Influencer Marketing Last Updated: August 26th, 2020 Reading Time: 10 minutes. It promoted the Häagen-Dazs BOGO (buy one get one) promotions and sampling events at Duane Reade and Walgreens New York stores. Influencer marketing is well past its experimental phase. Before we dive in, it’s important to think about what kind of relationship you want to have with influencers in terms of creative freedom. It can be tempting to overlook the whole process of crafting a good influencer brief, but it is one of the most important steps in establishing a mutually beneficial relationship with influencers. Download a free influencer brief template and simply add your campaign objectives, expectations, guidelines, and expected deliverables from influencers. Therefore, it’s important to respect an influencer’s creative freedom. They had to choose between Honey Nut, Chili Nut, and Coffee Nut. Content Ideas & Examples: If there is any particular style or type of content you want the influencer to make, include a description of it so that they get a clear idea about what you want. Rare Country already had a strong Facebook presence but was in its early stages of running a Twitter account. Pepsi used influential creators to develop original organic-style content about the 200 Pepsi emojis who then distributed the content to their Millennial-age followers. The key differentiating factor between these and the standard commodity smartphone is that you can swap “mods” in and out of the phone, to make them exactly how you want them. Everything you need to create an awesome brief, plus this handy influencer brief template. An influencer brief is not just a guideline document that shows the potential influencer what they should and shouldn’t do: it’s also a pitch to them. He was also able to answer fans’ questions live. For more details, check out our Influencer Marketing Brief Template. They partnered with digital talent network and entertainment studio, Collab, to create a national Snapchat campaign, featuring visually enticing creative content. By clarifying your influencer marketing strategy, your goals, objectives, and KPIs. “Sickhouse” was viewed 100 million times on Snapchat alone. First, by creating the brief you will make it easier to communicate your plan with your team and management. Here are some examples: On the other hand, you have a brand to maintain and it’s important that an influencers’ content is aligned with your brand. While the core of the brief (your company’s mission and goals) will remain the same, it’s important to consistently incorporate learnings, feedback and content ideas from your influencers themselves. Product Background and Overview Share with the influencer details about the company, the product, and add relevant links. Second, creating an influencer marketing brief will save you a lot of time down the road. Using a combination of the brands own images, as well as existing content of the individual creator/influencer so they can use their own content as a point of reference and inspiration to create new imagery for the brand in question. look at five of the detailed pictures) to find a secret code. The awards quickly gained recognition, and top country artists then began to share links about them with their fans. General Country Fans “Your influencer brief must always paint the big picture in the mind of your reader. Häagen-Dazs BOGO Promotions at Duane Reade and Walgreens Stores, 12. About us About our Product Links 3. An influencer campaign brief outlines the campaign objectives and overall expectations for the influencer and for your company. Think about it - the same budget meant for 1 macro influencer can be used across 50 nano influencers who can garner a much higher rate of engagement. This type of influencer marketing campaign falls more in line with the simple, ‘classic’ description I mentioned earlier. The campaign reached 3 million people, with 40,000 cases of engagement. Bedrock Real Estate wanted to produce a film showing that the cliched downtrodden views of Detroit are wrong. Insightpool then selected three “superfans” to create videos announcing the winning artists. “Sickhouse” had to look as if it could be real, with Andrea sharing her “home video.”. The influencers created content around the theme "Häagen-Dazs Open Container" - #HDOpenContainer – which was a play on words connected with current events in New York at the time. Earn a $10 Starbucks Voucher for 5min of your time, 80 Influencer Marketing Statistics For 2020, 8 Influencer Marketing Case Studies with Incredible Results, 1. To help get you started we’ve outlined a quick summary of the key elements of the brief below. Provide examples of images that you’re looking for in terms of style, tone, resolution, etc. Agency partner Weber Shandwick developed a YouTube influencer program to drive awareness around the Moto Z products. 3. Artist-Specific Influencers In the simplest sense, an influencer brief is a document that a brand or agency provides an influencer after he/she has contractually agreed to participate in an influencer marketing campaign. Since influencer marketing is about building relationships, we suggest you share this brief with some of your current influencers to gather feedback. 1. Typically a one-page long document, an influencer brief is a resource meant to assist an influencer when he/she creates sponsored content for a given campaign. When Fuse created their Clash of Corp docu-series, which documents the lives of drum corps members on the road to the Drum Corps International Championship, they wanted to expose their series to as many people as possible. http://bit.ly/25uzlNr #MMSFlavorVote #ad, Posted by Tony Hale on Monday, April 18, 2016. This is why it is crucial to understand the importance of a good influencer brief. Free Marketing Brief Template for an Influencer Campaign 1. Häagen-Dazs partnered with New York City local influencers who targeted the millennial lifestyle. The campaign included covering rooftop parties and live social updates from sampling parties. The 13 videos that the influencers created were all very different, ranging from the one that launched the phone attached to a 10’ rocket to a video showing how to survive a haunted high school. The videos generated 11.6 million views and 38.1 million social impressions. This second stage resulted in an additional 26,000 clicks on the shared content. The eight influencers then “took over” the Dunkin’ Donuts SnapChat channel on National Donut Day. One of the essential steps of launching an influencer marketing campaign is to clearly communicate with your influencers about what you expect out of the campaign.. This is where an influencer marketing brief comes in. Pepsi then analyzed the performance of all of the content that these primary influencers had created and shared. They also partnered with nine social influencers to help spread their message and to rally support for each of the three flavors. A post shared by Pepsi Canada (@pepsicanada) on Jul 26, 2015 at 1:42pm PDT. M&Ms appointed Emmy award-winning actor and Veep star Tony Hale to act as the official Campaign Manager for the Flavor Vote. The influencers used their content to drive their supporters to the Dunkin’ Donut Stores and take up the special offer. These are the ‘ground rules’ of your influencer marketing campaign. At its core, influencer marketing is about building relationships with individuals that can share your brand with their audience. Since you’re doing your influencer campaign the right way, you need a campaign brief. For more details, check out our Influencer Marketing Brief Template: Part 2 focuses on the deliverables, specifically the creative content to be produced and your guidelines. Sweet treats and fierce foodie photos. Make sure to include details of the kind of content the influencer will need to produce for your campaign. These can include words, imagery, or talking points that may be harmful to the brand or the campaign. Be clear, to the point, and make the “ask.” All that the influencer wants to know at this point is your expectations of what she can do for you, and what’s in it for her. The aim of the SnapChat show was to provide sex ed information to young people, giving real information and advice. These were considered to be Campaign Managers. This is the most important page of your influencer campaign brief because it provides the content direction. Motorola’s Launch of the Moto Z Family and Moto Mods, 3. Each episode received between 3 and 5 million views and was shared hundreds of thousands of times. These are critical to include when briefing influencers since they highlight specific guidelines: To get the best results from your influencer marketing campaigns, make sure to send your influencer marketing brief to every influencer you plan on working with and get written confirmation that they have read and agree to the document. They wanted to ensure that all tennis fans, including those who could not physically make it to the matches, could fully enjoy the experience. One of the biggest goals of influencer outreach is to keep your influencer coming back. Eventually, Andrea was able to share with her fans that she had survived “Sickhouse, ” and there was a 70 minute extended version on Vimeo. Additional influencers helped disseminate the posts, segmented by digital zip codes. Plus, we created a handy Influencer Brief Example that you can download and use for your next campaign! Ultimately, developing an effective influencer marketing brief will help you achieve better long term results. 12 Influencer Marketing Examples to Power Your Influencer Campaign Planning. Key takeaway: Influencer cont… One of their filmmaking teams created a project they called “Sickhouse.”, “Sickhouse” is a film in the same vein as “The Blair Witch Project,” in the sense that it is not clear to viewers, as to whether it is scripted or real-life (in reality, it is scripted). Press- Media/Bloggers/Radio Stations. Your influencer brief should also clearly define what the outcome of the campaign you’re running is, so everyone knows what they’re aiming for. Detroit is not a broken-down city of the past. Devin Graham (@devinsupertramp), a YouTube influencer with nearly 5 million subscribers, published a video of him and his friends taking turns on a slip and slide that propelled them (and their parachutes) off a 500-foot cliff. They partnered with Periscope and Andy Roddick, a huge name in professional tennis, to give fans the ultimate viewing experience. They developed the hashtag #MMSFlavorVote to drive social awareness and voting. Subscribe to our newsletter and get social media resources send to your inbox. It is now firmly established as an important type of online marketing, and it is for more than just small businesses and startups, who can’t afford traditional advertising fees. Based on your brief, an influencer will decide whether they and your brand are a right fit. An influencer brief also needs to state if anything must be omitted. Receive exclusive content that you won’t find anywhere else other than our monthly subscriber mails. Best Times to Publish YouTube Videos in 2021 – Ultimate... 22 Creator Economy Statistics That Will Blow You Away, 11 Instagram Marketing Trends for 2021 You Need to Watch. The campaign was topped off with two Twitter parties celebrating #SayItWithPepsi and the Pepsi Emoji bottles. Also, Dunkin’ Donuts supplied the influencers with Snapchat Geofilters which people could use in-store. Make sure to tune in and see what all of the noise is about. MTV decided that the best way to build an audience was to ensure that the show contained relevant subject matter for the teenage audience, to use influencers as guests, and to create stunning graphics. These campaigns usually start with the brand sending the influencer a campaign brief that outlines certain guidelines, instructions, and requirements. We get it. #Xperia XZ Premium #Photography #Camera #Instafood, A post shared by Sony Mobile (@sonyxperia) on Jan 5, 2018 at 5:34am PST. A Great Influencer Brief Leads to a Great Influencer Campaign. Their guest strategy was to invite influencers with huge audiences, who were comfortable enough to talk about sex and relationships, to be filmed for the show. There were many authentic conversations with guests from across social media. To add to the illusion, all the other actors avoided social media during the production of the film - the only updates of their whereabouts were posted on Andrea’s SnapChat account. Overall, the campaign generated 14.3 million impressions and 27,400 social engagements. This involves creating a campaign brief that lays out all of the campaign requirements such as your campaign goals, what type of content you need, how many pieces of content you need, etc. He has 57 million followers on his Facebook page, alone. They took a highly detailed zoom photo taken with the Z5 and cut it into hundreds of smaller shots organized into five layers. After sponsoring the US Open Tennis Championships for 35 years, Chase wanted to try something different in 2016. A further 20+ influencers created visual content to encourage people to trial the flavors and vote. Want to learn more about influencer marketing? Influencer Marketing Hub » Influencer Marketing » 12 Influencer Marketing Examples to Power Your Influencer Campaign Planning. Local celebrity, Big Sean, made an emotional endorsement, which lead to more media impressions, both traditional print and broadcast, as well as online. The influencers amplified the campaign across their networks and they geo-targeted social posts to generate excitement and participation across the United States. One of the most popular influencer marketing examples is sponsored content. Step 4: Influencer Deliverables. Insightpool invited 20 top influencers to participate in a Twitter takeover - changing their accounts to match the Rare Country Awards branding. 15+ years optimising some of Australia’s top brands. Quite a few A-list businesses realize that influencer marketing helps them reach their target audience. They chose eight popular influencers to create and distribute teaser content. Remember, this brief isn’t set in stone. They segmented influencers into the following categories: Current @RareCountry Followers This is where you define the deliverables that have been agreed upon, as well as the expectations surrounding them, such as deadlines and due dates. Depending on the influencer’s channel(s) you’ve agreed on, the final product is usually a photo, video, or blog post featuring your offering. Campaign goal – 1-2 sentences describing the influencer marketing campaign you’re launching and what you hope to accomplish Campaign message – Specific information that the influencer should include in post captions Key objectives – Describe what you’re hoping to achieve (brand awareness, engagement, etc.) They created more than 100 Instagram accounts, tied together by tags, that effectively let you zoom into any part of the original photo and find more than 50 hidden surprises. An influencer marketing brief is a document that you send influencers you want to work with. We know you’re busy and that writing an influencer brief probably doesn’t seem like a priority right now. It’s a very important document that serves as a campaign roadmap for the influencer. In the KPIs section of the brief, brands should clearly outline the goals they wish to achieve as a result of the influencer engagement. Understand the Importance of a Good Influencer Brief. Motorola decided to launch a new range of smartphones call the Moto Z family and Moto Mods. They decide to run the vote like a mini-election. They decided to create the fan-voted "Rare Country Awards," to expand their reach to more country fans. Each influencer created one "partnership announcement" post, one "hero" YouTube video that featured a unique use-case for Moto Mods and two or more extra social posts. Every Saturday for eight weeks Pants Off “played” on SnapChat - just like a regular show. Depending on the influencer you intend using, the final product is mostly photo, video, or blog post featuring your product or service. There you have it. Overall, your campaign brief should be clear and detailed so everyone is on the same page with what to expect. Image Credits: TalkingInfluence.com. 1. Other examples include: Location: Beach, city, indoor, etc. Chase was able to provide six Periscope sessions to fans for free. 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