The starting point
The collaboration almost never happened. The client was sceptical for months, and for understandable reasons: influencer marketing has a poor reputation with many brands because a lot of reach gets promised and a measurable result rarely gets delivered. The starting position was therefore that if anything happened at all, it would be with micro-influencers only — little budget, no great risk.
In our view that was the wrong approach for this brand and its audience, because we had data from comparable niches pointing the other way. So we stayed with it for months, not to sell but to prove. At the end of it stood a first placement worth EUR 7,800 — for a client who had hesitated for months, a real commitment.
About BlueBrixx
BlueBrixx is a German building-brick brand and Lego's biggest competitor in the German market. Fans value it for its technical models and the level of detail in its sets. Alongside a strong direct-sales presence, BlueBrixx runs over 40 stores of its own in Germany. The fanbase is considered exceptionally loyal — and yet influencer marketing was entirely new ground for the brand.
Our approach
The approach rested on a hypothesis, not on working through a creator list. There are several creators on YouTube whose communities overlap heavily with the BlueBrixx audience — and not only demographically but psychographically: technical curiosity, love of detail, enjoyment of the process, high involvement. The decisive part was the second half of the hypothesis: this community also buys.
It is hobby-minded, has spending power, and is willing to put money into something it is enthusiastic about. That assessment was not speculation but grounded in campaign data from the nerd, collector and hobby segment. The creator we chose had high credibility and a relationship with his community built up over years — not a channel promoting a different product every week.
As a result the placement was not perceived as advertising but as a recommendation.
A hypothesis, not a list of names
We were not after the best-known creator but the best-matching community. The overlap was argued psychographically and backed by campaign data from comparable niches.
Trust is groundwork
The real work happened months before the first euro of media budget: sharing cases, building forecasts, running scenarios. Without that groundwork the placement would never have happened.
Comments are data
The comment section is analysed systematically for buying arguments, recurring objections and tone towards the brand. Those findings feed back into briefings and into paid advertising.
