Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Snapshot: Influencer Marketing

3,343 views

Published on

Welcome to the next edition of our Snapshot Report prepared in close cooperation with the LHBS Inspiration-Hub.

In this report, we would like to share best practices and inspirational cases regarding influencer marketing looked upon from three perspectives:
- Visual Storytelling - where we will explore cases of how brands are effectively using or collaborating with influencers across different social media channels and web initiatives to create appealing visual content and stories
- Video Content - where we focus on presenting inspirational cases for short and longer video content or even web series
- Events - here you will be able to find some examples of events created by brands and bloggers or by brands for bloggers

Take a look at our Snapshot, and a few implications for brands that we included at the very end. In case you need more inspiration, get in touch with us!

Published in: Marketing
  • Penis Enlargement and Enhancement Techniques: What REALLY Works?!? ★★★ https://tinyurl.com/yy3nfggr
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • ➤➤ 3 Reasons Why You Shouldn't take Pills for ED (important) ♥♥♥ https://tinyurl.com/rockhardxxx
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • ★★ How Long Does She Want You to Last? ★★ A recent study proved that the average man lasts just 2-5 minutes in bed (during intercourse). The study also showed that many women need at least 7-10 minutes of intercourse to reach "The Big O" - and, worse still... 30% of women never get there during intercourse. Clearly, most men are NOT fulfilling there women's needs in bed. Now, as I've said many times - how long you can last is no guarantee of being a GREAT LOVER. But, not being able to last 20, 30 minutes or more, is definitely a sign that you're not going to "set your woman's world on fire" between the sheets. Question is: "What can you do to last longer?" Well, one of the best recommendations I can give you today is to read THIS report. In it, you'll discover a detailed guide to an Ancient Taoist Thrusting Technique that can help any man to last much longer in bed. I can vouch 100% for the technique because my husband has been using it for years :) Here's the link to the report ◆◆◆ https://tinyurl.com/rockhardxxx
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Snapshot: Influencer Marketing

  1. 1. UNDERSTAND TODAY. SHAPE TOMORROW. The Best Of Influencer Marketing - a collection of signs and cases relating to influencer marketing including blogger & celebrity outreach campaigns. SNAPSHOT: INFLUENCER MARKETING 1 LHBS // SNAPSHOT: INFLUENCER MARKETING
  2. 2. CONTENT. UNDERSTAND TODAY. SHAPE TOMORROW. Chapter Two VIDEO content Chapter Three EVENTS Chapter One VISUAL storytelling INTRODUCTION 2 LHBS // SNAPSHOT: INFLUENCER MARKETING
  3. 3. UNDERSTAND TODAY. SHAPE TOMORROW. Welcome to the next edition of our Snapshot Report prepared in close cooperation with the LHBS Inspiration-Hub. In this report, we would like to share best practices and inspirational cases regarding influencer marketing looked upon from three perspectives: - Visual Storytelling - where we will explore cases of how brands are effectively using or collaborating with influencers across different social media channels and web initiatives to create appealing visual content and stories - Video Content - where we focus on presenting inspirational cases for short and longer video content or even web series - Events - here you will be able to find some examples of events created by brands and bloggers or by brands for bloggers Take a look at our Snapshot, and a few implications for brands that we included at the very end. In case you need more inspiration, get in touch with us! ABOUT THE SNAPSHOT. This is a collection of cases and signs related to influencer marketing. LHBS Inspiration-Hub Fabiola Lewandowska Consultant at LHBS lhbs.com | fl@lhbs.com INTRODUCTION 3 INTRO DUCTION. LHBS // SNAPSHOT: INFLUENCER MARKETING
  4. 4. WHAT IS HAPPENING? Few examples on the reach and impact the most successful influencer marketing campaigns have recently generated, as well as examples of bold moves taken by companies in their celebrity outreach campaigns. UNDERSTAND TODAY. SHAPE TOMORROW. 4 LHBS // SNAPSHOT: INFLUENCER MARKETING
  5. 5. L’Oréal has just appointed 21-year- old Kristina Bazan from Kayture blog as their new face. Bazan has more than 2 million followers on her Instagram and her blog is being visited more than 2 million times a month. WHAT IS HAPPENING UNDERSTAND TODAY. SHAPE TOMORROW. 5 LHBS // SNAPSHOT: INFLUENCER MARKETING Source: http://wwd.com/beauty-industry-news/beauty-features/loreal-paris-names-blogger-
  6. 6. The Blonde Salad personal style blog is run by Chiara Ferragni (Italy) since 2009. The 27-year-old has expanded her team to 16 people, inked partnerships with luxury brands like Burberry and Dior. Chiara become one of the highest- paid bloggers ever, bringing in approximately 7 million euros a year (or nearly $8 million). REPORT TITLE // IMPLICATIONS. UNDERSTAND TODAY. SHAPE TOMORROW. 6Source: http://www.refinery29.com/2015/02/82791/the-blonde-salad-harvard-case-study LHBS // SNAPSHOT: INFLUENCER MARKETING WHAT IS HAPPENING Source: http://www.refinery29.com/2015/02/82791/the-blonde-salad-harvard-case-study
  7. 7. Burberry invited Brooklyn Beckham for its latest fragrance campaign — but not as a model. The 16-year-old son of David and Victoria Beckham was chosen to snap the advertisement. The entire experience was documented on Burberry's own Snapchat channel where models danced, made funny faces and posed for the eldest of the Beckham squad. REPORT TITLE // IMPLICATIONS. UNDERSTAND TODAY. SHAPE TOMORROW. 7Source: http://www.refinery29.com/2015/02/82791/the-blonde-salad-harvard-case-study LHBS // SNAPSHOT: INFLUENCER MARKETING WHAT IS HAPPENING Source: http://mashable.com/2016/02/02/brooklyn-beckham-thisisbrit/#5NE5Qs4XXSqd
  8. 8. For their debut, Balmain and H&M engaged Kendall Jenner, models, designers and other performers that attended the runway event to generate hype around it. The hype has been later on topped up from feeds of other influencers such as Kylie Jenner whose photos from the event generated more than 4 million likes alone. UNDERSTAND TODAY. SHAPE TOMORROW. 8Source: https://www.l2inc.com/why-the-collection-should-be-called-balmain-x-hmx- 39.2 M 7.3 M 4.7 M 3.4 M 1.5 M Kendall Jenner Gigi Hadid Alessandra Ambrosio Karlie Kloss Olivier Rousteing H&M: Event Performers by Instagram Followers LHBS // SNAPSHOT: INFLUENCER MARKETING WHAT IS HAPPENING
  9. 9. Calvin Klein has debuted the #mycalvins campaign in early 2014. The brand has collaborated with influencers such as Kendall Jenner & Justin Bieber. The campaign has turned to be admirably effective, leading to creation of endless streams of user- generated content living on social platforms. On Instagram itself, there are now more than 290,400 posts with #mycalvins hashtag added by regular users. REPORT TITLE // IMPLICATIONS. UNDERSTAND TODAY. SHAPE TOMORROW. 9Source: LHBS // SNAPSHOT: INFLUENCER MARKETING WHAT IS HAPPENING Source: http://www.racked.com/2015/10/15/9534325/calvin-klein-mycalvins-justin-bieber-
  10. 10. As a direct result of Justin Bieber’s collaboration with Calvin Klein, the brand has benefited from 3.6 million additional followers across its social channels in the first two weeks. REPORT TITLE // IMPLICATIONS. UNDERSTAND TODAY. SHAPE TOMORROW. 10Source: LHBS // SNAPSHOT: INFLUENCER MARKETING WHAT IS HAPPENING Source: http://wwd.com/globe-news/advertising/justin-bieber-helps-calvin-kleins-social-
  11. 11. HOW DO OTHERS DO IT? Inspiration sets in the three following categories: visual storytelling, video content & events. UNDERSTAND TODAY. SHAPE TOMORROW. 11 LHBS // SNAPSHOT: INFLUENCER MARKETING
  12. 12. UNDERSTAND TODAY. SHAPE TOMORROW. REPORT TITLE // IMPLICATIONS. UNDERSTAND TODAY. SHAPE TOMORROW. 12 01. VISUAL STORY- TELLING Examples of how brands are effectively using or collaborating with influencers across different social media channels and web initiatives to create appealing visual content and stories. VISUAL STORYTELLINGLHBS // SNAPSHOT: INFLUENCER MARKETING
  13. 13. UNDERSTAND TODAY. SHAPE TOMORROW.Source: 13Source: http://mashable.com/2013/03/01/nars-pinterest-campaign/#i7tb806aDaq9 Nars - Satin Lip Pencil Collection on Pinterest Nars has collaborated with three Pinterest influencers to offer an early, exclusive access to their new lip pencil collection. The three Pinterest influencers have been asked to create their own inspirational boards which would compliment the three categories of the new lip pencils: red, nude and pink. Fans on the other hand, have been able to purchase the pencils straight from Pinterest, by clicking on product images pinned to the boards. LHBS // SNAPSHOT: INFLUENCER MARKETING VISUAL STORYTELLING
  14. 14. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Nissan - #WithDad Super Bowl Campaign Nissan has approached their Super Bowl commercial comeback with an all-new marketing stunt. The Nissan auto company has launched the #withdad campaign and partnered with seven YouTube creators to make videos related to the initiative. Prior to the Super Bowl, Nissan teased the theme of fatherhood featured in the commercial through a series of films made in collaboration with popular YouTube content creators and released to their extensive fan bases. During the game, viewers were asked to post their own #WithDad moments to social media. The “With Dad” spot has received more than 22 million views in the first two weeks. 14Source: http://nissannews.com/en-US/nissan/usa/releases/nissan-s-with-dad-super-bowl-commercial-wins-youtube-s-adblitz LHBS // SNAPSHOT: INFLUENCER MARKETING VISUAL STORYTELLING
  15. 15. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Buick - Pinboard to Dashboard In their campaign, Buick has called on nine of the most inspirational and influential Pinfluencers to create a brand image around its Encore model. The Pinterest influencers (from style, food & design fields) have been asked to create their own inspirational boards regarding the new model and with a fresh perspective. The winning board came from Michael Wurm Jr. that has more than 3 million followers. 15Source: http://blog.newscred.com/5-creative-influencer-campaigns-to-inspire-content-marketers/ LHBS // SNAPSHOT: INFLUENCER MARKETING VISUAL STORYTELLING
  16. 16. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Gap - Styld.by The Styld.by campaign by Gap is a collaboration between the company and six influential fashion bloggers (Refinery29, WhoWhatWear, FabSugar, Lookbook, Rue and MOG). Gap asked the bloggers to combine their basics line with clothes from other companies to create looks styled by them. The brand followed the realistic philosophy that nobody’s dressed head-to-toe in one brand. Most of the created looks feature one, maximum two Gap items. You can find all the looks at: styld.by 16Source: http://blog.newscred.com/5-creative-influencer-campaigns-to-inspire-content-marketers/ LHBS // SNAPSHOT: INFLUENCER MARKETING VISUAL STORYTELLING
  17. 17. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Kate Spade Saturday - “Saturday Is” For their Kate Spade Saturday, the company has asked Pinterest influencers to create collections of images. Kate Spade has encouraged their Pinfluencers to create one full board according to the theme: “Saturday is.” The content has reached 1,2 million followers during the whole process. 17Source: http://blog.newscred.com/5-creative-influencer-campaigns-to-inspire-content-marketers/ LHBS // SNAPSHOT: INFLUENCER MARKETING VISUAL STORYTELLING
  18. 18. UNDERSTAND TODAY. SHAPE TOMORROW.Source: REPORT TITLE // IMPLICATIONS. Skype - A Travel Challenge Skype has asked their fans to help travel blogger get home just in time for Thanksgiving in their “rerouted” campaign. The blogger has been dropped off in Istanbul, equipped only with Skype and Surface Pro 2. After landing in Istanbul, Mike Corey had no idea where to go next. The only thing he could do was to post updates about his location on @SkypeMoments on Twitter. Users following his journey, could help him out and post & engage in with clues and create challenges since he was not allowed to use Google or solve the clues only by himself. 18Source: http://www.skypererouted.com/ http://blogs.skype.com/2013/11/06/rerouted-a-skype-travel-challenge-2-weeks-5-cities-plen LHBS // SNAPSHOT: INFLUENCER MARKETING VISUAL STORYTELLING
  19. 19. UNDERSTAND TODAY. SHAPE TOMORROW.Source: BMW - European Road Trip For the launch and debut of their new 7 Series, BMW partnered with top men's fashion and lifestyle blogger, Brian Sacawa of blog He Spoke Style and photographer Sezgin Yilmaz (with over 1.6 million followers on Instagram). BMW's #DrivingLuxury Instagram influencer marketing campaign, which chronicles blogger He Spoke Style road trip journey through Zurich, Milan, and Munich features a series of sponsored Instagram posts from both blogger and photographer in addition to several blog posts and a dedicated YouTube video. 19Source: http://mediakix.com/2015/12/instagram-influencer-marketing-bmw-campaign/ LHBS // SNAPSHOT: INFLUENCER MARKETING VISUAL STORYTELLING
  20. 20. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Cathay Pacific - #lifewelltravelled With the help of influencers and their customers, Cathay Pacific has launched the Instagram- centered #lifewelltraveled campaign. For the first phase of the campaign, which saw the Cathay Pacific Instagram following double, the airline selected a group of social media influencers who had previously spoken positively about the brand, such as fashion blogger Jessica Stein and photographer Tyson Wheatley. These influencers were asked to share their vision of a #lifewelltraveled while they were on a Cathay-sponsored trip. The campaign then expanded on the influencer’s content with a global ad campaign organized through a content hub, which includes information on Cathay Pacific’s people and services, as well as user-generated content. 20 LHBS // SNAPSHOT: INFLUENCER MARKETING Source: http://lifewelltravelled.cathaypacific.com/ VISUAL STORYTELLING
  21. 21. UNDERSTAND TODAY. SHAPE TOMORROW. REPORT TITLE // IMPLICATIONS. UNDERSTAND TODAY. SHAPE TOMORROW. 21 02. VIDEO CONTENT Examples of video content or web series developed by brands and their creators or with help of other influencers across different channels. VIDEO CONTENTLHBS // SNAPSHOT: INFLUENCER MARKETING
  22. 22. UNDERSTAND TODAY. SHAPE TOMORROW.Source: 22 Sephora - Snapchat Initiative Sephora hands over its social media and Snapchat to different ambassadors that are allowed to host the channel for one entire day. As an example, beauty and fitness queen Hannah Bronfman, Ambassador for Clinique has taken over Sephora’s Snapchat for one full day. Source: http://community.sephora.com/t5/Customer-Support/Snapchat-Takeover-w-Hannah-Bronfman/m-p/2113340 LHBS // SNAPSHOT: INFLUENCER MARKETING VIDEO CONTENT
  23. 23. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Marriott - Tripping with Sonia Gil Marriott teamed up with famous travel blogger Sonia Gil to shoot a series where Sonia explores exciting but also interesting activities in cities around the world. Content examples: - 12 Hours in Chicago - A Foodies Guide to International Cuisine in Orlando - Orlando’s Adventures outside Disneyland - Making Voodoo Magic Happen in New Orleans 23Source: https://www.youtube.com/watch?v=xpNJ4UhnxOQ&index=3&list=PLu_CKZK3SEq_r2CD-TjAAZtlXejmjOkSW LHBS // SNAPSHOT: INFLUENCER MARKETING VIDEO CONTENT
  24. 24. UNDERSTAND TODAY. SHAPE TOMORROW.Source: 24 Garnier - Style Spotting Garnier released a series of Style Spotting videos, where favourite vloggers are asked to spot a style and recreate it. Vloggers spot the styles in real life at festivals or on Pinterest and recreate the style with Garnier products. Source: https://www.youtube.com/watch?v=9887yKFV9dU&index=9&list=PLuQhYHiSvkTrVcVLZEQy5k5chnK4Gp8x2 LHBS // SNAPSHOT: INFLUENCER MARKETING VIDEO CONTENT
  25. 25. UNDERSTAND TODAY. SHAPE TOMORROW.Source: 25Source: http://blog.nyxfaceawards.com/ NYX - Annual Video Contest NYX Cosmetics created an online platform that aims to and focuses on supporting the community of beauty content creators– not only the brand itself. The company has started their annual NYX Face (“Fine Artistry of Cosmetic Elites”) Awards. Participants who already pass the first phase (call for entries) of the contest need to sign an agreement to get into the final pool of 30 contestants that will have to go through a series of challenges, namely creating videos according to several themes. NYX products must be featured in the videos. Throughout the contest, fans and viewers are encouraged to vote for their favourites up to 3 times per day to create high engagement. The six finalists are then flown to Los Angeles for a final event which includes live YouTube competition. LHBS // SNAPSHOT: INFLUENCER MARKETING VIDEO CONTENT
  26. 26. UNDERSTAND TODAY. SHAPE TOMORROW.Source: 26Source: http://news.covergirl.com/press-release/brand/covergirl-girlscan-makes-5-year-5-million-promise-next-generation-women-who-will Source: https://www.youtube.com/watch?v=KmmGClZb8Mg COVERGIRL - #GIRLSCAN #GirlsCan is a movement with a mission: to help young women overcome barriers to break boundaries, empowering them to be the next generation to rock the world. The movement was kick-started earlier this year with an inspiring video starring COVERGIRLs Queen Latifah, Ellen DeGeneres, P!nk, Sofia Vergara, Becky G, Katy Perry and Janelle Monáe. With more than 10 million views, this movement of positivity and #GirlsCan power struck a chord and inspired a provocative conversation. LHBS // SNAPSHOT: INFLUENCER MARKETING VIDEO CONTENT
  27. 27. UNDERSTAND TODAY. SHAPE TOMORROW.Source: L’Oréal - The Brush Contest Aware of the power of beauty vloggers, L’Oréal has launched “The Brush,” a global contest to find a make-up designer who can make high-end looks accessible for everyday women. The winner of “First Brush” will be offered a one-year contract of 100,000 Euros as well as the chance to create looks at L’Oréal shoots and beauty tutorials. The winner will also work in product development and serve as a brand ambassador. The first such contest in L'Oréal history, the motive behind the contest is to bring beauty designers closer to the brand-- not to mention the winner's already-existing audience closer to L’Oréal. Contestants must upload a three minute creative pitch which will then be judged by a team composed of L’Oréal executives and YouTube content creators. 27Source: https://lounge.loreal-paris.de/thebrushcontest/ LHBS // SNAPSHOT: INFLUENCER MARKETING VIDEO CONTENT
  28. 28. UNDERSTAND TODAY. SHAPE TOMORROW.Source: 28 Garnier - Hair Tutorials Garnier’s US YouTube channel offers a large selection of easy and fun to watch ‘how to’ hair- dos created for the viewer by popular young bloggers around the US. The bloggers show you how to get the look by demonstrating it on their friends using Garnier products in a BEFORE and AFTER format. The videos get from 90,000-500,000 views. Source: https://www.youtube.com/watch?v=9VfUUQQ0wPs&list=PLuQhYHiSvkTp0XvKs41Whp7uHWhSbXZ6f&index=6 LHBS // SNAPSHOT: INFLUENCER MARKETING VIDEO CONTENT
  29. 29. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Marriott - Snapchat Campaign Marriott has teamed up with four influencers for their three-month campaign which are going to create a two-way conversation with users. Influencers will share a list of cities with the audience, and after spotting the winner, they will travel to those and create content together with Marriott hotels. Due to Snapchat’s nature, the videos have been accessible only 24h. To avoid the videos getting lost, Snapchat re-purposed some of them for other channels such as Facebook or Twitter. 29Source: http://skift.com/2014/12/17/marriotts-new-snapchat-campaign-is-a-first-for-hotel-bra LHBS // SNAPSHOT: INFLUENCER MARKETING VIDEO CONTENT
  30. 30. UNDERSTAND TODAY. SHAPE TOMORROW.Source: GE - #6SecondsScience Fair In their #6SecondsScience Fair, General Electric has been encouraging its fans to experiment with science and share their 6 seconds lessons with others. Since the launch, GE’s Tumblr has been serving as a “virtual home” for all the lessons submitted. The company has been accepting videos Vine and Twitter with the best ones being immediately posted on GE’s Tumblr. To make the whole effort even more interesting, GE invited well-known Vine users (Jethro Ames, Jorday burt & Rudy Mancuso) to contribute their works to the project. 30Source: http://6secondscience.tumblr.com/ LHBS // SNAPSHOT: INFLUENCER MARKETING VIDEO CONTENT
  31. 31. UNDERSTAND TODAY. SHAPE TOMORROW.Source: 31Source: http://fashionista.com/2015/11/zosia-mamet-interview-kate-spade Kate Spade - Miss Adventure Kate Spade, in collaboration with Helo production company, has created a series of short films called #missadventure, starring Anna Kendrick and Zosia Mamet– and the videos keep getting better each season. Apart from main characters, the videos are featuring guest appearances of other legendary women. In the newest episode, Anna Kendrick is starring together with Zosia Mamet. Apart from being funny, the dialogues are effortlessly realistic. LHBS // SNAPSHOT: INFLUENCER MARKETING VIDEO CONTENT
  32. 32. UNDERSTAND TODAY. SHAPE TOMORROW.Source: REPORT TITLE // IMPLICATIONS. Lionsgate - District Voices To promote their Hunger Games Mockingjay: Part 1, Lionsgate has tapped into creativity of YouTube influencers. Each YouTube creator has been assigned a district portrayed in the film’s fictionalized country of Panem. Each social star has been given props and costumes and tasked with producing original news stories that have a fan film vibe.
 “In each episode, one of YouTube's popular content creators explains the expertise of their district, giving viewers a peek into an expanded backstory for this enigmatic world.” 32Source: https://www.thinkwithgoogle.com/campaigns/lionsgate-the-hunger-games-district-voices.html LHBS // SNAPSHOT: INFLUENCER MARKETING VIDEO CONTENT
  33. 33. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Dell - Back to School Docu-series Dell is targeting teens with aspirational video series "The New Experts," which showcases the lives of young achievers in various exciting fields such as fashion, science and technology. Dell follows four different young achievers: Taylor Wilson, a 21-year-old nuclear physicist; Isabella Rose, a 14-year-old fashion designer and artist; João Pedro Motta, a 19-year-old Brazilian tech entrepreneur; and 19-year-old YouTube sensation Jenn McAllister, better known to her fans as Jennxpenn. By producing the series, the company hopes to show how many teens are becoming experts in technology– and speaks to their audience in a way that is on their level, by showing teens using the technology to make their dreams come true. 33 LHBS // SNAPSHOT: INFLUENCER MARKETING VIDEO CONTENT Source: http://www.adweek.com/news/advertising-branding/dells-back-school-campaign-docuseries-about-young-achievers-166247
  34. 34. UNDERSTAND TODAY. SHAPE TOMORROW.Source: AT&T - @SUMMERBREAK AT&T kicked off the new season of its social media reality show that follows a core group of LA teens. The storyline is told through Twitter through the accounts that belong to the show and its teen protagonists, as well as through multimedia posts over various other social platforms and apps, such as Snapchat, Vine, Periscope, Instagram, Facebook, Tumblr, and We Heart It. To date, the show has received more than 65 million views, 30 million engagements, and 1.7 billion impressions. 34 LHBS // SNAPSHOT: INFLUENCER MARKETING VIDEO CONTENT Source: http://variety.com/2015/digital/news/att-summerbreak-periscope-third-sesason-1201522050/
  35. 35. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Marriott - Do Not Disturb Web Series “DO NOT DISTURB”, a new YouTube web series for Marriott hosted by Taryn Southern, the comedian, creator and star of Taryn TV. Set up as a slumber party, “DO NOT DISTURB” takes place in a mock-up of a Moxy guestroom, where Taryn will interview and gossip with celebs about their careers, travel habits and quirky experiences on the road. Southern will get answers to the questions you only wish you could ask a celebrity at 2am in their hotel room –Boxers or briefs? Most scandalous encounter? Best hangover cure? “DO NOT DISTURB” episodes will air on MoxyHotels.com and Moxy’s YouTube channel. The series will also debut Moxy Hotels in the U.S. market. Ten Marriott-owned Moxy Hotel projects are slated to open in 2016 in major metropolitan locations. 35Source: http://news.marriott.com/2015/07/moxy-hotels-announces-do-not-disturb-youtube-series-with-comedian-taryn-southern.html LHBS // SNAPSHOT: INFLUENCER MARKETING VIDEO CONTENT
  36. 36. UNDERSTAND TODAY. SHAPE TOMORROW. 36Source:Source: https://www.youtube.com/watch?v=IUtnisMr76g&list=PLuQhYHiSvkTps55o8hWYb9PZ0GUEz1_HY Garnier - :60 Change Ups Garnier teamed up with 8 most influential bloggers to show you how to switch up your style with :60 seconds hair tutorials. Change up your hairstyle in just 60 seconds with vloggers Amanda Ensing, Heart, Lindsey Hughes and more in these easy how-to videos. LHBS // SNAPSHOT: INFLUENCER MARKETING VIDEO CONTENT
  37. 37. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Ford - #FiestaMovement The company held an audition where YouTubers and other social media influencers could apply (via a public submission on YouTube) to be one of 100 Ford Fiesta “agents.” These brand ambassadors were given a Ford Fiesta for eight months with gas and insurance expenses included (plus a GoPro Hero3 for shooting their adventures). Each agent was given a selection of monthly challenges to choose from, in which they would make videos around a theme. 37Source: https://www.octoly.com/blog/blog/2015/03/11/ford-fiesta-movement-200-million-vie LHBS // SNAPSHOT: INFLUENCER MARKETING VIDEO CONTENT
  38. 38. UNDERSTAND TODAY. SHAPE TOMORROW.Source: REPORT TITLE // IMPLICATIONS. Snickers - You are not you when you are hungry As part of their long-running "You're Not You When You're Hungry" campaign, Snickers have partnered with several popular "how-to" vloggers to post videos showing how they are comically affected by hunger. The "You're not…” YouTube campaign spanned 8 countries, using 13 vloggers who show that something is clearly wrong when they are hungry. For example, the American style and motivational vlogger Jessica Harlow shows her fans how to "let yourself go," obviously affected by hunger as her mood is completely different to normal. In other videos, hyperactive Puerto Rican comedian Alex Diaz shows off relaxing yoga poses. 38Source: http://www.adweek.com/adfreak/snickers-got-vloggers-post-terrible-videos-if-they-recorded-them-hungry-163966 LHBS // SNAPSHOT: INFLUENCER MARKETING VIDEO CONTENT
  39. 39. UNDERSTAND TODAY. SHAPE TOMORROW. REPORT TITLE // IMPLICATIONS. UNDERSTAND TODAY. SHAPE TOMORROW. 39 03. EVENTS Examples of offline events or spaces created by bloggers to promote products or services themselves or made by brands in collaboration with influencers. EVENTSLHBS // SNAPSHOT: INFLUENCER MARKETING
  40. 40. UNDERSTAND TODAY. SHAPE TOMORROW.Source: 40Source: http://www.fastcompany.com/3054926/behind-the-brand/how-ipsy-founder-michelle-phan-is-using-influencers-to-reinvent-the- Ipsy - Shooting Studio Michelle Phan’s Ipsy cosmetics keeps building their strong network of amateur beauty bloggers ambassadors and now offers then a possibility to use their professional, 10,000-square foot shooting studio to use– free of charge. Creators making use of the studio are not bound by any contract. The only requirement is to feature the Ipsy brand in a few videos per month. Thanks to this, Ipsy has been exposed to the public in more than 300 million social media impressions. Apart from using the studio, bloggers and creators get a unique opportunity to mentoring sessions, networking or even publicity. LHBS // SNAPSHOT: INFLUENCER MARKETING EVENTS
  41. 41. UNDERSTAND TODAY. SHAPE TOMORROW.Source: 41Source: http://www.fastcompany.com/3054926/behind-the-brand/how-ipsy-founder-michelle-phan-is-using-influencers-to-reinvent-the-cosmeti Ipsy - Generation Beauty Events Ipsy’s response to beauty still being an in-store purchase, is to keep growing its community. The company’s latest effort is hosting a series of Generation Beauty conferences—a Comic Con of sorts for beauty lovers. In 2016, there will be four events in cities including San Francisco, up from two last year. "The one we just had in New York, we had 850 creators, plus 3,000 people paying $150 each to attend, plus all these brands," says Ipsy. LHBS // SNAPSHOT: INFLUENCER MARKETING EVENTS
  42. 42. UNDERSTAND TODAY. SHAPE TOMORROW.Source: 42Source: https://www.youtube.com/playlist?list=PLSb4Eq3CoYfY__9S8NkZTHNnvaZTsGwrc Smashbox - Made at Smashbox Made at Smashbox program invites vloggers to use professional photography studios to create their content, free of charge. Creators get access to professional space, make-up artists, stylists and a production crew while being asked to only include the “made at Smashbox” logo at the end of each video they produce. LHBS // SNAPSHOT: INFLUENCER MARKETING EVENTS
  43. 43. UNDERSTAND TODAY. SHAPE TOMORROW.Source: 43Source: http://asianinsight.racepointglobal.com/post/125997179333/influencer-marketing-case-study REVOLVE - #RevolveintheHamptons REVOLVE Clothing hosted a pop-up store event in the Hamptons, open during each weekend in summertime. To create publicity for this event, REVOLVE made sure to include an array of “InstaFamous” fashion & lifestyle bloggers on their guest list, each with a substantial following on Instagram e.g. Chiara Ferragni, Aimee Song and Rumi Neely, along with “It-girl” models and celebrities such as Hailey Baldwin and Emily Ratajkowski. The event concept was modelled around that of a LA celebrity-style house party – complete with food & drinks, a DJ, an outdoor pool, and beautiful people. The idea was simple: influencers were invited to wear any outfit of their choice from REVOLVE’s pop-up selection, then go off and enjoy the event with their friends. LHBS // SNAPSHOT: INFLUENCER MARKETING EVENTS
  44. 44. UNDERSTAND TODAY. SHAPE TOMORROW. 44Source:Source: https://www.zalando.co.uk/summer-house/ Zalando - Summer House Every year Zalando invites 22 international fashion bloggers to the stylish Summer House and co-creates with the influencer the newest fashion & lifestyle trends. Zalando recently invited 22 international top bloggers to an inspiring stay outside Berlin. Schloss Ulrichshusen was the perfect venue, with its romantic architecture, green fields and enchanting atmosphere. The theme was ‘TRENDS & NATURE’, which was reflected in the many activities. Trend forecaster Gemma Gambee gave workshops on the latest trends, encouraging the bloggers to create their own styles. There were also screen printings, photo shoots in the nature and a barre workout with Nike trainer Alex Hipwell. LHBS // SNAPSHOT: INFLUENCER MARKETING EVENTS
  45. 45. WHAT IS THE TAKEOUT? Things to remember when designing or launching an influencer marketing campaign. UNDERSTAND TODAY. SHAPE TOMORROW. 45 LHBS // SNAPSHOT: INFLUENCER MARKETING IMPLICATIONS
  46. 46. UNDERSTAND TODAY. SHAPE TOMORROW. IMPLICATIONS. One Transparent involvement of creators and influencers in a marketing activity boosts credibility and authenticity of the effort. Avoid staged collaborations. Two Collaboration between brands and influencers should be win-win for both. Influencers are a “brand” themselves. All marketing activities should be designed in a way to leave room for their creativity, interpretation and adjustment for the creator himself. Three All influencer marketing efforts should be designed to appeal to and grow a fan base rather than bring short-term entertainment to random audience. Think about opportunities to multiply your fan base by teaming up with relevant influencers and through them– appealing to their own & dedicated followers. IMPLICATIONS 46 LHBS // SNAPSHOT: INFLUENCER MARKETING
  47. 47. Need more information? UNDERSTAND TODAY. SHAPE TOMORROW. 47 Get in touch with us This presentation has been created with help of the LHBS Inspiration-Hub. LHBS // SNAPSHOT: INFLUENCER MARKETING
  48. 48. LHBS Put the Title of the Report here HUB. UNDERSTAND TODAY. SHAPE TOMORROW. INSPIRATION-HUB The Inspiration-Hub is a service that gives marketing teams constant access to the latest insights and inspiration, so that they can develop more relevant marketing ideas. http://www.inspiration-hub.com LHBS // INSPIRATION-HUB INSPIRATION-HUB 48 REQUEST A DEMO
  49. 49. UNDERSTAND TODAY. SHAPE TOMORROW. Discover ABOUT LHBS Define Develop Deliver We are an unconventional strategy firm that helps clients to better understand today and successfully shape tomorrow. LHBS has extensive experience & expertise in business development, brand building and customer experience. The firm works across all major industries for clients from the FT Global 500, German Mittelstand and fast growing startups. http://www.lhbs.com ABOUT UNDERSTAND TODAY. SHAPE TOMORROW. 49 LHBS // SNAPSHOT: INFLUENCER MARKETING
  50. 50. IMPRINT UNDERSTAND TODAY. SHAPE TOMORROW. Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der 
 LHBS Consulting Berlin GmbH und unterliegen den geltenden Urhebergesetzen. Die unauthorisierte Nutzung, 
 die ganze oder teilweise Vervielfältigung sowie jede Weitergabe an Dritte ist nicht gestattet. LHBS Consulting Berlin GmbH Köpenicker Straße 154  10997 Berlin Germany   www.lhbs.com THANK YOU 50 LHBS // SNAPSHOT: INFLUENCER MARKETING

×