CASE STUDY: Instagram sells on the event

How to stand out at a gigantic fair, being one of 700 exhibitors? How to get people to the stand and lead to a specific sale? Our client, Activlab Sport, used Instagram for this. See how we did it together and what the results were.

Activlab Sport is a Polish brand of food and nutrients for athletes. No wonder that it exhibits every year at Europe’s largest trade fair for products related to physical culture – FIBO in Cologne. Anyone who has been to any trade fair in Cologne understands the problem:

45 hectares. In words: forty-five. And the exhibitors? There were over 700 of them at this year’s FIBO. Yes, over seven hundred. During the four days of the fair, it passed through them 138 thou. people. Imagine you are among them. You want to visit specific stands, but also see other stands. Yes, to be aware of the market. You can glance at each stand – but only for a few seconds. Think: How to get to you in this situation and bring you to the stand?
Come and talk? It would be for the best, but how to talk to thousands of people? Each of them should be told something nice for good morning and interested in further conversation. And at a short personal distance. For this, for example, you can use Instagram. If you use Instagram, you have it on your phone. You’ll get a notification when someone likes or comments on your selfie. Your phone will buzz, vibrate and you will be interested in who is contacting you and what he has to say about your appearance. And that will be nice: You look cool! Great silhouette! You must have worked hard for such a great body. It’s nice, isn’t it? And if it comes with a specific invitation: Come to the stand, we have something new that will make it easier for you to continue working on your appearance – you’ll come by. Nice idea, proper use of social media. But how choose those who are nearby from among 300 million Instagram users, and there is really something to talk to them about?
That’s what Hashlovers is for. Thanks to it, we can, for example, receive real-time notifications about each photo added in a specific location and / or marked with an appropriate tag. For Activlab Sport, we monitored all photos taken within 1 km from the center of the fairgrounds. We watched every photo uploaded and its author – to see if he “looks” like a member of the target group. We wrote to the “right” people in English or German.
Effect?
We commented on over 1,600 photos. The communication range was approx. 150 thousand. people – not only present at FIBO. Have we “proved” the business effect? This is what Tomasz Jarzębiński, brand manager of Activlab Sport says. Listen to it and find out the details: