Influencer event: content creation strategy

Agency: Strategy, impact and effectiveness

But how do you plan an influencer event? It all sounds simple, but the greater the reach, the more complex the planning and organization in the run-up to the event. For example, we had an event with over 50 influencers who were booked, some of whom brought partners with them. Accordingly, hotels have to be planned, trips, flights, but also the individual transfers, as well as from the airport to the hotel and so on… depending on how well-known the influencer is.

Referral marketing

How important is the recommendation when making a purchase decision?

Source Destatis:

[…] which sources of information consumers […] allow to strongly influence their purchasing decisions. At the time of the survey, around 40.3 percent of consumers stated that they consult independent comparison tests when deciding to buy a product. However, the biggest influencing factor, at around 47.2 percent, was recommendations from friends and acquaintances.

Referral marketing and reach can of course be used excellently for various occasions. From employee recruitment and product presentations to annual meetings – as you will see later in the influencer event examples.

Recommendations have a major influence on target groups.

The first step: strategy – planning is everything

Before all this, however, comes the strategy!

Because without reach within the right target group, with an explicit marketing message, reach quickly evaporates. The better the entire event, the posting planning, but also the contracts, the product presentation, brand presentation, … the better the planning, the more effective the event will be. Tip! Also in the follow-up reporting (online TV media).

Well-known influencers and examples: Advantages

Even more important, however, are the additional scatter effects, especially when booking well-known influencers. Just a few minutes, hours or even days after the event, other influencers and bloggers react to the content of the well-known influencers.

Scatter effects: How to spread your marketing message even further!

Social media platform and target group

You can see how valuable a well-planned strategy behind the influencer marketing event is. To ensure that you have an experienced partner at your side, it is worth working with a good agency or influencer agency. It’s about planning the influencers, but also the media output:

• Instagram reels, posting and stories
• TikTok videos and challenges
• YouTube videos and follow-me-arounds
• Facebook product presentation
• Twitch live stream of the event
• …

Examples: Food, fashion, electric cars…

No two events are the same, no two customers or products are the same, so creative ideas are needed for marketing! Our strategy is therefore no longer “just” about presenting products, but about meeting users’ needs! A simple example? A test drive in a new electric car with your own social media star. Exclusive dance lessons for selected people. Fashion events with a glamor factor.

WeightWatchers annual meeting: Dancing with Motsi

One of our last highlights (before Corona), the WeightWatchers annual meeting with over 50+ active WW influencers. There was also food from star chef Andi Schweiger and exclusive dance performances and training from Motsi Mabuse.

Highlights:

• Over 50+ active WW influencers
• Dancing with the Queen Motsi Mabuse
• Dinner by star chef Andi Schweiger

Fashion Week: Fashion show Saturday night (final)

There is no business like show business! We don’t just do the typical fashion events, we create highlights! For example, at Berlin Fashion Week, with the final show on Saturday evening at 8:15 pm. With “Sat1 Prominent” among others. This shows that influencer marketing has additional advantages, the impact on other media. They all want to report on her! In addition, again scattering effects, for example when the contribution runs on “Sat1 Prominent” and again the next day on “Frühstücksfernsehen”.

Highlights:

• Swimming Pool Runway
• Last show of Berlin Fashion Week 2019 at 8:15 pm
• Celebrities, TV channels (such as Sat1), magazines (such as Harper’s Bazaar)

Test drive in an electric car: test drive with fans

Hybrid cars and electric cars are taking up more and more space on the roads! In 2018, the topic was still absolutely “new” and we were therefore tasked with raising awareness. The idea, test drive with your favorite social media star, at 5 locations and 5 days. Change starts in people’s minds and therefore in the minds of young people. When they embrace change, their parents and grandparents follow suit – sooner or later, to put it simply.

A simple principle of change.

Highlights:

• Bringing new technology into the conversation
• Followers meet their social stars in private

Inspire offline, connect online.

Then online, on Instagram:

Sport Influencer Award: Celebrating fitness

How can you make social media marketing interesting for insurance companies? First, let’s leave insurance out of the strategy planning and focus on the actual benefit: exercise, nutrition, sport!

Healthy people live longer!

Accordingly, we wanted to recognize the social media stars who are positive role models on social media. Whether Instagram, TikTok or YouTube. Social media stars such as Pamela Reif were honored, as well as up-and-coming talent from none other than tennis world champion Angelique Kerber.

Highlights:

• Award from tennis world champion Angelique Kerber
• Over 20+ active fitness and sports influencers
• Awarded among others: Pamela Reif
• Location: Near Munich Olympic Stadium

Influencer marketing? Today, marketing via influencers is an integral part of the marketing mix for small and medium-sized companies, but especially for large companies.

Tip! Increase your reach with ads

Yes, influencer marketing brings organic reach, but “only” for a temporary period.

Think of the algorithm used by TikTok and Instagram, for example. This is usually set to a 24-hour cycle. Of course, there is also content that is among the “top posts” for a few days longer. However, the content usually disappears after a short time. YouTube is a little different: if the content is well planned, it will still be displayed by the algorithm weeks, months and sometimes years later.

Nevertheless, there is only one way to spread information in the long term > targeted advertising.

Advertising and influencer event? This is how it works:

Place advertising: Influencer event in ad strategy

Advertising can take many different forms. For example, the content published at the influencer event can be used for advertisements. This allows you to reuse the trust of the influencers and their target group directly (for your brand). The advertising measures can also be customized, for example by only displaying them to certain target groups, for example by age. You can also select by place of residence, interests and many other parameters.

• Age
• Place of residence
• Interests
• …

Read more about advertising in social networks using the example of:

• Facebook Ads

Effectiveness and impact > Reach and interaction

The effectiveness and impact (reach and interaction) of the strategy varies depending on the influencer category.

There are relatively small influencers, between 10,000 and 50,000 followers depending on the network, who have a very specific topic, but also a very active community that trusts them! These can be handyman tips, computer nerds, but also influencers for hair extensions, etc. Special topics with a special target group.

At the same time, there are large and well-known influencers who achieve a high reach, but in relation somewhat less interaction. At the same time, when planning influencer events, care must be taken to ensure that each individual booking takes time and therefore also incurs costs. The trade-off between small, special interest influencers and big, well-known names is therefore also part of the work involved in the pre-organization of such an event.