The Brief:
SHEIN approached SNS for support with an influencer activation where we were tasked with providing 125 nano influencers for a gifted campaign to promote Shein’s ‘Lucky Flip Game’ on the Shein app.
To secure the volume of influencers needed we took a dual approach. Firstly, we reached out to our existing community of influencers we work with on a day to day basis to measure interest. Alongside this, we also utilised our in-house platform ‘The Blogger Programme’ to share the campaign to a wider network.
Overall we managed to secure over 130 influencers which consisted of 55 nano influencers, 73 micro influencers and 4 mid-tier influencers with a combined following of over 2 Million. The influencers audience were highly targeted to match SHEIN’s target audience with 88% from the UK and 76% between 18-34.
The influencers were then asked to share or create a video featuring the ‘Lucky Flip Game’ on either an Instagram Story or a TikTok video in exchange for a Shein voucher over a 10 day period. The content itself was a mixture of green screen with the ‘Lucky Dip’ game in the background alongside more authentic content with influencers describing the game, what they’d won using the game, what they were going to buy after using it, etc.
