Post on 15-Jul-2015
TABLE OF CONTENTS
1. Influencer Marketing2. Brandnew’s Campaign Types3. Choosing the Right Campaign Type4. Campaign Tips5. Planning a Photo Contest6. Getting Started on Instagram7. Posting on Instagram8. What To Do During a Campaign
Photo by @raodtpeveywhere for Teatox
WHY INFLUENCER MARKETING?1
Break through the noise
Influencer Marketing gives brands a mouthpiece to connect with thousands of
consumers in a natural and unobtrusive form
Create great content. Not ads.
Photo by @spielkkind for LOVOO
90% of consumers trust peer recommendations. Only 33% trust ads.
Influencers are provided with branded materials / products
which they will showcase attractively to their audience
PRODUCT PLACEMENT
Influencers post themed images and encourage further organic content creation and contest
participation
PHOTO CONTEST
Influencers share a series of visual narratives which
involve the use of a brand product or attending a
branded event
STORYTELLING
WHAT ARE THE CAMPAIGNS LIKE?2
Photo by @silverspies for ASOS
WHICH CAMPAIGN TYPE IS BEST?3
Photo by @silverspies for ASOS
If gaining followers is your main goal then a PHOTO CONTEST is the best choice
If creating outstanding content
is most important then PHOTO CONTEST,
STORYTELLING & PRODUCT
PLACEMENTare suitable campaigns
If extensive reach for your brand is top
priority then PHOTO CONTEST are campaigns that
can achieve this
If building awareness of your brand is what you want to achieve
then STORYTELLING
will best help you to do this
If promoting your brand product is your
objective aPRODUCT
PLACEMENT or STORYTELLING
campaign can accomplish this
GAIN FOLLOWERS
CONTENT CREATION
REACH BRAND AWARENESS
PRODUCTPROMOTION
While all our campaign types can achieve multiple goals, some are better suited to produce particular results
CAMPAIGN TIPS
The key to a great photo contest is to keep it simple. Choose a theme that content can
easily be created for, ensuring that the contest is accessible to everyone. The
hashtag chosen should reflect the theme - remember that hashtags are not only used to
connect but also to inspire.
Photo Contest Storytelling
When it comes to storytelling campaigns there is a world of options. If you are opting for this campaign type, don’t limit yourself and make sure to allow influencers some artistic freedom within your guidelines.
They are top Instagrammers because of their creative talent - so let them use it.
Photo by @hannes_becker for Germanwings
4
Product Placement
Make a product placement campaign great by providing some extras, e.g. additional merchandise such as stickers, badges etc. that could be used creatively. Or make it
more personal for the influencer by including a note - that little step can help to make a
connection to your brand or product.
Photo by @kitkat_ch for America Unlimited
PLANNING A PHOTO CONTEST5
Things to consider:
Theme Hashtag
Prize Terms and Conditions
To-Do List:
• If you do not have a brand Instagram account you can create one solely to support the contest during the campaign period
• Post the terms and conditions of the contest on your Instagram page• If there is a webpage relevant to the contest you can add the link in the bio• Post some images using the contest hashtag to inspire the Instagram community
Theme: “Ain’t No Mountain High Enough”Hashtag: #americaunlimited_nevada_contest
Prize: Trip for 2 to Nevada
Results Submissions: > 1490
Total Campaign Reach: > 11M
Contest Example
HOW TO START YOUR INSTAGRAM ACCOUNT
Photo by @anasbarros for Lumix
6
Include a trackable link
Use your brand’s logo as you profile pic
Use the bio field to explain who you are
and what you do
Choose a name, ideally your business name
Choose images that represent your brand to
get your account started
• post images that will catch a consumer’s attention• use high quality images• pick a style and stick to it• post on a regular basis• write clear, concise captions• use the location feature when relevant• use only relevant hashtags
Do
POSTING DO’S & DON’TS
Photo by @oliviathebaut for ASOS
7
• overuse hashtags in your captions - no more than three is a good rule of thumb (use the comment section for more)
Don’t
WHAT TO DO DURING A CAMPAIGN 8
Brandnew offers workshops for a fully comprehensive Instagram
management training
Having an Instagram account to support a campaign is a good idea. How you manage the account will depend on your campaign goal and your Instagram intentions after the campaign ends.
Respond to interactions Observe your brand Repost content
• Respond to comments on your posts
• Like and comment on influencer posts for your brand
• Search for content associated with your brand using hashtags and like and comment where
appropriate
• Post influencer campaign content on your account with an
@mention
Continue this behaviour after the campaign if you wish to grow your brand Instagram account. Dedicating just 10mins a day to Instagram can help build your brand image
Photo by @oliviathebaut for ASOS
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Photo by @robinmay for Moe’s Southwest Grill