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. 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. 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. ✔ Story: Does it have enough background information to understand the purpose of the campaign and how does it fit into the bigger picture ? 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. Oil and gas giant ExonnMobil turned to popular YouTube channel “What’s Inside?” to advertise the release of a new motor oil. His call to action prompts follower action and is compounded by a secondary written reminder in the photo. 2. Seeing how other influencers create brand campaigns will provide a wealth of insights. With over 800 million and one billion users respectively, Instagram and YouTube are two of the biggest influencer marketing platforms in existence today. The resulting photo depicts Gallagher in a stylish outfit and he informs users that he is headed to an “AmexPlatinum Event” within the caption. Try to anticipate any questions the influencer may have and answer them in the brief. And that he/she/they is/are the most appropriate fit for the brand. 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. stands out for creating a YouTube video of himself and friends skydiving off a cliff via a giant slip in slide. Depending on the influencer’s channel(… The brief typically highlights your objectives, timelines, expectations, deliverables, guidelines, and key performance indicators (KPIs) for collaborations. Use this free template to strategically align your influencer team on deliverables, content schedules, campaign scope, key messages, compliance rules, and more. 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. The briefed influencers are tech reviewers on YouTube (i.e. 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.. 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. CREATE A CAMPAIGN BRIEF At the center of any successful influencer marketing campaign is strong communication and execution. 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. 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. 1. Who Are We? Any alternative creative ideas must be discussed and approved by client prior the production stage. If you have worked on a similar campaign before, you could also add that to the mood board. My friend @taza and I just figured out the fastest way to unload your cart! Let's collaborate on influencer marketing and social media stories. Keep it simple. The sponsored video segment must start no later than at the 30th sec of your video and must last for at least 4 minutes. Related Post: Exclusive Interview With Next Games’ Marketing Director, Joonas Virtanen. 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. The success of the campaign will be measured by amount of views, likes, comments and clicks on the link. 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. Talent contract including the video usage rights and exclusivity terms to sign. _____ CAMPAIGN BRIEF TEMPLATE. Let’s start with the basics. The following example was made using Canva’s free slide template. ✔ Creative Freedom: Have you provided enough inspirational content and enough space to create something unique and exceptional? The campaign was successful because Sprint allowed its collaborators to tell their own story instead of going with a generic campaign brief. was brought to you by… Award Winner Digital Marketer, top Linkedin Influencer, Certified Facebook / Adwords Professional, Certified SEO Consultant, StartUp Investor, Writer, Speaker. As a. , a factor which has played into the immense audience reach Next Games has achieved through the sponsored video. ) 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! Note: this brief is not real and provided for sample purposes only. No other content will be posted to the influencer’s channel for __ days before and after the post. The striking photo immediately draws viewers in and indirectly emphasizes BMW’s connection to luxury and exclusive events. 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. Write an excellent influencer brief, catch influencers’ attention, direct your campaign to the accomplishment. BEST INFLUENCER MARKETING BRIEF EXAMPLES. 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. 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. 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. By partnering with Paul, Walmart boosted positive brand sentiment among his audience of more than 16.2 million. Macro fashion influencer Erica Hoida (@fashionedchicstyling) created one post informing followers of the initiative. It … Product Background and Overview Share with the influencer details about the company, the product, and add relevant links. If you’re looking ideas on how to work with influencers for your digital marketing campaign, you should learn from the best. 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. Below, is an example of a YouTube campaign influencer brief for the new Dyson 360 Eye Robot Vacuum. Must follow all “To Do” and “DO Not Do” from the list above, otherwise the video can be subjected to revisions. [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. Need help with getting it done the right way? Brands of all types are using both to create authentic sponsored content with the help of influencers. 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. [INFOGRAPHIC]. 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. 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. Again, some visuals as an example could be helpful here! Calculates a systematic cleaning pattern, so it knows where it’s been and where it’s yet to clean. 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. Step 4: Influencer Deliverables. 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. … #1: Daniel Wellington. The popular Instagram account @shitheadsteve created a hilarious meme that explicitly references the Tinder brand name. 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. King expertly integrated Target’s branded messaging into his Instagram feed by sticking to the digital magic trick format he is known for. 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. For its latest #AmexAmbassador campaign, the brand collaborated with menswear blogger Adam Gallagher (@iamgalla) to highlight the perks associated with a rewards membership. Digital magician Zach King created one sponsored video for Target alongside lifestyle blogger Naomi Davis (@taza). 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. Make sure to include details of the kind of content the influencer will need to produce for your campaign. Give your influencer creative freedom. Mood board: To help influencers understand your requirements better, provide them with a mood board. 3. Spreading the word about M&M's U.S.A. 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. Influencer Brief About us Our Company: Our Product: More Details: Inspiration What we like: presented by The only robot with tank tracks, to help maintain speed and direction as it moves across different surfaces. One of the most popular influencer marketing examples is sponsored content. 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. To demonstrate how major brands are partnering with influencers across social, here we’ve analyzed ten exemplary influencer marketing examples on Instagram and YouTube. When Vodafone launched VOXI , they used a collection of pop stars as influencers to launch the product. 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! 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. An influencer campaign brief. The resulting YouTube video has proven incredibly successful with nearly one million views to date. Example imagery is one of the most important parts of the brief. 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. 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? Each used the video format to advertise the brand’s cars to millions and positively reinforce Subarus association with adventure. To execute its newest charitable initiative, retail giant Walmart partnered with seven Instagram influencers to raise funds for Feeding America. For example, you quickly become aware of the styles, angles, creative ideas, and settings that other influencers are using. It can include examples of the posts or captions that you like. Channels, Deliverables and Timeline Give an overview of: In an effort to advertise its online dating services, Tinder enlisted the help of six Instagram meme accounts and the comedian Whitney Cummings. Free Marketing Brief Template for an Influencer Campaign 1. Overall, your campaign brief should be clear and detailed so everyone is on the same page with what to expect. 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. 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. 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. Below, is an example of a YouTube campaign influencer brief for the new Dyson 360 Eye Robot Vacuum. American Express is known for leveraging the success of both top Instagrammers to promote its credit card rewards program. 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. users respectively, Instagram and YouTube are two of the biggest influencer marketing platforms in existence today. 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. 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. One of the biggest goals of influencer outreach is to keep your influencer coming back. Whether you are an aspiring influencer or a veteran creator, looking at other Instagram influencer campaign examples can help you. Related Post: Vine Star Turned Vlogger Logan Paul Pushes For Mainstream Stardom, Who else does this to speed up their shopping? Pass along your details so we can collaborate for future campaigns. Image Credits: TalkingInfluence.com. 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. What Shouldn’t Be in an Influencer Brief? The brand worked with two influencers in particular to advertise its easter candy and decorations. Briefly describe the campaign, its theme and objectives. When discussing successful influencer marketing examples seamlessly integrated with a social media marketing campaign, the list would be incomplete without Daniel Wellington. The post will be live on the influencer’s channel indefinitely. By partnering with Paul, Walmart boosted positive brand sentiment among his audience of more than 16.2 million. Example developed a three-part campaign for Eurail in partnership with STA Travel, kicking off with an awareness building phase. But you and the influencer should hold a creative briefing … Related Posts: Are Macro-Influencers Or Micro-Influencers Better? Campaign Goals Describe the goals and objectives of the campaign. 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. Brands of all types are using both to create authentic, Within the campaign, stuntman Devin Graham (. ) Influencers are influential because they consistently create compelling content which resonates with their followers. 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. 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. 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. ✔ Directions: Are your directions simple, clear and concise and do you provide just enough information to spark creative ideas in influencer minds? Here’s a campaign brief template for you to use. 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. Collectively, the group maintains an astonishingly following of over 18 million subscribers. 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. Let us create a custom campaign to fit your brand's unique needs. Step 3: Campaign KPIs and Goals. Page 1 — The Influencer Campaign Brief’s Title Page The first page is the icebreaker. The document offers an overview of the campaign’s purpose and spells out what is expected of the influencer. Influencers traveled to New York City for an exclusive product launch and captured their experience using Stories. 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. Brands of all types are using both to create authentic sponsored content with the help of influencers. About us About our Product Links 3. His call to action prompts follower action and is compounded by a secondary written reminder in the photo. ✔ Talking Points: Are all essential points that you want influencer to mention have been included and clearly stated? #ad, A post shared by Zach King (@zachking) on Mar 31, 2017 at 2:00pm PDT. Model and entrepreneur Andres Hamann captured his road trip to Coachella through several sponsored Instagram photos. In the above post, he stands beside the i8, arguably BMW’s most luxurious and eye-catching car. Influencer Marketing Examples from the Top Brands Let’s take a look at the best examples from brands that nailed their influencer marketing campaigns. Grapevine Influencer Marketing Creative Brief Arm yourself with the Influencer Marketing Creative Brief Template and maximize creator collaborations in your influencer marketing campaigns. 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