Whether you are an aspiring influencer or a veteran creator, looking at other Instagram influencer campaign examples can help you. Free Marketing Brief Template for an Influencer Campaign 1. Include information about previous influencer campaigns. Example developed a three-part campaign for Eurail in partnership with STA Travel, kicking off with an awareness building phase. To promote the release of its Note 7 smartphone Samsung collaborated with a group of Snapchat power users that included CyreneQ for both event marketing and sponsored Snapchat content. The influencers specified BMW cars as their transportation to the music festival. In June 2017, Dyson is launching a comprehensive advertising campaign to promote its robot across North America through TV spots, billboards, YouTube pre-rolls as well as include an influencer marketing activation as a part of this new product campaign. We’re getting ready to celebrate an awesome Easter, all thanks to @TargetStyle. 5 Must Have Clauses in Influencer Contract, Influencer Briefs that Inspire Engaging…, Unbox and showcase the product in front of the camera, Showcase the product at work for at least 60 seconds. The following example was made using Canva’s free slide template. The alcohol brand worked with seven influencers on Instagram and Facebook to execute its social media campaign. So here is a list of some of the best innovative examples of companies that nailed their influencer marketing campaigns and what you can learn from them. The sponsored video segment must start no later than at the 30th sec of your video and must last for at least 4 minutes. An influencer marketing brief is a document that you send influencers you want to work with. ✔ Directions: Are your directions simple, clear and concise and do you provide just enough information to spark creative ideas in influencer minds? Collectively, the group maintains an astonishingly following of over 18 million subscribers. But you and the influencer should hold a creative briefing … Influencer Brief About us Our Company: Our Product: More Details: Inspiration What we like: presented by If you have worked on a similar campaign before, you could also add that to the mood board. Subaru’s #MeetAnOwner Campaign Features Three Superstar Influencers, Walmart’s #FightHunger Social Good Campaign With Top Influencers & Celebs, Vine Star Turned Vlogger Logan Paul Pushes For Mainstream Stardom, Target’s 30-Day Instagram Influencers Blitz for @TargetStyle, Tinder’s #Menprovement Campaign With Top Meme Influencers, How Top Tech Brand Samsung Partnered With CyreneQ On Snapchat, ExxonMobil Advertises With Father-Son YouTube Influencer Channel, “What’s Inside?”, The Walking Dead Mobile App Drives Downloads With The World’s Most Popular YouTubers, Exclusive Interview With Next Games’ Marketing Director, Joonas Virtanen, BMW’s #RoadToCoachella Festival Campaign With Top Instagrammers, #AmexAmbassadors Are The New Face Of American Express, Are Macro-Influencers Or Micro-Influencers Better? Let us create a custom campaign to fit your brand's unique needs. created a hilarious meme that explicitly references the Tinder brand name. ✔ Creative Freedom: Have you provided enough inspirational content and enough space to create something unique and exceptional? Daily vlogger Logan Paul’s Instagram post was particularly effective at raising money because he set an explicit engagement goal for followers by stating, “I WANT 1 MILLION LIKES!” after introducing the initiative. As a. , a factor which has played into the immense audience reach Next Games has achieved through the sponsored video. ) 3. For its #RoadToCoachella campaign BMW recruited several top Instagram influencers to showcase its presence at Coachella 2017. Related Post: Exclusive Interview With Next Games’ Marketing Director, Joonas Virtanen. Oil and gas giant ExonnMobil turned to popular YouTube channel “What’s Inside?” to advertise the release of a new motor oil. Give your influencer creative freedom. Next Games’ willingness to give Pons sufficient creative freedom culminated in a one-of-kind video that charms fans of The Walking Dead and viewers who have never seen the show. For example, you need to make sure you’re detailing whether you’re trying to sell or educate about a product, whether you’re driving people to your own website or social media pages, or if you want them to enter your competition or giveaway. Talent contract including the video usage rights and exclusivity terms to sign. Keep it simple. Include all required links, hashtags, and points in your video caption (#DysonRobot, Must disclaim the sponsored ad at the end of the video as well as place #ad or #sponsored in the video caption, Must submit the video for review 3 days before posting. Flavor Vote is the easy part. The post will go live during the hours of ____-_____ GMT. ✔ Story: Does it have enough background information to understand the purpose of the campaign and how does it fit into the bigger picture ? 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. … King expertly integrated Target’s branded messaging into his Instagram feed by sticking to the digital magic trick format he is known for. created one post informing followers of the initiative. In the previous post, I have introduced advertisers to the best practices for how to write influencer briefs that inspire engaging content. Let's collaborate on influencer marketing and social media stories. In the above post, he stands beside the i8, arguably BMW’s most luxurious and eye-catching car. Brands should trust that they’ve effectively vetted their chosen influencer. 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. A well-designed influencer brief will (hopefully) reduce much of the back-and-forth you might get while communicating with influencers and make the entire process smoother for both you and the content … To execute its newest charitable initiative, retail giant Walmart partnered with seven Instagram influencers to raise funds for Feeding America. Example email to an influencer: VOXI This step provides an exemplary email template for contacting a social media influencer, with reference to the VOXI campaign. The influencer explicitly thanks Subaru for making the video possible and in doing so positions Subaru as a forward-looking company that funds adventurous projects. As a macro-influencer Pons also brings shareability, a factor which has played into the immense audience reach Next Games has achieved through the sponsored video. For its #MeetAnOwner campaign Subaru solicited the help of three influencers specifically for their video expertise. Channels, Deliverables and Timeline Give an overview of: Need help with getting it done the right way? Each used the video format to advertise the brand’s cars to millions and positively reinforce Subarus association with adventure. This type of influencer marketing campaign falls more in line with the simple, ‘classic’ description I mentioned earlier. Depending on the influencer’s channel(… Within the campaign, stuntman Devin Graham (devinsupertramp) stands out for creating a YouTube video of himself and friends skydiving off a cliff via a giant slip in slide. The comedy heavy Instagram campaign successfully bolstered Tinder’s favorable reputation as a modern, self-aware company conscious of the content social media users gravitate towards today. In addition to raising brand awareness, the post accentuates Tinder’s ability to laugh at itself and appeals to the influencer’s comedic-centric audience. Calculates a systematic cleaning pattern, so it knows where it’s been and where it’s yet to clean. 9. 3. 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.”. The resulting YouTube video has proven incredibly successful with nearly one million views to date. Campaign Brief. 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! Brands of all types are using both to create authentic sponsored content with the help of influencers. Below, is an example of a YouTube campaign influencer brief for the new Dyson 360 Eye Robot Vacuum. Related Post: How To Do Cause Marketing Right With Influencers: Tips, Examples & More, 30+ Instagram Case Studies From The World’s Biggest Brands, How To Avoid The 6 Biggest Influencer Marketing Blunders, Instagram Influencer Marketing Is Now A $1 Billion Dollar Industry [INFOGRAPHIC], The 9 Most Common Influencer Marketing Myths People Get Wrong, Case Study: How Parade Underwear Celebrates Social Causes with Nano-Influencers, The Best Influencer Marketing Case Studies: Campaigns From Top Brands, Influencers, & More, The Top 10 Influencer Marketing Mistakes To Avoid. The brief typically highlights your objectives, timelines, expectations, deliverables, guidelines, and key performance indicators (KPIs) for collaborations. Father and son duo Daniel and Lincoln Markham stuck to their feature video format of cutting items in half and produced a product integration that promotes ExonnMobil without alienating their viewership. When discussing successful influencer marketing examples seamlessly integrated with a social media marketing campaign, the list would be incomplete without Daniel Wellington. And that he/she/they is/are the most appropriate fit for the brand. Use this section as a prelude to the campaign, try to summarise it into a sentence or two. Most importantly, I want to make this post collaborative and call influencers to share their opinion and suggestions on how they like to be briefed as well as ask marketers and advertisers to share their ideas on what they think is important to include. Here’s a campaign brief template for you to use. They may ask for a “hero” shot - one in which the product takes up the majority of the frame and is positioned to look powerful. The briefed influencers are tech reviewers on YouTube (i.e. Campaign Goals Describe the goals and objectives of the campaign. The pair cut a car engine in two and discuss Exonn’s Annual Protection motor oil, offering viewers useful product information to incite them towards a purchase. Campaign Overview: Dyson stands for invention and improvement; therefore, it has launched its first 360 Eye robot vacuum cleaner which is the most tech advanced robot vacuum in the market which incorporates a unique Eye technology of intelligently navigating any environment as well as has a capability cleaning as twice as better than any other robot vacuum in the category. Brands of all types are using both to create authentic sponsored content with the help of influencers. Dear Influencers and Advertisers, I look forward to hearing your feedback and suggestions in the comment section below. _____ CAMPAIGN BRIEF TEMPLATE. Within a 30-day window, Target partnered with Instagram influencers ranging from a dog to a plus-sized model to market its diverse product offerings. Furthermore, at the event she shared Stories footage of the product launch with fans, effectively assisting Samsung in sharing the launch with a wider consumer base than those physically present. Briefly describe the campaign, its theme and objectives. [INFOGRAPHIC]. Campaign Brief 2. Influencer Marketing Examples from the Top Brands Let’s take a look at the best examples from brands that nailed their influencer marketing campaigns. What Shouldn’t Be in an Influencer Brief? The brand worked with two influencers in particular to advertise its easter candy and decorations. 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. #1: Daniel Wellington. The only robot with tank tracks, to help maintain speed and direction as it moves across different surfaces. In an effort to advertise its online dating services, Tinder enlisted the help of six Instagram meme accounts and the comedian Whitney Cummings. If you’re looking ideas on how to work with influencers for your digital marketing campaign, you should learn from the best. From Tinder To ExxonMobil, Here Are The Best Influencer Marketing Examples To Check Out With over 800 million and one billion users respectively, Instagram and YouTube are two of the biggest influencer marketing platforms in existence today. Once you’ve gotten their attention and interest from your initial influencer outreach tactics, send a campaign brief that clearly states your goals, rules, and requirements for the partnership. Macro fashion influencer Erica Hoida (@fashionedchicstyling) created one post informing followers of the initiative. #ad, A post shared by Zach King (@zachking) on Mar 31, 2017 at 2:00pm PDT. Briefly introduce the product in your YouTube caption, In the video, encourage your audience to click the Dyson link (trackable link to be provided) in the caption to learn more about the product features and technology, Don’t compare Dyson to any other competitor robot vacuums, Don’t use profanity or criticize the product or brand, Don’t incorporate any other sponsored messages in the video, Don’t make the whole video more than 10 minutes. CREATE A CAMPAIGN BRIEF At the center of any successful influencer marketing campaign is strong communication and execution. King expertly integrated Target’s branded messaging into his Instagram feed by sticking to the digital magic trick format he is known for. was brought to you by… Award Winner Digital Marketer, top Linkedin Influencer, Certified Facebook / Adwords Professional, Certified SEO Consultant, StartUp Investor, Writer, Speaker. Creative thought-starter: Personify the product as your new robot pet/friend in your own signature way to make it look cute and fun to watch. With over 800 million and one billion users respectively, Instagram and YouTube are two of the biggest influencer marketing platforms in existence today. 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 Gallagher embodies the access and status individuals can gain by joining the rewards program and serves to position the brand’s rewards program as one offering indulgent experiences. 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. Such strategies proved to be highly beneficial to an organization’s overall […] For example, you quickly become aware of the styles, angles, creative ideas, and settings that other influencers are using. The influencers involved range from a comedian to a stuntman, but common among all is the use of personal flair and inventiveness to showcase brands. Overall, your campaign brief should be clear and detailed so everyone is on the same page with what to expect. 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.. [INFOGRAPHIC], Stella Artois’ Teams Up With Influencers For Cause Marketing At The Oscars, How To Do Cause Marketing Right With Influencers: Tips, Examples & More, The Influencer Marketing Industry Global Ad Spend: A $5-$10 Billion Market By 2020 [CHART], INFLUENCER MARKETING 2019 INDUSTRY BENCHMARKS, 8 Brands Doing Coronavirus Influencer Marketing Right on Instagram and TikTok, 10 TikTok Marketing Campaigns: How Brands are Using TikTok Influencers. Hoida’s explicit call to action, “Help end the global water crisis by purchasing a chalice at BuyaLadyaDrink.com,” prompts user engagement and gives users the tools to connect with Stella Artois immediately. You’re already partnering with these select influencers because their aesthetic reflects your brand, they’re passionate about your product, and you dig their style. Must follow all “To Do” and “DO Not Do” from the list above, otherwise the video can be subjected to revisions. Example Imagery. Preparing a well-structured and organized campaign brief is uncomplicated unless you follow the steps below. In the KPIs section of the brief, brands should clearly outline the goals they wish to achieve as a result of the influencer engagement. Step 4: Influencer Deliverables. An influencer campaign brief. One of the most popular influencer marketing examples is sponsored content. Make sure to include details of the kind of content the influencer will need to produce for your campaign. Campaign Objectives: To raise awareness around the new Dyson robot vacuum as well as briefly educate viewers on its benefits and selected features in the most authentic to your channel and audience way. Explaining it to Yellow makes me tear my hair, that I don't have, out. Product Background and Overview Share with the influencer details about the company, the product, and add relevant links. Digital magician Zach King created one sponsored video for Target alongside lifestyle blogger Naomi Davis (@taza). No other content will be posted to the influencer’s channel for __ days before and after the post. Write an excellent influencer brief, catch influencers’ attention, direct your campaign to the accomplishment. Schedule cleaning with the Dyson Link app. Again, some visuals as an example could be helpful here! Next Games’ willingness to give Pons sufficient creative freedom culminated in a one-of-kind video that charms fans of, and viewers who have never seen the show. ). Try to anticipate any questions the influencer may have and answer them in the brief. In this post, I want to share an example of an influencer brief which, in my opinion, perfectly balances the two most important and opposite to each other criteria of a great brief - providing the influencer with room for creative freedom and simultaneously dictating exact directions on how to communicate the sponsored message. ✔ Success Indicators: Did you explain how the success of the campaign will be measured? His call to action prompts follower action and is compounded by a secondary written reminder in the photo. 15+ years optimising some of Australia’s top brands. Pons was one of the campaign’s standouts and created a four-minute comedic skit in which zombies from the game attack in real life. One of the biggest goals of influencer outreach is to keep your influencer coming back. Spreading the word about M&M's U.S.A. Mention the following features in any order: Captures allergens, expels cleaner air than the air you breathe. Instagram post was particularly effective at raising money because he set an explicit engagement goal for followers by stating, “I WANT 1 MILLION LIKES!” after introducing the initiative. Whichever KPI is your top priority, let the influencer know. Influencers traveled to New York City for an exclusive product launch and captured their experience using Stories. BEST INFLUENCER MARKETING BRIEF EXAMPLES. Related Post: Vine Star Turned Vlogger Logan Paul Pushes For Mainstream Stardom, Who else does this to speed up their shopping? The striking photo immediately draws viewers in and indirectly emphasizes BMW’s connection to luxury and exclusive events. In addition to raising brand awareness, the post accentuates Tinder’s ability to laugh at itself and appeals to the influencer’s comedic-centric audience. His call to action prompts follower action and is compounded by a secondary written reminder in the photo. Enter the influencer campaign brief, a magical document that can drastically reduce your time spend by outlining every detail an influencer will need to know about your campaign. Let’s start with the basics. The briefed influencers are tech reviewers on YouTube (i.e. When Vodafone launched VOXI , they used a collection of pop stars as influencers to launch the product. Seeing how other influencers create brand campaigns will provide a wealth of insights. Related Posts: Are Macro-Influencers Or Micro-Influencers Better? stands out for creating a YouTube video of himself and friends skydiving off a cliff via a giant slip in slide. Pass along your details so we can collaborate for future campaigns. It can include examples of the posts or captions that you like. The Formation of Team PokerStars Pro Having a single influencer promoting your offer is great already, but the PokerStars brand went a step further and established an entire team of colorful personalities that represent their brand. My friend @taza and I just figured out the fastest way to unload your cart! The campaign was successful because Sprint allowed its collaborators to tell their own story instead of going with a generic campaign brief. Though the word “Target” is never uttered in the video, the presence of a Target shopping cart and bags discreetly encourage followers to head to the store and make a purchase. Influencer will post said YouTube video on or before ______. The ultimate guide to creating an impressive Influencer Marketing Brief By Stelyana Hristozova, 22.01.2020 By implementing Influencers to a media strategy, a company can take advantage of the fame and credibility of a public figure, to fill the existing gap between its brand and customers. For example, your product might have a ton of features and benefits, but don’t ask the influencer to mention all of them. Model and entrepreneur Andres Hamann captured his road trip to Coachella through several sponsored Instagram photos. Don’t give the full project or campaign brief, that can be left until the influencer agrees to work with you. Hoida’s explicit call to action, “Help end the global water crisis by purchasing a chalice at BuyaLadyaDrink.com,” prompts user engagement and gives users the tools to connect with Stella Artois immediately. Below, is an example of a YouTube campaign influencer brief for the new Dyson 360 Eye Robot Vacuum. Though the word “Target” is never uttered in the video, the presence of a Target shopping cart and bags discreetly encourage followers to head to the store and make a purchase. The photo model and entrepreneur Andres Hamann captured his road trip to Coachella through several sponsored Instagram photos air. 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