Club Ehrmann transformed a nightclub into an influencer gym
PR events appear on influencers' social media almost every week. At their best, they are a cost-effective way to reach the right target audiences, but it can be difficult to stand out among numerous PR events. Ehrmann and media agency Tre Kronor wanted to utilize a PR event as part of a larger launch of new protein pudding products. However, it's difficult for a family dairy from Germany to gain recognition in Finland, as the market is dominated by large domestic dairies. What kind of influencer event would make the audience fall in love with Ehrmann? And what could the brand offer that would be so interesting that every influencer attending the event would want to post about it on their social media?
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The core target audience for Ehrmann's High Protein products is interested in well-being and an active lifestyle. With the sober curious trend, "soft clubbing" events are becoming increasingly popular worldwide. People want to maintain social gatherings without exhausting their bodies. Instead of expensive and tiring party nights, health-conscious consumers queue for morning matcha clubs and sauna raves. However, soft clubbing events are only just taking their first steps in Finland – it was the perfect moment to seize this growing trend.
Club Ehrmann brought club workouts from around the world to Finland for the first time. On a September morning, 15 influencers gathered at Helsinki's Post Bar nightclub – not to party, but to sweat through HIIT workouts. The event was hosted by Ehrmann's annual influencer Alina Voronkova, and the workouts were led by personal trainer and well-being influencer Joosua Visuri. During the workout, Post Bar's DJ played an electronic music set curated by Alina. After the workout, participants refueled and recovered with an Ehrmann High Protein breakfast. Club Ehrmann was a meticulously designed club experience, down to the posters, dance floor party lighting, and light boards.
And again, we were super happy with the event organized by Troot. Our brand Ehrmann High Protein has again been perfectly and powerfully represented! Ehrmann High Protein x Alina Voronkova = perfect match.
Club Ehrmann is a prime example of how a creative idea and meticulous execution come together. Troot's ability to grasp trends and find the perfect, distinctive angle for the brand was impressive. We are extremely satisfied with both the proactive collaboration and the tangible results of the campaign.
