influencer brief examples

2 agosto, 2016

influencer brief examples

They created more than 100 Instagram accounts, tied together by tags, that effectively let you zoom into any part of the original photo and find more than 50 hidden surprises. First, by creating the brief you will make it easier to communicate your plan with your team and management. This is the most important page of your influencer campaign brief because it provides the content direction. They partnered with digital talent network and entertainment studio, Collab, to create a national Snapchat campaign, featuring visually enticing creative content. They tell the potential influencer who you are, what you hope to accomplish and how. MTV Pants Off is a SnapChat sex ed show, hosted by Laci Green, best known for her sex ed channel on YouTube, which has more than 2 million subscribers. About K. Patterson, J. Grenny, D. Maxfield, R. Mcmillan & Al Switzler They specifically targeted people on their phones in the vicinity of the stores. The result was that Dunkin’ Donuts gained ten times more followers to their SnapChat channel on National Donut Day than they usually did in a month. This covered more than 24 hours because they ran the campaign across three time zones and three cities across the USA. Briefly describe the campaign, its theme and objectives. An influencer marketing brief clearly outlines campaign objectives, expectations, guidelines and deliverables to any potential influencers you’ll be working with. Other Sections : Some other sections to consider including are Brand & Influencer Details, Audience Objectives, Disclosure Arrangements, Payment Details, and Extra Talent Notes. “Sickhouse” was viewed 100 million times on Snapchat alone. The brief for an influencer … One of the essential steps of launching an influencer marketing campaign is to clearly communicate with your influencers about what you expect out of the campaign.. About us About our Product Links 3. Influencer Brief About us Our Company: Our Product: More Details: Inspiration What we like: presented by Campaign Brief 2. Influencer, Andrea Russett, posted 10-seconds Snaps over a five day period, questioning how real this film was, and opening up discussion with her audience. This is where you define the deliverables that have been agreed upon, as well as the expectations surrounding them, such as deadlines and due dates. It promoted the Häagen-Dazs BOGO (buy one get one) promotions and sampling events at Duane Reade and Walgreens New York stores. Earn a $10 Starbucks Voucher for 5min of your time, 80 Influencer Marketing Statistics For 2020, 8 Influencer Marketing Case Studies with Incredible Results, 1. “Sickhouse” had to look as if it could be real, with Andrea sharing her “home video.”. Clash of the Corps - an Original Fuse Docu-series. Be clear, to the point, and make the “ask.” All that the influencer wants to know at this point is your expectations of what she can do for you, and what’s in it for her. They had to choose between Honey Nut, Chili Nut, and Coffee Nut. These campaigns usually start with the brand sending the influencer a campaign brief that outlines certain guidelines, instructions, and requirements. Sony Mobile France created a new Instagram account - @sonyxperiafr - which they wanted to promote. After sponsoring the US Open Tennis Championships for 35 years, Chase wanted to try something different in 2016. Provide examples of images that you’re looking for in terms of style, tone, resolution, etc. An influencer campaign brief outlines the campaign objectives and overall expectations for the influencer and for your company. A Great Influencer Brief Leads to a Great Influencer Campaign. Not only that, but you’ll be the first to access our new content, tools and offers. For more details, check out our Influencer Marketing Brief Template: Part 2 focuses on the deliverables, specifically the creative content to be produced and your guidelines. Influencer marketing is well past its experimental phase. To add to the illusion, all the other actors avoided social media during the production of the film - the only updates of their whereabouts were posted on Andrea’s SnapChat account. The campaign was topped off with two Twitter parties celebrating #SayItWithPepsi and the Pepsi Emoji bottles. The influencers amplified the campaign across their networks and they geo-targeted social posts to generate excitement and participation across the United States. Best Times to Publish YouTube Videos in 2021 – Ultimate... 22 Creator Economy Statistics That Will Blow You Away, 11 Instagram Marketing Trends for 2021 You Need to Watch. Quite a few A-list businesses realize that influencer marketing helps them reach their target audience. Sony created the first zoom on Instagram (#InstazoomZ5) to help Instagramers appreciate the power of the phone’s camera. Cons: For one campaign, you might require at least 30 to 50 nano influencers to achieve the desired reach. To tennis fans, Andy Roddick is a huge celebrity influencer. Example imagery is one of the most important parts of the brief. It’s one of the best ways to ensure that your influencer and brand goals are aligned and that your influencer marketing campaigns are a success. These were considered to be Campaign Managers. For example: “This Instagram giveaway contest is our Holiday influencer campaign, where you and your followers can get to know our brand better through a minigame and free gifts.”. Eventually, Andrea was able to share with her fans that she had survived “Sickhouse, ” and there was a 70 minute extended version on Vimeo. MTV’s aim was to use Laci, already known as a sex ed influencer, to give help to confused teenagers on what was a different medium for MTV - SnapChat. Plus, we created a handy Influencer Brief Example that you can download and use for your next campaign! It positioned Häagen-Dazs as the indulgent yet mature treat to enjoy with friends. The Pepsi Emoji Product-line at Walgreens Stores, 4. They saw the possibilities for YouTube influencers to demonstrate the possible uses of the Moto Z Force of YouTube … even strapping it onto a 10’ rocket! Bedrock wanted to produce a film that would make Detroit residents feel proud of where they live. To help get you started we’ve outlined a quick summary of the key elements of the brief below. Give your influencer creative freedom. In all, 5,151 influencers helped with this campaign, with a spread of more than 55 million followers. Devin Graham (@devinsupertramp), a YouTube influencer with nearly 5 million subscribers, published a video of him and his friends taking turns on a slip and slide that propelled them (and their parachutes) off a 500-foot cliff. Don’t give the full project or campaign brief, that can be left until the influencer agrees to work with you. The campaign included covering rooftop parties and live social updates from sampling parties. We get it. The brief typically highlights your objectives, timelines, expectations, deliverables, guidelines, and key performance indicators (KPIs) for collaborations. Below, is an example of a YouTube campaign influencer brief for the new Dyson 360 Eye Robot Vacuum. For more details, check out our Influencer Marketing Brief Template. Make sure to include details of the kind of content the influencer will need to produce for your campaign. Second, creating an influencer marketing brief will save you a lot of time down the road. They chose eight popular influencers to create and distribute teaser content. You are here: These are critical to include when briefing influencers since they highlight specific guidelines: To get the best results from your influencer marketing campaigns, make sure to send your influencer marketing brief to every influencer you plan on working with and get written confirmation that they have read and agree to the document. A post shared by Pepsi Canada (@pepsicanada) on Jul 26, 2015 at 1:42pm PDT. They asked Insightpool, an influencer marketing platform, to set up an influencer campaign for the awards on Twitter. In the simplest sense, an influencer brief is a document that a brand or agency provides an influencer after he/she has contractually agreed to participate in an influencer marketing campaign. Step 4: Influencer Deliverables. In the KPIs section of the brief, brands should clearly outline the goals they wish to achieve as a result of the influencer engagement. It's simple...Honey Nut, Coffee Nut or Chili Nut...who's going to be Yellow's new friend?? It generated more than 55,000 Facebook likes and 7,000 comments. Pepsi aimed to increase its sales at Walgreens, so they created limited edition packaging and the #SayItWithPepsi hashtag. Think about it - the same budget meant for 1 macro influencer can be used across 50 nano influencers who can garner a much higher rate of engagement. The videos generated 11.6 million views and 38.1 million social impressions. An influencer marketing brief can help you achieve several things. Anthem of Us Campaign for Bedrock Real Estate, Detroit, 6. The document offers an overview of the campaign’s purpose … Dwayne Johnson, aka The Rock, definitely has a huge following. Motorola decided to launch a new range of smartphones call the Moto Z family and Moto Mods. Bedrock relied on their influencers’ organic reach to communicate their message, and the video received 500,000 views before Bedrock activated a paid strategy. This involves creating a campaign brief that lays out all of the campaign requirements such as your campaign goals, what type of content you need, how many pieces of content you need, etc. This was the first time that a series premiered on Facebook Live, and more than 7 million people watched it - 835,000 on that first showing. These are the ‘ground rules’ of your influencer marketing campaign. Unbox Therapy, iJustine, etc.) Understand the Importance of a Good Influencer Brief. Insightpool invited 20 top influencers to participate in a Twitter takeover - changing their accounts to match the Rare Country Awards branding. Campaign Brief. The 13 videos that the influencers created were all very different, ranging from the one that launched the phone attached to a 10’ rocket to a video showing how to survive a haunted high school. There were many authentic conversations with guests from across social media. Use this section as a prelude to the campaign, try to summarise it into a sentence or two. Since you’re doing your influencer campaign the right way, you need a campaign brief. Chase was able to provide six Periscope sessions to fans for free. We know you’re busy and that writing an influencer brief probably doesn’t seem like a priority right now. Artist-Specific Influencers This ensured that an even wider audience shared the content. Detroit is not a broken-down city of the past. He was also able to answer fans’ questions live. Your influencer brief should also clearly define what the outcome of the campaign you’re running is, so everyone knows what they’re aiming for. Overall, your campaign brief should be clear and detailed so everyone is on the same page with what to expect. Influencer Marketing Last Updated: August 26th, 2020 Reading Time: 10 minutes. Insightpool then selected three “superfans” to create videos announcing the winning artists. Press- Media/Bloggers/Radio Stations. On the other hand, you have a brand to maintain and it’s important that an influencers’ content is aligned with your brand. Depending on the influencer’s channel(s… General Country Fans Motorola marketed these phones to a young demographic, and they realized that their target audience spent much of their time on YouTube. Ultimately, developing an effective influencer marketing brief will help you achieve better long term results. Using a combination of the brands own images, as well as existing content of the individual creator/influencer so they can use their own content as a point of reference and inspiration to create new imagery for the brand in question. While the core of the brief (your company’s mission and goals) will remain the same, it’s important to consistently incorporate learnings, feedback and content ideas from your influencers themselves. 12 Influencer Marketing Examples to Power Your Influencer Campaign Planning. Every Saturday for eight weeks Pants Off “played” on SnapChat - just like a regular show. The brand briefing for an influencer is an extremely important asset for every influencer marketing campaign, but are you including enough information to set your influencers up for success? The campaign resulted in 269 million public relations/social media/Influencer impressions, 216 influencer partner posts, 14.4 million social engagements, and more than 1 million votes. 1. He has 57 million followers on his Facebook page, alone. The content was given a highly New York-centric feel. It is a positive city that is going places. They decided to create the fan-voted "Rare Country Awards," to expand their reach to more country fans. Think of it as your go-to reference manual for the project — a touchstone — that contains everything from goals and deliverables to KPIs and legal terms. Country fans that followed the @Rare account but not the @RareCountry account Also, Dunkin’ Donuts supplied the influencers with Snapchat Geofilters which people could use in-store. 1. When working with influencers on a commercial arrangement, it is a MUST to present a detailed and professional brief document that includes all the tasks, messaging, post examples and type of content to be produced to ensure you get the best from your influencer marketing campaign. The influencers used their content to drive their supporters to the Dunkin’ Donut Stores and take up the special offer. They selected the best performing content and arranged for 40 secondary influencers to share this high-performing content with their audiences - again they were targeted at Millennials. Overall, the campaign generated 14.3 million impressions and 27,400 social engagements. Motorola’s Launch of the Moto Z Family and Moto Mods, 3. It’s a very important document that serves as a campaign roadmap for the influencer. This type of influencer marketing campaign falls more in line with the simple, ‘classic’ description I mentioned earlier. To make your life easier, we outlined all the elements of an awesome influencer marketing brief below. was brought to you by… Award Winner Digital Marketer, top Linkedin Influencer, Certified Facebook / Adwords Professional, Certified SEO Consultant, StartUp Investor, Writer, Speaker. They partnered with Periscope and Andy Roddick, a huge name in professional tennis, to give fans the ultimate viewing experience. We're talkin' FUSE's most DVR'd show in history and the records don't stop there...#ForwardMarch , Posted by Dwayne The Rock Johnson on Wednesday, October 19, 2016. The key differentiating factor between these and the standard commodity smartphone is that you can swap “mods” in and out of the phone, to make them exactly how you want them. The aim of the SnapChat show was to provide sex ed information to young people, giving real information and advice. It is now firmly established as an important type of online marketing, and it is for more than just small businesses and startups, who can’t afford traditional advertising fees. In brief (ha;), you could think of it a little bit like answering the five Ws and 1H: What, where, why, who, when, and how – easy, peasy! An influencer brief also needs to state if anything must be omitted. This is why it is crucial to understand the importance of a good influencer brief. The brief depends on a lot of factors, but it should answer these essential questions: What are the primary and secondary goals for the campaign? M&Ms appointed Emmy award-winning actor and Veep star Tony Hale to act as the official Campaign Manager for the Flavor Vote. Additional influencers helped disseminate the posts, segmented by digital zip codes. Moreover, they are the most cost-effective influencer-type. One of their filmmaking teams created a project they called “Sickhouse.”, “Sickhouse” is a film in the same vein as “The Blair Witch Project,” in the sense that it is not clear to viewers, as to whether it is scripted or real-life (in reality, it is scripted). Cox Media Group wished to draw attention to its country division - Rare Country. There you have it. Dunkin’ Donuts and their agency, Trilia, wanted to create an awareness of National Donut Day. #MMSFlavorVote #ad, Posted by Tony Hale on Monday, April 18, 2016. Influencer marketing is well past its experimental phase. Bedrock Real Estate wanted to produce a film showing that the cliched downtrodden views of Detroit are wrong. A great brief can have your influencers’ creativity running wild, whilst staying on brand and on target for what you want to achieve.’ By Harriot Rockey, COO, Influence Network. They took a highly detailed zoom photo taken with the Z5 and cut it into hundreds of smaller shots organized into five layers. Download a free influencer brief template and simply add your campaign objectives, expectations, guidelines, and expected deliverables from influencers. They decide to run the vote like a mini-election. ‘The brief is the moment where the success of your campaign can be decided. This is where an influencer marketing brief comes in. Campaign goal – 1-2 sentences describing the influencer marketing campaign you’re launching and what you hope to accomplish Campaign message – Specific information that the influencer should include in post captions Key objectives – Describe what you’re hoping to achieve (brand awareness, engagement, etc.) Pepsi used influential creators to develop original organic-style content about the 200 Pepsi emojis who then distributed the content to their Millennial-age followers. Although Andrea Russett was chosen to a large extent because of her 2.5 million YouTube following, she was also asked to participate because of her strong acting skills. They also partnered with nine social influencers to help spread their message and to rally support for each of the three flavors. Häagen-Dazs BOGO Promotions at Duane Reade and Walgreens Stores, 12. The #SayItWithPepsi campaign ended up receiving 46 million impressions, and there were more than 50,000 engagements with campaign content. Include the campaign messages in the post captions (as specified above), Submit your content for review on the date indicated, Position the logo/product according to brand guidelines, Include the #ad/#sponsored hashtag in your post, Don’t include pictures/references to alcohol or drugs, Don’t use profanity or criticize Brand X, Don’t compare Brand X to any competitors, Don’t incorporate any other sponsored posts. The briefed influencers are tech reviewers on YouTube (i.e. BEST INFLUENCER MARKETING BRIEF EXAMPLES. Receive exclusive content that you won’t find anywhere else other than our monthly subscriber mails. There can be no doubt that MTV managed to help many young people’s sexual understanding as a result of this campaign. They chose to use local influencers like Shinola, Detroit Bikes and the creator of Slow Roll (a local bike tour phenomenon) to help create the film, Anthem of Us, using striking images paired with a powerful, yet unscripted, narrative. An influencer brief is not just a guideline document that shows the potential influencer what they should and shouldn’t do: it’s also a pitch to them. At its core, influencer marketing is about building relationships with individuals that can share your brand with their audience. Their guest strategy was to invite influencers with huge audiences, who were comfortable enough to talk about sex and relationships, to be filmed for the show. Image Credits: 15+ years optimising some of Australia’s top brands. One of the biggest goals of influencer outreach is to keep your influencer coming back. 1. The awards quickly gained recognition, and top country artists then began to share links about them with their fans. Make sure to tune in and see what all of the noise is about. There were nearly 9.1 million impressions, and 2.5 million video views. Since influencer marketing is about building relationships, we suggest you share this brief with some of your current influencers to gather feedback. This led to 122,000 clicks to (80,000 of them first-time visitors). They then widened their influencer campaign to cover Pinterest, Facebook, and Twitter. The influencers created content around the theme "Häagen-Dazs Open Container" - #HDOpenContainer – which was a play on words connected with current events in New York at the time. Want to learn more about influencer marketing? Therefore, it’s important to respect an influencer’s creative freedom. An influencer marketing brief is a document that you send influencers you want to work with. Depending on the influencer you intend using, the final product is mostly photo, video, or blog post featuring your product or service. The campaign reached 3 million people, with 40,000 cases of engagement. Based on your brief, an influencer will decide whether they and your brand are a right fit. Lighting: Bright and clean vs stylized and dramatic; Knolling - Objects laid out in a pleasing pattern; Of course, influencer marketing is all about highlighting a creator’s natural voice. The campaign generated 1.8 million impressions and nearly 1 million votes. Vote now and daily! Häagen-Dazs partnered with New York City local influencers who targeted the millennial lifestyle. #Xperia XZ Premium #Photography #Camera #Instafood, A post shared by Sony Mobile (@sonyxperia) on Jan 5, 2018 at 5:34am PST. They segmented influencers into the following categories: Current @RareCountry Followers You can even latch a projector onto your phone if you so choose. Local celebrity, Big Sean, made an emotional endorsement, which lead to more media impressions, both traditional print and broadcast, as well as online. M&Ms considered these people to be Campaign Staffers. Ultimately the voters elected Coffee Nut to be the winning flavor. This campaign aimed to remind New Yorkers that ice cream is an essential part of summer. Sweet treats and fierce foodie photos. Brand New Episode of Clash Of The Corps TONIGHT, Another brand new episode of our hit Seven Bucks Productions series #ClashOfTheCorps airs TONIGHT at 11 pm on Fuse. Free Marketing Brief Template for an Influencer Campaign 1. In total there were 13.9 million unique views and 439,000 shares, not counting additional cross-posting to Facebook. Other local influencers like Pure Michigan and Quicken Loans helped with the outreach. Subaru Subaru’s #MeetAnOwner campaign used influencer videos to showcase the new Impreza in various locations, hoping it would attract the attention of millennial buyers. Dunkin’ Donuts made a special offer for the day, and Collab selected lifestyle creators to spread content about the offer in their cities on SnapChat. When Fuse created their Clash of Corp docu-series, which documents the lives of drum corps members on the road to the Drum Corps International Championship, they wanted to expose their series to as many people as possible. In total the campaign provided 385 hours of Periscope video for fans to watch. Fans were effectively able to watch the games beside Andy, hearing his real-time reactions. Sony then used 30 influencers to help spread the photos as part of a competition where people could zoom in five times on parts of the original photo (i.e. A further 20+ influencers created visual content to encourage people to trial the flavors and vote. By clarifying your influencer marketing strategy, your goals, objectives, and KPIs. In addition, for new partnerships, it’s a good idea to review the brief together, especially to get some content ideas from the influencers themselves. This second stage resulted in an additional 26,000 clicks on the shared content. Agency partner Weber Shandwick developed a YouTube influencer program to drive awareness around the Moto Z products. Therefore, it’s a good idea to set guidelines around the content theme and style that both allow creative expression AND ensure that what is delivered is aligned with your brand. Explaining it to Yellow makes me tear my hair, that I don't have, out. Subscribe to our newsletter and get social media resources send to your inbox. It can be tempting to overlook the whole process of crafting a good influencer brief, but it is one of the most important steps in establishing a mutually beneficial relationship with influencers. However, if you’re looking to develop a long-term influencer marketing strategy and run more than one campaign, then creating a brief is critical. Each influencer created one "partnership announcement" post, one "hero" YouTube video that featured a unique use-case for Moto Mods and two or more extra social posts. They wanted to ensure that all tennis fans, including those who could not physically make it to the matches, could fully enjoy the experience. Each episode received between 3 and 5 million views and was shared hundreds of thousands of times. For the first time in its 75-year history, M&Ms decided to let the fans decide its new peanut flavor. Depending on the influencer’s channel(s) you’ve agreed on, the final product is usually a photo, video, or blog post featuring your offering. “Your influencer brief must always paint the big picture in the mind of your reader. They chose to target millennials, so decided social media engagement be the best promotion - even for in-store purchases. Try to anticipate any questions the influencer may have and answer them in the brief. Here are some examples: For this to work, authenticity is key. Other examples include: Location: Beach, city, indoor, etc. Spreading the word about M&M's U.S.A. Indigenous Media focuses on producing video for a variety of platforms, from traditional television to new-style social media. Influencer Marketing Hub » Influencer Marketing » 12 Influencer Marketing Examples to Power Your Influencer Campaign Planning. One of the reasons influencer marketing is so effective is because you’re working with real people, who are also expert content creators, who have an audience that trusts the content they produce. Content Ideas & Examples: If there is any particular style or type of content you want the influencer to make, include a description of it so that they get a clear idea about what you want. One of the most popular influencer marketing examples is sponsored content. Let’s start with the basics. Flavor Vote is the easy part. Again, some visuals as an example could be helpful here! MTV decided that the best way to build an audience was to ensure that the show contained relevant subject matter for the teenage audience, to use influencers as guests, and to create stunning graphics. 9. Before we dive in, it’s important to think about what kind of relationship you want to have with influencers in terms of creative freedom. The eight influencers then “took over” the Dunkin’ Donuts SnapChat channel on National Donut Day. Remember, this brief isn’t set in stone. Free Influencer Marketing Creative Brief Template (Google Doc). It drove the teenagers to Walgreens and Duane Reade stores to buy Pepsi Emoji bottles to help them have an exciting summer adventure. Everything you need to create an awesome brief, plus this handy influencer brief template. They developed the hashtag #MMSFlavorVote to drive social awareness and voting. Indeed, it’s extremely important that your brief contains as many details as possible. The whole film was shot in real time, in chronological order, on iPhones. It typically plays out with brands reaching out to influencers to ask if they’re willing to promote one of their products or services – or vice versa… some influencers do outreach too! look at five of the detailed pictures) to find a secret code. Writing an influencer brief is a creative, data-intensive endeavor. Rare Country already had a strong Facebook presence but was in its early stages of running a Twitter account. 3. It was a highly successful campaign, with 17 million potential contacts. They worked with 13 influencers across multiple verticals and target audiences to reach a broad range of consumers. Indeed it was the first scripted SnapChat film. The shared content included original blog posts, photography, and branded video content. It is digital marketing’s next best thing, that is making a huge impact already. Andy Roddick broadcast from his couch, and two further periscopes were hosted at the Chase Lounge, to give fans an on-site experience. Product Background and Overview Share with the influencer details about the company, the product, and add relevant links. Typically a one-page long document, an influencer brief is a resource meant to assist an influencer when he/she creates sponsored content for a given campaign. Pepsi then analyzed the performance of all of the content that these primary influencers had created and shared. so that influencers know what to optimize for These can include words, imagery, or talking points that may be harmful to the brand or the campaign. The Sony Xperia Z5 has the most powerful cell phone camera, with a five times zoom, and Instagram is, of course, the perfect site to promote photography. Over 5,000+ companies get access to our exclusive influencer marketing news. Key takeaway: Influencer cont…

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