We always talk about the right and wrong ways to do influencer marketing. We’ve outlined the steps to take, the things that can go wrong, the best practices for getting excellent content from your participants. But we thought, wouldn’t it be helpful to show examples of brands who are doing a great job?
We know influencer marketing can be overwhelming. We’ve written about some of the common concerns that plague marketers when they consider this tactic. Running an influencer campaign can seem daunting if you’ve never done it before, there are so many components to make a successful campaign. It’s helpful to think about it in terms of planning a vacation- your first trip is intimidating but after you get through the lines and listen to the flight attendant’s safety info once or twice, you’re an old pro. Here’s a little analogy to explain the steps of an influencer marketing campaign.
We’ve written lots of material guiding marketers to find the ideal content creators-- like our post about what to look for in your dream influencer. But what about the content creators? How do they evaluate the brand opportunities that come their way? The best creators are inundated by brand pitches daily—sometimes as many as 40 pitches per day-- and we got curious about how they sort through the spam and decide which partnerships are worthwhile. So we asked them.
To be fair, there’s not much of 1999 culture that we talk about anymore: Lou Bega, Who Wants To Be A Millionaire, capri pants, Y2K… all easy to categorize as no longer relevant. But Coachella -- the biggest summer millennial hot zone for brands which wrapped up yesterday-- started all the way back in 1999 and has gained in popularity year over year. Brands were falling over themselves to hitch their reputation to this oasis festival in the California desert. But what has made Coachella a success story instead of falling off the face of the earth like Lilith Fair? Here are 4 things your brand can learn from Coachella.
In the Summer of 2015, AT&T set out to promote the connectivity of their expansive network to millennial consumers. To do this, they launched the #RoadTripATT campaign which brought the mobile carrier front and center into the travels of their target consumers. The road trip provided an opportunity to help customers visualize the expansiveness of AT&T’s coverage map. AT&T partnered with SEEN to discover and activate Influencers who could create content from all around the US, showing off the far reaches of AT&T’s service network and associating the brand with meaningful and memorable adventures.
You’ve heard the hype, how brands like ZTE, Netflix and DICK’S Sporting Goods are using influencer marketing for brand awareness, social growth, street cred, and content generation. And now you want to know how you can make it work for your brand. But launching new marketing tactics requires the approval of many stakeholders. Whether it’s convincing your client, your marketing director or even selling the concept to your team, there will be tough questions that deserve smart answers. Here are a few:
When you’re activating an influencer marketing program, you need to establish a clear and positive relationship between your brand and the influencers posting about it. This is an aspect that is often overlooked during the influencer campaign planning process but will have a huge impact on the campaign’s success. If you aren’t able to establish a positive relationship with the influencer during recruitment, you’ll have difficulty bringing any influencers onto the campaign. And if you struggle to communicate this relationship during the content creation, then your posts will lack authenticity and could even bring some unwanted attention from regulators. We’ll outline everything you need to consider to establish a relationship with the influencers who will post about your brand.
We’ve often written about the benefits of running influencer marketing programs to promote your brand on social channels. These influencers can create amazing content for your brand and reach the audiences that you’re trying to engage. But in order for this content to align with your brand and for the right audience to be engaged, you need to be selecting influencers that authentically fit your brand and the program. However, this is a feat that is easier said than done. But the brands that get this piece right, are the ones that are seeing the best ROI on their influencer marketing.
Phone manufacturer, ZTE, set out to introduce their new Axon phone to the US market for the first time; however, introducing a new phone against household brands like Apple and Samsung is no small feat. To activate this promotion, ZTE partnered with SEEN to engage Snapfluence influencers. The goal of these influencers was to create anticipation for the Axon launch and build awareness of its groundbreaking features. ZTE's partnership with SEEN helped simplify their management of the campaign while ensuring its success.