For the liquor brand Kleiner Feigling, the focus is not just on the consumption of its shot, but on its own community. The brand aims to bring people together and thereby promote equality and sociability. Through personalized theme-specific galleries on its own website, Kleiner Feigling manages to let its own community shine in the spotlight and digitally unite people all over the world, even in challenging times.
The Situation
Kleiner Feigling was founded in 1992 by the family-owned company Waldemar Behn GmbH in Eckernförde. From then on, the premium shot sparked a veritable cult that has not died down even today. Kleiner Feigling is still a welcome guest at any party and is now known far beyond Germany’s borders.
Over the years, a brand image has been established that represents diversity, a sense of community and social responsibility. Kleiner Feigling colorfully focuses on enjoying life and promotes equality and friendly get-togethers. The little guest connects people and thereby spreads a sense of unity.
»Wherever Kleiner Feigling appears, people are happily celebrating together. Life is fun and strangers become friends and friends become even closer friends. Together that makes »us«!«
This is the principle with which the brand describes its corporate philosophy. Since 2020, Kleiner Feigling has been working with squarelovin to bring this guiding principle to live in marketing as well. Through the prominent integration of User Generated Content on the website, the brand manages to make customers’ experiences and memories unforgettable by sharing these highly individual moments with the entire community.
The Challenge
In March 2020, the first COVID-19 lockdowns put a stop to public life around the world. As a result, hardly any major celebrations and festivities took place. To stay in people’s minds despite the crisis, Kleiner Feigling decided to digitally bring fans around the world together and feature them prominently on their marketing channels.
The Goal: Increase brand presence on social media & strengthen the community.
The Challenge: Collect and curate user content in the most effective way possible.
The Solution
Collect Content
squarelovin’s UGC management tool allows to filter Instagram content and collect relevant posts in one dashboard. This way, we can make it easier for brands to keep track of the content generated under their respective brand hashtag, such as #KLEINERFEIGLING.
Curate Content
The content collected within the squarelovin dashboard can instantly be curated further. This allows brands like Kleiner Feigling to easily remove content from the selection that does not fit brand aesthetics or values.
Request Usage Rights
Essential on- & offline usage rights for images can be obtained via the squarelovin tool with just one click. Each request, includes a link to detailed terms and conditions, which clearly addresses aspects such as copyright, personal rights, and usage rights. This way, squarelovin supports brands like Kleiner Feigling in using customer content in a legally secure manner.
Display Content
As part of the #KLEINERFEIGLING campaign, the brand managed to collect around 500 high-quality images and videos under the branded hashtag in one year.
Since June 2020, Kleiner Feigling has been using the squarelovin UGC Tool. Among other things, the brand integrates UGC in the form of a large interactive Social Wall on their website.
Clicking on an image in the social wall opens a pop-up, which shows the name of the Instagram user (1) who originally posted the image, as well as the original caption (2). Further the type of integration that Kleiner Feigling chose, also allows fans to upload their favorite photos to the website directly.
Theme-specific Galleries
Kleiner Feigling represents partying in all its many forms. To show this even during the global lockdowns and restrictions, the company decided to create blog articles with tips for successful home parties of all kinds under the »Hier Feiern Wir« tab on the brand website, which are enriched with matching UGC – from birthdays to Oktoberfest and Halloween to Karneval.
Kleiner Feigling thereby succeeded in constantly inspiring its own target group, even to host small parties in their own homes or digitally with friends.
The Result
By using squarelovin’s UGC management tool, Kleiner Feigling was able to place more than 500 high-quality posts on it’s website and achieve a rate of interaction of up to 45 percent over the past 12 months. On average, users look at seven UGC posts, when interacting with the squarelovin integration.
»Visuals can’t be more authentic than those coming directly from customers. Especially during the pandemic, we wanted to stay in touch with our fans, to share moments. With virtual parties, live streams and many other ideas, Kleiner Feigling tried to give inspiration and support in these challenging times. We use UGC primarily to build up community feeling and to map different theme worlds within the community. squarelovin has taken over the tasks of finding content and handling usage rights for us. This enabled us to increase user numbers on the website, as well as social media engagement.«
Gabriele Knigge, Digital Marketing & Global Brand Manager, Waldemar Behn GmbH
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