brand ambassador activation october 2016report.pdfbrand ambassadors 25 activation goals brief 6...
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Brand ambassador activation Change Lingerie Norway
October 2016
Goodwill, engagement & empowering women
Objective:
Create awareness & engagement for Change Lingerie’s 10th
anniversary campaign and their work with the Red Cross.
Approach and execution:
Relatable will identify and activate the right influencers, according to
client criteria, coordinate the entire activation and amplify word of
mouth by having participating brand ambassadors capture and
craft creative content in their own channels with value, engagement
and women’s empowerment — igniting goodwill, interest and word
of mouth for Change.
APPROACH
Doing good, while doing well – with the Red Cross
Participating ambassadors were asked to visit a Change store and pick
out a bra of their choice. Then they posted a creative photo of the bra
while promoting Change’s 10th anniversary campaign and that Change
now provides one bra, for each sold bra to someone who needs it —
through the Red Cross.
The overall strategy is to post beautiful, engaging and empowering
content, while allowing the participants to portray themselves with lots of
creative freedom.
BRIEF
APPROACH
A powerful combination of ordinary people with extraordinary influence
With 3,241 influential content creators and creative individuals in our
index in Norway we’ll identify and activate not only those with the
largest reach but also those publishing the highest quality of content to
a highly engaged audience of friends and followers.
We’re also able to add a layer of affinity on top of your other key criteria
to identify your real ambassadors - boosting relevance, trust and
impact.
Each ambassador will upload one post
published posts
25
In total guaranteed minimum social reach
min. social reach
280k
Identify and activate a minimum of 25 brand ambassadors
Brand ambassadors
25
Activation goals
BRIEF
6
Relatable will coordinate the entire project. Change will have the right to re-post all content in their owned digital channels.
Activation results
Average % engagement of the published posts
Engagement
2.76%
Published posts reached 408,049 followers
Social reach
408K
10,856 likes, 399 comments &
114 friends tagged (“mentions”)
Interactions
11,255
27 Change ambassadors published 34 posts
Posts
34
Activation results
RESULTS
8
All while engaging and supporting your biggest brand ambassadors, creating high quality content & building awareness, consideration and engagement for the Change brand.
The average post had 2.76% engagement
engagement
2.76%
The average post had 15 comments + mentions
comments & mentions
15
The average post had 319 likes.
likes
319
The average post reached 12,000 followers.
social reach
12,000
Average per post
RESULTS
9
All while engaging and supporting your biggest brand ambassadors, creating high quality content & building awareness, consideration and engagement for the Change brand.
Participating Change ambassadors delivered authentic content, following the campaign guidelines — with high engagement and positive sentiment.
Being free to express themselves in a way that fits their personality, ambassadors created highly empowering content free from ideals — a fresh breeze in a world where women every day are exposed to retouched and unattainable ideals.
This created relatable content that resonated and inspired their followers, as well as the other participants in the campaign. 1 of 4 ambassadors even chose to post several photos, proving their real entusiasm towards the brand and the cause. On the following pages you’ll see a select number of top performing posts from this activation.
Creating empowering content - free from ideals
EurekaPresentation
I am so honored to be in a collab with
@changelingerienorge on their latest and biggest
campaign 🌹 They are now celebrating a 10 year anniversary, and now you get 25% discount of you'r purchace in all their shops. Also they have a collab with Red
cross, and they give one bra to those in need, for each bra sold🌹
Now, find you'r nearest @changelingerie and get yourself
some real treats. I looove mine! #changelingerienorge
#sponsored
11
@elsafredrikke
6.5k followers
11
EurekaPresentation
Den kroppspositive butikken
@changelingerienorge fyller 10 år!🎈Så nå kan
du få 25 % rabatt på alle varer. Men det er ikke
det beste.. for under feiringen gir de én BH
for hver solgte BH til noen som trenger det – gjennom Røde Kors. 👭
Prima! 💞 #changelingerienorge
#sponsored
12
@victoriawetting
24K followers
12
EurekaPresentation
Jeg er glad for å endelig kunne dele denne nyheten med dere -
@changelingerienorge fyller 10 år i disse dager, og i den anledning har jeg og undertøysmerket inngått et
samarbeid der alle deres kunder får -25% rabatt på alle varer!🎈 De er
ikke bare eksperter på undertøy, de har også bh'er til alle fra A til M cup!
@changelingerienorge har også inngått et samarbeid med Røde Kors
- og for hver BH som blir solgt, blir en også gitt bort til noen som
trenger det. Støtt denne kampanjen du også, - ved å gå innom din
nærmeste Change-butikk. ❤ 📷 @inasandnes #changelingerienorge
#sponsored
13
@lilumoen
4.7k followers
13
EurekaPresentation
YOU GUYYYYS! 💕 I've teamed up with
@changelingerienorge to celebrate their 10 year
anniversary. They have a 25% discount on all items at
the moment and also are having a great collaboration with the Red Cross – giving away a bra to those in need
for each bra sold. Support this amazing cause and visit
your local store!#changelingerienorge
#Sponsored @changelingerienorge
14
@felicianoelle
5.5K followers
14
All participating brand ambassadors followed local as well as global advertising / marketing regulations & best practice.
Relatable will handle all ambassador compensation, incl. full tax compliance, international transfers and more.
We’ve got your back.
FULL COMPLIANCE
17
Martin Garbarczyk
+46 735 09 96 08
Thank you.
About Relatable
APPENDIX
Large-scale brand ambassador marketingPeople are the media power houses of tomorrow and the creative
agencies of today. A long-tail of creative individuals with massive reach
and a highly engaged audience.
They tell stories, craft content and have true emotional connection with
their audience. When they talk — their followers listen, engage and
respond.
By identifying and activating your most influential brand ambassadors
you’ll immediately get the word out in a way that truly cuts through the
clutter and capture the attention in your key target segment.
YOUR DISTRIBUTION PARTNER
Brand ambassadorship meets influencer
marketing
Influencer marketing is nothing new, but shifting from a “celebrity
tier” approach to a long-tail of real brand ambassadorship — to
capture your audience with a genuine and trustworthy message
— can have a massive impact for your brand marketing. In fact…
The photos to your left are great examples of both quality and
quantity when Adobe turned to their most influential brand
ambassadors to get the word out for their product launch. They
doubled the traffic to adobe.com with an army of 125 influential
brand ambassadors and on the next page you'll see why…
RELATABLE - OUR APPROACH
Attention, engagement & emotional connection is found in the long-tail.
Gathering data from more than 11 million brand ambassadors we’ve learned that true engagement is found in the long-tail. That more close-knit the groups of people the more likely they are to really pay attention, engage and respond.
It’s common sense when you think about it. We are, after all, more likely to listen to those that are like ourselves. It’s more trustworthy, engaging and relatable. And when line up a large number of influential brand ambassadors you’ll break through in ways that previously wasn’t possible. Adding to this that they genuinely love your brand and you’ll soon have a word of mouth army with massive distribution power standing by to help you get the word out.
RELATABLE - OUR APPROACH
Fully managed from A-Z with 100s
of brand ambassadors.
Finding the right people.
That’s the number one problem that our clients face. Not just a large group of influential individuals but finding the people that genuinely resonate with your brand. The creative individuals with massive reach, engagement and true affinity for your product or service. Your most influential brand ambassadors.
We’ve gathered more than 11 million creative individuals in our index and built out a system that enable us to quickly identify and activate a large number of top brand ambassadors, with very little overhead and stunning results.
OUR APPROACH
Your objective, challenges, budget and
our approach to see if we’re a good fit.
2. Pre-launch
3. Launch
1. Goals
Initial Consultation
4. Delivery
With your input we’ll setup your brief, categories,
cohorts, geo targeting & key target metrics
Leveraging our index of 11M top ambassadors
we’ll identify and invite the right people for you.
We run all onboarding, monitoring, guidelines,
legal, finance and FTC regulations/compliance
Delivery, reporting, reach, engagement, value
insights & other relevant brand marketing KPIs
step-by-step
For Fortune 500 consumer brands & upcoming startups.
The brands that work with us believe in the idea of amplifying their word of mouth with their most influential brand ambassadors. It’s a modern approach to brand marketing, on mobile, with massive impact - and together we’ve launched some of the largest brand ambassador activation programs in the world. Have a look at these case studies and you’ll understand why clients like Uber, Absolut Vodka and Adobe trust us to deliver large-scale brand ambassador marketing both globally and locally at rapid speed,, with very little overhead.
RELATABLE - CLIENTS
We’ve got your back.
Modern brand marketing - We love great advertising and are lucky to work with some of the best brands and people on the planet. On one hand we’ve been awarded for our work with Grand Clios and Lions - on the other hand we’ve been a part of building and scaling products & services to hundreds of millions of people, applying a modern approach to consumer and brand marketing.
From Fortune 500 to Startups - From launching global strategic partnerships with companies like Starbucks and Facebook to building out local mobile apps - We have both the experience and knowledge to partner with the Fortune 500 and the small (but brave and upcoming) startup. Engineering at heart - With automation, code, architectural structure and tools we leverage technology to drive incredible results with speed and efficiency. True magic happens when you combine creativity with technology to enable distribution at scale you couldn’t imagine, until now.
Aron Levin heads up product development, marketing and build the products and services we use. Former Director Growth at Spotify and Head of Ad Ops at King.
Martin Garbarczyk leads client strategy & business development. Former partner at FOAP - where he worked with hundreds of brands and agencies from all over the world.
Peter Blom oversees all business operations, user experience and design. Prior to Relatable he worked at Spotify, co-founded Rebel&Bird and launched SpotON Radio.
Stefan Pettersson writes code and specialise in bridging the cap between business and software development. 20 years of experience in web/mobile & game development.
Marketing
Tech
Scale
RELATABLE - THE TEAM