The product entered a highly competitive market for the first time. We built a media mix: 70% of the budget went to top bloggers for reach, 30% to micro-influencers for density of presence.
With key opinion leaders we signed exclusives, closing competitors' access to their audiences. We added local mechanics: challenges, charity initiatives and adapted memes.
Metrics were analysed continuously and the budget was reallocated to the top 20% of bloggers who performed best on both performance and reach.