2:11 — Jessica explains why this particular case study was very important for them. Often their content is great for out-of-home or print advertising but not the best for social media. For the #chargeahead campaign, they wanted to see if they could flip the model and start with social.
2:12 — Jessica: We knew video would be key, so we enlisted the help of a few ambassadors: Slater Trout, stand-up paddleboarder; Ben Jenkin, freerunner; Mike Escamilla, BMX rider; Erik Roner, professional skier and stuntman.
2:13 — Jessica: We usually just gave our ambassadors content, but for this one, we talked with them first to figure out what was on their bucket lists, things they have always wanted to do but never got around to or didn’t have the budget for.
2:14 — Jessica then went through the stories behind each of the series they did with each ambassador. The first of the #chargeahead series, for example, was a Hawaii adventure hike in which Slater Trout ultimately jumped off a cliff into a watering hole.
2:15 — LifeProof created additional content to create a whole series around the videos. They also worked with the ambassadors to package up the content to make them very easy to share on their own channels.
2:17 — The campaign resulted with influencers contributing to about 23 percent for the following numbers:
- Reach: 49,689,109
- Engagement: 532,716
- Video Views: 4,623,288
2:18 — Jessica says this is what worked for them:
- Working with ambassadors who already know and love LifeProof products
- Involving the ambassadors in the campaign planning
- Packaging content for distribution to ambassadors’ fans
- Targeting ambassadors’ fans in Facebook and Twitter advertising
2:20 — Lessons learned:
- Direct communication is essential
- Longer lead times (Jessica: One month is not enough to plan stunts that no one has ever done before!)
- Ensure vendors stick to embargoes
- Educate everyone thoroughly on FTC requirements
2:22 — Jessica encourages brands to start having relationships with ambassadors now, well before their help is needed. If brands have physical products, try to get it in ambassadors’ hands before it launches. And consider finding ambassadors who already love your product.
2:24 — For a look at the videos referenced in Jessica’s presentation, go here: https://t.co/GBfzy4MUxH
Q: Were you able to get paid behind your ambassadors’ posts and how did that conversation go with your ambassadors?
A: We didn’t do that for this; it was mostly our channels we were promoting. That is something we’re thinking about though.
Q: Would you be able to say how much a paid strategy figured in this campaign?
A: Most of our budget went to production. We had travel, videographers, helicopters, etc. We didn’t have much money for paid promotion although we did do some advertising in Facebook and Twitter. I can let you know afterwards.
Q: I wish a bank could do videos like that. My question is about video distribution strategy. Where did you put the video?
A: We tried to post the video natively to all our channels — YouTube was the main one and Facebook was the majority of our views, but we were also in Twitter and Instagram.
Q: You also mentioned there was a spike in purchase intent. How did you measure that?
A: It’s not an official metric, but we just saw an increase in comments like “I’m going to get this” during the campaign’s run.
Q: Can you talk about your strategy for identifying and vetting influencers that don’t already have an affinity for your brand?
A: A lot of the people that we work with already use the product — either they found us or we saw that they were using our products and we reached out to them. They give us much higher quality engagement than people who aren’t already using our products or are big fans of ours.
Q: FTC guidelines have been changing lately. What did you disclose and how did you do it in the articles?
A: On our own channels, we didn’t really disclose anything since it was already coming from us. Anything on our ambassadors’ channels though, we wanted them to say “Hey I’m being sponsored by LifeProof” or using the hashtag #sponsored.
Q: Who owns the relationship with the ambassadors within the brand?
A: It’s actually really messy at the moment. Our social media team decided to sign up a bunch of ambassadors because no one else was and we wanted to use them for our campaign. Other teams decided to go after bigger athletes, too, but in general we’re still working it all out.
Q: Can you talk about the sell-through process considering this was the first campaign where you flipped the model?
A: We got the buy-in separately, talking to the director of LifeProof and got him really excited about it, then the product marketing team, etc. We talked individually with them first and got them on board before bringing it to everyone.
Q: During this campaign, did you receive any kind of pushback from your influencers wanting you to push their content separately from the campaign?
A: We didn’t; we do that already outside of the campaign so it was just part of our strategy.