Managing Influencer Campaigns Part Two: Campaign Planning

Managing Influencer Campaigns Part Two: Campaign Planning

December 19, 2016 4:56 pm

Most marketers are familiar with influencer campaigns.  But what often goes unnoticed are the efforts to develop, plan, and execute a successful campaign.  In the first part of our multi-part series entitled “Managing an Influencer Campaign,” we discussed how ideation plays a pivotal role in campaign success. Trending Family manages influencer campaigns from start to finish including strategy and execution.

During planning, marketers must decide:

  • What is the goal for the campaign? Is brand or product awareness the main KPI?  Perhaps driving e-commerce sales for the holidays is the goal?  Prior to jumping into a campaign, brands must conclusively decide their success metrics.
  • What kind of campaign do we want to run? Think about who you’re trying to target and what you’re trying to achieve.  Do you know what type of content will engage that audience?  Do you know what media format (video, pictorial, text)?  How many influencers are you looking to activate?
  • What should be in the campaign brief? Brands must succinctly communicate to influencers exactly what is expected from the partnershipThese 1-2 page briefs aim to answer questions like: What is the full scope (how many posts, which platforms, etc.)?  What are the required talking points/key messaging? What is the Call-to-Action? What is the timeline?  What are the FTC disclosure requirements?

Finding Your Influencers

How important is it to find the right influencer for your brand?

“Nearly 40% of Twitter users say they’ve made a purchase as a direct result of a Tweet from an influencer.” – Twitter

When searching for influencers, it’s crucial to look beyond the numbers. In general, engagement is more important than reach. How often is the influencer posting on each specific platform? How often is the influencer directly engaging with their audience? How many comments, likes, and shares do they typically receive?  For example, an influencer with 50,000 followers could have a much more engaged audience than an influencer with 500,000 followers, even in the same content vertical!

Trending Family has built strong, personal relationships with its roster of top-tier, family-friendly influencers. Brands and agencies looking to drive awareness, sales, engagement, customer acquisition, UGC, or expand social influence can leverage Trending Family’s expertise and connections to drive results.   For assistance managing your next influencer campaign, contact Trending Family today!

 

Recent Posts

 

Selecting the Right Platform for your Influencer Campaign

Influencer marketing has come a long way from its humble origins. Celebrity endorsements were the original form of influencer marketing, but the times have changed, and the world has shifted into the digital space. Now brands have begun to focus on partnering with content creators who hold sway over massive niche audiences.  Social media platforms […]

Read More
 

Creative Ways to Make Your Holiday Campaign Stand Out

The holidays are a peak time for marketing with brands from all categories wanting to get their products and services out there. The competition is hot for the highest visibility and it can often be difficult to make your way to the top. Influencer marketing is unique in that it allows brands to reach niche […]

Read More
 

How Brands Can Reach Whole-Family Demographics

Tablets and other portable gadgets have undeniably reshaped the media landscape. Mobile devices have become equally as prevalent as TVs in most U.S. households, according to a report from Common Sense Media. “Second-screen” viewing enables people to consume two kinds of content simultaneously, like watching a movie while playing a game or scrolling through social […]

Read More
 

(Influencer) Content Is King

Nearly a quarter century ago, Bill Gates declared, “Content is King.”  As played-out as his message may sound, it is perhaps truer today than it was in 1996. Though Gates correctly foresaw the rise of Internet advertising, he couldn’t have predicted the landscape we now find ourselves in – a world of ad-blockers, spam filters, […]

Read More
 

3 Quick Tips For Mother’s Day Influencer Marketing Success

Mother’s Day is right around the corner and there is no shortage of fantastic influencer marketing campaigns for us to appreciate, analyze, and learn from! Team2Moms + DSW Major holidays like Mother’s Day are a perfect opportunity to establish positive brand connotations without the need for overt product placement.  Team2Moms shared a touching post with […]

Read More
 

Does my Brand Need an Influencer Agency or Can We Just Do it Ourselves?

According to recent estimates, the influencer marketing industry is expected to hit $10B by 2020 with over 75% of marketers currently utilizing the tactic. Nevertheless, some advertisers are still wary of diving in headlong with questions lingering about ROI and overall effectiveness.  Regardless of the evolving (and sometimes unpredictable) nature of the influencer marketing space, […]

Read More
 

3 Ways to Engage Millennial Parents with Branded Content

1. Create family-friendly YouTube videos. YouTube is quickly becoming America’s most watched media platform. Today’s parents use it as a source of family entertainment. They’re looking for clean, wholesome videos that are entertaining for both themselves and their children. So, as a brand, you can choose to produce your own content that is safe and […]

Read More
 

Lead time for influencer campaigns?

STRATEGY PLANNING FAQ Q: How long, from start to finish, does a video influencer campaign take to execute? A: At a minimum: 1-2 months.  Here’s the breakdown: Find and select ideal influencers + finalize creative brief (1-2 weeks) Negotiate/execute contracts with influencers (1 week) Influencer video production and editing (1-3 weeks) Brand/legal approval on video draft + […]

Read More
 

Here are the videos that influenced families in 2017.

Family-friendly content flourished in 2017, with more millennial families than ever turning to YouTube for tips, community, and entertainment. Watch Trending Family’s 2017 highlight reel to see the branded influencer videos that engaged both parents and kids all year long!

Read More
 

Holiday Case Studies from 2016 Influencer Campaigns

Many of our clients are finalizing their 2017 holiday promotion strategies so we thought it would be a good time to share some of our most effective activations from last year. From tech, to retail, to food, we launched engaging social media collaborations, festive videos, and marketing experiences filled with seasonal magic.

Read More