In the autumn of 2025, BG Mamma became a key partner in the pilot campaign supporting the entry of the German technology brand METZ into the Bulgarian market. Through a combination of a native forum topic with a giveaway mechanic, targeted traffic to the brand’s website, and authentic reviews from opinion leaders, the campaign achieved high engagement and successfully introduced METZ’s innovative portable televisions to a broad and diverse audience.
Context and Objectives
METZ is an established German manufacturer of consumer electronics, which in 2025 took its first steps toward positioning itself in Bulgaria. The brand’s main challenges were low initial market awareness and the need to build trust through genuine consumer impressions.
The objectives of the campaign were:
- To introduce the METZ brand and its product assortment to the BG Mamma audience.
- To highlight the advantages of METZ portable TVs in real-life scenarios through authentic user reviews.
- To generate organic discussion and high engagement.
- To drive traffic to the METZ website and stimulate initial interest in the products.
- To build a foundation of trust for the new brand through opinion leaders from different audience segments.
Campaign period: 12–26 September 2025
Approach and Execution
The campaign was implemented through a combined format that leveraged the strengths of BG Mamma as a highly trusted media platform with an active user community.
- Native topic + giveaway
A dedicated forum topic was created to present METZ, its key product lines, and the unique selling points of the portable televisions. The topic also included an attractive giveaway mechanic that encouraged users to participate in the discussion and familiarize themselves with the brand. - Traffic to the client’s website
Organic sharing of links by users within the discussion, along with helpful information, encouraged real exploration of the METZ product range on the official website. - Reviews from opinion leaders
To achieve an authentic and trustworthy presentation of the products, four BG Mamma opinion leaders were engaged—each representing a different lifestyle and set of interests:- A tech-savvy man – expert perspective and technical analysis
- A woman and mother – convenience, functionality, family use
- A couple of sports fans – mobility, watching matches outdoors and on the go
- A camping family – use in nature, travel, and outdoor conditions
Results
Within just two weeks, the campaign delivered strong quantitative and qualitative results.
Quantitative Results
- 10,000+ views
- 2,387 unique users
- 482 comments
- 1,283 clicks to the METZ website
- 96.60% engagement rate
Qualitative Results
- Active discussion, numerous questions, and genuine user engagement
- Strongly positive reactions to the influencer reviews
- Successful establishment of an initial foundation of trust toward METZ
- Creation of evergreen content that the brand can use in future communications
Explore the detailed reviews here: