INFLUENCER MARKETING STRATEGY & PACKAGING DESIGN
FOR SUPPLEMENT BRAND ALL YOU SEED
INCREASING BRAND EQUITY THROUGH INFLUENCER MARKETING
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TABLE OF CONTENTS 4. MISSION & IDEA 5. WANTED POSTS 6. DIFFERENCE IN MEDIA 7. INFLUENCER RECOMMENDATIONS 8. WHAT TO KEEP IN MIND WHILE DESIGNING 9. (PRODUCT) DESIGN 9. COLOR CARD 10. THANK YOU NOTE 11. PACKAGING 12. CONCEPT 13. ONLINE CONTENT 14. FURTHER SUGGESTIONS
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MISSION The goal of the campaign is to introduce the product to the German market, increase brand and product awareness as well as generate online sales. In addition, acquisition of image material for personal use is a key objective.
IDEA In-depth product presentations by few niche Bloggers, within different target groups. Accompanied by product seeding through various lifestyle Influencers, in order to generate image material, extra postings and analyze the effectiveness of different demographics.
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WANTED POSTS
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INSTAGRAM STORY
INSTAGRAM POST
- as add on to post - video content e.g. usage of product, “tutorial�, multiple segments - from 10k followers on direct call to action through swipe up link
- generates image material - visibility and reach - tag of brand permanent - trackable hashtag use
BLOGPOST - blogpost, including detailed description of product - cartered to well written, positive content - niche Blogger e.g. cooking blog
INFLUENCER RECOMMENDATIONS By starting with a wide range of influencers from different segments, meaningful empirical values are generated. These are then analysed to be established and optimized in the long run set up.
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Micro Influencers - macro Influencers with lacking engagement -> utilised to generate image material
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Macro Influencers - Influencers producing high quality image content - niche Influencers, whith micro reach but highly active and interested community
$$$ Best Performers
- combine high quality image material, active community and wide reach - broad audience could decrease value
BRAND FIT
GEOGRAPHIC - important that Influencers main audience is German
- Influencers have to match brand values - However product has to stand out
- can be determined through Influencer analysis platforms such as Influencer DB alternatively ask Influencer for insights
Example: - Make Up Influencer = no brand fit - cooking Influencer -> posts regular recipies = product is just one of many, doesn’t stand out
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WHO FOR? -> Influencer who will receive PR package with product inside
Posting is not paid GOAL
WHY? - establish good relationship with Influencer - ecourage unboxing video/ picture of package -> pretty packaging needed (not booked) - hint on what to post, layout, caption etc. -> without clear instructions
WHAT TO KEEP IN MIND WHILE DESIGNING
- exposure of brand by Influencer - product packaging visible in posted picture - have visually pleasing content for own Soical Media (possibility to purchase image rights for webshop)
Sales/ funding from followers/ community of influencer they need to be informed and encouraged
FUNCTIONALITY INFORMATION DELVIERED - product description - usage - receipe ideas - reference to campaign/ funding -> where can you preorder/ how does it work
- size of product - size of package - type of package -> box or envelope
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WRITING - handwritten or typed - who from? -> company, team, contact person - adressing Influencers -> adressed by name, without name, with out direct adressing
DESIGN COLOR CARD
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DESIGN THANK YOU NOTE Dear Jana, Thank you so much for being a part of this campaign; we are happy to welcome you in our #allyouseed family. We hope you will enjoy your supplement and are looking forward to your post! All You Seed provides you with your daily need of nutrition. It is perfect for someone as busy as you who still wants to make sure to stay healthy and full of energy on a daily basis. Our powder is useable in a variety of ways, the quickest is just to mix 100g with some water or juice and you are good to go. Scan the QR code to find more recipe ideas, a detailed list of included nutrition substances, a checklist as well as some inspiration for your post - enjoy!
#allyouseed @allyouseed
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CONCEPT The general issue brands and agencies, which work with Influencers face, is that they wish to deliver various information. However, Influencers tend to skip long texts, explanations, and plain Briefings. Furthermore, if the collaboration is not paid, it is seen as “inappropriate” to send detailed Briefings, with exact requirements for the Influencer. Incorporating a QR Code, which leads to further information, is a practical solution. This way the card, the Influencer first sees when opening the package, is still short and sweet as well as visually pleasing. Bloggers document their life in aesthetic pictures and thus tend to be very visual people. QR Codes are a rather new concept and not yet established in Influencer marketing.This creates the possibility of curiosity on behalf of the Influencer and encourages her to actually follow the link and read through the provided information. Basic information such as nutrition substances included are visualized in easily understandable and aesthetic designs. The goal is to “educate” the Influencer accordingly for her to be able to post about the product and inform her community about its associated benefits. Providing recipes should encourage the Influencer to use the product, possibly show their community the process and finally produce valuable image material.
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DESIGN ONLINE CONTENT
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FURTHER SUGGESTIONS HASHTAGS
INSTA ADS
Hashtags are essential for brand awareness. Brand specific hashtags create recognition and identify posts. The use of popular, market fitting hashtags can increase the reach of postings within the target community.
Instagram advertisements are a great way to target potential customers. Emphasis should be placed on quality visuals. The advertisements will be placed on the user’s feed and should not be identified by the image as an advertisement.
#ALLYOUSEED
A way to prevent this is to use image material produced by Influencers and then add promotional captions. It is essential to have the Influencer’s permission to use their image for commercial use.
#HEALTHY #ORGANIC #SUSTAINABLE
IMAGE MATERIAL Within this campaign generated image material, should be reposted on the brands Instagram account in order to create an aesthetically pleasing and coherent feed. A professional Instagram presence is important as potential customers, attracted through Influencer activity need to be captioned. Image material which is of especially good quality can be used for the brand’s online presence as well as for promotions such as Instagram advertisements. However, for this type of use image right/ permission of the Influencer need to be acquired.
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FAIR TRADE
SOCIAL
SUTAINABILITY
STORY HIGHLIGHTS Story highlights can be utilized to communicate brand values and product benefits in an easy and visual way. Story highlights will not be deleted after 24 hours and are front and center on the brand’s profile.
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VEGAN
INCREASING BRAND EQUITY THROUGH INFLUENCER MARKETING BENITA ILGENSTEIN 280707@VIA.DK
BENITA ILGENSTEIN 290707@VIA.DK