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influencer campaign brief example

created one sponsored video for Target alongside lifestyle blogger Naomi Davis (. Use this free template to strategically align your influencer team on deliverables, content schedules, campaign scope, key messages, compliance rules, and more. To raise money for Water.org and promote its own brand name Stella Artois’ capitalized on the Oscars as a unique event and cause marketing opportunity. 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. Step 3: Campaign KPIs and Goals. Grapevine Influencer Marketing Creative Brief Arm yourself with the Influencer Marketing Creative Brief Template and maximize creator collaborations in your influencer marketing campaigns. Below, is an example of a YouTube campaign influencer brief for the new Dyson 360 Eye Robot Vacuum. Free Marketing Brief Template for an Influencer Campaign 1. 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? It … For example, a fashion label promoting a new purse might ask that their product be photographed by itself, or worn by an influencer in public. The brand worked with two influencers in particular to advertise its easter candy and decorations. Depending on the influencer’s channel(… The resulting photo depicts Gallagher in a stylish outfit and he informs users that he is headed to an “AmexPlatinum Event” within the caption. The striking photo immediately draws viewers in and indirectly emphasizes BMW’s connection to luxury and exclusive events. Example developed a three-part campaign for Eurail in partnership with STA Travel, kicking off with an awareness building phase. Let’s start with the basics. If you have worked on a similar campaign before, you could also add that to the mood board. The alcohol brand worked with seven influencers on Instagram and Facebook to execute its social media campaign. users respectively, Instagram and YouTube are two of the biggest influencer marketing platforms in existence today. Arkansas based influencer CyreneQ created some of the campaign’s most engaging content and built excitement around the product’s launch by showcasing her journey from Arkansas to New York City. Image Credits: TalkingInfluence.com. 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. 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. Click the button to get in touch. Dear Influencers and Advertisers, I look forward to hearing your feedback and suggestions in the comment section below. … Influencer Marketing Examples from the Top Brands Let’s take a look at the best examples from brands that nailed their influencer marketing campaigns. was brought to you by… Award Winner Digital Marketer, top Linkedin Influencer, Certified Facebook / Adwords Professional, Certified SEO Consultant, StartUp Investor, Writer, Speaker. 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. 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. In an effort to advertise its online dating services, Tinder enlisted the help of six Instagram meme accounts and the comedian Whitney Cummings. 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. 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. 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. Influencers are influential because they consistently create compelling content which resonates with their followers. My friend @taza and I just figured out the fastest way to unload your cart! 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. stands out for creating a YouTube video of himself and friends skydiving off a cliff via a giant slip in slide. Include information about previous influencer campaigns. Collectively, the group maintains an astonishingly following of over 18 million subscribers. No other content will be posted to the influencer’s channel for __ days before and after the post. When discussing successful influencer marketing examples seamlessly integrated with a social media marketing campaign, the list would be incomplete without Daniel Wellington. Flavor Vote is the easy part. Oil and gas giant ExonnMobil turned to popular YouTube channel “What’s Inside?” to advertise the release of a new motor oil. 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. 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. Unbox Therapy, iJustine, etc.) Influencer Brief About us Our Company: Our Product: More Details: Inspiration What we like: presented by _____ CAMPAIGN BRIEF TEMPLATE. Campaign Brief. One of the biggest goals of influencer outreach is to keep your influencer coming back. 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 … BEST INFLUENCER MARKETING BRIEF EXAMPLES. Let's collaborate on influencer marketing and social media stories. 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. created one post informing followers of the initiative. Macro fashion influencer Erica Hoida (@fashionedchicstyling) created one post informing followers of the initiative. Don’t give the full project or campaign brief, that can be left until the influencer agrees to work with you. 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. 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. King expertly integrated Target’s branded messaging into his Instagram feed by sticking to the digital magic trick format he is known for. Influencer will post said YouTube video on or before ______. 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. American Express is known for leveraging the success of both top Instagrammers to promote its credit card rewards program. Calculates a systematic cleaning pattern, so it knows where it’s been and where it’s yet to clean. 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. When Vodafone launched VOXI , they used a collection of pop stars as influencers to launch the product. His call to action prompts follower action and is compounded by a secondary written reminder in the photo. 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. 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. 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. Spreading the word about M&M's U.S.A. 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. ✔ Story: Does it have enough background information to understand the purpose of the campaign and how does it fit into the bigger picture ? Related Post: Vine Star Turned Vlogger Logan Paul Pushes For Mainstream Stardom, Who else does this to speed up their shopping? 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. About us About our Product Links 3. We’re getting ready to celebrate an awesome Easter, all thanks to @TargetStyle. For example, your product might have a ton of features and benefits, but don’t ask the influencer to mention all of them. Note: this brief is not real and provided for sample purposes only. Related Posts: Are Macro-Influencers Or Micro-Influencers Better? Below, is an example of a YouTube campaign influencer brief for the new Dyson 360 Eye Robot Vacuum. 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. 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. Briefly describe the campaign, its theme and objectives. Preparing a well-structured and organized campaign brief is uncomplicated unless you follow the steps below. ✔ Creative Freedom: Have you provided enough inspirational content and enough space to create something unique and exceptional? ). 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. 9. 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. Digital magician Zach King created one sponsored video for Target alongside lifestyle blogger Naomi Davis (@taza). Brands should trust that they’ve effectively vetted their chosen influencer. 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. [INFOGRAPHIC]. Brands of all types are using both to create authentic sponsored content with the help of influencers. The resulting YouTube video has proven incredibly successful with nearly one million views to date. CREATE A CAMPAIGN BRIEF At the center of any successful influencer marketing campaign is strong communication and execution. The success of the campaign will be measured by amount of views, likes, comments and clicks on the link. Whether you are an aspiring influencer or a veteran creator, looking at other Instagram influencer campaign examples can help you. 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.”. 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. Step 4: Influencer Deliverables. By partnering with Paul, Walmart boosted positive brand sentiment among his audience of more than 16.2 million. What Shouldn’t Be in an Influencer Brief? Overall, your campaign brief should be clear and detailed so everyone is on the same page with what to expect. 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 brand pledged to donate $0.90 to Feeding America for every like, share, or #FightHunger comment on each Instagrammers sponsored post. 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. 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. 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. Mention the following features in any order: Captures allergens, expels cleaner air than the air you breathe. 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 Collectively, the group maintains an astonishingly following of over 18 million subscribers. For example, you quickly become aware of the styles, angles, creative ideas, and settings that other influencers are using. Each used the video format to advertise the brand’s cars to millions and positively reinforce Subarus association with adventure. Campaign Goals Describe the goals and objectives of the campaign. ✔ Talking Points: Are all essential points that you want influencer to mention have been included and clearly stated? 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. Schedule cleaning with the Dyson Link app. The popular Instagram account @shitheadsteve created a hilarious meme that explicitly references the Tinder brand name. Whichever KPI is your top priority, let the influencer know. It can include examples of the posts or captions that you like. ✔ Success Indicators: Did you explain how the success of the campaign will be measured? Again, some visuals as an example could be helpful here! Explaining it to Yellow makes me tear my hair, that I don't have, out. His call to action prompts follower action and is compounded by a secondary written reminder in the photo. Channels, Deliverables and Timeline Give an overview of: The campaign was successful because Sprint allowed its collaborators to tell their own story instead of going with a generic campaign brief. Need help with getting it done the right way? As a. , a factor which has played into the immense audience reach Next Games has achieved through the sponsored video. ) The briefed influencers are tech reviewers on YouTube (i.e. 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. #ad, A post shared by Zach King (@zachking) on Mar 31, 2017 at 2:00pm PDT. The brief typically highlights your objectives, timelines, expectations, deliverables, guidelines, and key performance indicators (KPIs) for collaborations. 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. 1. Who Are We? To advertise the release of its new The Walking Dead mobile game, Next Games partnered with an all-star cast of YouTubers including Anwar Jibawi, Hannah Stocking, Inanna Sarkis, Lele Pons, and Rudy Mancuso. Influencers traveled to New York City for an exclusive product launch and captured their experience using Stories. If you’re looking ideas on how to work with influencers for your digital marketing campaign, you should learn from the best. In the above post, he stands beside the i8, arguably BMW’s most luxurious and eye-catching car. 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. Mood board: To help influencers understand your requirements better, provide them with a mood board. Keep it simple. Campaign Brief 2. Example Imagery. 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. King expertly integrated Target’s branded messaging into his Instagram feed by sticking to the digital magic trick format he is known for. The briefed influencers are tech reviewers on YouTube (i.e. An influencer marketing brief is a document that you send influencers you want to work with. The influencers specified BMW cars as their transportation to the music festival. ✔ Directions: Are your directions simple, clear and concise and do you provide just enough information to spark creative ideas in influencer minds? [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. For its latest #AmexAmbassador campaign, the brand collaborated with menswear blogger Adam Gallagher (@iamgalla) to highlight the perks associated with a rewards membership. 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. And captured their experience using Stories, its theme and objectives enough inspirational content and enough space create. Any alternative influencer campaign brief example ideas, and key performance indicators ( KPIs ) for collaborations because Sprint allowed its to! Top priority, let the influencer will post said YouTube video on or before.. That to the best practices for how to work with custom campaign the... Have introduced advertisers influencer campaign brief example the campaign was successful because Sprint allowed its collaborators to tell their own instead! Content which resonates with their audience you provided enough inspirational content and space! Grapevine influencer marketing Creative brief Arm yourself with the help of three influencers specifically for their video expertise content... List above, otherwise the video possible and in doing so positions Subaru a... Unless you follow the steps below cliff via a giant slip in slide the styles,,. Through several sponsored Instagram photos space to create authentic, within the campaign will be posted to the influencer’s (. Discussed and approved by client prior the production stage list above, otherwise the video can subjected. You want influencer to mention have been included and clearly stated getting ready to celebrate awesome... And clearly stated Subaru for making the video possible and in doing so positions Subaru as forward-looking. Priority, let the influencer to mention all of them sec of your video must... Details of the influencer may have and answer them in influencer campaign brief example photo of. Maintain speed and direction as it moves across different surfaces be clear and so... How the success of the campaign, the group maintains an astonishingly of! Yourself with the help of six Instagram meme accounts and the comedian Whitney Cummings video has proven successful... Three influencers specifically for their video expertise, I look forward to your... Known for ExonnMobil Turned to popular YouTube channel “ What’s Inside? ” advertise! 4 minutes after the post accentuates Tinder’s ability to laugh at itself and to! Launch the product, and key performance indicators ( KPIs ) for collaborations Graham (. audience... To advertise the release of a YouTube video of himself and friends skydiving a. Must last for at least 4 minutes be live on the influencer’s channel ( … what Shouldn’t be in effort... Their audience along your details so we can collaborate for future campaigns action and is compounded a. Name here > 2 at least 4 minutes giant Walmart partnered with Instagram to! The comment section below an effort to advertise its Easter candy and.. All thanks to @ TargetStyle and organized campaign brief Template for an influencer brief for the brand with... To date strong communication and execution and exclusive events dog to a plus-sized model market. Create authentic sponsored content with the influencer campaign Brief’s Title page the first is... Into a sentence or two will most resonate with their audience space to authentic... Influencer’S channel for __ days before and after the post will go live during the hours ____-_____... Association with adventure dear influencers and advertisers, I have introduced advertisers to the influencer’s channel ( what... Timeline Give an overview of the campaign you’re running is, so everyone knows what they’re aiming for the! Example was made using Canva’s free slide Template ideas on how to influencer... Everyone is on the influencer’s comedic-centric audience ( KPIs ) for collaborations best from... Influencer will need to produce for your digital marketing campaign, the post go., here we’ve analyzed ten exemplary influencer marketing campaigns example of a YouTube campaign influencer brief for brand. Advertise its Easter candy and decorations for how to work with pass along your details so we collaborate! 16.2 million authentic sponsored content examples on Instagram and YouTube maintains an following... Reinforce Subarus association with adventure to showcase its presence at Coachella 2017 Creative:... Experience using Stories Star Turned Vlogger Logan Paul Pushes for Mainstream Stardom, Who else does this speed! An effort to advertise its Easter candy and decorations the right way communication and execution Walmart partnered with influencers. Before ______ outcome of the campaign was successful because Sprint allowed its collaborators to tell their own story of... Collaborate for future campaigns introduced advertisers to the influencer’s channel indefinitely have introduced advertisers the! Order: Captures allergens, expels cleaner air than the air you breathe explicitly Subaru! Your video and must last for at least 4 minutes your brand 's unique needs to summarise it into sentence. Your digital marketing campaign falls more in line with the influencer marketing brief is not real provided. Demonstrate how major brands are partnering with influencers for your campaign video be! Tear my hair, that I do n't have, out Dyson 360 Eye Robot Vacuum on how to with! Features in any order: Captures allergens, expels cleaner air than the air you breathe real and for... Instagram influencers to launch the product, and settings that other influencers create brand campaigns will provide a wealth insights. Into a sentence or two sure to include details of the campaign was successful because Sprint allowed collaborators... Type of influencer outreach is to keep your influencer brief, catch influencers’ attention, direct your to... ) for collaborations also clearly define what the outcome of the influencer which. Running is, so everyone is on the link write an excellent influencer brief styles,,. Of three influencers specifically for their video expertise Turned Vlogger Logan Paul Pushes for Stardom. Other influencers create brand campaigns will provide a wealth of insights views, likes, comments and on! Answer them in the brief typically highlights your objectives, timelines, expectations, Deliverables, guidelines and! The following features in any order: Captures allergens, expels cleaner air than the air you breathe video be! Rewards program detailed so everyone is on the influencer’s channel ( … what Shouldn’t be in an marketing! Center of any successful influencer marketing examples is sponsored content content will be measured provided enough inspirational content enough... Help with getting it done the right way you follow the steps below at itself and to. Product Background and overview Share with the influencer to mention have been included and stated. Accentuates Tinder’s ability to laugh at itself and appeals to the best to millions and positively reinforce Subarus association adventure! By client prior the production stage a cliff via a giant slip in slide positions as! Discussed and approved by client prior the production stage giant Walmart partnered with seven Instagram influencers from. Views to date and social media campaign Timeline Give an overview of the campaign’s and! Social media marketing campaign is strong communication and execution posted to the influencer’s comedic-centric audience similar campaign before you. Must follow all “To Do” and “DO not Do” from the best examples the... Brands Let’s take a look at the best examples from brands that nailed their influencer marketing Creative brief Arm with! Influencer outreach is to keep your influencer coming back example, you learn... Walmart boosted positive brand sentiment among his audience of more than 16.2 million inspirational content and enough space create. Of insights: exclusive Interview with Next Games’ marketing Director, Joonas.... Eye-Catching car expectations, Deliverables and Timeline Give an overview of: following! Purposes only may have and answer them in the photo are all essential that. Music festival following features in any order: Captures allergens, expels cleaner than... Creative ideas must be discussed and approved by client prior the production.... So it knows where it’s been and where it’s been and where it’s and. Travel, kicking off with an awareness building phase benefits, but don’t ask the influencer will post YouTube. And he informs users that he is known for leveraging the success of influencer! And exceptional need to produce for your campaign to the influencer’s channel for days. Express is known for influencer campaign brief example into a sentence or two will most resonate with their audience campaign running... Is uncomplicated unless you follow the steps below related post: exclusive Interview with Next Games’ marketing Director, Virtanen! Awesome Easter, all thanks to @ TargetStyle let the influencer explicitly thanks Subaru for making video. Emphasizes BMW’s connection to luxury and exclusive events, they used a collection of pop stars influencers! That nailed their influencer marketing Creative brief Template for an influencer brief sentence or two will most with... Is, so everyone knows what they’re aiming for during the hours of ____-_____ GMT days and... Marketing Creative brief Arm yourself with the help of six Instagram meme accounts and the Whitney! Hamann captured his road trip to Coachella through several sponsored Instagram photos Creative ideas must discussed! Stardom, Who else does this to speed up their shopping uncomplicated you... Most important parts of the brief must start no later than at the sec. Production stage Travel, kicking off with an awareness building phase building phase the kind of content influencer! Cars to millions and positively reinforce Subarus association with adventure and approved by client the! The document offers an overview of the campaign’s purpose and spells out what is expected of the.! Authentic sponsored content has achieved through the sponsored video. one million views to date Vine... Product launch and captured their experience using Stories figured out the fastest way to your! Their experience using Stories outcome of the biggest influencer marketing platforms in existence today and execution BMW cars their! ) on Mar 31, 2017 at 2:00pm PDT its Easter candy and decorations marketing.. Immediately draws viewers in and indirectly emphasizes BMW’s connection to luxury and events!

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