Heineken started on the 17th of May the social activation action #heinekenhakkie. A few macro influencers were asked to promote the #Heinekenhakkie action on Instagram. And these actions are going viral right now.
Heinekenhakkie, what is it?
What is the concept? Simple. We all know the moment you want to open a bottle of beer without an opener. What do you do? You are looking for a table and put the bottle on the edge with the serrated edge of the cap on the table and you hit the cap. Or you ask a lighter. That is more rare because less people smoke. You use your thumb as turning point of the lever and wip the cap of the bottle. The third variant is most common. You grab two bottles, put both bottle caps against each other and use your hand to pry the bottle cap of the other bottle.
Heinekenhakkie kick off
Heineken has among others Yuki from KRIS KROSS, Jan Kooijman, Lizzy van der Ligt, Merrith van den Bosch, Koen Kardashian, Manuel Broekman who boost this social Heineken campaign. Influencers with high followers and the effect can be seen immediately. Hundreds of thousands impressions and tens of thousands engagements. The action goes viral and over boundaries.
First Heinekenhakkie by webcare employee Picnic Supermarkets
The first post with the ‘hakkie’ action has first been posted on Instagram by Quirine Bruijninckx. She is a customer care employee at Picnic Supermarkets and she shows her action at the vrijmibo at the company. Picnic is an online supermarket that delivers the products to your home. It is very likely it has already been showed in other posts but she was the first who uses the hashtag heinekenhakkie on Instagram. Probably, at Picnic, different brands of beer are poured on Friday if you look at the hashtags of the post.
Millennials: Who are fascinating and reliable: mega, macro, meso or micro influencers?
Fascinating and reliable, one of the most important qualifications an influencer can get. American research shows that the reliability and attraction from posts of an influencer can be quite different.
In this American research are 1200 Millennials and from the Gen-Z generation questioned about the influence of influencers on their buying behaviour:
42% of the respondents indicated that they would buy a product on recommendation of an influencer
26% of the respondents suggested that they would buy a product on the base of the influencer her or his recommendation
Of the respondents, who follow micro influencers, says 45%! that they would be very likely to try a recommended product.
Of the followers of macro and mega influencers 30% indicated that they would want to buy the product.
Pay attention to these results from the American research. Here the celebrities are more pleased to take large amount for endorsing the product. Many people and especially young people are aware of this. This determines the ‘credibility’ of the sender/social influencer. This is supported by an American research into the influence of celebrities on millennials.
78% of the millennials thinks they are not influenced by celebrity endorsements
The huge American research points out that approximately 78% of the respondents have a negative image about celebrity endorsement. And even stand indifferent against recommending a product! This research shows that the millennials are hard to connect with the ‘celebrity’ category.
But not just the credibility of celebrities is under pressure. But also the impression under millennials exists that online influencers do not set the importance of the followers prior. The personal or commercial importance is distrust. Even 4 of the 10 respondents indicated that paid endorsements affect the credibility of celebrities and social influencers.
The perfect match
It is therefore very important that there has been made a choice for the RIGHT influencers in a campaign. The perfect match determines largely the credibility and reliability of the influencer and the production of attractive and relevant content. Would you like to know more how we realize the perfect match? Contact us 020-7370328
What is a mega, macro, meso, micro or nano influencer?
First of all the question what is an influencer? We stick to the English definition: “A person who has the power to influence many people, as through social media or traditional media.” This is a spacious description. To indicate what influencer categories we distinguish, we focus on the reach of the influencer. Either, how many people the influencer knows how to influence. The easiest way is looking to the amount of followers of the influencer, or else the amount of ‘followers’ on social media. We also call this social reach.
We distinguish 5 influencer categories: mega, macro, meso, micro and nano
Mega influencer (more than 1.000.000 followers)
Mega influencers are influencers with more than 1.000.000 followers on social media. Often you find celebrities such as (Kardashians) and athletes (Ronaldo) in this categorie, but also social influencers from the first hour such as Negin Mirsalehi. You can ‘collect’ many followers if you know how to produce new or original content. Our Dutch make-up artist Nikki de Jager knew how to build international reach with her tutorial videos within a year.
Advantages: High reach. The reach of mega influencing is quantitative high, the engagement percentage is around 2-4%.
Disadvantages: Often see influencer marketing in the form of endorsement. Pay per deposit is the standard. For running a campaign is needed a large budget. The engagement percentage is very low, but the reach is high.
Macro influencer (100.000 – 1.000.000 followers)
Macro influencers have a high number of followers on different kind of social media channels. They have a high publicity. These macros are often active on TV channels (StukTV) and work a lot with macro influencers. Their method is professional. They often have their own team and spend their time making and publishing of usually their self-invented content.
Advantages: High reach. Professional approach. The reach of macro influencers is quantitative high, the engagement percentage is average around 5%.
Disadvantages: Because this is their daily activity they are dependent of the income that is generated. The chance is high that the authenticity gets lost and that creating a commercial message becomes the starting point. So the content can lose credibility. Unfortunately passion becomes production.
Meso influencer (50.000.100.000 followers)
Meso influencers are with the amount of followers between the micro and macro influencers. That does not mean they are nor fish nor fowl. Meso influencers are a very interesting group for companies and brands who want to explore the influencer marketing. They have a pretty high reach, are often starting and have an average higher engagement than macro influencers. Why? They take the time to reach out to their followers. They are also open for several collaborations.
Advantages: Reasonable reach. Authenticity and relevance is key. The engagement of meso influencing is high and lies around 6-10%. They have good contact with their followers and know who they are and what keeps them busy. The collaborations are affordable.
Disadvantages: Less reach and less professional than macro influencers.
Micro influencer (5.000 – 50.000 followers)
Micro influencers have a strong connection with their followers. Because giving reactions and comments on the messages of their followers is still ‘manageable’, the micro influencer knows very well what the followers expect. This produces high engagement. Some micro’s just started and others choose a niche to make their content (for example eating vegan). Their content is also more personal and more varied.
Advantages: Low reach. Authenticity and relevance is important. The engagement of the micro’s is way higher and lies average above 10%. They have excellent contact with their followers. They know who they are and what keeps them busy have value for the content. Barters and unboxing mechanism are possible.
Disadvantages: Less high reach
Nano influencer (100 – 5.000 followers)
Nano influencers are people who do not see themselves as influencer. But they are! Nano’s have a brand or product preference that they would like to share with the environment. They have a passion for this brand or product. Actually, they are brand or product fans. We call them brand advocates.
Advantages: Reach is not relevant. Authenticity and relevance are important. The sources are reliable, also called experts. They know the products or services very well and love to share their knowledge with their followers from the immediate area. Involvement is the most important connection. Cherish these influencers. The trust in the ‘nano’ of their followers is especially high.
Disadvantages: Less attention to the quality of the content. Sometimes need steering, namely it is not their daily activity.
Would you like to know more how you can insert mega, macro, meso, micro or nano influencers for your brand, contact us to our number 0207370328 or mail to email@example.com