Generali Influencer Event
The guest list included numerous well-known names from the fitness and lifestyle industry. Pamela Reif @pamela_rf was invited as a star guest. Among others, Irina Engekel @fashionambit, Melisa Cebeci @mlsacbc, Ebru @nazjuju and Angelo Carlucci @angelo.carlucci were also part of the party. Over the course of the day, the 15 influencers had the chance to gain practical experience on the tennis court with tennis world champion Angelique Kerber @angie.kerber. The event marked the launch of the Generali moves Germany campaign. Thanks to the collaboration between the influencers and Angelique Kerber, 6.1 million impressions were achieved and people were encouraged to adopt a sporty lifestyle. Read more of our best practices.
We move Germany!
Generali moves Germany: Fitness and sport campaign 2017
A few hours before the start of the event, the campaign kick-off was announced at a press conference. With the Generali bewegt Deutschland campaign, the insurance company is particularly keen to motivate young people in particular to take part in sporting activities. Generali has brought German tennis world champion Angelique Kerber on board as the face of the campaign to help get Germany moving. Angelique stands for a balanced, sporty lifestyle – just like the invited influencers.
Together, they were able to move their community on this day. This movement was called for the evening before. Each influencer encouraged their followers to post a sporty picture with a personalized hashtag. The number of pictures posted shot up within a few minutes and attracted a lot of attention on Instagram. As an incentive, there was an award for the influencer who was able to get the most people to take part in a sporting activity.
This award went to Melisa Cebeci @mlsacbc. In addition to the “Star of the day” award, the “Star” award and the “Rising Star” award were also presented to Pamela Reif @pamela_rf and Fabian Arnold @fabianxarnold.
The influencers present also posted various pictures live from the event. This was an excellent opportunity, as the event took place on the 11th floor of a Munich rooftop and there were numerous photo opportunities such as the tennis match with Angelique Kerber, numerous canapés, press walls and white lounge corners. The resulting photos were shared with the community using the hashtag #generalibewegtdeutschland. In this way, a total reach of 4.6 million people were reached and encouraged to adopt a healthy, balanced, sporty lifestyle.
Marketing for the reach of the event
Together with Generali and the bloggers, we have
Total impressions (Instagram, Snapchat)
The 6.1 million are spread across 15 channels and in total:
- 19 Posts
- 212 Stories
- 15 Influencers
- 4,287,251 people reached with tags + logo
- 6,124,644 impressions achieved on Instagram + Snapchat
- 286,551 have interacted (like, comment, fan action)
Impressions of the event distributed on Instagram posts / stories and Snapchat
The event had an absolute focus on Instagram.
Star guests: Tennis world champion and Germany’s Instagram star
Tennis world champion Angelique Kerber
Angelique Kerber was born in Bremen in 1988. Since the age of three, she has had a great passion for sport and tennis in particular. She has been playing professionally around the world since 2003. Her most successful year to date was 2016, when she won the Australian and US Open, reached the Wimbledon final and won the silver medal at the Olympic Games. After these terrific successes, in September 2016 she became the first German since 1997 to be ranked No. 1 in the world tennis rankings. Many people take Angelique’s perseverance, discipline and passion for sport as an example every day. More about Angelique Kerber.
Instagram star Pamela Reif
With 3 million subscribers, Pamela Reif is the most influential fitness influencer in Germany. She initially posted landscapes, motivations and food on her Instagram account. One day, the then rather lanky Pamela decided to share her fitness exercises and nutrition tips with her followers. Not only her muscles, but also her number of subscribers skyrocketed. Over time, she has traveled the world for work and influences people’s lifestyles on social media every day. More about Pamela Reif.
Influencers on site! An experience report from the blogger event
Blogger @ivaxbrd was at the event and gave us a detailed report.
On 24.05.2017, I was able to travel to Munich to take part in an influencer event organized by Generali Versicherung. The motto of the event was #generalibewegtdeutschland and the aim was to motivate people to do more sport with the help of tennis world champion Angelique Kerber. After arriving at the beautiful hotel in Munich, I took the shuttle from the hotel to the location at 11:15 the next day. On the shuttle, I met some familiar faces from the Instagram scene and old acquaintances with whom I was able to make my way straight to the top when I arrived at the location.
Olympia Park & Rooftop: Exclusively for award guests and winners
The event took place on the 11th floor on the roof of a modern building near the Olympic Park. As soon as the elevator doors opened, we were greeted by a breathtaking view of the Olympic Stadium on one side and the rooftops of Munich and the Alps on the other. The modern interior also offered plenty of locations for the perfect picture.
After a little small talk and the first snacks, which were super healthy but also super tasty in keeping with the motto of the day, tennis world champion Angelique Kerber arrived. She briefly explained the campaign to us once again and then it was off to some private time with her. We were all divided into groups to spend time with her one after the other. We first went to the press wall, where a great photographer took pictures of us with her. Even though I’m not the most sporty person, I have to say that I really enjoyed the next part. Angelique was able to show us how to serve properly in tennis in front of a net that had been set up. After a few failed attempts, even I hit the target and was really motivated to become a bit more sporty again.
While the other groups went through the same stations as me, I had time to enjoy the snacks and chat with the others. It’s always interesting to meet someone who is doing the same thing as you and share their experiences. Among others, I met the super lovely Pamela Reif (@pamela_rf ), who is just as likeable in real life as she is on her channel, and many other Instagram personalities, such as Angelo Carlucci (@angelo.carlucci) and Ebru (@nazjuju).
The first Sport Influencer Award from Generali
However, we were all surprised when the presenter announced an award ceremony. We had all been given the task in advance of calling on our fans to support us and to put an individual hashtag under a sporty picture. A total of 3 awards were given to a newcomer influencer, the influencer with the most sporting reach and the one who motivated the most fans to take part in the challenge. Unfortunately, I didn’t win one, but of course I don’t begrudge the winners their trophy. After this surprise, the day ended on a very relaxed note. We were given a short talk by a nutrition expert and a facial expression coach, which was really interesting and surprisingly ended with a serenade from the facial expression coach.
My conclusion. The day was really very successful, everything was planned and organized perfectly, everyone had fun and the programme wasn’t too full. We laughed a lot, made new contacts, supported a good campaign and all got back on the shuttle with a good feeling. To top it all off, there were even goodie bags with great souvenirs and gifts!
Blogger and influencer events bring people and brands together
Do good and talk about it! With the award, we support young, sporty people in their actions. They are role models for an entire generation. They have influence and can achieve a lot with their channels. As brand ambassadors, but also as role models, we have brought together fifteen young people to launch an entire campaign. Generali Moves Germany. Patron Angelique Kerber will visit many more events and motivate Germany to do more sport! For a healthier, happier life.
Influencer marketing: your key to organic reach
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