Other examples include: Location: Beach, city, indoor, etc. 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.”. 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. The influencers amplified the campaign across their networks and they geo-targeted social posts to generate excitement and participation across the United States. 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. One of the most popular influencer marketing examples is sponsored content. 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. An influencer marketing brief is a document that you send influencers you want to work with. 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. The briefed influencers are tech reviewers on YouTube (i.e. Try to anticipate any questions the influencer may have and answer them in the brief. They specifically targeted people on their phones in the vicinity of the stores. An influencer campaign brief outlines the campaign objectives and overall expectations for the influencer and for your company. Artist-Specific Influencers 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. 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. 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. We know you’re busy and that writing an influencer brief probably doesn’t seem like a priority right now. Also, Dunkin’ Donuts supplied the influencers with Snapchat Geofilters which people could use in-store. They worked with 13 influencers across multiple verticals and target audiences to reach a broad range of consumers. They then widened their influencer campaign to cover Pinterest, Facebook, and Twitter. #Xperia XZ Premium #Photography #Camera #Instafood, A post shared by Sony Mobile (@sonyxperia) on Jan 5, 2018 at 5:34am PST. Not only that, but you’ll be the first to access our new content, tools and offers. 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. The awards quickly gained recognition, and top country artists then began to share links about them with their fans. Flavor Vote is the easy part. They wanted to ensure that all tennis fans, including those who could not physically make it to the matches, could fully enjoy the experience. The brief for an influencer … 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. Bedrock relied on their influencers’ organic reach to communicate their message, and the video received 500,000 views before Bedrock activated a paid strategy. Pepsi then analyzed the performance of all of the content that these primary influencers had created and shared. Explaining it to Yellow makes me tear my hair, that I don't have, out. Influencer marketing is well past its experimental phase. Dunkin’ Donuts and their agency, Trilia, wanted to create an awareness of National Donut Day. Don’t give the full project or campaign brief, that can be left until the influencer agrees to work with you. Subscribe to our newsletter and get social media resources send to your inbox. M&Ms considered these people to be Campaign Staffers. The Pepsi Emoji Product-line at Walgreens Stores, 4. Influencer marketing is well past its experimental phase. It is digital marketing’s next best thing, that is making a huge impact already. Other local influencers like Pure Michigan and Quicken Loans helped with the outreach. The eight influencers then “took over” the Dunkin’ Donuts SnapChat channel on National Donut Day. Use this section as a prelude to the campaign, try to summarise it into a sentence or two. Insightpool invited 20 top influencers to participate in a Twitter takeover - changing their accounts to match the Rare Country Awards branding. In all, 5,151 influencers helped with this campaign, with a spread of more than 55 million followers. It positioned Häagen-Dazs as the indulgent yet mature treat to enjoy with friends. “Your influencer brief must always paint the big picture in the mind of your reader. 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. This ensured that an even wider audience shared the content. Unbox Therapy, iJustine, etc.) An influencer marketing brief can help you achieve several things. The purpose of the campaign was to demonstrate that incorporating the specially-packaged  Pepsi emoji bottles - found exclusively at Walgreens - into your summer activities made everything more fun. Additional influencers helped disseminate the posts, segmented by digital zip codes. An influencer marketing brief clearly outlines campaign objectives, expectations, guidelines and deliverables to any potential influencers you’ll be working with. First, by creating the brief you will make it easier to communicate your plan with your team and management. Chase was able to provide six Periscope sessions to fans for free. so that influencers know what to optimize for 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. Depending on the influencer you intend using, the final product is mostly photo, video, or blog post featuring your product or service. The aim of the SnapChat show was to provide sex ed information to young people, giving real information and advice. Over 5,000+ companies get access to our exclusive influencer marketing news. 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. It generated more than 55,000 Facebook likes and 7,000 comments. Here are some examples: Receive exclusive content that you won’t find anywhere else other than our monthly subscriber mails. 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. Häagen-Dazs BOGO Promotions at Duane Reade and Walgreens Stores, 12. They decided to create the fan-voted "Rare Country Awards," to expand their reach to more country fans. They asked Insightpool, an influencer marketing platform, to set up an influencer campaign for the awards on Twitter. Free Marketing Brief Template for an Influencer Campaign 1. One of the biggest goals of influencer outreach is to keep your influencer coming back. The campaign included covering rooftop parties and live social updates from sampling parties. 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. Ultimately the voters elected Coffee Nut to be the winning flavor. Campaign Brief 2. Indigenous Media focuses on producing video for a variety of platforms, from traditional television to new-style social media. Insightpool then selected three “superfans” to create videos announcing the winning artists. 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! Häagen-Dazs partnered with New York City local influencers who targeted the millennial lifestyle. However, it should also focus on the small details and explain every step so that the influencer is on the same page with you,” says Kristin Savage, Writer at Studicus. On the other hand, you have a brand to maintain and it’s important that an influencers’ content is aligned with your brand. Second, creating an influencer marketing brief will save you a lot of time down the road. Motorola decided to launch a new range of smartphones call the Moto Z family and Moto Mods. 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. look at five of the detailed pictures) to find a secret code. The videos generated 11.6 million views and 38.1 million social impressions. 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. 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. And the best way to build long-term, productive relationships is by setting and managing expectations. They partnered with Periscope and Andy Roddick, a huge name in professional tennis, to give fans the ultimate viewing experience. Anthem of Us Campaign for Bedrock Real Estate, Detroit, 6. Cox Media Group wished to draw attention to its country division - Rare Country. Provide examples of images that you’re looking for in terms of style, tone, resolution, etc. They chose eight popular influencers to create and distribute teaser content. You can even latch a projector onto your phone if you so choose. 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. 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. 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? They also partnered with nine social influencers to help spread their message and to rally support for each of the three flavors. For more details, check out our Influencer Marketing Brief Template. Campaign Brief. Eventually, Andrea was able to share with her fans that she had survived “Sickhouse, ” and there was a 70 minute extended version on Vimeo. Influencer Marketing Last Updated: August 26th, 2020 Reading Time: 10 minutes. 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. They tell the potential influencer who you are, what you hope to accomplish and how. http://bit.ly/25uzlNr #MMSFlavorVote #ad, Posted by Tony Hale on Monday, April 18, 2016. 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. Step 4: Influencer Deliverables. These were considered to be Campaign Managers. 1. Quite a few A-list businesses realize that influencer marketing helps them reach their target audience. An influencer brief also needs to state if anything must be omitted. For the first time in its 75-year history, M&Ms decided to let the fans decide its new peanut flavor. Make sure to include details of the kind of content the influencer will need to produce for your campaign. 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 influencers used their content to drive their supporters to the Dunkin’ Donut Stores and take up the special offer. Overall, your campaign brief should be clear and detailed so everyone is on the same page with what to expect. 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. This covered more than 24 hours because they ran the campaign across three time zones and three cities across the USA. It drove the teenagers to Walgreens and Duane Reade stores to buy Pepsi Emoji bottles to help them have an exciting summer adventure. 1. 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. Dwayne Johnson, aka The Rock, definitely has a huge following. 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. Influencer Brief About us Our Company: Our Product: More Details: Inspiration What we like: presented by Cons: For one campaign, you might require at least 30 to 50 nano influencers to achieve the desired reach. A Great Influencer Brief Leads to a Great Influencer Campaign. Ultimately, developing an effective influencer marketing brief will help you achieve better long term results. 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. 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. He has 57 million followers on his Facebook page, alone. was brought to you by… Award Winner Digital Marketer, top Linkedin Influencer, Certified Facebook / Adwords Professional, Certified SEO Consultant, StartUp Investor, Writer, Speaker. Image Credits: TalkingInfluence.com. They had to choose between Honey Nut, Chili Nut, and Coffee Nut. Bedrock Real Estate wanted to produce a film showing that the cliched downtrodden views of Detroit are wrong. Clash of the Corps - an Original Fuse Docu-series. 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. Want to learn more about influencer marketing? They took a highly detailed zoom photo taken with the Z5 and cut it into hundreds of smaller shots organized into five layers. Vote now and daily! Since you’re doing your influencer campaign the right way, you need a campaign brief. Sony created the first zoom on Instagram (#InstazoomZ5) to help Instagramers appreciate the power of the phone’s camera. 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. 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. “Sickhouse” had to look as if it could be real, with Andrea sharing her “home video.”. 3. Writing an influencer brief is a creative, data-intensive endeavor. Every Saturday for eight weeks Pants Off “played” on SnapChat - just like a regular show. To tennis fans, Andy Roddick is a huge celebrity influencer. 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. 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