This paper examines how a campaign based on Influencer Marketing can influence its recipients. It
is based on Kræftens Bekæmpelse’s anti-smoking campaign Cool Uden Røg, and investigates how
the campaign’s use of influencers effects the habits of smokers between 18 and 25 years. The paper
seeks to answer how Kræftens Bekæmpelse use the campaign as a part of their brand and why they
use Influencer Marketing as a part of their campaign strategy. Furthermore the paper answers the
question of how the target group makes sense of Cool Uden Røg and what influence the strategy
To answer our problem formulation and the research questions we have collected empirical
evidence in the form of an interview with an exclusive informer from Kræftens Bekæmpelse and
two focus group interviews with young people within the target group. The focus groups are
divided into two segments – 18-22 years and 23-25 years – to give a better insight into the
individual lifeworlds. Phenomenology and hermeneutics are the scientific foundations of our paper.
We have taken this into account in our interviews by having the different lifeworlds of the
informers in mind and how these and the informers presuppositions influence their understanding
and interpretations of the campaign.
With Stig Hjarvard’s theory of mediatization we found that Kræftens Bekæmpelse have structured
their campaign through the dynamics of social media. Furthermore we have made sense of Kræftens
Bekæmpelse’s brand equity, brand image and brand identity through David A. Aaker’s Building
Brands theory and how they seek to use Cool Uden Røg to create a connection to the recipients that
will make their brand stronger and influence the recipients’ understandings of Kræftens
Bekæmpelse’s brand image. Duncan Brown og Nick Hayes’ concept description of influencers and
the use thereof tells us that even though Kræftens Bekæmpelse use the influencers as
recommenders, the recipients assign the influencers the role as persuaders. Kim Schrøder’s theory
of Media Reception and his Multidimensional Model form the foundation of our sense making of
the interviews in connection with Henrik Dahl’s phenomenological tradition.
From our analysis we can conclude that the informers are not influenced by Cool Uden Røg.
Kræftens Bekæmpelse do not obtain the wanted fusion of Kræftens Bekæmpelse’s and the
informers’ horizons, because the informers do not find the campaign relevant. Furthermore we can
Influencers i Cool Uden Røg Roskilde Universitet Anslag: 119.908
Bachelorprojekt i Kommunikation F17 Vejleder: Kim Christian Schrøder
conclude that neither the famous or semi-famous influencers manage to influence the informers’
accept of the campaign and message. The informers understand the message, but they all agree that
motivation is a determining factor to create a change of behavior. To be inspired by a campaign like
this, they are of the understanding that you should already have made the choice to stop smoking –
or should be exposed for this campaign when you are even younger and smoking is not a part of
your life just yet.
We realize that our conclusion should be more nuanced than described: The lifeworlds are specific
to the informers in our focus groups. Had we made an interview with other informers with different
lifeworlds, we most likely would have gotten a different result.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Bachelor|
|Udgivelsesdato||29 maj 2017|
|Vejledere||Kim Christian Schrøder|
- Cool Uden Røg
- Kræftens Bekæmpelse
- Influencer Marketing
- Building Strong Brands
- Det medialiserede samfund