How to build trust in a demanding technology category?
Influencer marketing as a tool for positioning and building the image of the new Hammer Glass brand
Hammer Glass is a Polish brand of GSM accessories, specializing in premium protection for electronic devices. It offers advanced protective glass, including the strongest sapphire glass on the market. In cooperation with international manufacturers, such as Corning (the manufacturer of Gorilla Glass), it creates protective glass that undergoes numerous (over 20) quality tests to meet the highest durability standards.
The company’s portfolio also includes the modern Hammer Glass Cut plotter. A device equipped with a patented head that guarantees precise cutting. It enables the perfect fit of the protective film for every device model. It also provides full control over the finish quality.
Why influencer marketing?
- We used influencer marketing as a brand positioning tool. We collaborated with individuals whose lifestyle and achievements are consistent with the Hammer Glass differentiators and its reason to believe (which we designed at the branding and business strategy creation stage). Main idea: pushing boundaries and reliability in extreme conditions.
- In an advanced technology category, influencers act as credible “testers,” replacing the lack of specialized knowledge on the B2C customer side. Authentic tests and experiences of creators shorten the decision-making process and reduce the purchase barrier.
What did we do?
Brand ambassador
- In the first year of the brand’s existence, we focused on long-term ambassadorial cooperation with Dawid Godziek – a several-time BMX and MTB world champion. He cooperates and takies part in image campaigns in Social Media with brands such as Prada or Redbull.
- Beyond regular communication in the digital space, Dawid provided his image for all the brand’s image materials produced for the launch campaign.
Cooperation with world champions
We collaborated with exceptional people who push boundaries and do unusual things – motorcyclists, tech experts, skaters, climbers, and drifters. This group includes Kaja Ziomek-Nogal, a speed skater, world champion, and Olympian, as well as Anna Brożek, a sport climber and world vice-champion.
Results
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Success of the campaign with MTB world champion, Dawid Godziek
- Over 1 000 000 material views. The cumulative number of plays of 13 image publications prepared together with the ambassador during the cooperation generated a million organic views in social media.
- Nearly 48 000 likes. Total sum of reactions under the social media content, confirming the ambassador’s status as a credible product tester.
- Use of the world champion’s image at the brand’s stand during the IFA international electronics trade show in Berlin.
- Use of the ambassador’s image in the brand’s POS materials and catalogs.
- Additional logo exposure on equipment and clothing during competitions.
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436 000 organic views in 90 days
Within 3 months, we generated 436 242 organic views in the demanding technology sector, collaborating with male and female creators from the worlds of drift, racing, technology, motorcycles, climbing, and speed skating.
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16 creators, 4 channels, 2 million fans
We invited 16 creators to cooperate. Collectively, they were followed by 1 958 466 users on the Instagram, TikTok, YouTube, and Facebook platforms.
Client references
“The MOXIE team? Well, if you like fresh ideas, timeliness, and attention to every detail… then yes, they’ve got it—from strategy to material production, they do everything you could possibly want in marketing. After over a year of working together, I can confidently recommend MOXIE to anyone who needs not just someone to deliver on time, but someone who will actively participate in the company’s operations and ensure everything stays aligned with the strategy. Even if that sometimes means saying a firm ‘no.’ But hey, if someone prefers chaos and delays, they should probably look elsewhere.”
