Opel Astra influencer campaign

The Opel Astra influencer campaign was one of BeBrand Agency’s most complex automotive projects, in which we worked with seven influencers on TikTok and Instagram. The aim of the campaign was to showcase the revamped Opel Astra and to raise brand awareness among the 30–50 age group.

• Brand: Opel (Astra)
• Platforms: TikTok, Instagram
• Campaign period: May 2023
• Target group: Women and men aged 30–50

The campaign’s objectives

The main task of the influencers was to showcase the primary communication objectives set out in the brief: environmental awareness, German quality and design, the user experience and technology, as well as the model’s revamp. We tailored the creative concept developed by the influencers to the values they represent, their style and the themes of their profiles.

The campaign’s key messages: the Astra as a symbol of design, a distinctive character, and high quality inside and out. We placed particular emphasis on environmental awareness (plug-in hybrid and all-electric versions), cutting-edge technology (digital cockpit, lane change assist, IntelliAir air quality control system) and its German design and manufacturing heritage (#MadeInRüsselsheim).

Implementation

Seven influencers took part in the two-stage campaign. We focused on the TikTok platform, where the participants created and published video content. On Instagram, as a supplement, each influencer published one post, one Instagram Story and one Reels video.

Results

The campaign’s reach by platform:

• TikTok videos: 1,651,200 impressions, 14,778 likes, 690 comments, 416 shares
• Instagram Reels: 49,672 impressions, 3,092 likes
• Instagram posts: 51,541 impressions, 5,000 likes

Total results: 1,752,413 impressions and 22,870 likes — The campaign effectively reached the target age group on both platforms. The TikTok content generated by far the greatest reach, confirming that the choice of platform was a strategic decision.