Last spring, NYC-based luxury swimwear brand Onia pulled off one of the best influencer marketing campaigns we've ever witnessed. It was such a triumph that they went ahead and recreated the magic, this time with a different group of sought-after influencers.
Will a bunch of beautiful people gallivanting about the dreamy shores of Vietnam while wearing handsome maillots be a second recipe for Instagram success for the burgeoning brand? Let's find out.
On November 2nd, the Onia team and a commissioned army of highly influential Instagram style authorities took off for the great foreign land of Vietnam. The brand's Instagram account then stood at 14,272 followers, a pretty healthy number by any small brand standard. Ever the visionary, Onia had set its sights for greater horizons by sailing straight towards a second influencer campaign win. How apropos for a brand whose moniker means ship in Hebrew.
The Insta stars in tow?
- Grant Legan, photographer extraordinaire to the bloggers, with a respectable audience of his own at 129K.
- Olivia Lopez from @lusttforlife, 291K followers.
- Mary Seng from @happilygrey, 385K followers.
- Toni Mahfud from @tonimahfud, coming in at a whopping 1.1 million followers.
- Sonya Esman from @classisinternal, bringing her 1.3 million followers along for the ride.
The lucky chosen ones all have what I like to call Power status: their audiences are incredibly large and their engagement levels eclipse the averages. An important factor, without a doubt, but meaningless if lacking the high quality content each of them are known for. The value for Onia is the combination of both: an engrossed following and a sense of aesthetic that aligns with the Onia style ethos.
A campaign like this has of a lot of layers to it, all of which need to be carefully orchestrated, from selecting the right influencers, to the right location, to the timing of its rollout and scheduling. Each of these parameters contribute to its success and a project of this scope can be well worth the spend when logistics are lined up, as Onia proves.
One of the things that stands out as particularly genius is the fact that all of the aforementioned moving parts came together to not only make a bang in the moment, but also to keep having an impact for days and months to come, as Onia leverages all of the content it acquired throughout the trip onto their own platforms.*
As of this time, their following has reached 15,995 - just shy of 16K - while their number was at 14.2K less than a month ago. And it's only growing from there. A campaign tour de force.
Time to take a gander at how the analytics looked throughout the journey. Enjoy the eye candy.
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*This is precisely why carefully selecting the right influencers for your campaign is crucial. Their aesthetic needs to be on par with that of your brand because you will want to repurpose the content they create for you. Not only will their image be associated with yours, but they'll be exposing your name to their audiences as well, which should technically be composed of followers who are fans of that image you're aligned with. This makes for both content and cachet acquisition.