Schmidt’s Oktoberfest Influencer Campaign
The Situation
Schmidt’s Columbus Oktoberfest is one of Columbus’ longest-running fall events. It celebrates German heritage through songs, dance, German-themed games, and, of course, German food and drinks. The 58th annual event took place in September, and we were tasked with highlighting it as a place for everyone, not just people wanting an all-day party.
What We Did
We partnered with four mom influencers and guided them through the “marktplatz” with more than 80 arts, crafts, and commercial vendors. We also enabled them to explore on their own and find hidden gems within the festival. This way, they could see the wide variety of common options, great food and beer, and more than 100,000 square feet of covered space showcasing the community’s cultural connections to Germany.
The Results
We had four influencers publish 28 posts (including Stories, static posts and Reels). The total reach topped 30,000 with an average engagement of nearly 600,000 impressions. We also connected with the client’s request to reach women, 81% of whom were the audience in our posts, which created an earned media value of $47,900.
The event also earned national recognition from USA Today as one of the best Oktoberfests in the country based on fan voting.
28
Social Posts
30K
Total Reach
600K
Impressions
81%
Women Audience
$47.9K
Earned Media Value
