CREATE!byOBI inspires the Instagram community

More Influencer Content, More Engagement

Communications

MSM*

/ MSM

The challenge

Owned content is expensive to produce and, without authenticity, often falls short of its goals. OBI recognized this early and turned to influencer content instead. With CREATE!byOBI, the DIY chain wanted to reach a different audience than usual: not DIY experts, but people who don't see themselves as capable of DIY projects at all — a much harder group to reach with the platform's typical DIY-expert content. That's where MSM.digital's own HashtagLove influencer network came in.

Our solution

We identified micro-influencers from outside the typical DIY community and had them create inspiring, creative content showing how approachable DIY projects can actually be. That content reached new audiences through the influencers' own profiles and was also republished on OBI's official social channels.

Results

With more than 200 content pieces, the campaign generated about 30,000 user engagements, more than 95% of them positive comments on the products. The community also made notable use of Instagram's save function — an often-overlooked signal that carries real weight with the platform's algorithm — supporting the conclusion that authentic content drives successful influencer campaigns.

Creative freedom is crucial for successful influencer campaigns. Our HashtagLove influencers bring genuine intrinsic motivation to every collaboration, which is what makes the content feel authentic and individual — a fact that never ceases to fascinate us.
Kirsten, Deputy Managing Director

Content pieces

User engagements

Positive comments

Want to know more?

Kirsten Hücker

Communications Queen

kirsten.huecker@msm.digital

LinkedIn Profile

More Influencer Content, More EngagementMore Influencer Content, More EngagementMore Influencer Content, More Engagement

The challenge

Our solution

Results

Content pieces

User engagements

Positive comments

Want to know more?

The challenge

Our solution

Results

Content pieces

User engagements

Positive comments

More Influencer Content, More Engagement