influencer brief examples

Although Andrea Russett was chosen to a large extent because of her 2.5 million YouTube following, she was also asked to participate because of her strong acting skills. The videos generated 11.6 million views and 38.1 million social impressions. Plus, we created a handy Influencer Brief Example that you can download and use for your next campaign! They also partnered with nine social influencers to help spread their message and to rally support for each of the three flavors. Product Background and Overview Share with the influencer details about the company, the product, and add relevant links. The Pepsi Emoji Product-line at Walgreens Stores, 4. To help get you started we’ve outlined a quick summary of the key elements of the brief below. One of their filmmaking teams created a project they called “Sickhouse.”, “Sickhouse” is a film in the same vein as “The Blair Witch Project,” in the sense that it is not clear to viewers, as to whether it is scripted or real-life (in reality, it is scripted). For more details, check out our Influencer Marketing Brief Template: Part 2 focuses on the deliverables, specifically the creative content to be produced and your guidelines. This ensured that an even wider audience shared the content. Indeed it was the first scripted SnapChat film. The #SayItWithPepsi campaign ended up receiving 46 million impressions, and there were more than 50,000 engagements with campaign content. Indeed, it’s extremely important that your brief contains as many details as possible. The key differentiating factor between these and the standard commodity smartphone is that you can swap “mods” in and out of the phone, to make them exactly how you want them. Press- Media/Bloggers/Radio Stations. The purpose of the campaign was to demonstrate that incorporating the specially-packaged  Pepsi emoji bottles - found exclusively at Walgreens - into your summer activities made everything more fun. Rare Country already had a strong Facebook presence but was in its early stages of running a Twitter account. It drove the teenagers to Walgreens and Duane Reade stores to buy Pepsi Emoji bottles to help them have an exciting summer adventure. Writing an influencer brief is a creative, data-intensive endeavor. The 13 videos that the influencers created were all very different, ranging from the one that launched the phone attached to a 10’ rocket to a video showing how to survive a haunted high school. The result was that Dunkin’ Donuts gained ten times more followers to their SnapChat channel on National Donut Day than they usually did in a month. 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. #Xperia XZ Premium #Photography #Camera #Instafood, A post shared by Sony Mobile (@sonyxperia) on Jan 5, 2018 at 5:34am PST. There were nearly 9.1 million impressions, and 2.5 million video views. Want to learn more about influencer marketing? Other examples include: Location: Beach, city, indoor, etc. Include the campaign messages in the post captions (as specified above), Submit your content for review on the date indicated, Position the logo/product according to brand guidelines, Include the #ad/#sponsored hashtag in your post, Don’t include pictures/references to alcohol or drugs, Don’t use profanity or criticize Brand X, Don’t compare Brand X to any competitors, Don’t incorporate any other sponsored posts. It was a highly successful campaign, with 17 million potential contacts. Other Sections : Some other sections to consider including are Brand & Influencer Details, Audience Objectives, Disclosure Arrangements, Payment Details, and Extra Talent Notes. Overall, the campaign generated 14.3 million impressions and 27,400 social engagements. It can be tempting to overlook the whole process of crafting a good influencer brief, but it is one of the most important steps in establishing a mutually beneficial relationship with influencers. It is now firmly established as an important type of online marketing, and it is for more than just small businesses and startups, who can’t afford traditional advertising fees. Häagen-Dazs partnered with New York City local influencers who targeted the millennial lifestyle. It generated more than 55,000 Facebook likes and 7,000 comments. A Great Influencer Brief Leads to a Great Influencer Campaign. These campaigns usually start with the brand sending the influencer a campaign brief that outlines certain guidelines, instructions, and requirements. Campaign Brief 2. Content Ideas & Examples: If there is any particular style or type of content you want the influencer to make, include a description of it so that they get a clear idea about what you want. This campaign aimed to remind New Yorkers that ice cream is an essential part of summer. One of the reasons influencer marketing is so effective is because you’re working with real people, who are also expert content creators, who have an audience that trusts the content they produce. Before we dive in, it’s important to think about what kind of relationship you want to have with influencers in terms of creative freedom. “Sickhouse” was viewed 100 million times on Snapchat alone. It promoted the Häagen-Dazs BOGO (buy one get one) promotions and sampling events at Duane Reade and Walgreens New York stores. Lighting: Bright and clean vs stylized and dramatic; Knolling - Objects laid out in a pleasing pattern; Of course, influencer marketing is all about highlighting a creator’s natural voice. Sony Mobile France created a new Instagram account - @sonyxperiafr - which they wanted to promote. Motorola’s Launch of the Moto Z Family and Moto Mods, 3. Therefore, it’s a good idea to set guidelines around the content theme and style that both allow creative expression AND ensure that what is delivered is aligned with your brand. This second stage resulted in an additional 26,000 clicks on the shared content. Sweet treats and fierce foodie photos. Think of it as your go-to reference manual for the project — a touchstone — that contains everything from goals and deliverables to KPIs and legal terms. Sony created the first zoom on Instagram (#InstazoomZ5) to help Instagramers appreciate the power of the phone’s camera. Brand New Episode of Clash Of The Corps TONIGHT, Another brand new episode of our hit Seven Bucks Productions series #ClashOfTheCorps airs TONIGHT at 11 pm on Fuse. Therefore, it’s important to respect an influencer’s creative freedom. However, it should also focus on the small details and explain every step so that the influencer is on the same page with you,” says Kristin Savage, Writer at Studicus. Let’s start with the basics. The awards quickly gained recognition, and top country artists then began to share links about them with their fans. First, by creating the brief you will make it easier to communicate your plan with your team and management. Influencer, Andrea Russett, posted 10-seconds Snaps over a five day period, questioning how real this film was, and opening up discussion with her audience. Detroit is not a broken-down city of the past. The brief for an influencer … They created more than 100 Instagram accounts, tied together by tags, that effectively let you zoom into any part of the original photo and find more than 50 hidden surprises. so that influencers know what to optimize for The campaign generated 1.8 million impressions and nearly 1 million votes. It positioned Häagen-Dazs as the indulgent yet mature treat to enjoy with friends. Other local influencers like Pure Michigan and Quicken Loans helped with the outreach. After sponsoring the US Open Tennis Championships for 35 years, Chase wanted to try something different in 2016. Anthem of Us Campaign for Bedrock Real Estate, Detroit, 6. These are critical to include when briefing influencers since they highlight specific guidelines: To get the best results from your influencer marketing campaigns, make sure to send your influencer marketing brief to every influencer you plan on working with and get written confirmation that they have read and agree to the document. Influencer Brief About us Our Company: Our Product: More Details: Inspiration What we like: presented by was brought to you by… Award Winner Digital Marketer, top Linkedin Influencer, Certified Facebook / Adwords Professional, Certified SEO Consultant, StartUp Investor, Writer, Speaker. These can include words, imagery, or talking points that may be harmful to the brand or the campaign. The influencers amplified the campaign across their networks and they geo-targeted social posts to generate excitement and participation across the United States. This covered more than 24 hours because they ran the campaign across three time zones and three cities across the USA. Insightpool then selected three “superfans” to create videos announcing the winning artists. They took a highly detailed zoom photo taken with the Z5 and cut it into hundreds of smaller shots organized into five layers. They partnered with Periscope and Andy Roddick, a huge name in professional tennis, to give fans the ultimate viewing experience. Cons: For one campaign, you might require at least 30 to 50 nano influencers to achieve the desired reach. M&Ms appointed Emmy award-winning actor and Veep star Tony Hale to act as the official Campaign Manager for the Flavor Vote. Agency partner Weber Shandwick developed a YouTube influencer program to drive awareness around the Moto Z products. On the other hand, you have a brand to maintain and it’s important that an influencers’ content is aligned with your brand. The Insightpool team identified and engaged with suitable influencers to spread the Rare Country Awards message. Pepsi aimed to increase its sales at Walgreens, so they created limited edition packaging and the #SayItWithPepsi hashtag. 9. It is digital marketing’s next best thing, that is making a huge impact already. The aim of the SnapChat show was to provide sex ed information to young people, giving real information and advice. Provide examples of images that you’re looking for in terms of style, tone, resolution, etc. Sony then used 30 influencers to help spread the photos as part of a competition where people could zoom in five times on parts of the original photo (i.e. Bedrock relied on their influencers’ organic reach to communicate their message, and the video received 500,000 views before Bedrock activated a paid strategy. Chase was able to provide six Periscope sessions to fans for free. Subaru Subaru’s #MeetAnOwner campaign used influencer videos to showcase the new Impreza in various locations, hoping it would attract the attention of millennial buyers. These campaigns often time start with the brand sending the influencer a campaign brief that describes specific guidelines, instructions, and requirements. The campaign reached 3 million people, with 40,000 cases of engagement. 1. The brand briefing for an influencer is an extremely important asset for every influencer marketing campaign, but are you including enough information to set your influencers up for success? They had to choose between Honey Nut, Chili Nut, and Coffee Nut. 1. 3. They developed the hashtag #MMSFlavorVote to drive social awareness and voting. Depending on the influencer’s channel(s… This type of influencer marketing campaign falls more in line with the simple, ‘classic’ description I mentioned earlier. Influencer Marketing Hub » Influencer Marketing » 12 Influencer Marketing Examples to Power Your Influencer Campaign Planning. The shared content included original blog posts, photography, and branded video content. Briefly describe the campaign, its theme and objectives. In total there were 13.9 million unique views and 439,000 shares, not counting additional cross-posting to Facebook. 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. An influencer brief is not just a guideline document that shows the potential influencer what they should and shouldn’t do: it’s also a pitch to them. Earn a $10 Starbucks Voucher for 5min of your time, 80 Influencer Marketing Statistics For 2020, 8 Influencer Marketing Case Studies with Incredible Results, 1. Key takeaway: Influencer cont… Vote now and daily! There you have it. For more details, check out our Influencer Marketing Brief Template. Image Credits: TalkingInfluence.com. Insightpool invited 20 top influencers to participate in a Twitter takeover - changing their accounts to match the Rare Country Awards branding. Depending on the influencer’s channel(s) you’ve agreed on, the final product is usually a photo, video, or blog post featuring your offering. The eight influencers then “took over” the Dunkin’ Donuts SnapChat channel on National Donut Day. The campaign resulted in 269 million public relations/social media/Influencer impressions, 216 influencer partner posts, 14.4 million social engagements, and more than 1 million votes. In total the campaign provided 385 hours of Periscope video for fans to watch. MTV’s aim was to use Laci, already known as a sex ed influencer, to give help to confused teenagers on what was a different medium for MTV - SnapChat. When Fuse created their Clash of Corp docu-series, which documents the lives of drum corps members on the road to the Drum Corps International Championship, they wanted to expose their series to as many people as possible. It’s one of the best ways to ensure that your influencer and brand goals are aligned and that your influencer marketing campaigns are a success. The content was given a highly New York-centric feel. In the KPIs section of the brief, brands should clearly outline the goals they wish to achieve as a result of the influencer engagement. Quite a few A-list businesses realize that influencer marketing helps them reach their target audience. Since you’re doing your influencer campaign the right way, you need a campaign brief. BEST INFLUENCER MARKETING BRIEF EXAMPLES. They worked with 13 influencers across multiple verticals and target audiences to reach a broad range of consumers. 12 Influencer Marketing Examples to Power Your Influencer Campaign Planning. There can be no doubt that MTV managed to help many young people’s sexual understanding as a result of this campaign. Example imagery is one of the most important parts of the brief. The Sony Xperia Z5 has the most powerful cell phone camera, with a five times zoom, and Instagram is, of course, the perfect site to promote photography. There were many authentic conversations with guests from across social media. For the first time in its 75-year history, M&Ms decided to let the fans decide its new peanut flavor. An influencer marketing brief can help you achieve several things. General Country Fans Don’t give the full project or campaign brief, that can be left until the influencer agrees to work with you. 1. Indigenous Media focuses on producing video for a variety of platforms, from traditional television to new-style social media. Second, creating an influencer marketing brief will save you a lot of time down the road. This is the most important page of your influencer campaign brief because it provides the content direction. Overall, your campaign brief should be clear and detailed so everyone is on the same page with what to expect. While the core of the brief (your company’s mission and goals) will remain the same, it’s important to consistently incorporate learnings, feedback and content ideas from your influencers themselves. 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. This was the first time that a series premiered on Facebook Live, and more than 7 million people watched it - 835,000 on that first showing. About K. Patterson, J. Grenny, D. Maxfield, R. Mcmillan & Al Switzler Motorola decided to launch a new range of smartphones call the Moto Z family and Moto Mods. We get it. They selected the best performing content and arranged for 40 secondary influencers to share this high-performing content with their audiences - again they were targeted at Millennials. Think about it - the same budget meant for 1 macro influencer can be used across 50 nano influencers who can garner a much higher rate of engagement. It is a positive city that is going places. Unbox Therapy, iJustine, etc.) Dunkin’ Donuts made a special offer for the day, and Collab selected lifestyle creators to spread content about the offer in their cities on SnapChat. You can even latch a projector onto your phone if you so choose. They asked Insightpool, an influencer marketing platform, to set up an influencer campaign for the awards on Twitter. It’s a very important document that serves as a campaign roadmap for the influencer. 15+ years optimising some of Australia’s top brands. Bedrock wanted to produce a film that would make Detroit residents feel proud of where they live. They chose to use local influencers like Shinola, Detroit Bikes and the creator of Slow Roll (a local bike tour phenomenon) to help create the film, Anthem of Us, using striking images paired with a powerful, yet unscripted, narrative. Understand the Importance of a Good Influencer Brief. Every Saturday for eight weeks Pants Off “played” on SnapChat - just like a regular show. For this to work, authenticity is key. Bedrock Real Estate wanted to produce a film showing that the cliched downtrodden views of Detroit are wrong. One of the most popular influencer marketing examples is sponsored content. They tell the potential influencer who you are, what you hope to accomplish and how. To make your life easier, we outlined all the elements of an awesome influencer marketing brief below. Spreading the word about M&M's U.S.A. He has 57 million followers on his Facebook page, alone. In all, 5,151 influencers helped with this campaign, with a spread of more than 55 million followers. To tennis fans, Andy Roddick is a huge celebrity influencer. Free Marketing Brief Template for an Influencer Campaign 1. Download a free influencer brief template and simply add your campaign objectives, expectations, guidelines, and expected deliverables from influencers. To add to the illusion, all the other actors avoided social media during the production of the film - the only updates of their whereabouts were posted on Andrea’s SnapChat account. Eventually, Andrea was able to share with her fans that she had survived “Sickhouse, ” and there was a 70 minute extended version on Vimeo. Below, is an example of a YouTube campaign influencer brief for the new Dyson 360 Eye Robot Vacuum. Best Times to Publish YouTube Videos in 2021 – Ultimate... 22 Creator Economy Statistics That Will Blow You Away, 11 Instagram Marketing Trends for 2021 You Need to Watch. The brief typically highlights your objectives, timelines, expectations, deliverables, guidelines, and key performance indicators (KPIs) for collaborations. Step 4: Influencer Deliverables. Ultimately, developing an effective influencer marketing brief will help you achieve better long term results. Dwayne Johnson, aka The Rock, definitely has a huge following. Remember, this brief isn’t set in stone. Pepsi used influential creators to develop original organic-style content about the 200 Pepsi emojis who then distributed the content to their Millennial-age followers. Use this section as a prelude to the campaign, try to summarise it into a sentence or two. 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! However, if you’re looking to develop a long-term influencer marketing strategy and run more than one campaign, then creating a brief is critical. Influencer Marketing Last Updated: August 26th, 2020 Reading Time: 10 minutes. http://bit.ly/25uzlNr #MMSFlavorVote #ad, Posted by Tony Hale on Monday, April 18, 2016. A further 20+ influencers created visual content to encourage people to trial the flavors and vote. Country fans that followed the @Rare account but not the @RareCountry account Using a combination of the brands own images, as well as existing content of the individual creator/influencer so they can use their own content as a point of reference and inspiration to create new imagery for the brand in question. You are here: These were considered to be Campaign Managers. Here are some examples: M&Ms considered these people to be Campaign Staffers. 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! A post shared by Pepsi Canada (@pepsicanada) on Jul 26, 2015 at 1:42pm PDT. He was also able to answer fans’ questions live. An influencer marketing brief clearly outlines campaign objectives, expectations, guidelines and deliverables to any potential influencers you’ll be working with. This is where an influencer marketing brief comes in. We're talkin' FUSE's most DVR'd show in history and the records don't stop there...#ForwardMarch , Posted by Dwayne The Rock Johnson on Wednesday, October 19, 2016. Fans were effectively able to watch the games beside Andy, hearing his real-time reactions. Häagen-Dazs BOGO Promotions at Duane Reade and Walgreens Stores, 12. Not only that, but you’ll be the first to access our new content, tools and offers. They specifically targeted people on their phones in the vicinity of the stores. An influencer marketing brief is a document that you send influencers you want to work with. At its core, influencer marketing is about building relationships with individuals that can share your brand with their audience. The influencers used their content to drive their supporters to the Dunkin’ Donut Stores and take up the special offer. look at five of the detailed pictures) to find a secret code. They partnered with digital talent network and entertainment studio, Collab, to create a national Snapchat campaign, featuring visually enticing creative content. These are the ‘ground rules’ of your influencer marketing campaign. It's simple...Honey Nut, Coffee Nut or Chili Nut...who's going to be Yellow's new friend?? MTV Pants Off is a SnapChat sex ed show, hosted by Laci Green, best known for her sex ed channel on YouTube, which has more than 2 million subscribers. Motorola marketed these phones to a young demographic, and they realized that their target audience spent much of their time on YouTube. Again, some visuals as an example could be helpful here! Campaign goal – 1-2 sentences describing the influencer marketing campaign you’re launching and what you hope to accomplish Campaign message – Specific information that the influencer should include in post captions Key objectives – Describe what you’re hoping to achieve (brand awareness, engagement, etc.) Moreover, they are the most cost-effective influencer-type. Receive exclusive content that you won’t find anywhere else other than our monthly subscriber mails. ‘The brief is the moment where the success of your campaign can be decided. They segmented influencers into the following categories: Current @RareCountry Followers Cox Media Group wished to draw attention to its country division - Rare Country. Over 5,000+ companies get access to our exclusive influencer marketing news. Dunkin’ Donuts and their agency, Trilia, wanted to create an awareness of National Donut Day. Based on your brief, an influencer will decide whether they and your brand are a right fit. The influencers created content around the theme "Häagen-Dazs Open Container" - #HDOpenContainer – which was a play on words connected with current events in New York at the time. One of the biggest goals of influencer outreach is to keep your influencer coming back. Flavor Vote is the easy part. This is where you define the deliverables that have been agreed upon, as well as the expectations surrounding them, such as deadlines and due dates. Explaining it to Yellow makes me tear my hair, that I don't have, out. Devin Graham (@devinsupertramp), a YouTube influencer with nearly 5 million subscribers, published a video of him and his friends taking turns on a slip and slide that propelled them (and their parachutes) off a 500-foot cliff. An influencer brief also needs to state if anything must be omitted. Since influencer marketing is about building relationships, we suggest you share this brief with some of your current influencers to gather feedback. Campaign Brief. MTV decided that the best way to build an audience was to ensure that the show contained relevant subject matter for the teenage audience, to use influencers as guests, and to create stunning graphics. In addition, for new partnerships, it’s a good idea to review the brief together, especially to get some content ideas from the influencers themselves. Pepsi then analyzed the performance of all of the content that these primary influencers had created and shared. They chose to target millennials, so decided social media engagement be the best promotion - even for in-store purchases. They saw the possibilities for YouTube influencers to demonstrate the possible uses of the Moto Z Force of YouTube … even strapping it onto a 10’ rocket! Each influencer created one "partnership announcement" post, one "hero" YouTube video that featured a unique use-case for Moto Mods and two or more extra social posts. This is why it is crucial to understand the importance of a good influencer brief. By clarifying your influencer marketing strategy, your goals, objectives, and KPIs. Make sure to include details of the kind of content the influencer will need to produce for your campaign. Additional influencers helped disseminate the posts, segmented by digital zip codes. The whole film was shot in real time, in chronological order, on iPhones. About us About our Product Links 3. Be clear, to the point, and make the “ask.” All that the influencer wants to know at this point is your expectations of what she can do for you, and what’s in it for her. Local celebrity, Big Sean, made an emotional endorsement, which lead to more media impressions, both traditional print and broadcast, as well as online. They then widened their influencer campaign to cover Pinterest, Facebook, and Twitter. Depending on the influencer you intend using, the final product is mostly photo, video, or blog post featuring your product or service. They decided to create the fan-voted "Rare Country Awards," to expand their reach to more country fans. Give your influencer creative freedom. Ultimately the voters elected Coffee Nut to be the winning flavor. The document offers an overview of the campaign’s purpose … A great brief can have your influencers’ creativity running wild, whilst staying on brand and on target for what you want to achieve.’ By Harriot Rockey, COO, Influence Network. Influencer marketing is well past its experimental phase. Artist-Specific Influencers The campaign was topped off with two Twitter parties celebrating #SayItWithPepsi and the Pepsi Emoji bottles. The brief depends on a lot of factors, but it should answer these essential questions: What are the primary and secondary goals for the campaign? We know you’re busy and that writing an influencer brief probably doesn’t seem like a priority right now. They decide to run the vote like a mini-election. 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.. “Sickhouse” had to look as if it could be real, with Andrea sharing her “home video.”. They chose eight popular influencers to create and distribute teaser content. “Your influencer brief must always paint the big picture in the mind of your reader. Each episode received between 3 and 5 million views and was shared hundreds of thousands of times. 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.”. In the simplest sense, an influencer brief is a document that a brand or agency provides an influencer after he/she has contractually agreed to participate in an influencer marketing campaign. And the best way to build long-term, productive relationships is by setting and managing expectations. 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