Posts tagged "influencer campaign"

Top 3 Guerrilla Marketing Strategies to Inspire your Brand

April 12, 2021 Posted by Influencer Marketing, Social media marketing 0 thoughts on “Top 3 Guerrilla Marketing Strategies to Inspire your Brand”

Have you heard of the term Guerilla marketing? Guerrilla marketing is a unique strategy that focuses on low-cost unconventional marketing tactics that yield maximum results. Using the element of surprise, brands can run successful advertising campaigns without spending big bucks. These campaigns also often spin-off to become viral marketing campaigns on the internet, generating active discussion on social media.

With marketing budgets shrinking due to the impact of the pandemic, many brands are now looking for more cost-effective strategies to implement their campaigns. In fact, guerilla marketing is considered to be the best marketing strategy for small businesses, given their limited budget and limited resources. 

Curious about how guerilla marketing can give your content marketing strategy a boost? Let’s take a look at some inspirational examples of guerilla marketing strategies and how to implement them! 

Creating Unconventional Content

 

Playing Dress-up

Getting your creative juices going is one of the first steps to a successful guerilla marketing campaign. As audiences on social media have short attention spans, it is important to come up with a shocking visual or message that can capture the attention of your target audience. More often than not, an impactful message and creativity is half the battle won. 

A noteworthy example is a Singaporean influencer, Noah Yap’s (@onlynoah) collaboration with @pringglessingapore. Bringing attention to Pringles’ new packaging #poppinnewlook, Noah did a playful dress-up as Mr. Pringles himself and brought the brand to life! His short video on Instagram attracted over 12k views with Noah changing into different outfits to introduce a variety of Pringles’ flavours. By breaking the monotony using a fun and lively video, the influencer marketing campaign was wildly successful in creating engagement on social media.  

 

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A post shared by Noah Yap 叶荣耀 (@onlynoah)


In fact, playing dress-up seems to be a trend on social media nowadays! Last May, Royal Chaos, a mobile card-based adventure game, also 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. After all, what better way to advertise about a game than to bring it to real life and live it out with gaming influencers?  

 

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A post shared by Sylvia Chan (@sylsylnoc)

Catchy Rap Song

Beyond playing dress-up, video marketing is also a cost-effective social media strategy that can wow audiences. In a partnership with @monsterenergy, rapper and singer, Fariz Jabba (@farizjabba), used his talents to release a catchy rap song on Instagram. The rap featured Monster Energy’s Mango Loco drink and was a brilliant new way to introduce the product. With over 5k views for the video and followers asking for more in the comments section, Fariz’s creativity and talent was definitely a big plus!   

 

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A post shared by FARIZ JABBA (@farizjabba)

Following the explosion of TikTok and IG Reels, brands are now looking for more exciting ways to connect with their audiences on social media. If you’re interested to find out how to amplify your marketing strategy with videos, check out our other blog on the 4 Biggest Video Marketing Trends in 2021

Memes/ Comic Strip

Another way is to create exceptional results with limited spending is to appeal to humor which is what @sgagsg did. In a partnership with @lifebuoysg during the Chinese New Year period, they jokingly used Lifebuoy’s hand sanitisers as a decoration for a plant. While this might seem like an evil prank at first glance, @sgagsg highlighted the visual appeal of Lifebuoy’s hand sanitisers and how they looked festive and eye-catching. By using humour to bring the message across, the post received a whopping 9,399 likes and succeeded in attracting the audience’s attention. 

 

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A post shared by SGAG (@sgagsg)

Besides using memes, @sgagsg also used an alternative way to bring the message across using a comic strip to introduce Samsung’s devices to consumers. By personalising the content to cater to audiences in each Zodiac sign and what Samsung device they should own, Samsung’s products became more relevant to consumers. With personalisation, brands can increase the cost-effectiveness of their campaigns by reaching out to their audiences using targeted messaging that appeals to their needs. 

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A post shared by SGAG (@sgagsg

Creating a Movement 

While creative content and humour can increase marketing effectiveness of individual posts, brands can also create greater impact by launching an organic movement that resonates with their target audience. 

GOMO Data for Good 

An example is @gomobysingtel’s #DataforGood campaign encouraging people to spread love, kindness and positivity online to encourage a more mentally well Singapore. The campaign includes a #behindthescreens challenge where users share their screen time & tell what good they have been doing online. By partnering with micro-influencers like @kattariya._, @gomobysingtel was able to create greater awareness within the community while showcasing a positive brand image. Encouraging your target audience to take part in a hashtag campaign is also one of the ways your brand can increase reach organically. 

 

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Bài viết do 𝒌𝒂𝒕𝒕 ☾⁂ (@kattariya._) chia sẻ

Guinness St. Patrick’s Day 

And…that’s not the only interesting campaign! Just last month, Guinness launched a St. Patrick’s Day campaign asking people to nominate their friends and family for half a pint of free Guinness beer at selected bars across Singapore. Popular social media influencer, @j.jaikishan collaborated with Guinness for a social media post where he nominated his mother as his “Saint” for St. Patrick’s Day. The heartwarming post received over 1k worth of likes and helped to raise awareness of the campaign online. By using a unique referral program for audiences’ to nominate “Saints” in their life, Guinness successfully drove online word of mouth on social media platforms. Hence, brands that want to implement cost-effective marketing campaigns can take advantage of the shareability of the virality of social media platforms to boost their referral programs and campaigns. 

 

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Bài viết do Kishan (@j.jaikishan) chia sẻ

Work with Micro-influencers

Last but not least, for cost-effective influencer marketing campaigns, brands can consider working with micro-influencers instead of celebrity influencers. Influencer marketing is considered to be a guerilla marketing tactic on social media as it generates high marketing ROI. Working with micro or even nano-influencers can help to lower costs further and connect your brand with niche communities on social media. 

Can’t wait to find out more top-performing micro-influencers to work with for an effective influencer marketing campaign? Contact us for a free demo to learn more about our influencer data analytics platform and discover authentic influencers for your brand!

 

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The Ultimate Guide to YouTube Influencer Marketing (P1)

March 10, 2021 Posted by Influencer Marketing, Social media marketing 0 thoughts on “The Ultimate Guide to YouTube Influencer Marketing (P1)”

As we witnessed rapid growth in video marketing in 2020, Youtube is more attractive than ever for brands seeking to connect and engage with their online consumers. Influencer marketing has also become a prominent strategy used by many brands to showcase their products and boost sales. According to a study by Jumpshot, influencer marketing conversion rates (2.7%) are five times higher than traditional pre-roll and mid-roll ad conversion rates (0.5%).

However, brands should take note that running influencer campaigns on a video-centric platform like Youtube is unlike running campaigns on social media channels like Facebook and Instagram. Hence, we created a series to provide you with some of the best practices when carrying out influencer marketing campaigns on YouTube! In this first part of our guide to YouTube influencer marketing, we’ll walk you through:

  • Types of YouTube influencer campaigns
  • Examples of successful influencer campaigns on Youtube
  • How to find the right YouTube influencers

Let’s go!

4 types of YouTube influencer campaigns

1. Traditional product placement

Having your products or services featured by YouTube stars in their videos is a common marketing tactic. By collaborating with them to showcase and recommend your products, brands can increase their visibility to potential customers. As Youtube owns a big share of the gaming market, partnering with Gaming Influencers is also a great way to tap into the gaming community.

Do gaming influencers only promote games? Definitely not! Marketers can partner with them to throw in mentions during live streams or host giveaways with them on YouTube too.  You can read more about how brands are partnering with gaming influencers here.

2. Tutorial, How-to videos

Creating tutorials or how-to videos is another great way to educate people about your products. Beauty brands were one of the first to team up with beauty creators and Youtubers to create tutorial videos. However, this type of video content can also be used by brands in other categories. Below is an example of a Youtube influencer showing how she’s been using VLLO to edit aesthetic videos

Ideally, you want to make your video short so you can utilize it by posting on other platforms like Instagram and Facebook! 

3. Unboxing

Unboxing videos are engaging to watch and easy to make. It offers a personal look into new products, from foods to cosmetics to high-tech items. You can partner with influencers in your niche or collaborate with popular unboxing Youtube channels to feature your product. 

4. Short Comedy

Many YouTube influencers gain popularity by coming up with comedy and amusing content. Teaming up with these influencers is a great way to gain traction and create a funny, positive image for your brand.

Let’s take a look at one of the campaigns that swept audiences off their feet by its great sense of humor!

Creative Youtube influencer marketing campaigns

1. Next Games and Lele Pons

In 2017, Next Games created a buzz on social media by partnering with Youtuber star Lele Pons to promote their game “The Walking Dead: No Man’s Land”. In the 4-minute video, Lele and her friends were playing the game when zombies suddenly came to life and wanted to attack them. With its creative idea and a great sense of humor, the video successfully engaged the audience from the beginning till the end, receiving more than 13M views and tons of compliments on social media!

2. Black History Month Campaign

Taking place in February, people in the United States celebrate the achievements and history of African Americans as part of Black History Month. In response to this occasion, the haircare brand Aunt Jackie decided to cultivate people’s interest in black history. 

They partnered with NaturallyCurly to style their hair with the brand’s products while taking a quiz on Black History Month. The engaging video provided interesting knowledge for the audience, allowing the brand to promote its products in a fun and natural way! 

3. Tiki with Vietnamese artist

Starting from May 2019, Tiki, a strong Vietnamese-owned eCommerce platform, launched its influencer campaign “Tiki with Vietnamese artists” which sponsored more than 50 music videos produced by popular Vietnamese singers. Within a year, Tiki’s blue gift boxes and its brand name appeared more than 2 billion times, reaching 300-400 million users. 

According to Tiki’s representative, this campaign is 20 times more effective compared to other regular forms of advertising on Youtube. It helped Tiki’s average access reach over 33 million, ranking 2nd nationwide after Shopee in the second quarter of 2019. While not many brands can run their influencer campaigns on a big scale, sponsoring video production and showing it in a genuine way is also an excellent tactic worth considering.  

You can check out our other blog on Successful eCommerce Influencer Campaigns for more inspiration too!

How to find the right YouTube influencers

Collaborating with famous YouTube stars like Lele Pons or PewDiePie can help promote your brand to a wider audience, but it definitely costs a significant amount of money. That’s why we always recommend brandspartner with local influencers (if you’re a local brand) or a set of micro-influencers to save your budget and maximize your reach to more niche audiences. The question many brands struggle with is: How can I find the right YouTube influencers?

What people often do is to manually search for influencers on Google or Youtube. Googling ‘YouTube influencers’, you will receive a list of top-ranked and expensive influencers in the world. The tip here is to use specific keywords related to your industry such as “Beauty Youtube Influencers” or “Youtube Gaming Influencers in the US” to receive more relevant results.

Yet, those who are familiar with the process will know that it is often tedious and ineffective. Here at Affable, we can offer you a better and faster way to search for Youtube influencers! Using our Influencer Discovery tool, you can easily search for influencers with specific criteria such as gender, category, location and range of subscribers! 

Once you find creators you want to work with, our platform will provide in-depth insights into their average engagement and follower demographic statistics such as age distribution, gender distribution. This tool will definitely keep you from wasting time and money on marketing to those who aren’t likely to be your customers!

   

Conclusion

Being one of the biggest video platforms out there, Youtube is a valuable channel for marketers to get their brands discovered and to connect with online consumers. By running Youtube influencer marketing campaigns, brands are utilizing the huge power of video content as well as word-of-mouth marketing. 

Stay tuned for Part 2 of our blog as we continue looking into steps and tips to create effective influencer campaigns on Youtube!

 

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How To Launch a Brand Ambassador Program

March 5, 2021 Posted by Influencer Marketing, Social media marketing 0 thoughts on “How To Launch a Brand Ambassador Program”

Influencer marketing is all the rage right now. As consumers today trust influencers more than traditional advertising and celebrity endorsement, more and more businesses have included influencer marketing in their overall marketing strategy. To ace the game in 2021, many brands also created brand ambassador programs to leverage the power of word-of-mouth marketing

While establishing an ambassador program is an investment that requires careful planning and implementation, the effort can be very rewarding in the long run. In this blog, we will help you define what a brand ambassador is and go through 4 basic steps to launch an effective ambassador program. Let’s start! 

What is a Brand Ambassador Program? 

Closely related to influencer marketing, a brand ambassador program is seen as a longer-term relationship with influencers to enhance awareness about the brand in their communities. Given the rapport between the influencer and the brand, brand ambassador programs can help to create authenticity and allow audiences to resonate with the content. 

In fact, content shared by influencers often receives more engagement than branded content, especially for micro-influencers and nano-influencers (60% higher engagement than more popular accounts)!  

Who can be a Brand Ambassador?

It is common for an influencer to be selected as a brand ambassador given their enormous following and influence in a specific niche. However, a brand ambassador will not only be social media influencers. They can also be your loyal customer, dedicated employees, or industry experts. 

Let’s take Coca-Cola’s Ambassador Program as an example. In 2016, this brand empowered its 700,000 global employees worldwide to represent and promote the company. Employees are supported with apps and other materials as they spread positive messages through their social networks and are rewarded for their activity. According to American Marketing Association, an Employee – Ambassador program like this can help brands to:

  • Save billions in marketing costs and lead to overall higher productivity among employees
  • Generate higher productivity 
  • Increase employee retention rates at nearly 90% more than companies without brand ambassador programs

 

Steps to launch an effective ambassador program

1. Define your ideal ambassadors 

The first step to launching a successful brand ambassador program is to define your ideal ambassadors. Specifically, a set of criteria should be listed to help brands define their future ambassadors. A critical factor we always recommend brands to look at when choosing ambassadors is the Brand and Ambassador Affinity. There are many cases where brands get lured by an influencer’s popularity (high number of followers, high engagement…) and partnered with influencers who do not suit their brand image. Let’s explore 2 examples below.

In 2017, Kendal Jenner was chosen to be the ambassador for Adidas Originals and was featured in Adidas’s campaign Originals. The ad was beautiful and stunning, yet all people talked about was the mismatch between Adidas and Kendall Jenner. They felt that Adidas should have cast a real athlete whose story is inspiring and relevant to the brand’s message instead of… a supermodel. 

 

Another example is between Volvo Cars and beauty influencer Chriselle Lim. Their campaign faced awkward consequences as Chriselle Lim did not suit their brand image. It can be explained that Volvo was trying to reach out to younger customers via social media, but the influencers have little or no affinity to the brand’s image. For more detail about this case study, can check out our previous blog about Influencer marketing mistakes and 4 lessons to learn from them. 

To analyze an influencer’s performance on social media, it is important for brands to look into their audience’s demographics such as age range, location, gender distribution and their interests, apart from usual metrics like number of followers and engagement rate. Doing so can help your brand to leverage influencers whose audiences are aligned with your target consumers, so your campaigns will receive greater engagement and generate a better conversion rate!

2. Define the goal of your ambassador program

As with any influencer marketing campaign, there needs to be clear goals for the brand ambassador program. Specifically, an ambassador program can be used to grow brand awareness, drive sales, promote a specific product line, and more!

Furthermore, a clear goal should also be accompanied by clear measurement. If the aim is to boost sales, tracking links and promo codes should be included in the content. In its ambassador program, beauty brand Pura Vida Bracelets gave its ambassadors personalized discount codes to track their performance. By sending their ambassadors free products, early access to new products, and other supporting marketing material, the brand increased its sales by 300% YoY and lowered customer acquisition costs by 7X!

On the other hand, if the program is aimed to increase awareness, you may want to look at tangible statistics such as estimated campaign reach, number of posts, increase in engagement, and following by 30% over the next 3 months, for example. However, an ambassador’s activities are usually not limited to social media, so brands will need to figure out other metrics to measure their performance.  

3. Set clear guidelines for your ambassadors

A clear and detailed guideline should be made to ensure that your ambassadors understand your brand’s message so they can perform up to your expectation. A guideline is particularly important if you’re working with nano-influencers or those who are new to being a brand ambassador. In which case, brands can get more involved in the content creation process and provide a support channel to assist them.

However, brands should also allow their ambassadors some creative space to get playful with the content as they know what their audiences like best! One of our favorite examples is the partnership between @kerstinong and @underarmoursg. Kerstin Ong is a student-athlete and is an ambassador for Under Armour Singapore. Apart from sharing images of her wearing Under Armour athletic shoes, she also promoted the brand by challenging herself with single-leg hops over up to 7 shoeboxes! The video is exciting to watch, and it quickly gained popularity, becoming one of the most-viewed videos on her Instagram feed!

 

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Bài viết do Kerstin Ong (@kerstinong) chia sẻ

Investing in ongoing training and nurturing the relationship with your ambassadors is critical to help them understand the brand and uplift their performance. Even when it is a paid partnership, brands should also provide their ambassadors with tangible benefits (discounts, free products or services…). The more ambassadors understand and love your products, the more positive, authentic content they will share with their audiences. 

 

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Bài viết do Tara Maynard (@taramays25) chia sẻ

4. Track and measure their performance

Like all social media campaigns, brands need to measure the ambassador’s performance and their campaign reach. By using Affable’s influencer campaign management features, brands are able to garner a wide range of information including Total engagement, total reach, number of influencer posts (including stories!), and even engagement breakdown so brands can measure CPE, CPM and other KPIs attached to the ambassador. 

All content and metrics can be downloaded and exported into a PowerPoint presentation showing a campaign overview as well as individual performance.

 

Conclusion

Choosing your brand ambassadors wisely, giving them enough freedom to create, setting clear guidelines and tracking their performance, are the 4 basic steps involved in a brand ambassador program. For brands that are new to ambassador programs, we recommend that you start small (learning by doing!) and scale your program over time. 

From finding the right influencers, reaching out to them, managing relationships and measuring performance, many brands are using influencer marketing platforms like Affable to help them run an effective ambassador program! Contact us and request a free demo today!

 

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5 WAYS TO BOOST ENGAGEMENT WITH USER-GENERATED CONTENT

January 7, 2021 Posted by Influencer Marketing 0 thoughts on “5 WAYS TO BOOST ENGAGEMENT WITH USER-GENERATED CONTENT”

Consumers nowadays are no longer passive shoppers. They look for expert opinion and customer reviews before buying, share about products they love, and most importantly, create authentic content with the power to influence others’ purchase decisions. According to Crowdtap and Ipsos, user-generated content (UGC) is more trusted than other types of media by 50% and is an important marketing strategy to help brands build trust and grow sales.

Ready to take your brand to new heights in 2021? Let’s take a look at some of the most inspiring user-generated content (UGC) campaigns in the world to learn from for your UGC strategy!

1. Create Contests or Giveaways

Holding contests or giveaways is a classic way to have your customers get involved in your marketing campaign. To gain more social media traction, brands can consider collaborating with social media influencers in a compatible niche to reach a wider audience. 

Offering a compelling prize is also a crucial element to encourage more to join the campaign. However, a good reward is not necessarily an expensive gift or a large amount of money. Back in 2014, Starbucks came up with the #WhiteCupContest, encouraging customers to create artistic doodles on their white cups. To take part in the contest, users had to take a photo of their cups and post it on social media with #WhiteCupContest. The best part? The winning white cup drawings get to be featured as Starbucks’ limited edition reusable plastic cup!

The contest, of course, created a buzz on social media. Within 3 weeks, there were 4000 cups drawn by users uploaded on Twitter and Instagram. Riding on the huge success of #WhiteCupContest, Starbucks came up with another contest in 2016, called the #RedCupArt challenge. Once again, the campaign generated a huge amount of user-generated content and helped consumers usher in the holidays with Starbucks’ festive red cups. Without pouring millions into marketing, Starbucks captured the hearts of many by creating not one, but two impactful user-generated content campaigns!  

 

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Bài viết do Starbucks Coffee ☕ (@starbucks) chia sẻ

2. Send motivating message

Building an emotional connection between your products and customers is one of the best ways to improve customer engagement and form long-lasting relationships with customers. Let’s take a look into Aerie and Dove’s campaigns to learn from their inspiring campaigns.

In 2014, the women’s clothing company Aerie launched the #AerieREAL campaign to promote body positivity and inspire women to be comfortable in their skin. The brand encouraged users to post unedited photos of themselves in Aerie’s swimsuits and shared customers’ photos with encouraging captions. As part of the company’s 6-year initiative to promote real women’s bodies, the campaign was a move to empower women who are fed up with the idealized body type promoted by fashion brands. By spreading the message of body positivity through its customers using user-generated content, there was also a huge boost in terms of brand image.   

 

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Bài viết do Aerie (@aerie) chia sẻ

 

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Bài viết do Aerie (@aerie) chia sẻ


Dove’s campaigns are well-known for promoting beauty in all shapes, forms and colors. One of the UGC campaigns we can take inspiration from is the Real Beauty campaign. Dove ambassador and television producer Shonda Rhimes encouraged women everywhere to share their stories and explore their beauty through photos and videos. Dove’s famous ad Real Beauty Sketches also explores the gap between how others perceive us and how we perceive ourselves. The idea was to change how women and girls see themselves represented in media and culture. 

The campaign received positive feedback from the media and gathered lots of stories sent by their customers. To utilize the user-generated content, Dove also created a campaign page and featured their stories on it. 

 

3. Incentivize customers to create user-generated content

By giving customers good incentives to feature your product/service, brands can generate a huge number of organic content and tap into their follower communities. 

Hilton Grand Vacations, one of Hilton’s world-class global brands, encourages customers to upload their holiday pictures on social media with the hashtag #myHGV before featuring some of the best images on its Instagram feed (@hiltongrandvacation). The user-generated content acted as a source of inspiration for potential customers to book the next vacation at the hotel!

Furniture brand Wayfair inspires their audience to transform their living spaces by featuring beautiful home decor ideas using Wayfair items. This brand also partnered with numerous influencers to boost awareness for the campaign. To date, #wayfairathome has more than 55k posts on Instagram showcasing stunning home decoration across all styles and budgets! 

 

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Bài viết do Wayfair (@wayfair) chia sẻ

 

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Bài viết do Lee Anne Benjamin (@leeannebenjamin) chia sẻ

Recently, YesStyle, a global retailer of Asian beauty and fashion products, has gained a lot of social media traction with its ingenious YesStyle Influencer Program. Registering to become a YesStyle influencer gives shoppers a chance to receive attractive benefits such as earning commission and getting shopping discounts. Ever since YesStyle announced its influencer program at the end of January 2020, there were more than 4000 organic posts created by its influencers, alongside a huge number of Youtube unboxing videos and giveaways.

 

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Bài viết do Audrey Chow 周沛辛✨ (@audreychoww) chia sẻ

What’s also worth mentioning is their commission scheme. When followers shop through the reward link, influencers will earn a higher commission rate compared to using the reward code. This small but important detail is a great contributor to drive traffic to the website and improve their SEO performance.

4. Collaborate with influencers

Influencer marketing is a great way to generate buzz around your products. While we mentioned many influencer marketing campaigns in our previous blogs, one campaign that stands out recently is the collaboration between technology giant Samsung and famous Kpop influencer, Blackpink. 

In early 2020, before the release of the Galaxy A model, Samsung collaborated with Blackpink to launch the hashtag challenge #danceAwesome. The dance challenge includes a short dance on the campaign’s catchy music, “Awesome screen. Awesome camera. Long-lasting battery life,” which perfectly highlights the smartphone’s features. The challenge also involved the participation of hot TikTok influencer @hollyh who has more than 16 million followers.

@samsungJoin the Galaxy A ##danceAwesome challenge with @bp_tiktok !♬ original sound – Samsung

The challenge, of course, spread through social media like wildfire, resulting in 16B views, 4.7M user videos and a significant increase in purchase intent. Besides the catchy music and involvement of Kpop celebrities, Samsung also used a financial incentive to trigger engagement as the selected winner would have a chance to receive a free Samsung Galaxy A71! 

@hollyhworking with @samsung on my audition for blackpink 😂 ##danceAwesome ##galaxyA ##ad♬ Awesome Phone Song(BLACKPINK Ver.) – BLACKPINK

5. Personalize your product

Customers love personalized items. By offering personalized products, brands could make customers feel special and spark social conversations naturally. While you might think it is challenging to customize your products at a large scale, let’s take a look at how the most famous beverage brand Coca Cola did it!

In 2012, Coca launched the ‘Share a Coke’ campaign which replaced the Coca-Cola logo on cans with 150 of the most popular names in Australia. Thereafter, the campaign expanded to over 70 countries and more than 500k names as customers flocked to their local stores to look for Coke cans named after them and show it on social media. According to StoryBox, there was an 870% increase in Facebook traffic, 2 out of 5 Australians bought a Share a Coke pack, and more than 200k tweets from customers over the world used the #ShareaCoke hashtag.

Think that is all? This year, Coca Cola leveled up its user-generated content strategy by producing Coke bottles printed with “frontline heroes”, “doctor” and “nurse”, in honor of frontline workers who are fighting against the Covid-19 pandemic. Using personalization, brands are putting their customers in the spotlight as brand advocates to attract those around them and increase brand loyalty among existing customers. 

 

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Bài viết do Just Another Girl (@freddiemymuse) chia sẻ

 

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4 Brilliant Ideas for Your Christmas Campaigns

December 5, 2020 Posted by Influencer Marketing 0 thoughts on “4 Brilliant Ideas for Your Christmas Campaigns”

Christmas is coming to town, which means that a huge wave of Christmas campaigns will be arriving on our social media feeds! After all, who can resist some holiday shopping for Christmas? In preparation for this year-end shopping frenzy, brands all over the world have come up with brilliant holiday marketing campaigns to draw customer’s attention, drive engagement and boost sales. 

With the COVID-19 pandemic in view, it is predicted that consumers will be turning to online platforms to do their Christmas shopping this year. With the growing popularity of social commerce and shoppable features, more and more brands are collaborating with social media influencers to run impactful influencer marketing campaigns. To help brands brighten up your Christmas campaigns, we’ve put together some of the most meaningful ideas to serve as inspiration for you. Let’s grab a cup of hot tea and enjoy! 

Drawing on the value of families

People love to spend quality time with friends and families on Christmas. Injecting a sense of warmth and love into Christmas campaigns is a fail-proof way to promote products during the holiday season and can be applied to brands in almost any niche and industry. By tapping into these special moments, brands can easily grab customer’s attention while highlighting their products in a creative way. 

In particular, influencers can show how products can be used to strengthen family bonds and make Christmas more fun and memorable. For example, mummy influencer from Australia, @notsomumsy, showcased how playing board games can be a fun activity. Another mummy influencer from California, @caitlin.teal, took a photo of her family in cute Christmas-themed pajamas for a special family movie night!

 

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Bài viết do MARCIA LEONE (@notsomumsy) chia sẻ

 

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Bài viết do Caitlin Teal Baker (@caitlin.teal) chia sẻ

While holidays and family gatherings are meant to be warm and special, it can be a tough experience for some people. “137 million Americans will travel home this holiday season, but 44% of LGBTQ+ people feel they can’t come home as their true selves, fearing their identity won’t be accepted”, stated by Pantene. That’s why last year, @Pantene, @GLAAD and @TransChorusLA worked together to create a video to raise awareness and empower people to be proud of who they are and however they come home! To spread the word for the Christmas campaign, Pantene also partnered with a number of influencers in the LGBT community, receiving thousands of compliments and praises for their thoughtful message! 

Tapping into this controversial social issue, Pantene’s campaign is considered a risky but rewarding strategy.

 

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Bài viết do ALLIE+SAM | travel couple (@allieandsam) chia sẻ

 

Taking advantages of the Gift-giving custom 

The custom of gift-giving is what makes Christmas full of joy and surprises. People love to give gifts to each other as a way of expressing their thankfulness and appreciation to those who cared and supported them throughout the year. Wrapping your products beautifully, running giveaway campaigns and offering free shipping are just some of the ways to position your product as a novelty gift for the Christmas season. 

@natiobeauty and @mizzenandmain’s campaigns are examples of how brands leverage the power of gift-giving on their Christmas campaigns. If @natiobeauty’s amazing Gift Set makes you fall in love at first sight, @mizzenandmain raised the game by partnering with male fashion influencer @huntervought and dressing him up with their beautiful shirt which is the perfect Christmas gift for gentlemen!   

 

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Bài viết do Hunter Vought (@huntervought) chia sẻ

Talking about gift-giving campaigns, it would be a big mistake not to mention Coca-Cola’s Bow Label Campaign. In 2013, Coca-Cola transformed its ordinary packaging into a creative, festive bow which generated significant buzz in the UK during Christmas. The brand also partnered with 57 influencers to spread the word for its Christmas edition bottles. According to Packhelp, the Christmas campaign was able to generate over 1,000,000 impressions at a 3% engagement rate. This global soft-drink brand then expanded its holiday packaging to 33 countries to reap a whopping 6.1% increase in sales! The Bow Label campaign is a powerful example that there’s no limit to creativity!

Boosting sales with promo codes & giveaways

There is no surprise that promotions and giveaways are a part of holiday marketing campaigns as it’s a great way to enhance customer’s shopping experience and grow sales. 

For giveaways, an appealing prize alongside with some eye-catching pictures are crucial elements to attract customer’s eyeballs and get them involved in the contest. Multi-day giveaways, in which influencers give out prizes every day for a certain period of time (say, “3 days of Christmas”, “12 Days of Christmas”) is a common tactic to generate high engagement as the followers come back again and again to join the game.

 

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Bài viết do Fleur De Force (@fleurdeforce) chia sẻ


Another way to partner with influencers is to provide promo codes to easily track influencer’s performance. As customers now have the option to buy products without leaving social media apps, it is important to ensure that your campaigns are responsive and mobile-friendly. An example is Pomelo (@pomelofashion) which features influencers donning their outfits on their Instagram page. The brand also hopped on to Instagram Shops to allow its customers to shop on the spot. 

New tools such as Facebook Shops, Instagram Shops, Instagram Checkout and Buyable Pins help brands shorten the customer journey and drive more sales on these platforms. As social commerce is expected to grow rapidly in 2021, including this trend in your overall marketing strategy would be a wise decision to stay ahead of the curve! 

You may also want to read: Why Every Brand Needs A Social Commerce Strategy

Social Responsibility in Christmas Campaigns

What a brand stands for is as important as the image they promote, especially in times of crisis. That explains why Social Responsibility Initiatives are rising in popularity and brands are using it to lead conversations for their Christmas campaigns. This strategy also suits the times we are currently living in, with the COVID-19 pandemic around.   

Last Christmas, to spread the word for its #GivingTuesday campaign, @PayPal collaborated with lifestyle influencer @thelauragaskin, in which customers can choose from thousands of approved charities to donate. Another way to launch Christmas campaigns is to donate a portion of your sales to support those in need, which is what online retailer @targetaus did in their campaign last year. By purchasing a packet of 6 gift tags in all Target stores, customers contributed to UnitingCare Australia and their national network of community service providers, who have been at the front line of service provision for over 100 years.

 

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Bài viết do Laura⚡️Gaskin (@thelauragaskin) chia sẻ

 

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Bài viết do SNEZANA WOOD (@snezanawood) chia sẻ


This year, McDonald’s UK’s Christmas campaign is definitely worth your attention. Titled Inner Child, the advert featured animated characters tells the story of a mother and teenage son finding his own inner child on Christmas Eve. As part of this #ReindeerReady campaign, McDonald’s has committed to funding @FareShareUK to redistribute over 5 million meals to families in need until April 2021. Unlike other campaigns where influencers were featured directly in the video, McDonald chose to partner with a number of UK influencers like @chantellechamps to spread the word for their initiative on social media. 

 

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Bài viết do Kate Thornton (@thekatethornton) chia sẻ

Christmas campaigns are coming in many shapes and sizes. While it can be hard to grab customer’s attention, we hope these ideas will inspire you to create successful holiday influencer marketing campaigns! Affable.ai can help you identify the most suitable influencers for your campaign, track the influencer’s performance and measure the campaign’s effectiveness. Contact us or request a demo to optimize your influencer campaigns and drive more revenue during the Christmas season! 

 

Choosing The Best Social Media Channels For Your Campaigns (P2)

November 25, 2020 Posted by Influencer Marketing 0 thoughts on “Choosing The Best Social Media Channels For Your Campaigns (P2)”

In the previous article, we walked through 3 social media channels including LinkedIn, Youtube, Twitter and found out how to leverage these channels to benefit your influencer marketing campaigns. This time, let’s continue our journey to analyze some of the biggest social networking sites and discover the recipe for success!

INSTAGRAM

According to a 2019 survey by Mediakix, 89% of marketers found Instagram to be the most strategically important social channel for influencer marketing. With more than two-third of Instagram users aged younger than 34 years old, Instagram positions itself to be a valuable marketing platform for brands looking to reach young audiences on social media!  

When hearing about influencer marketing on Instagram, most people will immediately think about young, beautiful influencers uploading visually-stunning pictures featuring the endorsed products, and that’s all! However, Instagram influencer marketing is much more than that. If not done right, influencer campaigns can create a lot of controversies, sometimes causing more damage than good. In general, there are 6 types of influencer campaigns for brands to consider, with different approaches and outcomes. Depending on the campaign’s objectives, brands can choose one that is most likely to bring the best result for them. These campaigns include:

  • Affiliate Marketing
  • Giveaway
  • Sponsored post
  • Long-term influencer campaigns
  • Instagram takeover
  • Event activation

In terms of sectors, Beauty, Fashion, Travel, Fitness are top industries that partner with Instagram influencers, yet almost any industry can leverage Instagram influencer marketing, including tech brands. However, If you are a B2B company, LinkedIn would be a more suitable platform to enhance brand awareness and build trust among industry experts and professionals. 

Over the last few years, Instagram has made frequent updates and added more features to strengthen its leading position. The introduction of its latest feature, Instagram Reels, has provided an alternative content type for brands to engage with audiences in a more relatable and genuine way. Some brands which have jumped onto the bandwagon include @louisvuitton, @balmain, together with influencers @junesixtyfive and @wonguy974. The launch of Instagram Reels amidst an impending TikTok ban pushed thousands of creators to jump ship. If you’re still cautious to test the waters, read our blog to find out more about how to run successful campaigns with IG Reels.

PINTEREST

Pinterest, perhaps even more than Instagram, is home to some of the most beautiful imagery on the internet. Including Pinterest in your overall marketing strategy can help brands utilize the beautiful content they have already invested in and extend their reach to audiences on other social media channels.  

An important factor to consider before capitalizing on Pinterest is of course the user demographic. 76% of global Pinterest users are female, and most of them use the platform to search for foods and drinks, style and beauty. If your brand is outside these categories, you might want to consider carefully before joining the game. In terms of geographic reach, the U.S. is the largest market for Pinterest with more than 90 million users, with most users aged between 21 to 39 years old. Promoting on Pinterest allows brands to tap into a valuable market as they make the majority of buying decisions in the US household and control more than 50% of the wealth in the US!

However, there are not many brands running influencer marketing campaigns on Pinterest as most people believe that Pinterest is just a platform to reward nice photos. Yet, the reality is: Most people use Pinterest to look for ideas and inspiration and to help guide them to make their decisions. According to Pinterest statistics, 77% of weekly Pinners have discovered a new brand or product on Pinterest, and 83% of weekly pinners buy something based on Pins they see from brands, making Pinterest an ideal platform to build brand awareness and drive great conversions.

To stand out in a virtual realm where anyone is showing their best pictures, leveraging video content is the best way to grab the audience’s attention. With the recent rise of TikTok, there is an increase in the number of video content on Pinterest as well as TikTok influencers. Hence, we recommend brands to partner with TikTok influencers who have huge followers on Pinterest (or vice versa) and maximize your video content by promoting it on both platforms.  

One of the smartest and most successful influencer campaigns on Pinterest is the Halloween campaign by Sephora. Leveraging the power of user-generated content on Pinterest, Sephora created Sephora’s Beauty Board in which followers could pin their best Halloween makeup look. All users need to do is to upload their Halloween image using hashtag #Halloween and #SephoraSelfie to stand a chance to be featured by this global beauty brand. The campaign generated a buzz in the fashion community, with Pinterest influencers and normal users pinning thousands of images on the board. After the campaign, the board instantly got close to 430,000 followers! 

 

With the increasing users and impressive engagement rate, Pinterest is a promising marketing channel for brands. To better help brands make the most out of the platform, check out Pinterest’s 2020 advertising guide explaining all the features to help brands run effective marketing campaigns. 

FACEBOOK

With over 2.7 billion monthly users worldwide, Facebook is currently the biggest social network worldwide. According to Statista, India is the largest Facebook’s marketplace with 290 million audiences, followed by 190 million from the US. In the Southeast Asia region, Indonesia, the Philippines, Vietnam and Thailand are the countries having the highest number of Facebook users. 

In general, Facebook is a popular platform across different age groups. As of July 2020, most Facebook users were between the ages of 25 and 34 years. Although young adults were the most popular users on Facebook, the use of Facebook among older generations is seeing an increase. In 2019, users born in 1945 or earlier (the Silent generation) grew from 21% in 2012 to nearly 40% in 2019. While there is just a slight increase in the number of millennials and boomers, the use of Facebook among Gen X saw a decline. This shows the adoption of Facebook use in older adults and the early signs that young users are being shifted to other social media channels.

We do not talk much about influencer marketing on Facebook as much as we talk about Instagram, but there are a lot of ways for brands to launch influencer marketing campaigns on Facebook. Check out some of the ideas for your next Facebook influencer campaign:

Cross-Promotions

Most influencers are active on more than one platform, so it is common to have the influencers feature your product on Facebook and other social media channels such as Instagram, TikTok, Pinterest. This helps you increase your reach and enhance your online presence at many touchpoints as possible. 

As  45% of internet users spend more than an hour watching Facebook or YouTube videos per week, it makes sense to partner with TikTok influencers and promotes your videos on both Facebook and TikTok. 

Giveaway/Contest

Having a giveaway or contest is the best way to build conversations around your brand, engage with the audience and drive Facebook users to your site. With this type of campaign, just ensure that you provide an appealing prize in your campaign, otherwise, people will not be interested in joining your contest.

Facebook Stories

Like their Instagram counterpart, Facebook Story is an engaging way for influencers to give your product a shoutout. Besides various filters and effects to delight your customers with good visual content, brands can also add custom links or CTA buttons to optimize the usage of Facebook Stories by driving traffic to their page. 

Facebook Live

In April 2016, Facebook launched its Live feature allowing brands to engage directly with online customers via live-stream videos. Its aim is to stay competitive with Youtube and catch up with the user’s demand for interactive content. Facebook Live is an effective tool for brands to grow their audience and connect with their followers in the most genuine way possible.

One of the most effective contents for Facebook Live is Ask Me Anything (aka AMA), in which brands invite special guests or industry experts to interact and offer live support to customers. Last May, Benefit Cosmetics invited its Chief Beauty Ambassador Annie Ford-Danielson for a 20-minute live Q&As talking about makeup tips, trends and beauty products. This is a part of their Facebook Live Series aimed to build trust, share useful content and build more leads on this platform.

 

As the biggest social media channel, Facebook is a great platform for brands to reach diverse audiences on social media. To give brands greater accessibility to run effective influencer campaigns, our latest feature Facebook campaigns allow you to shortlist influencers, contact, track multiple campaigns and export campaign content for further reports. Contact us or Request a demo to find out more about this feature. 

TIKTOK

There’s no denying that TikTok is a powerful platform to drive awareness and conversions for your business. While YouTube positions itself as the leading platform for long-form video content, TikTok conquered the short-form video market by allowing users to create engaging, addictive content. With 41 percent of TikTok users between 16 and 24 years old, TikTok provides a lot of opportunities for brands looking to expand their reach and drive viral engagement with the young generation.

As the average TikTok engagement rate surpassing Instagram, brands are finding success collaborating with TikTok influencers to create viral content. Branded hashtag challenges are one of the biggest content trends on TikTok that help brands create videos that resonate with the audience. The TikTok challenges can take almost any form, from as simple as the #DJAtHome challenge to a difficult one like #LevelUp or a challenge with a bit nostalgia like #ImJustAKid. However, creating a viral challenge on TikTok is not as easy as it looks – you can’t just come up with any idea and expect a lot of users to follow. 

Let’s take Zalora’s campaign as an example. To drive awareness and new shoppers to their fashion festival in 2019, this brand come up with a 6-day hashtag challenge #Zstylenow. The challenge was spread widely in the TikTok community as it was easy to follow, and participants had a chance to show off their fashion styles. Besides the creative idea and catchy music, ZALORA also used a financial incentive to trigger engagement with a giveaway of up to $200 in ZALORA products per winner!

@zaloraHow many outfit changes can you do for ##Zstylenow challenge? Can you top Jaylyn? ##sponsored♬ Getaway – CHUNNYT

@steffiloves86##zstylenow // with ##style comes confidence & with ##confidence comes style 😘 @alyssaxkht ##tiktok♬ Getaway – CHUNNYT

Just because the hashtag challenges are everywhere doesn’t mean you cannot bring it to the next level. Last year, Nike launched an impactful TikTok influencer campaign Nulla Puo Fermarci (Stop at nothing) which aimed to inspire Italian women to get into sport and tackle gender disparity in the long term. 4 Milanese influencers were chosen and trained by Nike athletes to create dance challenges made from sport moves. These videos went viral as they received more than 100M views, 540k likes, and more than 46k challenges completed in response. By spreading meaningful, inspiring messages that have real-life values, brands are more likely to get the audience on their feet and earn customer loyalty.

Just like other influencer marketing campaigns, the key step to creating successful campaigns on TikTok is to partner with the right influencers to boost your brand awareness and reach out to the right target audience. Check out how Affable can help you find the right TikTok influencers for your next influencer marketing campaign.

CONCLUSION

Each social media channel has its own unique features and user demographics. Depending on your campaign’s objectives, brands can decide to work on one best platform or multiple platforms to create high-impact influencer campaigns. If you need more help launching your influencer campaign or discover talented content creators across social media channels, go ahead and check us out at affable.ai

 

Read our recent blogs:

Choosing The Best Social Media Channels For Your Campaigns (P1)

November 17, 2020 Posted by Uncategorized 0 thoughts on “Choosing The Best Social Media Channels For Your Campaigns (P1)”

Choosing the best social media channels for your marketing campaign can be challenging. Each channel has its unique features and there is no one-size-fits-all social media platform for your influencer campaigns. With the vast number of social networking sites out there, it is important for brands to understand the nature of each platform and work with those which can bring the best results for their campaigns. 

While Instagram appears to be the most referred influencer marketing channel, other apps such as Twitter, LinkedIn, Pinterest can provide a new, unique approach to your campaign. In this series of articles, we’ll be guiding you through the 7 most popular social media channels, including Instagram, Facebook, LinkedIn, Youtube, TikTok, Twitter, Pinterest. Let’s find out how to optimize your usage of these channels for your next influencer marketing campaign!  

LINKEDIN

With over 600 million members and 300 million active users, LinkedIn is among the largest social media channels for professionals. Unlike Instagram where influencers are measured based on follower count,  LinkedIn influencers are industry experts who have in-depth knowledge and real influence in their area of expertise. For that reason, LinkedIn is a suitable platform for B2B firms looking for a formal approach to enhance brand awareness and build trust with their customers online.

Marketing professor and brand strategist David Aaker is a perfect example of a LinkedIn expert-influencer. As a Former Marketing Professor and current Vice Chairman at Prophet consultancy, he has over 268k followers due to his regular sharings of insightful knowledge and perspectives on the marketing industry. 


LinkedIn influencers can be found by searching for keywords or joining relevant industry groups to search for active members. Once a suitable influencer is found, it is advisable for marketers to personalize their outreach. You can start by complimenting their recent work or posts and build a genuine conversation before bringing up a business offer. As most LinkedIn influencers are professionals and can be busy with work, it is important to show your respect and avoid being pushy. 

Common ways LinkedIn professionals can endorse your brand include writing articles, sharing your content or giving a product review. Here’s an example:  

According to LinkedIn statistics, LinkedIn is generating 80% of B2B leads and conversions, reinforcing its position as an important social platform for B2B marketing. Although influencer marketing campaigns on LinkedIn are few and far between at the moment, this platform is still expected to be a game-changing strategy for B2B marketing. 

TWITTER

According to Statista, America is the largest Twitter market with American users making up more than 60 million users as of July 2020. Within Southeast Asia, popular markets include Indonesia, the Philippines and Thailand, making Twitter an ideal platform for brands to tap into these countries. Brands can also use Twitter to reach out to younger audiences as 44% of Twitter users are aged from 18–24.  

More importantly, Twitter is an extremely powerful platform for influencer marketing. According to Twitter Blog, nearly 40% of Twitter users claimed to make a purchase after seeing a tweet from an influencer. Users exposed to a campaign that featured both brand and influencer Tweets also had a 5.2x lift in purchase intent.

Statistic: Leading countries based on number of Twitter users as of July 2020 (in millions) | Statista

So, how can brands build a powerful influencer marketing strategy on Twitter? While hashtags are commonly used on social media channels, Twitter was actually the first to have hashtags back in 2009. Hence, hashtags are an integral part of Twitter conversations and most influencer campaigns go viral by creating trending hashtags. 

Besides creating your own, brands can also tap onto current trending hashtags to ride on new trends and take part in the conversation. Launching campaigns on specific occasions (eg. Halloween, Christmas) is one way you can get your campaign noticed. 

Additionally, influencers can encourage their followers to join a hashtag challenge/ content and share their experience using the product under a particular hashtag. To spread the message and resonate with the audience, brands can also consider combining hashtags with user-generated content. Let’s take a look at 2 campaigns below:

LG USA: In early 2017, in order to boost its sales in the US market, LG USA Mobile ran a singing contest on Twitter with superstar Nick Jonas. Users were encouraged to download the ‘Sing! Karaoke’ app and post their performances on Smule or Youtube. Winners stand to receive up to $5,000 in LG Products and the chance to sing a duet with Nick Jonas! Unsurprisingly, the #SingwithLG contest received huge attention on social media. All good performances were then compiled into 1 video and uploaded on Twitter, receiving over 3.2k likes and more than 700 retweets from the audience. 

Pepsico: In summer 2016, Pepsi came up with a creative campaign on Twitter with their hashtag #SayItWithPepsi. The brand created interesting designs for their products with 200 funny emojis and partnered with influencers to generate online conversations. Featuring unique emojis on their cans, Pepsi encouraged millennials to share their purchase on social media. The campaign went viral quickly and flooded Twitter and Instagram with plenty of user-generated content!

From the example above, it is evident that Twitter is a powerful channel for brands to implement their influencer campaigns. While Twitter’s character limit (less than 280 characters) has its disadvantages, its ability to drive immediate conversations is a powerful advantage brand can leverage on. 

YOUTUBE

Millions of users watch videos on Youtube every day, making it the second-largest social media platform behind Facebook. With 5 millions videos watched per day, YouTube has proved itself to be a powerful platform that can give brands a huge customer reach. Although brands can post videos on other social media channels as well, YouTube is the ideal place for long-form video content which can provide in-depth information about your product or service. The question worth pondering is: How can you make your videos stand out given that there are 500 hours of videos uploaded per minute

1. Impress your Audience with Good Openings

According to Adage, 20 percent of viewers drop off within the first 10 seconds of your video. This emphasizes the importance of creating a wonderful impression in the first 10 seconds. 

2. Create Tutorial Videos

Tutorial or how-to videos is a good way to educate your audience about your products. Beauty brands were one of the first to team up with beauty influencers and Youtubers to create tutorial videos to promote their products. However, this type of video content can be used by any brand. Ensure that you collaborate with those who have the real influence in your niche to add more credibility to your video. 

3. Leverage on Unboxing Videos

Unboxing videos are engaging to watch and easy to make. These videos offer a personal and interesting look at products of all kinds, from foods to cosmetics to high-tech products. You can partner with influencers in your niche or collaborate with popular unboxing Youtube channels to feature your product. 

4. Tap into the Gaming Community

Youtube is one of the platforms that own a big share of the gaming market. That’s why video game companies need to put their money and resources to create impactful Youtube influencer campaigns. In 2017, Next Games created a buzz on social media by their partnership with famous Youtuber Lele Pons in the campaign for their new game “The Walking Dead: No Man’s Land”. The 4-minute video successfully engaged the audience thanks to its creative concept and a great sense of humor!

Do gaming influencers only promote games? Definitely not. Marketers can collaborate with gaming influencers to promote your product in a new and innovative way. Brands can also throw in mentions during live streams and host giveaways with gaming influencers on YouTube. With so many ways for brands outside and inside the gaming industry to partner with gaming influencers, it’s time to consider tapping into this potential customer segment. 

5. Move beyond Traditional Product Endorsements

In our latest blog on influencer marketing strategy for eCommerce, we mentioned the campaign Tiki with Vietnamese artists”, in which Tiki, a popular Vietnamese eCommerce platform, banked heavily on sponsoring more than 50 music videos produced by popular Vietnamese singers. Within a year, Tiki’s blue gift boxes and its brand name appeared more than 2 billion times, reaching 300-400 million users. According to Tiki’s representative, this campaign is 20 times more effective compared to other regular forms of advertising on this platform.

This creative and unique campaign helped Tiki stand out in a highly competitive market, claiming its position as a Vietnamese platform that is willing to take action to support its local culture and values.

Stay tuned for Part 2 of our blog as we continue looking into top social media channels including Instagram, Facebook, TikTok and Pinterest! 

 

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6 Creative Influencer Marketing Campaigns To Inspire You

October 14, 2020 Posted by Influencer Marketing 0 thoughts on “6 Creative Influencer Marketing Campaigns To Inspire You”

Are you looking for inspiring ideas for your next influencer marketing campaigns? As more and more brands are leveraging the power of influencer marketing, it is increasingly difficult for brands to stand out in the online world where every business is desperate for attention. To help brands do it, we’ve rounded some of the most creative influencer campaigns to get you inspired and create your own campaigns. Let’s discover now!

Next Games & Lele Pons

Next Games, a Finland-based developer and publisher of licensed mobile games, created a buzz on social media for their partnership with famous Youtuber Lele Pons in the campaign to drive awareness for “The Walking Dead: No Man’s Land”. In the 4-minute video, Lele Pons and her friends were playing The Walking Dead when zombies suddenly came to life and wanted to attack them. Guess what? The video was a big success and garnered more than 13M views as the brand successfully engaged the audience from the beginning till the end with its creative idea and a great sense of humor!

Another example of bringing online games to real life is the Royal Chaos’s campaign. This May, the mobile card-based adventure game Royal Chaos made a big shoutout by featuring social media influencers @sylsylnoc, @ninatsf and @qinlovesmacaronsss. They swept their followers off their feet by dressing beautifully to look like characters in the game, and the engagement rates were high as followers were rewarded with a pleasant surprise. 

Interested to find out more creative influencer campaigns in the gaming industry? Hop over to our blog to discover some of the hottest content trends in the gaming industry on Instagram!   

 

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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

Bài viết do мαʏα ʜᴀᴢᴇʟ ǫɪɴ マヤ • sɪɴɢᴀᴘᴏʀᴇ (@qinlovesmacaronsss) chia sẻ vào

Toyota and Loki

Have you ever thought of partnering with pet influencers? If not, let this campaign below inspire you!

Some of the most successful brand-pet partnerships belong to Toyota’s campaign back to 2017. In the campaign to promote 4Runner – a car model designed for adventure and outdoor exploration, Toyota partnered with famous pet influencer Loki The Wolfdog. What makes Loki the perfect choice for the 4Runner is his love for travel and adventure. Loki’s Instagram account (run by its owner) is aesthetically pleasing with stunning, picturesque photos of anywhere he travels. 

Since February 2017, Toyota and Loki came into a long-term partnership and has since Loki featured the 4Runner in two sponsored posts a month. By collaborating with a lovable, famous dog, Toyota has captured social media’s attention in a unique way and engaged them into a wonderful, adventurous journey with Loki and its 4Runner.  

 

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Hop in snow bunnies, we’re going skiing. #keepitwild @toyotausa #4runner #sponsored #skiing #moondoggie

Bài viết do Loki the Wolfdog (@loki) chia sẻ vào

 

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One day I will measure my life by these moments with you. #4Runner @toyotausa #sponsored #letsgoplaces

Bài viết do Loki the Wolfdog (@loki) chia sẻ vào

Subaru and Zack King

It would be a big mistake not to mention the epic collaboration of Subaru and American internet personality Zackking. Zack King never fails to grab your attention with his videos digitally edited to look as if he is doing magic. Realizing his ability to pull off creative influencer campaigns, Subaru decided to partner with King to give their marketing a push. 

In the post promoting Subaru, Zackking did a magic trick in which he created an illusion of a three-piece cut out of a Subaru car then magically replaced it with a real one. The video was stunning and enjoyable to watch as the audiences can’t help but hitting the play button several times to see how it actually happened.

 

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When your wingmen are on point to help you impress the love of your life. #DateNight #MeetAnOwner like me and other real @Subaru_USA owners on MeetAnOwner.com #ad

Bài viết do Zach King (@zachking) chia sẻ vào

 

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Sometimes looking at life from a child’s perspective is a lot more fun! #family #home #magic

Bài viết do Zach King (@zachking) chia sẻ vào

Snapchat’s #Realfriend 

In 2019, Snapchat launched its global campaign #RealFriends that is designed to leverage the power of true friendship and promote Snapchat as the best platform for communication with your friends. To do that, they partnered with popular “quote influencers” on Instagram to feature inspirational quotes about friendship on the International Friendship Day. All the quotes were placed on a solid yellow background with the Snapchat logo at the bottom. The caption was simple yet effective enough: “Brought to you by Snapchat. #RealFriends #FriendshipQuotes.

 

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Brought to you by Snapchat. #RealFriends #FriendshipQuotes

Bài viết do Poems Porn (@poemsporn_) chia sẻ vào

 

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Brought to you by Snapchat. #RealFriends #FriendshipQuotes

Bài viết do Writer’s Pocket (@writerspocket) chia sẻ vào

 

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Brought to you by Snapchat. #RealFriends #FriendshipQuotes

Bài viết do So She Slays (@sosheslays) chia sẻ vào

What is worth noticing in the campaign was that Snapchat leveraged influencer marketing by posting on the platform of their competitor, Instagram, and successfully drove social media’s attention. To strengthen the message, Snapchat also featured 12 stories of friends coming from 12 different countries in the form of short videos which you can watch on Snapchat’s Youtube channel. With this campaign, Snapchat aims to differentiate its app from Instagram stories by shifting its focus to real friendships and intimate communication instead of oversharing it on social media.  

 

Pepsico & Walgreens

Emojis aren’t just for your text message. In summer 2016, Pepsi came up with some of the most creative influencer campaigns as they produced Pepsi bottles with more than 200 emojis on it. In its attempt to boost sales at Walgreens stores, US, Pepsi launched its viral campaign #SayItWithPepsi. In the campaign, they generated online conversations around Pepsi emojis and encouraged the millennial target audience to post about it on Instagram and Twitter. They also teamed up with a number of influencers who are story-tellers and trendsetters to create inspiring content that urges young customers to buy Pepsi Emoji bottles in order to be a part of an exciting summer experience!

 

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Thank you @Pepsi for sharing world emoji day with me. Who knew that was an actual thing? #PepsiMoji

Bài viết do Neil Patrick Harris (@nph) chia sẻ vào


The result? Pepsi’s campaign ended up with over 46M impressions, more than 50k engagements with the content and the overall mentions of Pepsi Emoji increased by 677% during the campaign including other impressive results. The campaign’s success is a great mix of user-generated content, influencer marketing and content syndication

YesStyle influencer program

Recently, YesStyle, the global retailer of Asian beauty and fashion products, has generated a buzz on social media with its genius influencer program. By becoming a YesStyle influencer, you will have a chance to receive attractive benefits such as earning commission and receiving shopping discounts. To boost awareness for the program, this brand also created @yesstyleinfluencers where they regularly update the latest campaigns and promotions for their influencers. 

According to our Instagram influencer analytics, since YesStyle announced its influencer program (end of Jan 2020), there were more than 4000 organic IG posts created by customers all over the world, together with a huge number of Youtube unboxing videos and giveaways. In October 2020, the brand launched several influencer campaigns such as the “Free Products To Review” and “Halloween Giveaways”. This resulted in their advent calendar and influencer search terms growing by more than 5000%! 

It’s also worth mentioning their rewarding conditions. When the followers shop through the reward link, influencers will earn a higher commission rate compared to using the influencer’s codes. This small but important detail is a great contributor to drive traffic to the website and improve SEO performance! 

YesStyle influencer program is a great combination of influencer marketing and user-generated content. By giving influencers good incentives to feature the products, the brand was able to generate a huge number of organic content and tap into the influencer’s follower communities at the same time.

Bonus: Puma and Péle

In the World Cup Mexico 1970, before the quarter-final match between Brazil and Peru kicked off, Pelé walked out straight into the middle of the field and asked the referee for time so he could tie his shoes. The cameras pulled focus on Pele and millions of people around the globe realized that Pelé, the greatest athlete at that time, was wearing Puma boots!

It is rumored that Pelé was offered $25.000 to feature Puma in the match, although there is still no evidence. Regardless of that, many people deem this action as one of the first and most creative influencer campaigns ever!

 

 

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6 Ways to Collaborate with Beauty and Fashion Influencers

October 12, 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! 

 

Xem bài viết này trên Instagram

 

💜💙🧡💚 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.

 

Xem bài viết này trên Instagram

 

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. 

 

Xem bài viết này trên Instagram

 

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! 

 

Xem bài viết này trên Instagram

 

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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Successful eCommerce Influencer Marketing Campaigns

September 14, 2020 Posted by Uncategorized 0 thoughts on “Successful eCommerce Influencer Marketing Campaigns”

2020 is a flourishing time for the eCommerce industry. The outbreak of Covid-19 in the beginning of 2020 has shifted consumer buying behaviour from offline to online shopping and accelerated the growth of the eCommerce industry. With more and more businesses joining this attractive market, brands need a powerful marketing strategy to differentiate themselves from the rest, build loyal customer relationships and drive sales and traffic for their sites.

It’s no secret that Influencer marketing is a powerful marketing strategy to help brands obtain valuable leads. There are various advantages when brands partner with social media influencers, including the ability to capture attention and build trust among their followers. In fact, a lot of eCommerce players have made significant investments in influencer marketing to expand their reach to online customers and establish dominance in this highly competitive market. 

In this article, let’s take a look into successful influencer marketing campaigns in the eCommerce industry and find out what are some takeaways! 

Shopee

Since its launch in 2015, Shopee has grown into one of Southeast Asia’s leading e-commerce platforms. 

This year, the platform kickstarted the year-end shopping season with its 9.9 Super Shopping Day. Alongside with a massive line up of deals and promotions, Shopee’s localized influencer marketing strategy achieved considerable success in capturing the preferences of each market country.

For the Singapore market, Shopee Singapore partnered with a huge number of local influencers in different tiers to expand their presence and reach on social media. The brand also announced its partnership with cultural icon Phua Chu Kang – its first brand ambassador for Singapore. This decision marks another milestone for the platform as it continues to build on a hyper-localized approach.

To deepen its engagement with local audiences, Shopee Singapore also partnered with SGAG to spread awareness about a variety of deals and promotions for 9.9 Super Shopping Day.

The 9.9 Super Shopping Day was also a major success in the Philippines. Alongside with more than 100 influencer posts on Instagram from the 1st to 11th September, Shopee Philippines attracted huge engagement from redirecting followers on social media to their app. Special highlights include a countdown and live streaming marathon with local celebrities to celebrate the Super Shopping Day. The number of hours spent watching Shopee Live streams increased 3 times from an average day, with 2.5 times more items purchased during live streams. 

At the same time, Shopee Vietnam partnered with famous Vietnamese singers to perform at the countdown party which is shown exclusively on Shopee Live. By focusing their marketing efforts on celebrity endorsement, Shopee was also able to reach a much larger audience in Vietnam.

 

Xem bài viết này trên Instagram

 

🔥 Binz và những nghệ sỹ hàng đầu đã sẵn sàng! Còn bạn thì sao? . ✨ Ngoài những khoảnh khắc giải trí đỉnh cao, 9.9 Show – Săn Quà Cả Năm còn dành tặng người dùng cơ hội săn quà hot nhất từ trước đến nay: . 🎟️ Nhanh tay để nhận ngay các gói sử dụng sản phẩm/dịch vụ miễn phí trong vòng 1 năm từ các thương hiệu nổi tiếng 🎟️ Cơ hội sở hữu SamSung Galaxy Note20 Ultra duy nhất ngày 9.9 🎟️ Nhận ngay hàng ngàn voucher 99k vào ngày 8.9 và 9.9 🎟️ Xu thưởng được nhân 3 toàn bộ các livestream #ShopeeVN99 . > Và rất nhiều ưu đãi khác. Xem ngay để không bỏ lỡ: https://shopee.vn/ShopeeLive-99-Show . #ShopeeLive99Show —————————– 9️⃣.9️⃣ NGÀY SIÊU MUA SẮM – Từ ngày 19.8 đến 12.9 👉 https://shopee.vn/9-9-ngay-sieu-mua-sam . ☀️ Săn mã freeship cho đơn từ 0Đ 9h & 21h mỗi ngày ☀️ Bộ sưu tập deal hot chỉ 9K ☀️ Săn voucher hoàn xu 99K . #ShopeeVN99 #ShopeeNgaySieuMuaSam . —————————– #Shopeevn #Onlineshopping #Shopee #Shopping #muasam #promotion #sale #freeship #2020 #love #instagood #instadaily #tbt #photooftheday

Bài viết do Shopee Vietnam (@shopee_vn) chia sẻ vào

Takeaway: With the localized marketing campaigns, Shopee was able to engage their local customers and achieved considerable success in their target market. Taking time to learn about your target market and customizing your campaigns is a powerful tactic your platform targets different markets with distinctive needs and purchasing behaviors. 

Tokopedia

It is not surprising that Indonesia is a hot market for eCommerce players as the industry is expected to reach an impressive compound annual growth rate of 34.6 percent by 2021, driven by the use of the internet and a growth in GDP (Gross domestic product). With several big players in the country such as Shopee, Lazada, Bukalapak, Tokopedia found its own way to get their brand noticed.

Unlike many eCommerce players that run their influencer marketing campaigns all year round, Tokopedia’s strategy is to push their marketing effort at the most suitable time. With the outbreak of Covid-19, early 2020 witnessed a surge in online shopping in Indonesia due to social distancing. From March 2020, Tokopedia launched its influencer marketing at scale in a bid of dominating social media in Indonesia in this special period. They partnered with hundreds of Indonesian influencers to promote their platform and spread the word for a variety of promotions such as free shipping, flash sales and cashback to urge customers to shop on their website.

 

According to our Influencer Marketing Report, Tokopedia was among the most active brands on social media in Indonesia in the first half of 2020. Their hashtags #tokopediabebasongkir (Meaning: Tokopedia free shipping) and #friendsofTokopedia were among the top trending hashtags in Indonesia in 2020. While other players such as Lazada and Shopee also pulled off their marketing campaigns during these times, Tokopedia managed to gain the most attention with their influencer marketing campaigns. 

Takeaway: Tokopedia’s campaign is a good example of choosing the right time to launch their campaign. For startups or small businesses that have limited marketing budgets, it is important to determine the right timing to push your marketing effort so as to stand out against competitors in a crowded market.  

 

Xem bài viết này trên Instagram

 

Let’s check out our latest report about influencer trends that happened in Indonesia last month! 1. @tokopedia , one of the largest Indonesian online marketplaces, is the most active brand on social media in Indonesia in March 2020. This brand partnered with a number of local influencers to spread the word for a variety of products and their promotion of free postage to facilitate online shopping in the period of self-isolation. 2. With the outbreak of #Covid19, everybody is encouraged to stay at home as part of the global effort to prevent the virus from spreading. This explains why #dirumahaja (meaning “stay at home”) is the most trending hashtag in Indonesia last month. Next comes #tokopediabebasongkir (meaning “tokopedia free shipping”), and #hypermartxberitasatu , a hashtag used by @hypermart_id , a retail chain in Indonesia, to promote for their items. 3. @fiersabesari and @ofarguchi are the top influencers with the highest engagement in Indonesia last month! With his recent song about embracing and helping other people, Fiersa Besari has captured social media’s attention and received great compliments from his fans. Ofar Guchi came in second with his engaging post promoting for the men supply brand @leaveittosmith . . . . . #affable #influencers #kol #marketingtrend #marketingplatform #influencermarketingplatform #trendanalytics #influencermarketing #socialmediainfluencer #instagraminfluencer #microinfluencers #lifestyle #instagramanalytics

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

Tiki

With 35.4 million online shoppers and the growth rate of 30% year-on-year, Vietnam is another attractive eCommerce market in Southeast Asia. Among many influencer marketing campaigns launched by local and foreign players, Tiki, a strong Vietnamese-owned eCommerce platform, managed to stay ahead of the curve with its unique influencer marketing campaign.

Starting from May 2019, Tiki officially launched its campaign “Tiki Di Cung Sao Viet” (Meaning: Tiki with Vietnamese artists). With the purpose of increasing brand awareness via Youtube and reaching out to Millennials and Gen Z consumers, the campaign banked heavily on sponsoring more than 50 music videos produced by popular Vietnamese singers. All the videos have Tiki’s logo in the beginning and scene of Tiki staff delivering a blue gift box to customers. Among the music videos they sponsored, there were 37 videos on Top Youtube Trending and 16 music videos on Top 1 Youtube Trending!

Within a year, Tiki’s blue gift boxes and its brand name appeared in more than 2 billion times, reaching 300-400 million users. According to Tiki’s representative, this campaign is 20 times more effective compared to other regular forms of advertising on this platform. The success of the campaign helped Tiki’s average access reach over 33 million, ranking 2nd nationwide after Shopee in the second quarter of 2019.

 

Takeaway: One of the factors contributing to this campaign’s success is the right choice of social media platform. According to Vietnam Internet Statistics 2019, Youtube was the most active social network in Vietnam in 2019, followed by Facebook and Instagram. While the foreign players such as Shopee and Lazada focus their promotion efforts on Facebook and Instagram, Tiki made the right choice by leveraging Youtube as their main marketing channel. 

Another lesson we can learn from “Tiki Di Cung Sao Viet” is the hidden message behind their campaign. By sponsoring to help Vietnamese artists create high-quality music videos, Tiki claimed its position as a Vietnamese platform in the local eCommerce market. They care about the community and are willing to take action to support its local culture and values.

Zalora

Zalora is a fashion eCommerce platform that has a strong presence in the eCommerce industry in the Southeast Asia market. Part of their marketing success lies in their innovative and dynamic marketing campaigns that successfully engage with young audiences. A typical example of such a strategy is their TikTok Hashtag Challenge to drive awareness and new shoppers during their fashion festival held in Singapore in 2019.

In September 2019, Zalora ran a 6-day hashtag challenge called #Zstylenow. The challenge invited TikTok users to make a “Z” signal with their hands, which would trigger the guise of an instant outfit change. The challenge was spread widely in the TikTok community as it is easy to follow and participants had a chance to show off their fashion styles. The campaign also involved the participation of many hot TikTok influencers such as bunnyleehyorin, jaylyn_shuting. According to TikTok’s report, the challenge garnered over 990k views, 1.1K+ user-generated videos and 19.75% brand takeover CTR.

@zaloraHow many outfit changes can you do for ##Zstylenow challenge? Can you top Jaylyn? ##sponsored♬ Getaway – CHUNNYT

@karboen##zstylenow ##ZALORAFashionFestival @tiktoksg @zalora 🇸🇬❤️ join and win 200$ worth zalora!♬ Getaway – CHUNNYT

 

Besides driving many app installs and new shoppers, the #Zstylenow challenge succeeded in attracting a lot of people to visit “ZALORA Fashion Festival” and to share the event on TikTok.

Takeaway: Trendjacking is the recipe behind Zalora’s successful campaign. Back in 2019, when there were not many brands in Southeast Asia paying attention to TikTok, Zalora was among the first brands to adopt the TikTok Hashtag Challenge. The ability to spot and quickly adapt to new trends has helped Zalora become a popular eCommerce platform, especially among young consumers. It is important for brands to anticipate and quickly respond to new trends in order to engage and generate conversations with online audiences. 

As Instagram has recently released its newest feature, IG reels, check out How Is It Different From TikTok and How Brands Can Run Successful Campaigns with It.

Bonus: Taobao Live

One of the most effective ways to enhance a customer’s shopping experience is live-streaming. While most of the live-streaming platforms these days focus on game and entertainment, the integration of eCommerce and livestream has already become a hit in China a few years ago.

In 2016, Alibaba officially launched its eCommerce live-streaming channel Taobao Live. In the next 3 years, Taobao Live became a hit with a rapid increase in the number of users and revenue. According to Taobao’s representative, in 2019, there were 60,000 live-stream shows hosted daily by Taobao influencers or Taobao shop owners. One of the hottest influencer partnerships ever seen on Taobao Live is the collaboration between Viya Huang and Kim Kardashian.  

Last year, American media personality Kim Kardashian partnered with Viya Huang, Chinese’s top Taobao live-streamer, to introduce her beauty brand KKW Fragrance to the Chinese market. All 15,000 bottles were sold out within minutes of live streaming, according to the Alibaba report. 

 

In the future, live-streaming will continue thriving in China with the entry of new platforms such as Red Live-streaming, Kuaishou (Kwai), the second hottest video app in China, and WeChat. 

At the moment, Amazon has decided to enter the live streaming space with the launch of Amazon Live as live streaming is an effective way of enhancing online shopping experience. Facebook is also currently trialing its new feature, Facebook Marketplace Community, which enables merchants to sell items on a live-stream. With that in mind, live commerce is definitely an emerging trend we can expect to change the landscape of the world’s retail industry in the future.

 

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4 LESSONS LEARNT FROM INFLUENCER MARKETING FAILURES

September 1, 2020 Posted by Influencer Marketing 0 thoughts on “4 LESSONS LEARNT FROM INFLUENCER MARKETING FAILURES”

Nowadays, influencer marketing has become one of the core strategies of digital marketing. Collaborating with the right influencers allows brands to reach out to their target audiences, increase brand awareness and drive purchasing decisions. However, not all influencer campaigns are rainbows and sunshine. Some of them involved errors and controversy, ended up causing more damage than good

In this article, we’re going to analyze some of the influencer marketing failures and unpack the lessons so brands can avoid making such mistakes in their future marketing campaigns.

Pepsi & Kendall Jenner

In April 2017, the global drink company Pepsi released an ad starring famous model Kendall Jenner. In the 2:48 ad, Jenner was being photographed when she happened to notice a protest march happening on the street. After a few eye contacts with the protestors, she decides to join the protest, before walking up to a police officer and offering him a cold Pepsi. When the officer drinks it, the crowd goes wild and the ad ends with everyone applauding, cheering and hugging each other.

The ad went viral after less than 24 hours, but not in an expected way. Receiving massive backlash from audiences, the beverage giant was claimed to be mocking a serious political issue by solving it with a can of soda! Besides, the ad seemed to show the exact opposite of what could happen if someone tries to approach a policeman in the protest! 

 

Among those who criticized Pepsi was Bernice King, the daughter of Martin Luther King Jr. She wrote a sarcastic tweet in response to the ad: “If only Daddy would have known about the power of #Pepsi.” The tweet had 144k retweets and over 260k likes! Facing a lot of pressure, Pepsi decided to remove the ad and wrote a tweet to apologize publicly.


Takeaway: Targeting social or political issues in an advertisement is a risky strategy that could result in backlash and boycott if it isn’t done right. While it’s important for brands to stand up for a cause and deliver an ad that inspires, brands should be conscious of possible reactions from the audience and carefully consider whether the risk is worth taking.

BooTea and Adidas

The following examples of influencer marketing campaigns showcase how influencers should not endorse a product online!   

BooTea, a popular health and detox brand, made an epic mistake when they partnered with famous influencer Scott Disick. When promoting BooTea Shakes to his 23M followers, Scott Disick made a direct “copy and paste” of the instructions given by the marketing team by accident. Here’s what he posted as his caption: 

“Here you go, at 4pm est, write the below. Caption: Keep up with the summer workout routine with my morning @booteuk protein shake!”

Upon noticing the mistake, he quickly deleted the post but not before others have seen it, captured it in the form of a screenshot and shared it all over the internet!


You might be surprised to know that Scott is not the only one who committed this type of mistake. Supermodel Naomi Campbell also copied the exact instructions given by the brand and used it as a caption for her photo promoting a new pair of @adidasoriginals

Mashable made an interesting point when they questioned if this error is truly an accident or a trick to bring more attention to the brand. Whether such mistakes are intentional or not, we might all agree that posts like this would add zero or very little positive value to the brand’s image. 

Take away: While many people blame the influencers for being too careless, brands may need to share their responsibility in these failures, too. The desire to make the most out of influencers can result in influencers promoting products in an inauthentic or unnatural way. That’s why it is essential for brands to form a good relationship with influencers and make them love their products before advertising. In the end, the audiences will only trust your brands if they see the influencers truly enjoy your products and not just promoting it for the sake of monetary benefits.

Adidas and Volvo

In 2017, Kendal Jenner landed herself in trouble again with another controversial ad. She was chosen to be the ambassador for Adidas Originals and was featured in Adidas’s campaign Originals. The ad was beautiful and stunning, yet all people talked about was the mismatch between Adidas and Kendall Jenner. Many people felt that the sportswear giant failed to deliver their message as they worked with a supermodel when they should have cast a real athlete whose story is inspiring and relevant to the brand’s message.  

 

Another example of collaborating with the wrong influencer is the campaign between Volvo and fashion blogger Chriselle Lim. Chriselle is known for producing authentic content and aesthetic pictures featuring her lifestyle, beauty and fashion. This explained why in the post promoting Volvo, Chriselle received mixed reactions from her audience as the product was not a good match to her niche. Comments reflected that her photo looks “fake” and is not aligned with her usual style at all.  

 

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Now that Allen and I are parents we are making more of an effort to live a clean & eco friendly life. And it all starts with the little things such as the products we use everyday. Although we want people to continue #drivingdirty to help save water in California, I’m happy that @VolvoCarsUS is introducing an eco-friendly car wash solution called Consciously Clean. I’m that girl who rarely washes her car (anyone else like me? 🙋🏻), but when I do I cringe by all the toxins that are used and all the water that is wasted. It’s the little things that we do that makes the biggest difference. 🌎 Edited: After seeing all the comments I wanted to clarify… I’m not saying that I’m perfect and live a complete 100% eco friendly life, but since I’ve become a mom I have become more aware of the toxins that we use everyday. I’m only human and striving to become better everyday, and that is the message I wanted to send to you guys. By all means I did not mean that I was perfect..I still have a long ways to go. Thank you for your support and for understanding

Bài viết do Chriselle Lim 🌟 (@chrisellelim) chia sẻ vào

Takeaway: These influencer marketing failures show us that by partnering with the wrong influencers, brands are more likely to confuse their potential customers and invite unnecessary criticism to their campaigns. High follower count is not the ultimate factor for brands to select the right influencers. There are many other factors worth considering such as their suspicious followers, influencer brand’s affinity, audience demographics and so on. Hop over to our blog to discover 4 things that you should look at to pin down the most suitable influencer. 

Huawei Fake Selfie

To prepare for the launch of the newest Nova 3 phone, Huawei partnered with Egypt actress and Influencer Sarah Elshamy in their 30-second ad. The video shows a couple having a great time and using Huawei to capture their beautiful moments. There was no controversy around the ad, not until Elshamy released behind-the-scenes photos, revealing that the selfies taken by Huawei were actually taken by a professional DSLR camera! 

This is actually not the first time Huawei has been caught using DSLR photos as samples of smartphone shots. In 2018, the smartphone brand posted a beautiful picture, showing what could be done with the Leica-engineered dual-cam P9 smartphone, yet the picture was then caught to be taken with a Canon 5D Mark III and a $2,100 lens. 

Source: internet

 

Take Away: It is understandable for Huawei to use professional equipment to give the best shot, yet it would be nicer if the brand was more honest and advertised products based on what they really can deliver. Making misleading advertisements can badly hurt a brand’s reputation and end up damaging the customer’s trust in that brand. At a time when audiences are seeking more authentic content, transparency and authenticity are the keys to pull off an influencer campaign that resonates with the audiences

Bonus: Huawei & Gal Gadot

Now, this is not an example of influencer marketing failures, but it is still an interesting case worth your attention. In 2018, Gadot became Huawei’s US brand ambassador for the Huawei Mate 10 Pro and was featured in their video ad. Later on, she has been caught tweeting about Huawei by using… Twitter for iPhone. This little funny detail was called out by YouTube tech influencer @Marques Brownlee, attracting up to 57k likes and 14.3k retweets and comments in his discovery!

The tweet was soon deleted then replaced with a new one. Explaining the mistake, Gadot told CNET through her publicist that she had a member of her team post the video, and that person used his/her personal device to upload it without noticing the device used would be visible to others. This accident showed that a lot of things can go wrong in an influencer campaign, and the only thing that brands could do is to plan carefully and predict any faults that can possibly happen.

 

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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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Leverage Your Influencer Campaigns With Fitness Influencers

August 18, 2020 Posted by Influencer Marketing 0 thoughts on “Leverage Your Influencer Campaigns With Fitness Influencers”

In the last few months, Instagram has exploded with engaging home fitness workouts created by Instagram fitness influencers. Workout videos, especially on Instagram Live, has become an ideal way for fitness influencers to keep their audience engaged while practicing social distancing.  

As health becomes the top priority on consumers’ minds, fitness influencers have been gaining massive followings during the pandemic. Hence, now’s the golden opportunity for brands to work with fitness influencers and increase brand awareness to potential customers. 

In the previous article, we discovered the Top Trending Fitness Micro-influencers in Southeast Asia, but in what ways brands can work with them to leverage their influencer campaign, let’s find out now!

Hosting Live Workout Sessions

Last May in the Philippines, Nike launched a Community Workout series, partnering with Filippino fitness micro-influencers @tanyamariaaguila and @monicaracestheworld to stream workout sessions on Instagram Live. 

The live streaming series was a part of their #playfortheworld campaign which encourages their customers to stay healthy and active during the stay-home period. The idea was well-received on social media, and the post featuring Nike’s workout session made Tanya and Monica the influencers with the highest engagement rate in the Philippines in May 2020!  

@Bioresg is another brand that executed a brilliant influencer marketing campaign by hosting workout sessions. They partnered with fitness macro-influencer, @roxannegan_, to provide their audience with regular home workouts. In the post featuring @Bioresg, Roxanne emphasized the importance of using sunscreen Biore UV Athlizm to protect our skin against UV rays, even when she is practicing indoors. 

Leveraging Video Content 

With video content being the spotlight on social media, producing engaging videos is the key to attract Millenials and Gen Z consumers.

You may know #movemoreathome, a campaign that has gone viral recently launched by @rexonathailand. With the aim of inspiring people to get up on their feet during self-quarantine, Rexona collaborated with a number of Thai influencers, including celebrities, fitness influencers and even dancers. Influencers were made to share videos of them exercising or dancing to dynamic background music. By partnering with Tiktok influencers too, the campaign quickly became a hit and received high engagement rates, especially among younger audiences.  

But, fitness workouts are not the only way to have fun with video content. Recently, Thai fitness influencers @thisisbebe, who is a famous pilates performer, amazed her followers with a video featuring @slimmadrink. Instead of showcasing her graceful pilates moves as usual, the opening of her video was made up of energetic dance movies which were totally unexpected. This dancing part came as a surprise for her followers, rewarding her with a whopping 170k views!     

Another example of how we can be creative with video content is from student-athlete @kerstinong. In her video post promoting @underarmoursg, she challenged herself with single-leg hops over up to 7 shoeboxes. The video quickly gained popularity and became one of the most-viewed videos on her Instagram feed.

Holding A Virtual Race  

Have you heard about “virtual race”, the latest running trend in the world?

Virtual Race is a race in which participants will run alone and connect their phones to a GPS-tracking app to measure results. Joining the virtual race, runners can avoid social gatherings, which is important to keep them safe from coronavirus, but still feel as if they’re a part of the crowd! 

Last July, as the annual Pocari Sweat Run was canceled due to coronavirus, Pocari Sweat Indonesia decided to launch the first virtual race in Indonesia, namely Pocari Sweat Run Virtual 2020. The event is scheduled to take place on August 16 at 06:00 – 08:00, Jakarta Time. To spread the word,  @pocarisportid partnered with reputed fitness influencer @melanieputria. With such an innovative virtual event, the influencer campaign immediately generated great attention on social media as well as the running community in Indonesia.

Asics Global Running Day Virtual Run is another virtual race that is worth your attention. Unlike the Pocari Sweat Run, this race aims to encourage women to run more but also to raise funds for Breast Cancer Foundations in the region, and the National Cancer Society of Malaysia. Holding a race with a good cause is a great way for brands to contribute to society in times of need and showcase what your brand stands for and your values to consumers.

 

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It was Global Running Day yesterday – did you manage to get a run in? No chance to meet up with friends to run together this year because of what’s happening, but @asicssg has an Asics Global Running Day Virtual Run that you can be part of. This virtual run aims to empower women and will be raising funds for the Singapore, Thailand and Indonesia Breast Cancer Foundations, and the National Cancer Society Malaysia. The event is open from now till Sunday, 7 June, and all you need is a GPS-tracking app like Asics Runkeeper to participate. There’s 3km, 5km and 10km – it’s free but sign up by tomorrow at web.42race.com/race/asicsgrd2020. P.S. Thanks for the new running gear, Asics! #globalrunningday #asicssg #virtualrun #getfit #lovefit #fitforlife #fitness #fitnesseveryday #instafit #igfit #activelife #runforlife #runningsg #sgrunning #instarunners #IGrunners

Bài viết do Cheryl Tay (@cheryltaysg) chia sẻ vào

Sharing Inspirational Stories

Nike’s video commercial is a perfect example of how brands can connect with their customers by sharing inspirational stories. Unlike most videos nowadays which are created only for amusing purposes, Nike’s videos are rooted in personal yet inspiring stories about the athlete’s journey to attaining success.

In 2019, Nike successfully spotlighted tennis legend, Rafael Nadal, in their commercial ad named Rally. The video is a combination of different rallies where Nadal never fails to put in relentless effort to earn each of his points in different matches. And the message at the end of the video is still stuck in viewers’ minds: “Crazy dreams take crazy effort.”

 

Beginning is another 60-second commercial ad from Nike that inspires the audience by featuring professional basketball player, LeBron James’ journey to becoming one of the greatest players in NBA history. The video showcases how he had emerged from poverty in a small and humble city in Akron. At the end of it, James expresses his hope that children in the world will not have to start with a “humble beginning” like he did.  

 

Telling stories that inspire is the recipe to an engaging marketing campaign. While not every brand will be able to reach out to legendary sports players, brands can always partner with local athletes and trending fitness influencers in the community to spread the story about determination and motivate consumers to lead a healthy lifestyle! 

 

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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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