It is digital marketing’s next best thing, that is making a huge impact already. There were many authentic conversations with guests from across social media. Try to anticipate any questions the influencer may have and answer them in the brief. Insightpool invited 20 top influencers to participate in a Twitter takeover - changing their accounts to match the Rare Country Awards branding. They asked Insightpool, an influencer marketing platform, to set up an influencer campaign for the awards on Twitter. A post shared by Pepsi Canada (@pepsicanada) on Jul 26, 2015 at 1:42pm PDT. Again, some visuals as an example could be helpful here! Download a free influencer brief template and simply add your campaign objectives, expectations, guidelines, and expected deliverables from influencers. This led to 122,000 clicks to motomods.com (80,000 of them first-time visitors). We know youâre busy and that writing an influencer brief probably doesnât seem like a priority right now. They partnered with Periscope and Andy Roddick, a huge name in professional tennis, to give fans the ultimate viewing experience. Since you’re doing your influencer campaign the right way, you need a campaign brief. Vote now and daily! About K. Patterson, J. Grenny, D. Maxfield, R. Mcmillan & Al Switzler 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. Not only that, but you’ll be the first to access our new content, tools and offers. There you have it. Rare Country already had a strong Facebook presence but was in its early stages of running a Twitter account. Image Credits: TalkingInfluence.com. When working with influencers on a commercial arrangement, it is a MUST to present a detailed and professional brief document that includes all the tasks, messaging, post examples and type of content to be produced to ensure you get the best from your influencer marketing campaign. Clash of the Corps - an Original Fuse Docu-series. It typically plays out with brands reaching out to influencers to ask if they’re willing to promote one of their products or services – or vice versa… some influencers do outreach too! Anthem of Us Campaign for Bedrock Real Estate, Detroit, 6. You can even latch a projector onto your phone if you so choose. An influencer marketing brief clearly outlines campaign objectives, expectations, guidelines and deliverables to any potential influencers youâll be working with. Want to learn more about influencer marketing? They wanted to ensure that all tennis fans, including those who could not physically make it to the matches, could fully enjoy the experience. ‘The brief is the moment where the success of your campaign can be decided. Indeed, it’s extremely important that your brief contains as many details as possible. The campaign resulted in 269 million public relations/social media/Influencer impressions, 216 influencer partner posts, 14.4 million social engagements, and more than 1 million votes. Fans were effectively able to watch the games beside Andy, hearing his real-time reactions. The influencers amplified the campaign across their networks and they geo-targeted social posts to generate excitement and participation across the United States. 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. The purpose of the campaign was to demonstrate that incorporating the specially-packaged Pepsi emoji bottles - found exclusively at Walgreens - into your summer activities made everything more fun. http://bit.ly/25uzlNr #MMSFlavorVote #ad, Posted by Tony Hale on Monday, April 18, 2016. 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. Subscribe to our newsletter and get social media resources send to your inbox. Indeed it was the first scripted SnapChat film. Itâs one of the best ways to ensure that your influencer and brand goals are aligned and that your influencer marketing campaigns are a success. First, by creating the brief you will make it easier to communicate your plan with your team and management. The Sony Xperia Z5 has the most powerful cell phone camera, with a five times zoom, and Instagram is, of course, the perfect site to promote photography. Andy Roddick broadcast from his couch, and two further periscopes were hosted at the Chase Lounge, to give fans an on-site experience. These campaigns usually start with the brand sending the influencer a campaign brief that outlines certain guidelines, instructions, and requirements. A further 20+ influencers created visual content to encourage people to trial the flavors and vote. They partnered with digital talent network and entertainment studio, Collab, to create a national Snapchat campaign, featuring visually enticing creative content. They took a highly detailed zoom photo taken with the Z5 and cut it into hundreds of smaller shots organized into five layers. He was also able to answer fans’ questions live. The Insightpool team identified and engaged with suitable influencers to spread the Rare Country Awards message. Unbox Therapy, iJustine, 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. Detroit is not a broken-down city of the past. The campaign generated 1.8 million impressions and nearly 1 million votes. Press- Media/Bloggers/Radio Stations. It was a highly successful campaign, with 17 million potential contacts. This was the first time that a series premiered on Facebook Live, and more than 7 million people watched it - 835,000 on that first showing. While the core of the brief (your companyâs mission and goals) will remain the same, itâs important to consistently incorporate learnings, feedback and content ideas from your influencers themselves. The briefed influencers are tech reviewers on YouTube (i.e. Local celebrity, Big Sean, made an emotional endorsement, which lead to more media impressions, both traditional print and broadcast, as well as online. It positioned Häagen-Dazs as the indulgent yet mature treat to enjoy with friends. Country fans that followed the @Rare account but not the @RareCountry account Campaign Brief 2. They selected the best performing content and arranged for 40 secondary influencers to share this high-performing content with their audiences - again they were targeted at Millennials. “Your influencer brief must always paint the big picture in the mind of your reader. The awards quickly gained recognition, and top country artists then began to share links about them with their fans. Motorola’s Launch of the Moto Z Family and Moto Mods, 3. 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. The shared content included original blog posts, photography, and branded video content. General Country Fans 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. Motorola decided to launch a new range of smartphones call the Moto Z family and Moto Mods. 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. M&Ms considered these people to be Campaign Staffers. Influencer Marketing Hub » Influencer Marketing » 12 Influencer Marketing Examples to Power Your Influencer Campaign Planning. Indigenous Media focuses on producing video for a variety of platforms, from traditional television to new-style social media. Provide examples of images that you’re looking for in terms of style, tone, resolution, etc. It is a positive city that is going places. The whole film was shot in real time, in chronological order, on iPhones. The influencers used their content to drive their supporters to the Dunkin’ Donut Stores and take up the special offer. This type of influencer marketing campaign falls more in line with the simple, ‘classic’ description I mentioned earlier. 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. An influencer brief also needs to state if anything must be omitted. They chose to target millennials, so decided social media engagement be the best promotion - even for in-store purchases. 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. Sony then used 30 influencers to help spread the photos as part of a competition where people could zoom in five times on parts of the original photo (i.e. After sponsoring the US Open Tennis Championships for 35 years, Chase wanted to try something different in 2016. There can be no doubt that MTV managed to help many young people’s sexual understanding as a result of this 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. 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. MTV’s aim was to use Laci, already known as a sex ed influencer, to give help to confused teenagers on what was a different medium for MTV - SnapChat. 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. An influencer campaign brief outlines the campaign objectives and overall expectations for the influencer and for your company. Flavor Vote is the easy part. 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. There were nearly 9.1 million impressions, and 2.5 million video views. In all, 5,151 influencers helped with this campaign, with a spread of more than 55 million followers. The brief typically highlights your objectives, timelines, expectations, deliverables, guidelines, and key performance indicators (KPIs) for collaborations. And the best way to build long-term, productive relationships is by setting and managing expectations. Include the campaign messages in the post captions (as specified above), Submit your content for review on the date indicated, Position the logo/product according to brand guidelines, Include the #ad/#sponsored hashtag in your post, Donât include pictures/references to alcohol or drugs, Donât use profanity or criticize Brand X, Donât compare Brand X to any competitors, Donât incorporate any other sponsored posts. M&Ms appointed Emmy award-winning actor and Veep star Tony Hale to act as the official Campaign Manager for the Flavor Vote. Free Marketing Brief Template for an Influencer Campaign 1. They chose eight popular influencers to create and distribute teaser content. This is why it is crucial to understand the importance of a good influencer brief. These were considered to be Campaign Managers. They tell the potential influencer who you are, what you hope to accomplish and how. To make your life easier, we outlined all the elements of an awesome influencer marketing brief below. “Sickhouse” was viewed 100 million times on Snapchat alone. However, if youâre looking to develop a long-term influencer marketing strategy and run more than one campaign, then creating a brief is critical. was brought to you by… Award Winner Digital Marketer, top Linkedin Influencer, Certified Facebook / Adwords Professional, Certified SEO Consultant, StartUp Investor, Writer, Speaker. 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. Therefore, itâs important to respect an influencerâs creative freedom. For more details, check out our Influencer Marketing Brief Template. The Pepsi Emoji Product-line at Walgreens Stores, 4. Briefly describe the campaign, its theme and objectives. Eventually, Andrea was able to share with her fans that she had survived “Sickhouse, ” and there was a 70 minute extended version on Vimeo. Ultimately, developing an effective influencer marketing brief will help you achieve better long term results. In brief (ha;), you could think of it a little bit like answering the five Ws and 1H: What, where, why, who, when, and how – easy, peasy! Plus, we created a handy Influencer Brief Example that you can download and use for your next campaign! Influencer Brief About us Our Company: Our Product: More Details: Inspiration What we like: presented by Motorola marketed these phones to a young demographic, and they realized that their target audience spent much of their time on YouTube. For example: “This Instagram giveaway contest is our Holiday influencer campaign, where you and your followers can get to know our brand better through a minigame and free gifts.”. Pepsi aimed to increase its sales at Walgreens, so they created limited edition packaging and the #SayItWithPepsi hashtag. “Sickhouse” had to look as if it could be real, with Andrea sharing her “home video.”. A great brief can have your influencers’ creativity running wild, whilst staying on brand and on target for what you want to achieve.’ By Harriot Rockey, COO, Influence Network. An influencer marketing brief is a document that you send influencers you want to work with. Other local influencers like Pure Michigan and Quicken Loans helped with the outreach. Influencer Marketing Last Updated: August 26th, 2020 Reading Time: 10 minutes. Give your influencer creative freedom. Before we dive in, itâs important to think about what kind of relationship you want to have with influencers in terms of creative freedom. A Great Influencer Brief Leads to a Great Influencer Campaign. To tennis fans, Andy Roddick is a huge celebrity influencer. Dwayne Johnson, aka The Rock, definitely has a huge following. Ultimately the voters elected Coffee Nut to be the winning flavor. 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. 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. They also partnered with nine social influencers to help spread their message and to rally support for each of the three flavors. Depending on the influencer you intend using, the final product is mostly photo, video, or blog post featuring your product or service. 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. Make sure to tune in and see what all of the noise is about. Free Influencer Marketing Creative Brief Template (Google Doc). Over 5,000+ companies get access to our exclusive influencer marketing news. These are the âground rulesâ of your influencer marketing campaign. This is where an influencer marketing brief comes in. They saw the possibilities for YouTube influencers to demonstrate the possible uses of the Moto Z Force of YouTube … even strapping it onto a 10’ rocket! 12 Influencer Marketing Examples to Power Your Influencer Campaign Planning. Insightpool then selected three “superfans” to create videos announcing the winning artists. Key takeaway: Influencer cont… It's simple...Honey Nut, Coffee Nut or Chili Nut...who's going to be Yellow's new friend?? 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