How ERGO reaches new target audiences through influencers

ERGO organised its first-ever “Creator Trip” in early September – an activation centered around our partnership with Inter Miami CF. Now, the wrap-up video featuring the trip’s best moments is being released.

Influencer marketing is a key lever to reach and engage with new target groups. The aim is to make our brand more tangible and emotionally accessible – particularly for younger, digitally savvy audiences such as Gen Z and young football fans.

The focus lies on storytelling: through authentic experiences and personal stories, we show what our commitment to football actually means – for talent development, for small businesses and for people who rely on ERGO as a trustworthy partner.

With the creator trip to Inter Miami CF, we did not just increase visibility on TikTok and Instagram – we gained authentic content that builds trust.

Four German creators were selected for the trip, each with their own area of focus while also producing general soccer content:

• Greta Engelfried – “Style & Stadium”
  A football fan with a strong focus on fashion. She incorporates football shirts and training jackets into everyday looks and takes her community along to the stadium. In Miami, she takes on a styling challenge and shows how the Inter Miami style can be incorporated into modern outfits.

• Viet Shao – “Food & Culture”
  A football enthusiast known for his culinary content. He discovers new cultures through their cuisine and takes on the Food Challenge in Miami: What is the American equivalent of the German stadium sausage? The result is a “taste test” of a very special kind.

• Niklas Szeleschus alias Niklas SZ – “Player Perspective
  An active club fottballer who shares his skills and football knowledge with his community. In Miami, he shows off what his quick feet can do in the “More Footwork Challenge,” bringing a player’s perspective to the mix.

• Julyan Pohl – “Fan Experience”
  One of Germany’s most influential football content creators. He travels to top matches and organises football challenges for his community. In Miami, he is in charge of the Fan Challenge and showcases the fan culture surrounding Inter Miami.

In addition to those, four creators from other ERGO markets took part in the journey as well – meaning that it was possible to reach communities in Germany, Austria, Switzerland, the US, Argentina and Poland

The participating creators have significant followings on Instagram and TikTok and offer a wide variety of perspectives on football, fan culture, style, food and skills.

Upcycled jacket as a symbol of shared experiences

Alongside the football creators, upcycling creator Fiona Rörig alias FIOONAAX is part of the concept:

• Fiona is Germany’s best-known upcycling creator and crafts unique designs from football shirts.
• Exclusively for ERGO, she designed a jacket from an Inter Miami trainingjersey.
• This jacket accompanied the trip to Miami and was adorned with personalised ‘Journey Pins’ along the way – as mementoes of special experiences.
• After the trip, the jacket will be raffled off within the ERGO community – as an emotional highlight and a symbol of brand loyalty and shared memories.

The first pieces of content were published during the trip and will continue to be shared for around 14 days after the return. Paid campaigns will follow with a delay of around one week. This creates a sustained content cluster centred on Inter Miami CF, football culture and ERGO.

Visit ERGO Germany’s Instagram page to get an insight: https://www.instagram.com/ergodeutschland/

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