Zorka.Agency shares top-notch examples of IM special projects.
Although the influencer market doesn’t stop growing (in 2022 it will be worth $16.4 billion), there are some industry patterns that reduce the performance of influencer marketing campaigns. Namely:
1. Media platforms are overflowing with similar ads including blogger integrations. This reduces the interest and attention of the audience.
2. The space is highly competitive and the process of finding, communicating, and placing an ad with an influencer is getting more and more difficult.
A regular brand integration with a blogger’s audience is a set of marketing activities in the form of contests, giveaways, social media takeovers, affiliate programs, posting sponsored content, unboxing, and reviews, brand ambassador programs, etc.
Unlike typical influencer marketing integrations, a special project with bloggers is aimed at attracting attention of the audience to brand’s values and the specifics of the advertised product using a high level of creativity and exciting design.
Benefits of Influencer Marketing special projects:
Any special project has six stages:
01. Debriefing: definition of goals and tasks, description of expected results.
02. Market analysis: study of the product market, its competitors, a detailed analysis of the target audience, its pains and triggers.
03. The Big Idea: development of creative ideas and mechanics of the special project aligned with the brand’s values.
04. The strategy: creating implementation plan, including selection of media platforms, and bloggers, audience profiling, finding the right messages for a particular audience.
05. Launch: management and implementation of the special project’s plan.
06. Evaluating the result: summarizing the results of the marketing campaign.
Influencer marketing special projects could take different forms, formats, and scales. Let’s get through some examples and learn more about when and how macro- and nano-influencers performed, and what formats IM special projects could take.
Influencers: 24 nano-influencers
Campaign hashtags: #HaagIndoors #SecretSofa
Media platforms: Facebook, Instagram and TikTok
Ice cream brand Häagen-Dazs teamed up with Secret Cinema, an immersive cinema project, to make the Secret Sofa special, which lasted 8 weeks. For each screening of an iconic movie, the brand selected a unique flavor of its ice cream products. The community was gathered around the Facebook group which was used as the main source of communication. The brands held lucky draws of Amazon Prime ice cream coupons and the participants shared their UGC. Nano- and micro-influencers dragged attention to the project by creating the buzz on Instagram and TikTok.
As a result, the project started something like an “iconic movement” — everyone knew about the project and wanted to take part in it. Secret Sofa’s approximate results: 80,000 e-mail subscribers, 84,000 UGC-posts with hashtags #HaagIndoors #SecretSofa, 115,000 activities inside the Facebook group, “Best Use of Community” reward on Facebook, 3 million views on Instagram and TikTok, etc. The number of online orders in the UK nearly doubled for Häagen-Dazs.
Influencer(s): Travis Scott
Campaign hashtags: #TravisScott #KidCudi #FORTNITE
Media platforms: YouTube
Fortnite is a free-to-play Battle Royale game by Epic Games with numerous game modes for every type of player. Travis Scott is an American rapper and influencer with estimated earnings of $38 million.
After several months of discussion, Epic Games and Scott developed the concept of a MILEs event called Astronomical.
MILEs, or Massive Interactive Live Events, are a kind of an in-game entertainment event that allows gaming audiences of any size to gather for a shared activity.
During Astronomical, Travis Scott did a 9-minute live show in the Fortnite game. This colorful interactive show consisted of only 4 tracks, and game users could join the event right when it was taking place or at any convenient moment.
As a result, 12.3 million players connected to watch the show. Later it was reported that the total number of players participating in Astronomical reached 27.7 million.
Campaign hashtags: #PLAYNZ
Media platforms: Twitch, YouTube
Geography: New Zealand
Representatives of New Zealand’s travel industry took a different approach to gaming audience interaction. Instead of collaborating with one of the popular games, New Zealand’s travel agency created the “Play NZ” advertising campaign.
This campaign was a complete simulation of gamer experience. Users would get to New Zealand and receive a set of objectives. While completing tasks, they learned something about the history and culture of the region. The filming and graphics of “Play NZ” were impressively realistic.
The campaign ran in the midst of the global lockdown to make people consider New Zealand as a destination as soon as travel restrictions are lifted.
“Play NZ” was promoted with the help of influencers on Twitch and YouTube. In particular, they hired Loserfruit, a Game Dev influencer with an audience of 3.35 million subscribers, to make a 10-minute walkthrough video, which she posted on Twitch and YouTube.
Instead of collaborating with one of the popular games, New Zealand’s travel agency created the “Play NZ” advertising campaign. The campaign ran in the midst of the global lockdown to make people consider New Zealand as a destination as soon as travel restrictions are lifted. “Play NZ” was promoted with the help of influencers on Twitch and YouTube. In particular, they hired Loserfruit, a Game Dev influencer with an audience of 3.35 million subscribers, to make a 10-minute walkthrough video, which she posted on Twitch and YouTube.