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. Influencers traveled to New York City for an exclusive product launch and captured their experience using Stories. Campaign Brief 2. The only robot with tank tracks, to help maintain speed and direction as it moves across different surfaces. 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 For its #RoadToCoachella campaign BMW recruited several top Instagram influencers to showcase its presence at Coachella 2017. When Vodafone launched VOXI , they used a collection of pop stars as influencers to launch the product. 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. 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 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. Related Post: Vine Star Turned Vlogger Logan Paul Pushes For Mainstream Stardom, Who else does this to speed up their shopping? Flavor Vote is the easy part. Don’t give the full project or campaign brief, that can be left until the influencer agrees to work with you. Pass along your details so we can collaborate for future campaigns. 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. About us About our Product Links 3. Use this section as a prelude to the campaign, try to summarise it into a sentence or two. Collectively, the group maintains an astonishingly following of over 18 million subscribers. By partnering with Paul, Walmart boosted positive brand sentiment among his audience of more than 16.2 million. Campaign Goals Describe the goals and objectives of the campaign. Influencer Brief About us Our Company: Our Product: More Details: Inspiration What we like: presented by Model and entrepreneur Andres Hamann captured his road trip to Coachella through several sponsored Instagram photos. Include information about previous influencer campaigns. Such strategies proved to be highly beneficial to an organization’s overall […] Channels, Deliverables and Timeline Give an overview of: Unbox Therapy, iJustine, etc.) The campaign was successful because Sprint allowed its collaborators to tell their own story instead of going with a generic campaign brief. The resulting photo depicts Gallagher in a stylish outfit and he informs users that he is headed to an “AmexPlatinum Event” within the caption. Provide a quick intro to your company. Collectively, the group maintains an astonishingly following of over 18 million subscribers. 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. Step 4: Influencer Deliverables. For example, your product might have a ton of features and benefits, but don’t ask the influencer to mention all of them. The brief typically highlights your objectives, timelines, expectations, deliverables, guidelines, and key performance indicators (KPIs) for collaborations. _____ CAMPAIGN BRIEF TEMPLATE. Brands should trust that they’ve effectively vetted their chosen influencer. 3. Write an excellent influencer brief, catch influencers’ attention, direct your campaign to the accomplishment. Product Background and Overview Share with the influencer details about the company, the product, and add relevant links. For its latest #AmexAmbassador campaign, the brand collaborated with menswear blogger Adam Gallagher (@iamgalla) to highlight the perks associated with a rewards membership. Influencer will post said YouTube video on or before ______. Page 1 — The Influencer Campaign Brief’s Title Page The first page is the icebreaker. 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. Depending on the influencer’s channel(… An influencer marketing brief is a document that you send influencers you want to work with. The briefed influencers are tech reviewers on YouTube (i.e. 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. Example Imagery. Digital magician Zach King created one sponsored video for Target alongside lifestyle blogger Naomi Davis (@taza). Related Posts: Are Macro-Influencers Or Micro-Influencers Better? 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. Influencer Marketing Examples from the Top Brands Let’s take a look at the best examples from brands that nailed their influencer marketing campaigns. 2. created one post informing followers of the initiative. And that he/she/they is/are the most appropriate fit for the brand. ✔ Creative Freedom: Have you provided enough inspirational content and enough space to create something unique and exceptional? The post will be live on the influencer’s channel indefinitely. 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. But you and the influencer should hold a creative briefing … CREATE A CAMPAIGN BRIEF At the center of any successful influencer marketing campaign is strong communication and execution. As a. , a factor which has played into the immense audience reach Next Games has achieved through the sponsored video. ) 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. 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. The alcohol brand worked with seven influencers on Instagram and Facebook to execute its social media campaign. For its #MeetAnOwner campaign Subaru solicited the help of three influencers specifically for their video expertise. 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. ✔ Story: Does it have enough background information to understand the purpose of the campaign and how does it fit into the bigger picture ? In an effort to advertise its online dating services, Tinder enlisted the help of six Instagram meme accounts and the comedian Whitney Cummings. 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. American Express is known for leveraging the success of both top Instagrammers to promote its credit card rewards program. Mood board: To help influencers understand your requirements better, provide them with a mood board. 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. Try to anticipate any questions the influencer may have and answer them in the brief. King expertly integrated Target’s branded messaging into his Instagram feed by sticking to the digital magic trick format he is known for. Image Credits: TalkingInfluence.com. 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. 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? Grapevine Influencer Marketing Creative Brief Arm yourself with the Influencer Marketing Creative Brief Template and maximize creator collaborations in your influencer marketing campaigns. We’re getting ready to celebrate an awesome Easter, all thanks to @TargetStyle. 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. Explaining it to Yellow makes me tear my hair, that I don't have, out. Campaign Goal: 1-2 sentences describing the campaign and what you hope to accomplish Campaign Message: Specific information that the influencer should include in post captions Campaign Goal: Instagram influencer marketing campaign showing how Brand X empowers women to travel comfortably and effortlessly around the world. 15+ years optimising some of Australia’s top brands. An influencer campaign brief. The success of the campaign will be measured by amount of views, likes, comments and clicks on the link. 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. #ad, A post shared by Zach King (@zachking) on Mar 31, 2017 at 2:00pm PDT. 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. 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. 1. Who Are We? . 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. 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. 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. This type of influencer marketing campaign falls more in line with the simple, ‘classic’ description I mentioned earlier. If you’re looking ideas on how to work with influencers for your digital marketing campaign, you should learn from the best. Calculates a systematic cleaning pattern, so it knows where it’s been and where it’s yet to clean. 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. Whichever KPI is your top priority, let the influencer know. The striking photo immediately draws viewers in and indirectly emphasizes BMW’s connection to luxury and exclusive events. 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. Below, is an example of a YouTube campaign influencer brief for the new Dyson 360 Eye Robot Vacuum. By partnering with Paul, Walmart boosted positive brand sentiment among his audience of more than 16.2 million. 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. #1: Daniel Wellington. Let us create a custom campaign to fit your brand's unique needs. Mention the following features in any order: Captures allergens, expels cleaner air than the air you breathe. Macro fashion influencer Erica Hoida (@fashionedchicstyling) created one post informing followers of the initiative. Note: this brief is not real and provided for sample purposes only. 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. 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. Spreading the word about M&M's U.S.A. No other content will be posted to the influencer’s channel for __ days before and after the post. 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! 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.. 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. Let the influencer decide which one or two will most resonate with their audience. The document offers an overview of the campaign’s purpose and spells out what is expected of the influencer. With over 800 million and one billion users respectively, Instagram and YouTube are two of the biggest influencer marketing platforms in existence today. To demonstrate how major brands are partnering with influencers across social, here we’ve analyzed ten exemplary influencer marketing examples on Instagram and YouTube. Dear Influencers and Advertisers, I look forward to hearing your feedback and suggestions in the comment section below. Give your influencer creative freedom. 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. Related Post: Exclusive Interview With Next Games’ Marketing Director, Joonas Virtanen. ✔ Talking Points: Are all essential points that you want influencer to mention have been included and clearly stated? Let’s start with the basics. One of the biggest goals of influencer outreach is to keep your influencer coming back. 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. The sponsored video segment must start no later than at the 30th sec of your video and must last for at least 4 minutes. Again, some visuals as an example could be helpful here! 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. It … 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 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. 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. Influencers are influential because they consistently create compelling content which resonates with their followers. Need help with getting it done the right way? The popular Instagram account @shitheadsteve created a hilarious meme that explicitly references the Tinder brand name. Step 3: Campaign KPIs and Goals. 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. Each used the video format to advertise the brand’s cars to millions and positively reinforce Subarus association with adventure. 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. Briefly describe the campaign, its theme and objectives. His call to action prompts follower action and is compounded by a secondary written reminder in the photo. The briefed influencers are tech reviewers on YouTube (i.e. 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. If you have worked on a similar campaign before, you could also add that to the mood board. The brand pledged to donate $0.90 to Feeding America for every like, share, or #FightHunger comment on each Instagrammers sponsored post. The brand worked with two influencers in particular to advertise its easter candy and decorations. Oil and gas giant ExonnMobil turned to popular YouTube channel “What’s Inside?” to advertise the release of a new motor oil. Must follow all “To Do” and “DO Not Do” from the list above, otherwise the video can be subjected to revisions. Example imagery is one of the most important parts of the brief. Make sure to include details of the kind of content the influencer will need to produce for your campaign. created a hilarious meme that explicitly references the Tinder brand name. What Shouldn’t Be in an Influencer Brief? 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. Keep it simple. Campaign Brief. It can include examples of the posts or captions that you like. 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. ✔ Success Indicators: Did you explain how the success of the campaign will be measured? Free Marketing Brief Template for an Influencer Campaign 1. Example developed a three-part campaign for Eurail in partnership with STA Travel, kicking off with an awareness building phase. Use this free template to strategically align your influencer team on deliverables, content schedules, campaign scope, key messages, compliance rules, and more. Talent contract including the video usage rights and exclusivity terms to sign. 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. 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. King expertly integrated Target’s branded messaging into his Instagram feed by sticking to the digital magic trick format he is known for. Brands of all types are using both to create authentic sponsored content with the help of influencers. Brands of all types are using both to create authentic sponsored content with the help of influencers. 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. 9. 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. Seeing how other influencers create brand campaigns will provide a wealth of insights. 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. Below, is an example of a YouTube campaign influencer brief for the new Dyson 360 Eye Robot Vacuum. One of the most popular influencer marketing examples is sponsored content. Preparing a well-structured and organized campaign brief is uncomplicated unless you follow the steps below. [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. In the KPIs section of the brief, brands should clearly outline the goals they wish to achieve as a result of the influencer engagement. 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. ). The post will go live during the hours of ____-_____ GMT. 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. was brought to you by… Award Winner Digital Marketer, top Linkedin Influencer, Certified Facebook / Adwords Professional, Certified SEO Consultant, StartUp Investor, Writer, Speaker. Any alternative creative ideas must be discussed and approved by client prior the production stage. [INFOGRAPHIC]. ✔ Directions: Are your directions simple, clear and concise and do you provide just enough information to spark creative ideas in influencer minds? Don’t saddle your influencer with too many messaging points. 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. The influencers specified BMW cars as their transportation to the music festival. 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. Here’s a campaign brief template for you to use. 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. Schedule cleaning with the Dyson Link app. Overall, your campaign brief should be clear and detailed so everyone is on the same page with what to expect. 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! Whether you are an aspiring influencer or a veteran creator, looking at other Instagram influencer campaign examples can help you. 3. 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. Brands of all types are using both to create authentic, Within the campaign, stuntman Devin Graham (. ) 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. 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