2021 Social & Influencer


Category C02. Innovative Use of Influencers
Name Company Position
Isabelle Benz TBWA\Switzerland AG Art Director
Lisa Bolte TBWA\Switzerland Creative Director
Sascha Djabbari TBWA\Switzerland AG Digital Director
Nadja Stickl TBWA\Switzerland AG Group Account Director
Tizian Walti TBWA\Switzerland AG Creative Director
Manuel Wenzel TBWA Switzerland AG Executive Creative Director
Selina Gabriel Kingfluencers Senior Campaign Manager
Fabian Plüss Kingfluencers Influencer-Consultant

Why is this work relevant for Social & Influencer?

The Genz have a high affinity to social media. With Instagram being the 2nd most popular platform behind whatsapp. 87% of the age group 14-24 uses Instagram multiple times daily and nearly 100% of them follow at least one influencer. Furthermore studies show, that 25% of them name influencers as their influence on purchasing decisions. That's why we "used" their influencers to bring our message across.


Although especially the GenZ is seeking and preaching authenticity, they still buy a lot of fake products. And Instagram became one of the hotspots for selling fake products – also through influencers showing up with counterfeit products. Only in 2020 fake products created an economical damage worth 400M dollars globally. The brief was to reach the for advertising nearly unreachable GenZ and generate awareness for stop-piracy.ch a Swiss institution to fight product piracy. Stop piracy is a subbrand of Promarca which is Switzerlands biggest union of major brands. In the end it should lead to a change of their shopping behaviour from "buying to not buying" fake products.

Describe the creative idea (30% of vote)

To hit them where it hurts with our message "Don't be fake, be original", we copied what's most valuable for the GenZ: the digital identities/profiles of the influencers they follow and let them advertise fake products.

Describe the strategy (20% of vote)

Our audience was the GenZ (born 1997 - 2012), by far the hardest audience to reach and engage with. Around 30% of them actively avoid ads, as they believe them to be intrusive and annoying and simply too many. (Source: GWI, Switzerland 2020). Our strategy was simple: shift away from using ads and instead have them experience our message just by following fake-influencers instead (pretending they were the originals).

Describe the execution (20% of vote)

We copied the digital identities/profiles of Swiss influencers on Instagram. It ran from 07.03.2021 until 30.03.2021 and only in Switzerland. We reached nearly half a million people (which is a dramatically high number in Switzerland) and that with an overall invest of only 60k. To do so, we copied the profiles of 4 famous Swiss Influencers.

List the results (30% of vote)

Please note, this was a campaign for Switzerland only, which has a total population of only 8M. Reach: 469.693 Engagements: 26.308 Achievement against KPIs 2075% increased engagements vs. regular posts 331% increased website traffic on stop-piracy.ch