Was Brands und Influencer aus über 60 Placements lernen können. www.inreach.de

1. 20 Millionen Views später - Was Brands und
Influencer aus über 60 Placements lernen können
Alex Wagner // Aaron Troschke

2. EXPERIENCE
More than 60 Product Placements and
cooperations on Youtube, Instagram and
Snapchat
More than 9 years working in online
marketing
SPEAKER
2
ALEX WAGNER
Head of Marketing &
Product Shoop.de
EXPERIENCE
Social Influencer on YouTube, Facebook,
Instagram and twitter
YouTube channel „Hey Aaron“ with 470.000
subscribers – produced by Sony Music
TV Moderator/Reporter
AARON TROSCHKE
Head of Influencer
Management

3. 3
Social Influencer Marketing with product placements and branded
content works
“STUDY: Influencer Marketing pays $6.50 for every dollar
spent”
Article: Adweek

4. 4
However…
• Which influencer fits to my product?
• Which platform works for my
product?
• How do I engage with the
influencers?
Challenges for marketers:
• How do I measure the
success of a campaign?
• How much do I pay the
influencer?

5. PRODUCT – INFLUENCER MARKETPLACE UND ANALYTICS
REACHHERO.COM
5

6. Campaign Formats
• Fixed Price Placement
• Performance (CPC, CPI etc.)
• Give Away (Free products, pay per contact to Influencers)

7. Select Customers:
REACHHERO FACT-SHEET
REGISTERED INFLUENCERS ON PLATFORM
6.000+
SUBSCRIBERS ACROSS ALL INFLUENCERS
190+ Million. (YT,FB,IN)
VIDEO VIEWS PER MONTH
~1 Billion (Just Youtube)
ONLINE SINCE
January 2015
LARGEST INFLUENCER CONTENT MARKETING PLATFORM IN GERMANY
CAMPAIGNS
800+
7
Winner

8. CAMPAIGN EXAMPLE – E-Commerce Service
• 60+ Videos with YouTube Influencers
• 20+ Million views
• CTR: 9x higher than other online ads
• 90.000 new registrations
• 30% lower cost per registration
Customer: Shoop / Qipu
THE INFLUENCER MARKETING
PLATFORM

9. INFLUENCER MARKETING – HOW TO MAKE A GREAT PLACEMENT?
9
41%
1. Influencer sind keine Marketer

10. INFLUENCER MARKETING – HOW TO MAKE A GREAT PLACEMENT?
10
41%
CTR: 3,1% Leads: 872 (after 4 weeks)

11. INFLUENCER MARKETING – HOW TO MAKE A GREAT PLACEMENT?
11
41%
2. Timing, Timing, Timing

12. INFLUENCER MARKETING – HOW TO MAKE A GREAT PLACEMENT?
12
41%
Dienstag SonntagCTR: 0,9% CTR: 2,3%Ø 4:37 Minuten Ø 3:46 Minuten Leads: 928Leads: 142

13. INFLUENCER MARKETING – HOW TO MAKE A GREAT PLACEMENT?
13
41%
3. Kleine Geschenke…

14. INFLUENCER MARKETING – HOW TO MAKE A GREAT PLACEMENT?
14
41%
CTR: 7,3% Leads: 3.569

15. INFLUENCER MARKETING – HOW TO MAKE A GREAT PLACEMENT?
15
41%
4. Vertrauen ist gut, Kontrolle…

16. INFLUENCER MARKETING – HOW TO MAKE A GREAT PLACEMENT?
16
41%
CTR: 2,8% Leads: 12.536 (after 4 weeks)

17. CAMPAIGN EXAMPLE – Mobile App / Recruitung
• 7 Videos with YouTube Influencers
• 1.7 Million views
• 50.000+ App Installs after three weeks
• Campaign still ongoing
• CPI lower than any other traditional channels
Take Away:
- Timing
- Right Channel and perfect audience
- Leave Influencers artistic freedom
Customer: TalentHero
(Meine Stadt)
THE INFLUENCER MARKETING
PLATFORM

18. CAMPAIGN EXAMPLE – Fashion
• Video during Euro 2016
• 1.8 Million views
• Over 200.000 EUR in tracked sales
• Using Discount code for activation and
tracking
Take Away:
- Timing
- Tailored offering
- Reach matters!
Customer: Yancor
THE INFLUENCER MARKETING
PLATFORM

19. Pricing

20. 20
195%
113%
45%
96%
85%
131%
106%
49%
79%
100%
AUTOS & VEHICLES COMEDY ENTERTAINMENT FILM & ANIMATION GAMING BEAUTY/ HOWTO &
STYLE
PEOPLE & BLOGS SCIENCE &
TECHNOLOGY
SPORTS AVERAGE
TKPs (Youtube) in verschiedenen Verticals (Daten aus 800+
Kampagnen)

21. Tips und Tricks by Aaron
• Alles tracken z.B. mit bitly
• Affiliate Programme / ReachHero Performance
• Crosspromo
• Mehrere Social Media Plattformen bedienen
• Management, MCN, Plattform?
• Positionierung:
• Was du machst wird vom Kunden gesehen
• Ältere Zielgruppe

22. INFLUENCER MARKETING – HOW TO MAKE A GREAT PLACEMENT?
22
41%
Verhandle einen realistischen Preis
Wie groß ist deine Reichweite?
Wie alt ist deine Zielgruppe?
Wie gut passt deine Zielgruppe zur Marke?
Wie rechnet eine Marke?
TKP = PREIS/REICHWEITEx1.000

23. INFLUENCER MARKETING – HOW TO MAKE A GREAT PLACEMENT?
23
41%
Arbeite professionell
Halte dich an die Deadlines.
Beachte die Arbeitszeiten deines Kunden.
Halte dich an das Briefing.
Informiere deinen Kunden rechtzeitig über Verspätungen.

24. Alex Wagner | a.wagner@shoop.de
Aaron Troschke | aaron@reachhero.de
Contact
24