It’s no big secret just how popular Influencer Marketing has become. There are examples all over the internet of how brands and agencies are utilizing influencers to shine brighter than their competitors. Below are two examples of Mattr clients who had great success with Influencer Marketing. They used our in-depth social analysis features, our quick influencer activation and cost-per-engagement pricing model to win big!
1. Influencer Marketing: Case Study for Social Analysis- Ford Mustang Global Campaign
Results: At the end of Day 1, Ford reached out to Drake to have him share a Facebook post announcing the release of the new Mustang. His post resulted in 116,302 engagements from Ford’s audience globally over the remaining two days of the campaign.Background: To showcase and promote the new Mustang, Ford launched a 36-hour global campaign in six cities. The brand hoped to use organic online conversations about the new car to drive increased discussion of it.
Challenge: Ford realized they didn’t have a good understanding of the personas of the people who would be discussing the new Mustang online. They tasked Mattr with determining the personas of those online mentioning Mustang. They also hoped to identify influencers they could work with to increase online chatter.
Solution: Mattr analyzed the campaign response in real time for the first 4 hours, using 4 million tweets. Mattr identified 10 people influential to those mentioning the Mustang in the six cities around the globe they were targeting.
Results: Western Digital authentically reached new target audiences by securing three influencers on extremely short notice through Mattr’s Virtual Agent. By the end of the campaign, the influencers drove consumer engagement that far exceeded estimated engagement and impressions.
Background: To create brand awareness and conversation, Western Digital launched a campaign to identify and activate influencers in “parent” and “travel” target markets. The influencers were also available for travel and campaign stunts.
Challenge: Due to limited budgets, Western Digital needed a cost-per-engagement pricing model to limit risk while requiring fast turn-around for influencer activation. They tasked Mattr with sourcing influencers through Virtual Agent to create unique campaign content.
Solution: Activation of influencers in under 48 hours, 200 pieces of new content created, and exceeded engagement by 15+%
(Originally posted on Travel Massive)
Carol Scott, part of our Travel Massive Austin chapter and Senior Director of Marketing at Mattr, helps brands find and hire social influencers for marketing campaigns.
Mattr helps travelers who are active on social media get hired by brands for marketing campaigns. We know we have a ton of travelers and content creators here in the Travel Massive community, so we asked Carol a few questions about how to get involved and what Mattr is all about.
What inspired you to create this startup?
We began our company as a social segmentation service, building an app that can segment a brand’s social audience in real-time by personality, values, interests and demographics. As influencer marketing began to explode, we used the same segmentation model to help brands identify and hire social influencers who best aligned with their brand personality and values.
What makes your startup different from other similar startups out there?
We’re really trying to promote the micro influencer – those everyday people who are passionate about travel and have a dedicated audience who trusts them – to our brand clients for end-to-end marketing campaigns. Brands are starting to catch on to the fact that millennials have practically zero trust in advertising and even celebrities, and instead, look to friends, family and micro influencers to help guide their purchasing decisions.
How is your startup changing the future of the industry or helping to make travel better?
We’re helping to bring together travel brands and travel influencers for mutually beneficial, yet also extremely authentic, marketing relationships.
Do you have any tips for new entrepreneurs who want to create a successful startup?
Be flexible and expect change. We had to pivot several times to end up in the influencer marketing space.
As a startup, what benefits have you seen from being a part of Travel Massive meetups?
It’s a very targeted group of travelers that we can build relationships with to help grow our pool of social influencers. We feel confident promoting Travel Massive members to our travel brands as paid influencers.
It’s the beginning of the holiday season and our developers are in a giving mode! We’ve prioritized recent feature requests, and have an exciting list of new features to offer to our brand clients. Here’s a breakdown of what you will now see in the app.
Brand Health Widgets including Share of Voice
We’ve recently added a “before/after” set of dashboard metrics for all Virtual Agent campaigns so brands can more efficiently monitor their brand health before, during and after campaigns. These new metrics include a graphic view of your brand’s Share of Voice compared to two competitive brands.
We’ve added two new sources for this data on top of Twitter mentions, including Facebook’s ‘Talking About Now’ metrics and Google trends. This new SOV widget- along with social engagement metrics, top posts, and more- will provide marketers with complete transparency into their ongoing campaigns over time.
We’re now utilizing a fully passive algorithm to help determine an influencer’s age. The algorithm currently provides 75% accuracy for all influencers in our app. Based on the same underlying research and ideas that Facebook uses we can now put our influencers into various age brackets based solely on their images.
Podcast: Play in new window | Download
Host: Kyle Leach, Mattr
Guest: Elizabeth Ollis, VP Business Development at Mattr
News From the Front Lines
In Episode 4 of our ‘And It Is Amazing’ podcast, Elizabeth Ollis discusses what she hears from travel brands regarding their relationships with influencers. She taps into what brands are looking for when choosing influencers, and identifies which metrics are most important to the brand when choosing to partner with influencers. She shares how the things that are going to make an influencer successful with an audience are the same things that are going to make them successful with a brand.
“No matter what your influencer focus might be, make sure you’re being authentic with the brand.”
In this episode, Elizabeth shares:
- What brands are looking for from travel influencers and who they consider for partnerships
- Why it is important for an influencer’s style to align with a brand’s values and campaign objectives
- The key metrics, like engagement and follower count, that brands focus on when choosing influencers as marketing partners
- How important passion, style and voice is when it comes to choosing influencers for a campaign
Running time 6:36
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