Posts by lassarina

Why Every Brand Needs a Social Commerce Strategy

November 16, 2020 Posted by In The News 0 thoughts on “Why Every Brand Needs a Social Commerce Strategy”

With increasing access to technology and a digital way of life, consumers are now buying products online and through their mobile phones. The explosion of E-commerce and shortly after, M-commerce, proves that the way business transactions are carried out is ever-evolving. More than ever, brands have to establish a strong digital presence so as to increase their touchpoints with consumers and increase visibility of their products. In particular, brands have to watch out for the latest, and most formidable new trend: Social Commerce.  

What is Social Commerce? 

According to Investopedia, “Social commerce is the use of networking websites such as Facebook, Instagram, and Twitter as vehicles to promote and sell products and services.” This trend comes as no surprise since consumers spend most of their time on their phones and are known to be influenced by brands on social media. In the past, brands used to redirect followers to online stores to make a purchase. But consumers now have the option to buy products without even leaving the social media app. 

New tools such as Facebook Shops, Instagram Shops and Instagram Checkout allow brands to meet customers where they are already browsing and shopping. Pinterest also has its own version of Buyable Pins where consumers can buy products with a click of the button. In fact, TikTok recently announced a partnership with Shopify to ramp up its social shopping features, so brands can reach new audiences and drive sales on TikTok. At present, it has Hashtag Challenge Plus which introduces shoppable components to hashtags, and allows users to add e-commerce links to their bios

The Power of Social Commerce

However, social media platforms are not the only ones ready to embrace social commerce. According to a report on “The State of Social Commerce in Southeast Asia”, 44% of consumers admitted to making “three or more online purchases in the past month” because of social media posts or ads. In fact, social media browsing inspired more than half of Gen Z consumers’ most recent fashion purchase in the United States. 

“ Social feeds are quickly becoming the modern-day trip to the mall.” 

The COVID-19 pandemic has also driven consumers onto social media platforms to engage in conversations, accelerating the social commerce revolution. Total social commerce orders in the first half of 2020 more than doubled across Southeast Asia, as compared to the same time period last year. The number of sales from livestreaming on social media platforms in the region also increased from nearly 13% to 67%, as shoppers in Singapore and Thailand spent more time engaging with sellers through live-streams.

Creating A Successful Social Commerce Strategy 

Interested to create an effective social commerce strategy? Here are 3 essential tips you can follow to create a successful social commerce strategy:  

1. Get familiar with the tools.

As social media platforms evolve, it is important for you to familiarise yourself with the social commerce features on each platform. Stay updated with the latest developments and features to get one step ahead of the competition and maximise the value of social media! Some changes in the pipeline include the expansion of social commerce on Instagram to IGTV and potentially, IG Reels

2. Create a direct call-to-action.

Social media marketing is no longer just about promoting your product, and generating top-of-funnel content to spread brand awareness. Transitioning to a social commerce strategy can consist of giving detailed information regarding price and promotions to help inform purchase decisions and encourage conversions.  

3. Influencer Marketing is Now More Relevant than Ever 

Influencer marketing has been on the rise due to increasing use of social media over the past few years. With social commerce in the picture, it is predictable that influencer marketing is now more relevant than ever as influencers are key opinion leaders on social media. 

“Influencers are like the new catalogue.” – @tylynnnguyen

A successful influencer collaboration can easily lead to a massive increase in conversion rates as transactions become more convenient on social media and users have greater efficiency when making a purchase. Consumers who are comfortable with the prices indicated in the product tag can make a direct purchase by clicking “View on Website”. Alternatively, they can browse through other similar products which might pique their interest.

Brands are now gradually hopping on to Instagram Shops, with the more successful ones integrating influencer marketing into social commerce. An example is Pomelo (@pomelofashion) which features influencers donning their outfits on their Instagram page, for consumers to take inspiration from these #pomelogirls and their beautiful outfits. Well-known Singaporean lifestyle influencer, @mirchelley, was recently featured in her #barbiexpomelo blazer, allowing Pomelo to tap into her follower community of 151k users on Instagram.

Pomelo Fashion

@iwearlovebonito by @lovebonito, is a powerful combination of influencer marketing, social commerce and user-generated content. By featuring influencers and users, the fashion brand showcases a sense of community which encourages consumers to explore what others are wearing and make a direct purchase. 

Love Bonito

Elsewhere on TikTok, Kroger pioneered a shoppable experience using the new e-commerce feature, “Hashtag Challenge Plus”. With hashtag challenges being all the rage on TikTok, Kroger prompted TikTok viewers to post videos of their dorm makeovers using the hashtag #TransformUrDorm, along with a dedicated brand page for viewers to shop their products. By working with TikTok influencers Joey Klaasen, Cosette Rinab, Mia Finney and Victoria Bachlet, the campaign received around 477 million views and hundreds of user-generated content.

Image from TechCrunch

Evidently, marketers will have to leverage on both influencer marketing and social commerce in their social media marketing strategy, especially if they are interested in increasing sales. Most importantly, brands will have to work with influencers that have high engagement rates. As engagement is more important than reach to stimulate a purchase, brands should look past vanity metrics like follower count and focus on engagement rates instead. Finding a match between an influencer’s audience demographic and your target audience is also another important consideration.  

 

BONUS: Influencer Commerce 

But influencer marketing is not just driving social commerce. Influencers are now taking over social commerce, in a new trend called Influencer Commerce which is raking in millions of dollars a year. Beauty influencers like Kylie Jenner and Jeffree Star have their own makeup lines such as Kylie Cosmetics and Jeffree Star Cosmetics. Not to mention, the number of YouTubers promoting their own influencer merchandise and many other fashion influencers with their own clothing brands. Closer to home, Singaporean beauty influencer, @xiaxue, also has her own brand called @plasticcosmetics.

Besides having their own brands, influencers have also faced massive success when collaborating with brands to create new products. @mrbaggs is an influencer familiar to luxury brands in China, having launched exclusive products with top luxury brands like Montblanc, Longchamp, Burberry, Tod’s and Givenchy. The collaboration between Mr.Bags x Burberry Pocket Bag sold out just within seconds and Mr.Bags had garnered over 4.77 million RMB in his collaboration with Tod’s.  

 

What does this mean for brands? 

The vast amount of success earned by influencers is testament to their ability to drive sales. Influencers are racking up a storm on social media and it is likely that their influence on consumers’ buying decisions will continue to grow in the near future. In 2020 and beyond, the trend will continue to accelerate and evolve as 65% of influencer marketing budgets will increase this year. 

Given the rise in social commerce, brands who can leverage on the power of influencers and their loyal follower communities will become winning brands. By making use of influencers’ creativity and expertise, brands can also create content and products which resonate with customers.  

Affable.ai is an AI-driven influencer marketing platform offering powerful influencer discovery and influencer campaign management tools. Find out how you can optimise your brand’s influencer marketing strategy with our influencer analytics platform here.   

 

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A Guide to Influencer Marketing Campaign Rates

October 29, 2020 Posted by Influencer Marketing 0 thoughts on “A Guide to Influencer Marketing Campaign Rates”

Have you ever caught yourself wondering how much money do influencers make? Or, is your brand interested to work with influencers but you’re unsure how much an influencer marketing campaign typically costs? Let’s get your questions on influencer rates answered! 

An effective budget is part and parcel of every marketing campaign. While every company’s budget differs, it is important to justify marketing spend by looking at the return of investment of your marketing campaign (Marketing ROI). In other words, what you really want is to get more bang for your buck. The good news is – Influencer marketing content delivers 11X higher ROI than traditional forms of digital marketing. As consumers rely more on influencers as a source of information, working with influencers is one of the best ways to generate high conversion rates for your brand. 

However, influencer rates are not all that transparent and brands often struggle with finding the right influencer to work with. To run a cost-effective campaign, it is important to not only find the right influencer to maximise your marketing spend but one that falls within your budget. More importantly, you’d want to make sure that you are not charged unfairly and paying above the market rate. 

Without further ado, let’s take a peek at how much influencers earn and how much influencer marketing campaigns actually cost!  

Influencer Rates

The first thing you should know is how to get the conversation started on price. Similar to traditional advertisers, most influencers have a rate card to indicate what services they offer and how much they charge.  

Influencer Rate Card

Image via Medium 

Influencer rates usually vary depending on the number of followers influencers have as well as the type of content they are expected to produce. The basic rate is $100 for every 10,000 followers worldwide and this naturally increases as we go up the influencer tiers. 

Influencer rates are also generally higher and when more time and effort is needed to create quality content, as well as the actual length of the content. Hence, while videos generate impressive results on social media, they inevitably come with a heftier price tag too. 

Influencer Rate Card

Image adapted from Klear, “The Klear Influencer Marketing Rate Card”

Niche influencers as well as influencers with high engagement rates also command more bargaining power as they have a unique and engaged community of followers. For example, influencer rates for tech and gaming influencers tend to be lower as there are fewer available influencers. 

According to Get Kobe, these are the typical influencer rates in Singapore. 

Influencer Rates in SIngapore

Package Rates  

In spite of the figures shown above, brands have to keep in mind that there is no “one size fits all” rate for influencer marketing. The beauty of influencer marketing lies in the diverse content formats and channels for brands to choose from. With the rise of multi-channel influencers, brands can also choose to promote their brand on more than one channel at the same time. Besides multiple platforms, it is also worth considering multiple types of content to create a holistic influencer marketing campaign for better engagement rates. 

Our survey with 2,851 influencers reveals that 94.5% of them offer package rates for Instagram. The most popular combination is Instagram Posts together with Stories, while some custom packages also include Instagram Videos. 

So, should brands consider package rates? Definitely!

With the rising popularity of Instagram Stories, brands that can engage consumers via Instagram Stories will stand to have additional touchpoints. Not only so, package rates are just slightly more, or even comparable to individual posts. A Singaporean lifestyle micro-influencer, with around 19k followers on her Instagram, shared her rates with Affable which includes different package options: 

IGPost: $151 – $200

IGStory: $51 – $100

IGPost + IGStory: $151 – $200

FB Post: $151 – $200

IGPost + FB Post: $151 – $200

While it may come as a surprise, the price range doesn’t alter significantly with additional services for some influencers. After all, sharing the same content on other channels just takes a simple click! Hence, brands can try to negotiate a better deal by leveraging on other channels offered by an influencer and reach a wider target audience at the same time. 

Working with the Right Influencers 

The rule of thumb according to Neoreach is that “The lower the influencer tier, the higher your marketing ROI.”

When it comes to the size of the influencer you should approach, micro-influencers are a dominant force driving influencer marketing and serve as key opinion leaders in their community. 

But nano-influencers are slowly taking over the scene. 

According to the State of Influencer Marketing 2019 report by HypeAuditor, the average Instagram engagement rate for influencers with over a million followers is 1.97%, while nano-influencers earn a surprisingly high engagement rate of 5.60%! Nano-influencers are the most popular tier of influencers and have the highest engagement rate. With a well-defined niche and real influence in their community, they are a great option to work despite lower follower counts. 

Moreover, they are also more likely to accept in-kind influencer campaigns which can help to increase your brand awareness by offering your products or services to them for free. For smaller businesses, working with nano-influencers can help to save costs and reach your target audience more effectively. 

Influencer Campaign Management with Affable.ai

Bogged down by all the details? Well, Affable.ai can help you to simplify things! Get an estimate for individual influencer rates around the world and determine your campaign’s effectiveness by knowing the earned media value. 

More importantly, we all know how important it is to work with the right influencers who can deliver results. With an AI-driven Instagram analytics platform, you can now choose the right influencers based on audience demographics, engagement rate and the percentage of fake followers. Reach out to us for a quick demo and maximize your marketing budget today! 

 

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6 Ways to Collaborate with Beauty and Fashion Influencers

September 24, 2020 Posted by Influencer Marketing 0 thoughts on “6 Ways to Collaborate with Beauty and Fashion Influencers”

People often showcase their best side on social media, and Instagram is one of the channels which promotes the sharing of beautiful photos. Of which, beauty and fashion influencers play a leading role, making Instagram their personal fashion runway and beauty parade. 

Influencers are now increasingly relevant when it comes to beauty marketing. Consumers turn to how-to tutorials on YouTube where they can watch influencers apply products and find inspiration, while on Instagram, influencers constantly “wow” followers with pretty packages and videos. By clicking on the product tagged on posts, consumers can also be directed to purchase the product from an influencers’ #ootd (Outfit of the Day), generating immediate revenue.   

Interested to leverage on influencer marketing to drive better engagement? Read on to find out 6 ways your brand can collaborate with beauty and fashion influencers! 

1. Showcase the Difference 

Last month, Loreal Paris launched a breakthrough campaign, #DontStopMeNow, with popular beauty influencers in India on Instagram, including @lifestylewithpriya, @sejalkumar1195, @shauryasanadhya, @malvikasitlaniofficial, @sonakshisinghrawat, and @mehakghaiii. The photos use a “Before-After” comparison of using Loreal Paris’ foundation to showcase the difference made by the product. The difference between the “Before” and “After” photos was a clear contrast and @malvikasitlaniofficial received over 25k likes on Instagram. 

Hence, brands can consider using this classic, yet practical strategy to demonstrate the effectiveness of their products. Using a visual comparison, consumers are thus invited to undergo a transformative experience by using the product. 

2. Be Pretty (and) Bold

Besides beauty brands, photo and video editing app @picsart also collaborated with various beauty and fashion influencers to showcase its fantastic effects. The app was able to help influencers beautify their images, making them look completely out of this world!  

Well-known influencer @aakritiranaofficial created a visually bold image revealing her abdominal area to show a skeleton graphic. Many were encouraged by her message of self-love and self-care which tied in neatly with her photo. Thereafter, her comments section was flooded with positive comments, as most of her followers were amazed by the creative idea. 

Another beauty influencer, @gelangelicca also stood out from the crowd in her collaboration with @perfectdairyofficial. Her unique makeup look created using @perfectdiaryofficial’s Explore Palette served as an inspiration to many of her followers. Playing around with vibrant blue, orange and lilac shades, @gelangelicca showcased her bold sense of style. By breaking out of the ordinary, it helped to demonstrate just how versatile the eyeshadow palette can be! 

 

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💜💙🧡💚 using @perfectdiaryofficial explore palette 05 red panda (olive & orange), 04 wolf (deep blue) and fantasist palette 04 plateau (lilac).. So creamy and pigmented!! fall out nya juga minimal! pilihan warnanya cukup unik dan gak mainstream.. each palette lengkap ada glitter, shimmer dan matte nya! 💋 light shimmer water stain H11 INTERNATIONAL Giveaway 🥰 (Indonesia, Malaysia, Singapore) 1.Repost the photo on IG story and tag @perfectdiaryofficial 2.Like and comment on this photo 3.FOLLOW @gelangelicca @perfectdiaryofficial 4.Duration: one week 5.Winner: 3 followers 6. Don’t private your IG! GOODLUCK ❤️ #perfectdiary #unlimitedbeauty #perfectyourday #ExplorerPalette #velvetlipstick #giveaway #beauty

Bài viết do Angelicca Marthin (@gelangelicca) chia sẻ vào

Learning from these two examples, it is important for brands to think out of the box and come up with visually exciting posts when working with beauty and fashion influencers. Engaging key opinion leaders to come up with fashionable makeup looks is also a great way to capture the audience’s attention and encourage them to get creative with makeup. 

3. Work with Male Influencers 

Nowadays, male beauty influencers and creators are becoming more prominent, making up 41% of influencers in ASEAN. With male influencers on the rise, brands are taking this opportunity to scale new markets and bring something different to the crowded beauty space. 

And if you’re already on the lookout for male influencers to collaborate with, check out these two millennial influencers in Singapore! @kevintristan and @titusslow are among the trending male beauty and fashion influencers in Southeast Asia. According to Affable’s Influencer Discovery tool, their followers are mainly made up of Gen Z and millennials.

 

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partyyyy ✨🌹⚡️⁣ ⁣ which pics is your favs? 💥 ⁣ ⁣ can you believe this was taken at the void deck?⁣ ⁣ I love the last pic cause @anaxalbums shadow is saying hello ⛅️⁣ ⁣ red stuff series (2/4)⁣ 📸 by @anaxalbums ⁣ 👠 by @liang.shirui ⁣ ⁣ I’m having huge post show depression, NDP 2020 was really awesome. So lucky and blessed to have met all the talented and cool people! 🇸🇬 made me really proud to be a citizen of Singapore. Have to get used to being alone most of the time again, 2 months of rehearsals with the amazing bunch, miss them a lot. 🌹⁣ •⁣ •⁣ •⁣ •⁣ •⁣ #photoshoot #photography #red #white #singapore #sg #singapore🇸🇬 #fashion #fashionphotography #style #stylish #lighting #voiddeck #fun #funtimes #modeling #glitter #shiny #kebintristan #malemodel #maledancer #asianmodel #asian #asianboy #brownskin #brownbeauty

Bài viết do ⚡️ 𝓴 𝓮 𝓿 𝓲 𝓷 ⚡️ (@kevintristan) chia sẻ vào

Both in their early 20s, they connect well with Gen Z and millennial consumers through a modern aesthetic and relatable content. While @kevintristan engages his audience through artistic photos, @titusslow fills his feed with a series of handsome photos and a touch of self-deprecating humor in his captions. 

Curious to find out more about the world of male beauty influencers? We keep you up to date with why and how brands should collaborate with male beauty influencers in our other blog post.  

 

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Part-time gardener 🧑🏻‍🌾🌷

Bài viết do Titus 凯德 (@titusslow) chia sẻ vào

4. Sell Stories, Not Products 

With pretty outfits and a glamorous photo, you are definitely halfway there to a successful influencer marketing campaign. However, brands have to keep in mind that consumers are looking for more than just a nice product shot. 

To put the cherry on top of any influencer marketing campaign, brands can encourage influencers to create a story around the product. This can be as easy as thinking of a use case for the product, or tips on how to use the product. 

Collaborating with @labelritukumar, Indian influencer @santoshishetty rewarded her followers with a graceful and elegant pose in her dress. But beyond just that, she helped her audience imagine where they could go with this beautiful dress – from a cocktail party to a beach vacay! She even gave suggestions on how to layer up the dress as an outfit idea, which was well-received with her post reaching over 20k likes. 

Another example is Singaporean micro-influencer @justinng156’s collaboration with @gastonluga. As an avid photographer, it is no wonder he captured the photo in a unique angle by being in the flatlay himself! Besides the eye-catching photo, @justinng156 further mentioned how he’s looking forward to bringing the backpack to the gym. By selling stories and not products, learn how your brand can create influencer marketing campaigns that appeal to consumers’ needs and emotions.

5. Motivate and Empower your Audience 

Brands are realizing that outer beauty is not enough. Beauty should come from the inside too and influencers that showcase inner beauty are now winning the hearts of their audience. 

Whisper India launched a wildly successful influencer campaign with popular beauty influencers in India sharing their motivational story of female empowerment. Beauty influencer @riturathee’s post alone generated over 144k likes as followers were proud of her for sharing her story and spreading positivity. Followers were also tasked to put on a green cape and share their #SuperSheroes story to encourage user-generated content. 

 

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I was born in a Haryanvi Jaat family where limits were set for a girl at every step. ‘Don’t do this, don’t do that, don’t wear this, don’t talk to guys, bigar jaogi’ and so on. Relatives thought I should get married before I got ‘too educated’. But my mind was immersed in my books and hobbies–I was so passionate about Maths, Science and riding bikes! My proudest moment was when I was the only one out of all my office pilot colleagues to clear an airline job during a period of recession! I just followed the voice in my head. Very soon, I became a Captain. And then I met my ‘dream boy’, Mr. Taneja! But he was Punjabi, and getting married to a Punjabi guy wasn’t easy in a Haryanavi family. But I carved my ways and managed to convince my father. Again, as always, God helped me get through it! Today I am a Captain, a vlogger, a rider, a manager of 3 YouTube channels and a proud mother of my 2 year old munchkin @rasbhari.taneja 👶🏻 All I have to say to every girl out there is just follow that voice in your head. Your dreams are bound to come true! This is what makes us all #SuperSheroes 🦸🏻‍♀️ I am sure you also have a #SuperSheroes story just like me! So put on a green cape, share your story with #SuperSheroes and @whisperindia will feature 1 story every Sunday 💚 @gambhirpallavi @gunjanhasija @nisha_rathee20 #GirlGang #WhisperPartner #GirlPower

Bài viết do Ritu Rathee Taneja (@riturathee) chia sẻ vào

Leading luxury beauty brand, Lancome, became the most active brand in Singapore for August 2020 by launching an influencer marketing campaign,  #LiveYourStrength. The brand partnered with 100 inspiring female influencers, including micro-influencers @lianmeiting and @constancelaujm, to share their personal stories of finding their inner strength. The campaign aims to inspire and encourage women to discover their strength from within and live up to it to conquer all challenges in life.

Learning from Lancome’s success, beauty brands can similarly step up to spread inspirational messages and forge a stronger connection with followers! 

 

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Last month in Singapore, leading luxury beauty brand @lancomeofficial was the most active brand on social media. To spread the word for its very first Lancôme Advanced Génifique #LiveYourStrength Virtual Flagship in Singapore, the brand partnered with 100 inspiring women who share their personal stories of finding their inner strength and living with it. The campaign aims to inspire and encourage women to discover their strength from within and live up to it to conquer all challenges in life. 👍👍 We would like to highlight @lianmeiting and @constancelaujm to be among the many #microinfluencers to have the most engaging posts featuring #Lancome . . . . #affable #influencers #kol #marketingtrend #marketingplatform #influencermarketingplatform #trendanalytics #influencermarketing #AdvancedGenifique #skincare #beauty #beautyinfluencer

Bài viết do Affable (@affable.ai) chia sẻ vào

6. Promoting a Healthy Lifestyle

Lastly, you don’t have to be a beauty or fashion brand to collaborate with beauty or fashion influencers. Staying pretty requires a healthy glow as well. Health food brands can partner with beauty and fashion influencers to decode what keeps them at the top of their game – A healthy lifestyle. An example is @kinohimitsusg recent collaboration with @xinlinnn to promote beauty supplements. The secret behind her beauty? @kinohimitsusg’s Detox enzyme which helps her to reduce bloating! 

 

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Been taking these few months at home to rest up and “reset” my body with not just exercise, but I’ve also been diligently consuming my beauty supplements for my skin and body! I get bloated very easily (well… I’m lactose intolerant but I love my coffee white 😆) so a good detox on top of regular exercising is important since I don’t eat vegetables! Tried the @kinohimitsusg D’Tox Plum Juice and Detox Enzyme to help flush out the toxins from my body and it has really helped to reduce bloating for me after a week of consumption. Both products are packed with lots of fruity goodness (up to 75 types of fruits and vegetables) to give my colon a deep cleanse without any stomachache at all, very gentle on my stomach! From now till 31 August, enjoy 50% off @kinohimitsusg Detox Enzyme and D’Tox plum juice bundle – get it at just $49.90 on Kinohimitsu’s official in-store! Products are also available on Qoo10, Lazada, Shopee, Taobao, Guardian and Watsons! #sp

Bài viết do XinLin Khaw (@xinlinnn) chia sẻ vào

@thevintagevision is another beauty influencer in Singapore, who collaborated with @shakefarm to promote their healthy food and drinks. And it is no mystery where she got her amazing figure from!

BONUS: Creative Campaigns 

Lastly, who says you have to put the product in the picture? Partnering with Magnum, beauty influencer @munahbagharib posted a photo of herself in a dress that resembles the new Magnum Ruby ice cream. She also challenged followers to create their #MagnumRubyLook and turn their home into a high profile fashion runway with #RubyCarpet, generating high engagement rates. 

 

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Celebrating simple pleasures, the best way I know how, in shining shimmery Ruby splendour! Working my #RubyCarpet look from home. With a little bit of imagination and the new Magnum Ruby, you can turn your home into your own high profile fashion runway! 💖 Join me and create your own Pleasure Seeker Ruby inspired look, to get Magnum Rewards! You can head to Magnum’s FB account to check out the 4 different categories of a #MagnumRubyLook you can create – #DateNight, #StrangerThanFiction, #TheMultitasker or mine, #RubyCarpet! Then make sure to follow these steps, 1. Post your look on Instagram and make sure your profile is on public 2. Use #MagnumRubyLook 3. Your look has to include one element of pink or ruby toned clothing 4. Make sure to clearly tell us which category you are entering your look into 5. Tag 4 friends to pass on the challenge! Competition ends 6th July! Good luck Pleasure Seekers! #sp . 📸 @yanuhhh Dress @rentadella

Bài viết do Munah Bagharib (@munahbagharib) chia sẻ vào

Feeling inspired by these examples? There are still many ways brands can leverage on their campaigns by collaborating with beauty and fashion influencers. Reach out to us for more information or request a demo to find out how to run a successful influencer campaign! 

 

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4 Viral Marketing Strategies to Attract Millenials and Gen Z

August 22, 2020 Posted by Influencer Marketing 0 thoughts on “4 Viral Marketing Strategies to Attract Millenials and Gen Z”

What are Millenials and Gen Zs looking out for? 

Viral marketing reaches wide audiences at a low cost and generates active discussion about the brand. Social media is the ideal platform for viral marketing campaigns as it facilitates the sharing of popular content. With the right influencer and a touch of creativity, brands can easily trend on social media and capture the attention of consumers. 

Yet, creating a viral marketing campaign is not that easy. Most viral marketing campaigns are accidental rather than intentional and brands have to be on a constant search to find out what resonates with their audience. With Millenials and Gen Zs forming the largest audience on social media, it is especially important to know what appeals to them.  

Struggling to find the recipe for viral content? Here are some tips on how to create viral content to attract Millenials and Gen Z consumers on social media! 

1. Start a Hashtag Challenge 

Contest and giveaways are one of the most common tactics brands use to increase awareness on Instagram. Hashtag challenges have a tendency to go viral with well-known challenges like the ALS #IceBucketChallenge, Pepsi’s #pepsicanbalance and Guess’s #InMyDenim. Not only can hashtag challenges give your brand a boost quickly, they often leave a lasting impression on consumers too! 

One of the most successful hashtag challenges in 2019 is the #RibenaLightChallenge. Playing a pun on the product’s name, @ribenasg collaborated with Singaporean influencers including @debbwie, @naomineo_, @jazephua, @syarif.ig and @speishi. The goal of the challenge? To take a picture of anything and make it seem like it’s floating. With over 90k total engagement from its campaign, Ribena successfully grabbed consumers’ attention and was able to differentiate its new product from the original.    

 

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Here’s my attempt at the #RibenaLightChallenge, what do you guys think? 😛 Ribena has been my favourite childhood drink since young and the all new Ribena LIGHT now is equally enjoyable, if not even more yummy!! It’s HALF the sugar content but STILL THE SAME GOODNESS! 😍 Now is the chance for you guys to win $200 worth of Grab vouchers! 😛 To participate in the #RibenaLightChallenge, 1. Simply take a picture of anything and make it seem like it is floating. Be as creative as possible! 2. Tag @ribenasg and hashtag #RibenaLightChallenge (remember to set your account to public!) 3. The 5 most creative entries will win $200 worth of Grab vouchers each 💵 Good luck! ✨ #sp

Bài viết do DEBBIE.S (@debbwie) chia sẻ vào


With more and more popular hashtag challenges on Tiktok and Instagram, brands should consider using this wildly successful tactic. And as always, tapping on popular influencers can help you get started by engaging their followers so as to generate awareness of your hashtag challenge. 

2. Get Your Creative Juices Flowing

If you pay close attention, it is hard to miss out this trait among all the viral marketing campaigns on social media —  Creativity. For any campaign to go viral, it is important for your content to stand out from the rest. 

New digital mobile service provider, @gigaexperience, recently launched a #DitchYourGlitch campaign in June with @melissackoh, @sethluicious, @heylookitsdionne, @roxannejy and @xiaxue among many others. Followers saw a “glitchy” and unloadable post on these influencers accounts which led to a ton of confused comments about what was really going on. 

The big question mark left in the air successfully drew a great amount of attention to the #DitchYourGlitch campaign, making it viral instantaneously. Shortly after, influencers revealed @gigaexperience which aims to get rid of glitchy posts by offering the fastest network connection.

 

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Thank you guys for expressing concern on my “glitchy”, unloadable post yesterday. Slow connections can be so frustrating, and I know some of you even tried to restart your wifi! It was a prelude to today’s exciting news: giga has launched their newest, best plan, 40GB at $20 (no contract, price reverts to $30 for 40GB after 12 months), powered by Singapore’s fastest network. With no hidden fees, it’s time to #ditchyourglitch and enjoy the fastest network connection. giga is also the only telco to offer FREE rollover data across all plans, so there will be no wastage of unused data! Join me in the #gigaexperience family and enjoy more data for less! #sp

Bài viết do Melissa Celestine Koh (@melissackoh) chia sẻ vào

But, creating thought-provoking content is not the only way to launch a viral marketing campaign. @pizzahut_sg collaborated with @sgagsg, to come up with a sweet and funny pun for its heart-shaped pizzas on Valentine’s Day. 

Want a “Pizza my Heart”? With an innovative product and a catchy phrase, the post got over 18k likes as consumers reacted to the cheesy pizza puns. Similarly, brands can consider adding humour to their campaigns and throw in a pun or two.

  • Tip: Content that goes viral often triggers an emotional response in people. By appealing to consumers’ emotions, especially the positive ones like laughter and amusement, creating viral content for millennials and Gen Zs is no longer a difficult challenge! 

3. Video Content is The King of Content Marketing

The rise of Tiktok is one of the top content marketing trends to watch out in 2020. According to Adweek, TikTok generated “the most downloads for any app ever in a quarter” in Q1 2020. 

Video content is expected to be the future of influencer marketing, especially as short-form videos continue to gain traction on social media. 

Highly unique and creative content on Tiktok encourages users to be themselves which resonates with millennials and Gen Z’s search for authentic and relatable influencers. Dettol’s TikTok challenge even comes with a unique song that users can dance to. According to AdAge, the wildly successful #handwashchallenge got an impressive 9 billion views in just 4 days!   

@dannyahboyHaha! I’m joining this challenge too ! During this time, remember to wash your hands and love yourself ~Do the #Han#dwashChallenge with me!#ad#

♬ Hand Washing Song – Viruss


To ride on the wave of user-generated content, Instagram recently released Instagram Reels. A new kid on the block, it is targeted to recreate Tiktok’s viral video trend. The new short-form video editing and sharing feature on Instagram allows users to create 15-second entertaining videos. 

  • Tip: With Tiktok banned in India and Tiktok ban in the US, more consumers will be turning to IG Reels in the coming months. Hence, brands should consider familiarizing themselves with IG Reels so as to launch viral video campaigns in these markets.    

 

4. Trendjacking 

Content discovery is an important process of creating effective content by knowing what your audience is interested in. In particular, a viral content marketing strategy needs content that resonates with your audience. 

So, what is trendjacking? Make a quick guess and the straightforward answer would be to hijack a trend. According to MultiView, trendjacking happens when brands and organizations notice something that is gaining a lot of attention online and then interject themselves into it. It is a strategy closely related to real-time marketing which focuses on current relevant trends. 

The #10YearChallenge is a prime example of a trend that took social media by storm in 2019. Brands had happily hopped on the bandwagon to compare how they were like 10 years before versus how they were like in 2019. For @digibankid by DBS in Indonesia, the post helped to demonstrate the technological transformation of the brand. Compared to 10 years ago, customers can now conveniently transfer money via the digibank app instead of a physical machine. The creative post also helped to increase awareness of its electronic banking solutions. 

Beyond being involved in online trends, relating to trends occurring in daily life can make a significant impact as well. With QR codes disguised as SafeEntry checkpoints, Circles.life “wanted to create a fun way to subtly get netizens to scan the code and get updated on its eSIM launch”. To spread awareness of its campaign, Circles.life also partnered with SGAG which resulted in over 30,000 likes on Instagram. 

 

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Classic @circleslifesg, putting QR code for your newest eSIM that resembles SafeEntry – this kind of thing, confirm must be you guys!

Bài viết do SGAG (@sgagsg) chia sẻ vào

Overall, the trick to create a viral marketing campaign is to produce relatable content that audiences will share with their community. And marketers have to realize that’s more than just creating great content. 

To encourage sharing behavior among your audience, it is important for brands to keep their ears to the ground. After all, whatever is happening around us might be the next million-dollar viral marketing idea! 

 

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What is IG Reels and How Brands Can Run Successful Campaigns with It

August 15, 2020 Posted by In The News 0 thoughts on “What is IG Reels and How Brands Can Run Successful Campaigns with It”

Is Tiktok going away and IG Reels, here to stay? 

On August 5th, Instagram’s newest feature, Reels, launched in over 50 countries around the world. At the same time, Trump has signed an executive order that will effectively ban the use of popular social media platforms, Tiktok, in the U.S. 

Loved by users for its authentic and engaging short-form video content, TikTok stood out by allowing users to express themselves creatively. According to Adweek, the platform generated “the most downloads for any app ever in a quarter” in Q1 2020. 

But with social media’s biggest player stepping into the game, it is inevitable that brands will soon need to get on the new IG Reels trend. According to a 2019 survey by Mediakix, 89% of marketers found Instagram to be the most strategically important social channel for influencer marketing.

The addition of IG Reels provides an alternative content type for brands to connect with audiences in a relatable and genuine way. Instead of switching between TikTok and Instagram, brands can now centralize their campaigns in one app and marketing spend on Instagram is predicted to increase.  Eager to know more? Read on to find out how your brands can get a headstart on IG Reels and run successful influencer campaigns with Instagram’s newest feature! 

  1. What is IG Reels exactly? 
  2. How is IG Reels different from Tiktok? 
  3. Are brands really starting to use IG Reels? 
  4. How to Run Successful Campaigns with IG Reels

What is IG Reels exactly?

Instagram Reels is the latest feature of Instagram that allows users to create 15-second videos with music, features and effects. Users can edit their videos with 4 features: Audio, speed, effects and timer. Similar to TikTok, users can select one of the many effects in the effect gallery, created both by Instagram and creators all over the world. Reels in Explore will also showcase the best of trending culture on Instagram. 

How is IG Reels different from Tiktok? 

In contrast to TikTok, videos on Reels are limited to only 15 seconds. Users can also choose to share their videos publicly or just with their followers. Moreover, users are not allowed to use songs outside the IG music library and can only add their original audio by recording a reel with it. 

Are brands really starting to use IG Reels? 

Some brands which have jumped onto the bandwagon include @louisvuitton, @balmain, together with influencers @junesixtyfive and @wonguy974. But if you’re still cautious to test the waters, here’s how your brand can run successful campaigns with IG Reels! 

How to Run Successful Campaigns with IG Reels

1. Know Your IG Reels Audience 

Short-form videos are popular with Millennial and Gen Z consumers who value authenticity and engaging content. This explains why a majority of TikTok’s audience is in their 20’s or younger. 

However, Instagram is made up of a slightly older audience, with 79% of Instagram’s audience between 18 and 44 years old. By using IG Reels, brands can reach out to a more diverse audience who may be interested in short-form video content. 

For marketers struggling to reach Millenials and Gen Z consumers on Instagram, focusing their campaigns on IG Reels will make it easier for them to target their desired audience on Instagram. 

2. Integrate with other IG content formats 

Furthermore, brands should recognise that IG Reels is not a standalone feature. Understanding the plethora of tools present on Instagram will be useful to launch integrated influencer campaigns with multiple media formats.  

Instagram Live saw a 70% increase in usage in April following social distancing orders in the U.S. while the recent release of new font types for Instagram Stories excited many IG Story users. Meanwhile, long-form video content on Instagram is supported by IGTV which was launched in June 2018.  With these various features in place, brands should be mindful not to treat IG Reels merely as “a second TikTok”. 

For Instagram audiences who are not familiar with Reels yet, using other content types and features to support branded content on IG Reels will be helpful to attract views. Hence, a clever tip is for brands to share their Reels and generate awareness using Instagram Stories, IGTV and Instagram Live together. 

3. Work with Influencers on Instagram 

Brands can get the best of both worlds by working with influencers on Instagram, but with experience in TikTok. The IG algorithm will likely favor well-known influencers on Instagram with an established community of followers. At the same time, influencers who are familiar with TikTok will have the expertise to create short 15 second videos with sensational content. 

An example is Singaporean micro-influencer, @crysta.bel who has 23.9k followers on Instagram and 229.7k followers on her TikTok account. Known for her dancing and lip-syncing videos, her collaboration with @shopee_sg on Instagram received over 10k views. 


Australian Eggs is among the first Australian companies to launch influencer marketing campaigns on Instagram Reels and made an impact with short, unique and entertaining content. The video shows many different ways we can cook eggs, and in the center is a man singing beautifully while enjoying his dish (which is made by eggs, of course). The video is a part of their campaign  #EggsMyWay which targets younger audiences and captures their attention in a new way. 

 

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Surely these guys & gals aren’t the only ones who reely like their @australianeggs 🍳 🤤 A bit of fun for our first brand campaign on Reels! #eggsmyway

Bài viết do Born Bred Talent (@bornbredtalent) chia sẻ vào

With around 1 billion active users on Instagram, brands can also expect an explosion of user-generated content on IG Reels, similar to TikTok. With the launch of Reels, everyone can now be a video creator. Hence, consumers are predicted to give more attention to nano-influencers with well-defined niche and real influence in the community. To boost engagement of influencer campaigns, brands should thus keep a lookout for nano-influencers and rising stars on IG Reels to work with.  

4. Create some IG Reels challenges, why not?

We are all familiar with TikTok challenges, so how about starting the first IG Reels Challenge? #LevelUp, #OwnTheCurve or #DistanceDance are among top-performing challenges that inspire millions of audiences to watch and engage with them, and brands can totally do the same with IG Reels. 

Now, creating a viral challenge on IG Reels, of course, requires a lot of factors. Brands should bear in mind that they only have 15s to engage the audience (not 60s like TikTok video), so the challenge should be quick, simple and easy to follow. As the music is limited to IG music library, brands must take extra-effort to select the most suitable background music. Last but not least, it is essential to engage Instagram influencers to raise awareness and inspire people to join. Leveraging on IG Reels features, brands can partner with Instagram influencers and create a buzz on social media by initiating IG Reels Challenges. 

5. Don’t forget to have fun with your content

Last but not least, IG Reels is a new feature so there is lots of room for brands to explore! Make use of the AR filters and create your own catchy music to stand out from the crowd. With only 15 seconds to showcase your brand, it is important to deliver a short and sweet message which can make a lasting impression. An example is celebrity influencer, @jessicaalba, who posted a Reel of her dancing with her Honest Beauty masks in her garden, on a patio table, and even on her kitchen counter! He also posted on her feeds and receive huge engagement from her fans.

Even though some may think that IG Reels feels like TikTok, it is important not to limit your campaign to what has been done in the past. The more creative you get, the more likely you are to stand out and be an inspiration for others to follow. Start an influencer marketing campaign on IG Reels and lead the pack now!  

 

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The World of Male Beauty Influencers

August 4, 2020 Posted by Influencer Marketing 3 thoughts on “The World of Male Beauty Influencers”

In the past, the beauty industry used to be dominated by women. However, with men becoming progressively interested in taking care of their appearance, more and more men started putting on makeup, representing a huge market opportunity for beauty brands to invest in. According to Allied Market Research, with a growing demand for men’s personal care products, this industry is predicted to hit up to $166 billion by 2022. 

As male beauty influencers have become a thing on social media, brands are taking this opportunity to scale new markets and bring something different in the crowded beauty space. In this article, let’s take a deeper look into the world of Male Beauty Influencers and how brands are collaborating with them to create influential marketing campaigns!

Beauty brands started removing gender in their marketing

MAC Cosmetics is one of the global beauty brands that promote gender-neutral products. Back in September 2019, this brand partnered with male beauty influencer @bretmanrock to promote their new Love Me Lipstick. The video immediately caught social media’s attention and became one of his most-viewed videos with more than 6M views. Last month, this brand announced its partnership with EXO member @layzhang with the aim of breaking the gender barriers in the beauty industry.

Last month, Kiehl’s partnered with several male beauty influencers in different countries to promote their new Vital Skin-Strengthening Super Serum. Reaching out to male customers, Kiehl’s picked up on the idea of men looking good and healthy in their campaign. They emphasized the serum can protect skin against skin-aging stressors and helps men maintain stronger and healthier skin.  

 

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Been trying out @kiehlssg NEW Vital Skin-Strengthening Super Serum for a full 3 weeks now, with visible results with just 1 application, Kiehl’s have officially outdone themselves again! . Fuelled with Adaptogenic Herbal Complex containing the power trio of Red Ginseng Root, Holy Basil and Schisandra Berry, each morning I wake up with brighter skin, even my outbreaks are getting lesser and I feel my skin is getting healthier and stronger. Vital Skin-Strengthening Super Serum has proven to me that strong skin is key in helping to protect skin against skin-aging stressors! . Get a free sample from any Kiehl’s outlet/counter all over Singapore to try out the magic yourself!! . Comment a “yes” below if you like me to do giveaway on the Vital Skin-Strengthening Super Serum! . #KiehlsSG #KiehlsSuperSerum #sp

Bài viết do 𝐘 ☾ ✞ 𝐀 𝐊 𝐈 𝐒 ∙ 𝐉 𝐀 𝐌 𝐄 𝐒 (@yutakis) chia sẻ vào

 

Boyish Good Looks

South Korean men are leading the world’s male beauty market. Led by K-Pop male celebrities, “boyish good looks” has become a widespread cultural trend. Chanel Beauty Korea introduced a campaign last year, #boydechanel alongside the debut of its first makeup line for men. The launch of Boy De Chanel was supported by male beauty influencer @d.hwan_92 alongside other male influencers who showcased flawless skin. 

The brand also posted a video with #BeOnlyYou, educating men on how to achieve a “Natural Look in 6 Steps”, promoting a “natural look that is still you”.

Leading with an Empowering Message 

Brands can also learn to lead with an empowering message for men who are exploring the world of makeup. Last July, Urban Decay Cosmetics held a wildly successful campaign with their #StayNaked collection with the concept of being #PrettyDifferent. Expanding the definitions of who can wear makeup, Urban Decay worked with the Fantastic Beasts star, Ezra Miller. 

Their message of not subscribing to typical beauty standards was also well-received on social media. Beauty influencer and #UDPartner, @ivanbaaaaah, also applauded the campaign for showcasing different kinds of beauty and his post received over 20k likes from inspired followers.   

 

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Urban Decay

Bài viết do Ezra Miller (@imezramiller) chia sẻ vào

 

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Let’s bloom for the summer! I’m so excited to introduce @urbandecaycosmetics new Stay Naked Weightless Liquid Foundation. Get this, it comes in 50 shades with 9 intensities, 3 mastertones and 7 undertones! Yas inclusitivity! The foundation is a beautiful medium coverage that is super flexible on the skin and also breathable, lasting up to 24 hours wear. My shade is #40NN and it blends into my skin seamlessly. It’s a natural matte finish too! I feel super honored to be part of this because I’ve always struggled with my own beauty and where I fit in, especially coming here from Malaysia. I felt like I was always oscillating between being myself or what society expects of me. I watched @urbandecaycosmetics new #staynaked campaign and I was so inspired, I loved how they showcased different kinds of beauty, so we can do it, too! #udpartner

Bài viết do IVAN LAM (@ivanbaaaaah) chia sẻ vào

Other brands are also venturing into this scene. Imagined to give a voice to all types of beauty, Givenchy introduced #MadetoDisturb featuring its Volume Disturbia mascara. Making a stunning appearance at one of the events was beauty influencer @danielzrotfl and @thegigigoode from Ru Paul’s Drag Race. Learning from these examples, brands can give a tribute to individuality and reinforce the message that beauty is being yourself!  

Bigger and Bolder Looks

Brands are also making a statement with their campaigns, with influencers coming up with bigger and bolder looks. Male beauty influencer @louiecasttro swept followers off their feet in his collaboration with @maccosmetics for a #MACHalloween look. By creating a unique skeletal look, the post garnered over 230k likes from the beauty community. Followers could also tune in to a quick makeup tutorial on his Instagram Story and recreate the look for some trick-or-treat fun.

Beyond collaborating with known makeup brands, beauty influencers have also stepped up to create their own makeup brands. Jeffree Star Cosmetics, which was started by @jeffreestar, took the industry by storm by embracing the creative freedom makeup gives and challenging gender norms. With influencer @rogermuru’s face as a canvas, beautiful strokes were added to create a visual sensation for their followers. 

Recognizing that makeup is art, brands looking to stand out from the crowd can consider collaborating with beauty influencers to deliver looks that wow. 

 

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Iced out💎 @rogermuru created this sickening look using our #BLOODLUST palette 🔮⚔️ #jeffreestarcosmetics

Bài viết do Jeffree Star Cosmetics (@jeffreestarcosmetics) chia sẻ vào

Bonus: How to engage your male audiences 

As beauty brands have started targeting male customers in their campaign, they need to embrace different marketing strategies to engage these audiences. Last year, Axe, a male grooming product brand, launched a campaign focused on self-care and pampering oneself. @comedianlilrel, together with influencers @jay and @krislondon led the #Bathsculinity movement on Instagram by sharing their enjoyable bathtime moments with Axe Body Wash. 

So what exactly is #Bathsculinity? According to Caroline Gregory, Global Brand Director at AXE, “Bathsculinity” is about showing that “pampering yourself and celebrating your individuality is beneficial and enjoyable – and certainly makes you no less of a man”. That being said, encouraging men to start taking better care of themselves is definitely an interesting angle to consider!  

In general, male beauty influencers are changing the face of the beauty community. Partnering with them not only helps brands approach new markets, but also sends an inspiring message about gender equality in this industry.  

Are you interested in creating your own influencer campaigns with some of the best male beauty influencers in your region? Discover male beauty influencers here and find out how to find the right influencers for your campaign!

 

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fitness microinfluencers

Top Trending Fitness Microinfluencers in Southeast Asia (SEA)

July 10, 2020 Posted by Influencer Marketing, Uncategorized 0 thoughts on “Top Trending Fitness Microinfluencers in Southeast Asia (SEA)”

The COVID-19 outbreak has caused the fitness industry to go digital. While gyms near you might be closed, home fitness has seen a huge uptake as a promising alternative which is nearly as intense as a gym workout.

Looking to engage stay-home consumers? The spotlight is now on fitness influencers who are leading the trend with their home fitness workouts. As more people shift towards home workouts, fitness influencers have seen a spike in engagement and in direct-to-consumer sales. Motivating and fun influencers inspire consumers to keep in shape, aside from all the quarantine snacking. After all, who doesn’t want to get fitter and kill some time during self-isolation?   

In particular, we are zooming into microinfluencers in the fitness industry. Despite having a smaller audience, fitness microinfluencers are more niche-based and have higher observable engagement which is meaningful for brands to tap on. Overall, the benefits of working with microinfluencers are plenty, as mentioned in our previous blog post. 

Influencers with Viral Home Fitness Workouts

One of the viral trends you might have heard of is Chloe Ting’s workout videos. With more around 10.2M subscribers on YouTube, Chloe’s workouts are beginner-friendly and need little to no equipment. Her most-viewed video, “Get Abs in 2 Weeks”, has since earned 150M views. She also has other free home workout programs which fit perfectly with stay-home consumers who are looking to kill time and achieve their fitness goals.

And if you’re not a part of the trending #ChloeTingChallenge, we have another rising fitness influencer closer to home – Jordan Yeoh. The Malaysian ‘durian seller’ turned fitness instructor saw a rapid subscriber growth, attracting audiences with his unique live home workout videos. Besides surprising his followers with home gym workouts using household objects, he also showcases fun workouts with his daughter in his videos. 

 

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Biceps + Legs + Shoulder + Chest + Daddy’s little girl’s core workout

A post shared by Jordan Yeoh (@jordanyeohfitness) on

Fitness Microinfluencers On TV

Chai tow kway (fried carrot cake) chef, Walter Tay, is one of the rising fitness microinfluencers, who has the attention of Singapore’s fitness community. Known as the Hawker Hunk, Walter extends his influence to sharing home workouts on television programme, Home Together, by @mediacorpch5

Another fitness microinfluencer to note is Kirstie Gannaway who is known for her appearance on Channel NewsAsia’s adventure and lifestyle guide, This Weekend. As a female boxer, her posts combine both beauty and strength and she also motivates her followers with inspirational captions.

 

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In the darkness we get the chance to see what we couldn’t when we were blinded by bright lights 💡 📸Photography by @bangbing_b8

A post shared by Kirstie Gannaway (@kirstiegannaway) on

As traditional media warms up to social media influencers, brands can target microinfluencers to reach audiences across a variety of channels.  

Fitness Mums

Next on our radar are the fitness mums of Instagram! These super mums are true #fitspo, as we all know how busy mums can be. Working out, however, seems effortless for @thatmomoffour who has 4 children. On top of that, she is also co-founder of @triumfitness, playfully engaging her daughter and dog to teach virtual classes with her from home.   

@kellylatimer, or “Sienna’s Mummy” as she calls herself, also showcases the precious mother and daughter bond she has with her daughter. Including fitness activities into their daily life, Kelly features this active lifestyle with her family in her posts and collaborations with @samsung_sg.  

 

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✖ letting off some steam ✖ We run. We sweat. We play. We sweat so much. She is always running. We are always working out. We are rolling on the floor. We are enjoying this time together, because these moments are precious. I am an essential service, so I am working outside right now. And that is a little scary. We meet people. So, whilst Sienna is getting sweaty at home, and I am potentially germy whilst out, I am ever thankful for the little things like @samsung_sg’s Hygiene Steam Cycle. The steam rises up from the bottom of the drum and removes up to 99.9% of bacteria from the laundry. So, go be a child, sweetheart. Cuz the great outdoors, is truly very great. And mama knows you’re safe. #sgunited #stayhomesavelives #stayhomestayhealthy #samsunghomeappliances #siennajamieloi #letthemplay #quickdrive #1000hoursoutdoors #childhood #withGalaxy #GalaxyNote10plus #ad

A post shared by Kelly Latimer (@kellylatimer) on

And if you are looking for some beautiful and elegant yoga poses to go with your brand, fitness microinfluencer @hanadoesyoga recently had a successful Mother’s Day collaboration with @sudio by integrating wireless earphones into her workout.

 

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how are you mamas treating yourself on Mother’s Day this year? previously, i’d have told the fam to not bother me and let me have a day all to myself – there was a time when the kids were small, when i had to lock myself in the toilet for some alone time while they bang down the door to let them in. #truestory #ihavephotoevidence 🤷🏻‍♀️😂 but now, as they’re older and doing their own things and finding their own space without me, i find that i *do* want them to bother me a teensy bit more. also, now, i‘m the one having to bang down their doors… 😂 anyway, happy Mother’s Day to mamas new and old out there! ps: you can treat yourself to these sweet @sudio wireless earphones. use the code ‘hanadoesyoga’ for 15% off! #sudio

A post shared by h. does yoga ૐ (@hanadoesyoga) on

Student-Athletes Microinfluencers

Within the fitness microinfluencer community, student influencers provide a valuable connection to the youth. Young teens now have a big following on social media which can help brands achieve a takeoff with their Gen Z marketing strategy

Full-time student-athlete, @kerstinong, has 11.3k followers and engages her followers with creative content using @underarmoursg shoeboxes for her single leg hops.

On the other hand, SMU Business student, @janaechua, has an aesthetic feed filled with fitness content and shared about the trampoline fun she experienced @BounceSingapore. As millennials are constantly looking for new activities to do with friends, recommending fun and entertaining activities only shows that she knows her audience too well. 

 

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Recently, I was given the opportunity to embark on a fun entertainment trail and I had so much fun! I went to @BounceSingapore with my gal pals where we tried to shoot hoops, do flips (in which we failed but we tried) and also trailed along the climb wall! If you’re looking for a new activity to do with your friends, you should definitely check out Bounce at Cineleisure 😊🥰 Here’s a promotion not to miss: a special Double Deal available from now till 17 April (weekdays only)! At just $52, 2 jumpers can enjoy 2 hours of jump, slushies and grip socks! Bask in some youthful energy, as Cineleisure is a great place to hangout with its diverse yet affordable range of entertainment options! @CathayLifestyle #CathayEntertainmentTrail #CathayLifestyle @TheGoodFolks #bouncesingapore

A post shared by JANAE CHUA • SINGAPORE (@janaechua) on

Leveraging on student microinfluencers in the fitness community not only helps brands to reach out to campuses, but also sends a powerful and relevant message to the younger audience.

Ready to start your own influencer marketing campaign and discover other fitness microinfluencers? Find out how to find the right influencers

 

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COVID-19 Charity Initiatives in Asia

COVID-19 Charity Initiatives in Asia

July 1, 2020 Posted by In The News, Influencer Marketing 0 thoughts on “COVID-19 Charity Initiatives in Asia”

COVID-19 is a good time for brands to practice social responsibility by giving back to the community. Charity initiatives can help to showcase what your brand stands for and your values to consumers. In particular, social media and influencer marketing is a great way to raise awareness for your marketing campaigns and charity initiatives for COVID-19.  

Popular Instagram hashtags to showcase solidarity and support for COVID-19 relief efforts include #sgunited, #kitajagakita, #supportlocal, #stayathome, #staysafe, #TogetheratHome, #FlattentheCurve, #Wereinthistogether, #GivingTuesdayNow, #HealthcareHeroes.

Now, let’s explore the COVID-19 charity initiatives by brands and influencers in Asia!

Donating Masks for COVID-19   

Brands which have stepped up include online fashion company, Pomelo, with #PomeloCares. The Pomelo Cares initiative launched has supported organisations and charities leading COVID-19 relief efforts in Singapore, Thailand and Indonesia. 

Using fabric originally procured for fashion items, Pomelo produced three-pack antibacterial fabric masks and transferred 100% of profits to partner health organisations such as the Red Cross. The brand has also pledged to donate more than 40,000 surgical masks to Thailand’s Red Cross. 

 

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A post shared by Baramita Sakornchan ☻ (@mintbaramita) on

Recognising that social media is an influential platform, Pomelo has also engaged various fashion microinfluencers, including @shleyyy, to remind people of social distancing with #PomeloGirlsAtHome. The aesthetic look showcases how it is possible to stay confident and look fabulous even when at home. You can also visit Pomelo’s website to donate a pack of 15 surgical masks to hospitals in need here

Leveraging on Existing Resources

Beyond donating masks, local firms in Singapore, Ninja Van and Night Owl Cinematics (NOC), have joined forces to distribute 100,000 COVID-19 care packs to vulnerable households (SGPaySitForward).  

Similar to how Pomelo leveraged its existing fabric resources, Ninja Van is the leading delivery company in Singapore, allowing these care packs to be delivered to the doorsteps of vulnerable individuals. According to Ninja Van’s CEO, the partnership with NOC helps to “amplify what we could do on our own” and spread the word a lot better with marketing experts and influencers. Indeed, the #sgpaysitforward campaign took off with influencers @iammichy, @b1gqing, @toshrock, @amandersings, with over 400,000 total engagement from followers. 

Another brand which leveraged on existing resources is L’Oréal Indonesia. In June 2020, this brand took concrete steps to produce and distribute 440,000 units of Hand Sanitizer free of charge for their employees, healthcare workers, and those working in the frontlines. #lorealtakespart and #weareloreal also showcased Loreal’s corporate social responsibility efforts for COVID-19 and their commitment to contribute to society. Learn more about how they pulled it off and how you can contribute here. 

By strategically using their strengths and influencer marketing, brands can thus create meaningful initiatives while building a positive brand image. 

One For One Campaign

On April 2020, Getfresh, a healthy restaurant group in Thailand, launched its charity initiative where a healthcare worker will receive a salad for every customer order which comes with an Instagram post using #getfresh141. This act of kindness received great compliments and support from their customers. In April 2020, their Instagram hashtag #getfresh141 was adopted popularly by numerous Thai influencers to support the campaign. 

Influencer Power

Influencers are also helping out with current COVID-19 initiatives in Asia. Frontliners PH, an initiative started by influencers Isabel Regino and Monica Pantaleon, helped to raise funds to send healthy, home-cooked meals to healthcare workers in the Philippines. The initiative received huge support from their followers with over 2000 meals donated as of June. 

Make a pledge to donate here

In response to the spike of COVID-19 cases among the migrant worker community in Singapore, influencer @preetipls also launched a campaign to raise funds for two existing non-governmental organisations (NGOs), HealthServe and TWC2, to meet the urgent needs of the migrant community during this pandemic. The campaign received an overwhelming amount of donations which was more than thrice the targeted amount of $100,000. 

The success of influencer campaigns shows that influencers are a force to be reckoned with. Utilising influencers as well as social media can help to amplify one’s message and bring greater social good in times of need. 

More Ways to Contribute with Social Media

No money to contribute? Never mind. The TikTok #CareforSG Challenge allows users to use the #CareForSG video effect to create fun and positive videos. Not only are these videos a source of entertainment in the midst of a stressful pandemic, TikTok will be donating $1 to The Invictus Fund for every video uploaded. With social media and TikTok hashtag challenges, everyone has a chance to play their part! 

Alternatively, you can donate directly to The Invictus Fund directly via their website too. 

Moving forward, brands should show empathy and consider working with influencers to create synergy with their marketing campaigns and reach a larger audience. Wondering how to stay in touch with customers and steer your business through this difficult time? Read our influencer marketing insights on “How Brands should Adapt their Strategies amid COVID-19” here.

 

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How Brands can Collaborate with Gaming Influencers

How Brands can Collaborate with Gaming Influencers

June 8, 2020 Posted by Influencer Marketing 0 thoughts on “How Brands can Collaborate with Gaming Influencers”

The gaming industry has never felt more alive. Staying at home for the past few months have turned audiences to seek out entertainment options, and gaming is one of them. From finding a distraction to virtual bonding with friends, video games have seen an increase in popularity amid the COVID-19 pandemic (not to mention the number of Animal Crossing fans out there). 

With more than 2.5 billion gamers across the world, brands are starting to recognise that they make up a sizable number of their customers. A study by Google and Ipsos MediaCT highlights exactly how influential Gamers can be for marketers, and their emerging purchasing power as compared to the general online population. 

Interested to find out how to get a headstart in the gaming industry? Using Affable’s Content Discovery Tool, let’s do a run-through of the hottest trends in the gaming industry on Instagram!    

Having Fun with Content 

What better way to advertise about a game than to bring it to real life and live it out with gaming influencers? This May, Royal Chaos, a mobile card-based adventure game, launched a creative campaign featuring influencers @sylsylnoc, @ninatsf and @qinlovesmacaronsss. Dressed to look like characters in the game, engagement rates were high as followers were rewarded with a pleasant surprise. 

 

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wootz! a NEW class has arrived in @royalchaosofficial! check out the ‘Musicians’, a class who has a grand vision & possess great powers with their musical instruments. . I played Royal Chaos when they started in 2018, which is a really popular game because of all those well received chinese dramas – ladies challenging their wittiness, be the last surviving one that shines. every lady in the palace want to be the dearest to the emperor even thou there are many guy characters too. . alongside this game update, there are also new costumes, storylines, features, quizzes and pets to explore. SO MUCH FANTASY! i’m now Musician Qin (琴 Zither) and not Physician Lee anymore. maybe i will aim to be the empress this time. 🤣 . no more boredom at home if you download this free game from the app store or google play. it is really fun and addictive! males can choose to play a guy character instead and see how you can manipulate and change the story. download via this link & play with me! https://cutt.ly/2yqbERJ ——————— #RoyalChaos #熹妃傳 #熹妃Q傳 #StayHomeAndPlay #MobileGaming #Gamer #GamerLife #GamePlay #GamerCommunity #GamingLifestyle #Instagame #Gaming #GamingCommunity #GamingClips #GamingLife #InstaGaming #GamingPosts #GamingBlog #GamingBlogger #GamingLove #SGGirls #SGKOL #KOLSG #SGIG #IGSG #SGLifeStyle #SGLifeStyleBlogger #SGBlogger

A post shared by мαʏα ʜᴀᴢᴇʟ ǫɪɴ マヤ • sɪɴɢᴀᴘᴏʀᴇ (@qinlovesmacaronsss) on

Gaming Must-Haves 

Gaming in comfort and style is a must. Products which complement the gaming experience are quintessential to a good game. Showcasing its beautiful ergonomic chairs, Apol collaborated with @hafizazizzz for gamers to give their gaming environment an upgrade. 

Razer also partnered with @alvinology to host a giveaway for its Kraken Kitty gaming headset, which adds a touch of cuteness not only to games, but also conference calls which are particularly relevant when working from home. Gamer or not, the look of the headset on @alvinology is definitely a style that pink fanatics out there will go for. 

 

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[GIVEAWAY] Working from home with endless conference calls? Get the Razer Kraken Kitty gaming headset so you can look damn cool when making video calls! If it is good enough for gaming, it is more than adequate for all other uses. In a special partnership with Razer Singapore, we are giving away a set of Razer Kraken Kitty! To win, follow both @alvinology and @razer on both Facebook and Instagram. Then, share our post on Facebook or Instagram and drop us a comment on why you want to win the Razer Kraken Kitty. Remember to tag at least one other friend to share about this giveaway. Detailed review on Alvinology.com. #giveaway #contest #contestgiveaway #razer #razerkraken #razerkrakenkitty

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Introduce New Technology

Not forgetting, how can style be without the newest and coolest technology out there? As gaming evolves with advancements in technology, Virtual Reality (VR) is bringing gaming onto the next level. 

Recently, Oculus created a campaign by onboarding a community of gaming influencers. As an #OculusPartner, influencer @brucegreene uploaded a video of him playing Ping Pong against a VR robot which visualises the entire VR experience. Leveraging on the presence of gaming influencers in the community, brands can introduce new technology to consumers and set the trend for a different type of gaming experience. 

Move Beyond Gaming Influencers 

Given the overlaps between gaming and lifestyle, Xbox also engaged lifestyle influencers to promote their new One S All-Digital Edition console. Lifestyle influencer @annabelleshea “was never much of a “gamer girl” but instead highlighted how it helped to keep her relationship strong while @marjanne.co shared about her friendly competitions with her husband. To expand the pie, brands should recognise that the social aspect of gaming is a key asset and showcase other sides to gaming. 

Bonus: Brands outside the Gaming Industry  

Even if your brand is not in the gaming industry, it doesn’t mean you cannot collaborate with gaming influencers. Brands outside of the gaming industry are also entering the space and appealing to gamers. 

Among other food brands marketing to gamers, Pringles US recently collaborated with @icabenitez, demonstrating this perfect pairing with a video game on screen, and a bowl of pringles right beside. Jordans Cereal Australia also has a perfect way for gamers to start the day like @instainspiredliving, with their oat and barley clusters. Clearly, video games and snacks have a tasty relationship

And when you think this cannot get any different, Pataday’s eye allergy itch relief also targets gamers who are looking at their screens for long periods of time in their collaboration with @joesdaily. Fast fashion retailer Primark has also joined the game with their range of apparel featuring gaming like Minecraft and PS4, engaging parenting influencer @pinkpeonyhome and her kid. 

As the implications of COVID-19 continue to unfurl, consumers will continue to be encouraged to keep their distance from others and stay indoors. Existing gamers will spend more time playing, but new players have also started to dip their toes in the gaming waters. Gaming influencers open the doors for gaming and non-gaming brands alike to reach their target audience. Brands now have a unique opportunity to tap on influencer marketing and connect with millions of millennials in a genuine way. 

 

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