dialogues with them, and supervising and concluding the campaign.

The campaign was a complete success. With the help of the influencers, we managed to achieve 593,275 impressions and 17,819 interactions in just one week for a very reasonable cost. The photo with the most likes during the ten days of the campaign received a prize. A prize drawing was also held for a batch of Sanytol products among those who liked the winning post. We used the hashtags #sanytol, #yosanytoleo, #megustasanytol, #trucossanytol and #elgestosano (in English, #Sanytol, #ISanytol, #IlikeSanytol, #Sanytoltips and #thehealthytouch).