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Sanitarium UP&GO Infleuncer Outreach and Content Program


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Find out how we helped build brand trust and engagement through Social Media for Sanitariums UP&GO brand

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Sanitarium UP&GO Infleuncer Outreach and Content Program

  1. 1. UP&GO Influencer Outreach & Content Program Building brand trust and engagement through Social Media
  2. 2. The Brief Our brief was to drive social engagement and awareness around the Sanitarium UP&GO Brand to inspire consumption.
  3. 3. To Inspire our target audience’s passion and share a range of branded content with their friends to support the brand proposition of breakfast on-the-go. Our Strategy
  4. 4. Uncovering audience insights to inform our influencer outreach & content program. Develop a range of sharable branded content and building relationships with influencers to support our program. Driving awareness of our content through our owned & paid channels to ignite our audiences passion and inspiring them to share with their friends. Seeding our content through our influencer network to engage and drive awareness with their respective fans and followers Our Approach REACHRESEARCH DEVELOP SEED & ENGAGE 1 2 3 4
  5. 5. 1. RESEARCH
  6. 6. Through social data analysis we uncovered the brand conversation themes & influencer segments to inform our content strategy Brand & Audience Insights
  7. 7. We also identified those Lifestyle YouTube channels that were the most popular in our 16-24 male age group who could potentially act as a hosting partner for our video. TOP 20 Sports 13-18 AU You Tube Channels username title country thesunnycoastskate TheSunnyCoastSkate AU teamvillaintv TeamVillainTV AU tiltscooters TiltScooters US brendonxtreme Brendon Smith AU lukeakascooter lukeakascooter GB Stunts Amazing Extreme sports videos AU isascooter ISAScooter GB skaterhqtv SkaterHQTV AU ceravolomatty CeravoloMatty AU nmfcofficial North Melbourne Football Club AU gregphillipsedits GregPhillipsEdits AU howtuesdaybmx Aj Anaya's How Tuesday BMX US spasticsports Spasticsports AU lorans7ronaldo lorans7ronaldo PT 19emmawilson96 equine.emma1996 AU h0ttuna H0tTuna AU adelaidefootballclub Adelaide Football Club AU truetraceur1 TrueTraceur1 AU ihotch ihotch US rubinjj RubinJJ DE YouTube Influencers
  8. 8. We also identified a list of influencers we could use to produce a range of Instagram images to broaden the reach of our overall content program. Lifestyle Personalities & Brands Trent “Maxi” Maxwell Instagram Followers: 68.2k ● TV Personality ● Large Social Influence (Instagram/ Twitter) ● Extremely active fan base ● Personal, relatable content, speaks directly to audience. ● Most popular Bondi Lifeguard for the online fanbase ● 2013 Cleo Bachelor of the Year Facebook Followers: 121K Instagram Followers: 18.7K ● Huge Social Influence (YouTube/ Facebook/ Twitter/ Instagram) ● Very active fan base ● Association with one of Australia’s most successful and iconic homegrown TV Programs ● Highly engaged social ”army” of followers ● The most popular lifeguard show on the planet ● LOGIES Most Popular Factual Program 2007- 2013 (voted via our social channels) Facebook Followers: 33K Instagram Followers: 16.7K Twitter 1.5k ● Good Social Influence (Facebook/ Twitter/ Instagram) ● Very active fan base ● Association with the worlds best skateboarders ● Highly engaged social ”army” of followers ● The most Australina Fuel TV extrme sports program each year.
  9. 9. 2. DEVELOP
  10. 10. We created and produced a highly shareable parkour video using Australian Red Bull Athlete Dominic Di Tomasso with our Video partner GC Imagery.
  11. 11. We engaged Trent ‘Maxi’ Maxwell from Bondi Rescue to produce a series of shareable Instagram posts.
  12. 12. We engaged Teenage Influencer Andrew Van Oyen to Seed our Parkour video with his community.
  13. 13. We engaged the Skateboard brand Bowl-a-rama and 2 of their Skateboarders Bugs Fardell & Sky Siljeg to produce a series of shareable Instagram posts.
  14. 14. 3. REACH
  15. 15. To achieve the reach for our video we engaged YouTube channel ‘Stunts Amazing’ to be the host for our Parkour video. Channel Hosting
  16. 16. Our video was also supported by a small Facebook advertising campaign targeted mainly at a male 16-24 audience to drive reach and engagement. Facebook Advertising
  17. 17. 4. SEED & ENGAGE
  18. 18. Andrew Van Oyen-Facebook & Twitter posts 3,372 Total Post Reactions
  19. 19. Trent Maxi Maxwell -Instagram posts Total Post Reactions 8,734
  20. 20. Influencer Amplification- Bowl-a-rama Total Post Reactions 2,315
  21. 21. THE RESULTS
  22. 22. Our Channel host ‘Stunts Amazing to date has generated in excess of 434K views and over 5,000 likes comments and shares. YouTube
  23. 23. Between a small ad spend and our influencer outreach we achieved over 242 thousand AU video views and had an engagement over 11.4 thousand reaching over 900 thousand people on Facebook. Facebook
  24. 24. Our branded Instagram content had a total engagement of over 11 thousand people reaching in excess of 108 thousand people Instagram
  25. 25. In total our outreach and content program saw a total engagement of over 862 thousand people (including 670.7K video views) reaching over 1.5 million people and delivering for our video a Cost Per view of $0.01