Case Study

Krüger Dirndl – Oktoberfest looks on Instagram

Industry

Fashion / Traditional wear

Region

Germany & Austria

Channels

Instagram (Reels + Stories)

Creator type

Nano & Micro

Use Case

Building anticipation for the 2026 Oktoberfest season – with creator content that shows how the new Krüger Dirndl collection fits and looks

Background

Krüger Dirndl wanted to make its new collection visible in Germany and Austria in time for the Oktoberfest season. The goals:

Show the looks before beer-tent season really gets going. Convey fit, quality and details credibly. And reach a community that genuinely cares about traditional wear.

Strategy & execution

Through Refluenced, Krüger Dirndl worked with 35 creators from Germany and Austria. Each picked her own dirndl and matching blouse from the online shop and delivered 1 Reel and 3 Stories – 147 content pieces in total. Creators were paid in product only. Casting, briefing including a fitting guide, and performance tracking in the dashboard all ran through the platform.

Styling Reels, transformations and trips to the fair: every creator showed her dirndl in her own style.

Because the creators chose their own outfits, the content felt like a genuine recommendation – not an ad break.

Why it worked

More views than forecast: 737,336 views, 50% above the platform's forecast – with no paid ads. Widely spread reach: the three strongest creators accounted for only 34% of views. And people actually watched: around 1,159 hours of watch time in total, with an average of 17 seconds per view on the top Reel. Reliable delivery: Krüger Dirndl rated its creators 4.8 out of 5 on average.

Result

A campaign with perfect timing: just before Oktoberfest, Krüger Dirndl reached 737,336 views and 13,940 interactions – with 52% of the audience in Germany, and creators paid in product only.

Total views