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 in The Agency Post)
Nothing beats Twitter as the ultimate second-screen tool. Even Nielsen can’t track viewer emotions in real time as thoroughly as Twitter, where context curation using hashtags is making it easier to target the right audience at the exact moment they’re interested in the topic.
But engaging viewers on their second screen can seemed forced if you don’t choose the right hashtags or the right programming. If you’re looking to jump on the second-screen bandwagon, here are some tips to get you started.
1. Locate Hashtags in Popular Media
“Good Morning America” is one of many TV shows almost constantly displaying a hashtag during its broadcast (usually #GMA).
When Ford CEO Alan Mulally presented the 2015 Mustang design on the show, both companies were able to immediately gauge the reaction among brand fans. Launching a redesign of an iconic car on a morning show is expensive, but it’s a safe bet that paid off for Ford, with the unveiling of the new Mustang outshining “The Amazing Spider-Man 2” on that day’s broadcast.
Depending on your brand, sometimes it’s worth the flash and expense of a Times Square unveiling to grab the attention of an audience that’s already primed to engage.
2. Determine the Right Partner
“Good Morning America” was a good choice for Ford, but finding the right TV programs or sporting events to partner with depends on a variety of factors. Your agency should have a database of available partners, and your budget, along with your ability to sift through social data, will drive how much you can spend on advertising.
If you’re pinching pennies, there are ways to see great success with less-than-primetime placement. Esurance had a big hit after the Big Game with its #EsuranceSave30 commercial featuring John Krasinski.
In the spot, Krasinski lets on that Esurance saved $1.5 million by airing its commercial after the game and launched a contest that spawned over 5.4 million uses of the hashtag (200,000 of which happened within the first minute of the commercial airing).
3. Target the Right Audience
As you choose your media, ask yourself whether you are nurturing brand fans or attracting a growing segment of personas distinct from your most vocal advocates. You can really screw this up if you disenchant your fans while trying to reach growing segments.
Both Ford and Esurance went after their brand fans, but if Esurance had wanted to target an ad at the growing segment of progressive buyers, it could have run an ad on “The Colbert Report” to charm that segment without disenchanting older, more conservative buyers who wouldn’t be watching that show.
4. Coordinate Your Hashtags
As long as you’re fine with the campaign hashtag audience seeing the tweets from that show, ask the media producers to use your campaign hashtag along with their live show tag. This can add multiple points to your engagement statistics, but you’d be surprised at how often marketers skip this simple step. Remember that this is new to most agencies and brands, so walk through the strategy together and over-communicate to make sure it’s executed effectively.
5. Use Data to Sell the Client
It’s important to show the client that you have enough data to back up your hunches. For example, Progressive may want to run a campaign to plant some seeds for younger consumers. The most popular show for its overall audience is “Conan O’Brien,” but “The Daily Show” is uniquely popular for Progressive.
“The Daily Show” is uniquely popular for Progressive consumers.
Think of this as an “undiluted” market, heavily concentrated with people who have engaged with Progressive. Sure, Conan is hugely popular with Progressive fans, but Conan is popular with almost every brand’s fans. Therefore, Progressive can make a much more informed decision on cost benefit by comparing the data on two possible partners.
6. Be Prepared to Call an Audible
If you’ve meticulously prepared your tweets with your media partner, but some tragic news interrupts your launch, do the right thing for your brand. The legendary example is Oreo’s “You can still dunk in the dark” tweet, which was posted when the lights went out during the 2013 Super Bowl.
While that tweet and its subsequent campaign won a ton of acclaim from the advertising world, it was a milquetoast message — extremely innocuous and, in my opinion, not great content for the brand. Don’t try these kinds of audibles unless you can create a unique, on-brand message that’s timely. Remember: What’s good for the agency isn’t necessarily good for the brand.
We all know the challenges of engaging your audience on social. But with a little strategy, you can take control of the second screen and dominate the Twitterverse. Expertly coordinated hashtags that are relevant to the content will connect with the audience you are trying to reach in a new way across both channels and maximize your marketing dollars.