THE STABILO COMMUNITY
German writing tools manufacturer Stabilo created its own communities with a remarkable strategy. It uses thought leaders in youth niches to transfer followers to the Stabilo community.The thought leaders, well known young people in subcultures from the world of music, fashion, movies and others, were used to tell stories on a few populair platforms like Facebook, instagram and Youtube.
Stabilo produces complling video content with thought leaders who referred their audiences to the Stabilo platforms on e.g. Youtube.
For instance, rap musician Keizer, with more than 80.000 followers on Facebook alone, was interviewd about his creativity.
Artists like Hanna Verboom, Tim Hofman, Junte Uiterwijk (Great Minds), Ilja Visser, Miss Lipgloss (fashionista blogger) were used to gather audiences for the Stabilo platforms.