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“A strong messaging needs a powerful voice”: Influencer partnership with Mette Marie Lei Lange may, 2018 - An Atlantic link case story

It takes the right medium to tell the right message to the right audience

One of the key features of working with digital influencers is that you are able to target specific segments very accurately through a tailored partnership build around an appropriate messaging.

In terms of high priority audiencens, the family segment is of high value to Visit California and Atlantic Link is continuously working on promoting the family-friendly features of the destination. To tell that exact story to a highly relevant follower-base, we partnered up with one of Denmark's leading Mommy bloggers Mette Marie Lei Lange

Mette Marie is 35 years old and lives in Copenhagen with her husband and their 4-year old twins. The primary focus of her blog is everyday life, outfits, children, husband, and travels with a emphasis on the life of a working mom putting her family first.

Mette Marie has an exceptionally strong voice within the family segment as her followers are hugely dominated by women/mommies in the age of 25-45. Through this project, we wanted to tell a story where Mette Marie takes her family out of the busy everyday drills and into the Californian wonderland where they could rediscover their family fortunes on the California highways.

Atlantic Link organized a 19-day family-focused itinerary for Mette Marie and her family as well as aligned the overall messaging of the project with her. Not less than 178 posts on her different platforms were created during the road trip and the project was a great professional success for both influencer and agency.

RESULTS

  • Total number of followers: 106,700 (Instagram and blog)
  • Total number of posts from this project: 178 (46 Instagram posts; 119 Instagram stories; 13 blog posts)
  • Total impressions: 2,763,200
  • Total engagement: 41,816 likes and comments
  • Total media value: $78,500

ABOUT ATLANTIC LINK

Atlantic Link is the leading full-service representation agency in Scandinavia and Finland. They provide trade development and strategic marketing planning for travel and tourism businesses worldwide. For 17 years, they have impacted Scandinavian travel consumption and increased awareness of their international clients. Long-term client relationships, tourism awards and industry recognition are testament to those efforts.

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