Case Study
How SkiStar Increased Brand Lift by 5.4% combining Influencer Marketing and Native Articles
Influencers x Native Articles
Introduction
inzpire me, part of Schibsted—a leading media company offering marketing services across news sites—combined its influencer marketing expertise with Schibsted's Brand Studio to help SkiStar connect with the right creators and integrate influencer content with native articles. The creators produced 48 pieces of content published on Instagram, which was also featured in Aftonbladet articles. The campaign aimed to boost awareness of summer in Sälen and Trysil while driving website traffic to increase purchase intent.
The Results
The campaign successfully delivered on its goals! Schibsted's Brand Lift Study revealed that SkiStar already had strong awareness and high purchase intent among Aftonbladet’s readers. Despite this, the campaign managed to further increase Awareness, Purchase Intention, and Preference among those who engaged with the content—proving the power of combining influencers with native advertising.
@paulas_me x SkiStar
The Results
The campaign successfully delivered on its goals! Schibsted's Brand Lift Study revealed that SkiStar already had strong awareness and high purchase intent among Aftonbladet’s readers. Despite this, the campaign managed to further increase Awareness, Purchase Intention, and Preference among those who engaged with the content—proving the power of combining influencers with native advertising.
1,6%+
Awareness
1,7%+
Buying intent
2,1%+
Preference
1M+
Total Reach
Organic + Paid Distribution
On Instagram, the campaign effectively reached its target audience, with 91% of the audience in Sweden and 81% aged 25-35+. To amplify reach, eight videos were boosted through paid ads, ensuring even greater visibility and engagement. Here are the results:
- 920,000+ Total Audience Reached
- 4% engagement on reach
- 95,396 Total Video Replays
- 6s average Video View Time
Native articles with influencer content
SkiStar published three native articles on Aftonbladet, highlighting family-friendly summer adventures. The content resonated well, leading to an increase in awareness by 1,6%, preference by 2,1% , and purchase intention by 1,7% points. The total results were:
- 5,4%+ Total Brand Lift
- 164,369 Total Readers
- 00:47 Average Read Time
- 1,1 CTR (from Front page to Article)
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