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23 April 2024
Fashionable exploration of the city of Salzburg. Luxury boutique Diva teamed up with influencers to provide insights into Salzburg.
Influencer marketing has been on the rise since the early 2000s, and its impact on consumer behavior and brand awareness has been hotly debated by advertisers, media professionals, and consumer advocates - the latter particularly with regard to misinformation or the need to label content paid for or commissioned by advertisers to be posted on influencers' social media channels. Perhaps no other media business has been discussed so intensely in such a short time. In the search for top influencers, the large number of women is impressive. Influencer marketing isn't a women's business - but it is a form of business where women are shaping the advertising landscape of a once male-dominated industry. In many cases, influencer marketing is a hybrid of agency representation and self-management, with more control in the hands of the content creator than was common in the classic model business.
Fashion.at recently received information about an example of an influencer marketing project from the city of Salzburg. The mastermind behind the project is Katrin Koller van Eersel, owner of luxury fashion boutique Diva, who teamed up with four women, digital content creators and influencers, to create a digital sightseeing tour through one of Austria's cultural capitals. Instead of sending clothes to the influencers, the boutique owner welcomed the influential women from Germany to explore the picturesque city in outfits borrowed from the boutique. The featured destinations are well chosen, such as the Salzburg Residenz, a classic must-see location in the city. For the production of the photos and videos on the accounts of the four influencers, Katrin Koller van Eersel and her press agency found further cooperation partners such as the Stiftskulinarium St. Peter, where Julia Pohl aka @gluecksmuetter ate the restaurant's famous Salzburger Nockerln, or Sturmayr Coiffeure, where the influencer's hair was styled. Ukrainian-born Sofiya Bogopolska-Balci @sofiya.balci, mother of two, fashion stylist and personal shopper from Munich, shows in her videos and photos the boutique and the room of the Hotel Goldener Hirsch, another partner of the collaboration. The posts on Instagram are marked as advertisements, making it clear that the content is paid for. Another partner behind the production, such as the visuals sent out with the project's press release, is Salzburg-based content production and advertising agency Studio Soco, owned by Christina and Stefan Faullend.
The credit list for this small production is long and includes people from the digital content and advertising industries, both on the front and behind the scenes.
Image: The picture shows the influencers, who were invited to create content for their Instagram channels depicting the stations of the Salzburg exploration tour with fashion pieces from the luxury boutique Diva, at the yoga class of Nathalie Grahlert @nathalie.moves, a Cologne native and part-time Salzburg resident who offers in-person and online yoga classes. Photo: © DIVA Styling Lounge / Studio Soco - Christina Faullend.
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