Influencers i Cool Uden Røg

Katrine Ea Faber, Sandra Skovgaard Jacobsen, Sara Spiegelhauer & Marie Skovgaard Erichsen

Studenteropgave: Bachelorprojekt

Abstrakt

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

has.

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

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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.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Bachelor
SprogDansk
Udgivelsesdato29 maj 2017
Antal sider50
VejledereKim Christian Schrøder

Emneord

  • Cool Uden Røg
  • Kræftens Bekæmpelse
  • kampagne
  • influencers
  • Influencer Marketing
  • Building Strong Brands
  • Mediereception
  • Det medialiserede samfund