Revamping the Influencer Strategy
Drove a deeper look at the impact of air up’s global influencer strategy, which identified that given the volume of creators used, trust was being lost for the brand. In turn, I created a 2-fold strategy to help drive more impactful marketing 1) hero brand ambassadors and 2) transactional traditional influencer partnerships.
Deeper Relationships
As part of the hero strategy, we worked to build deeper relationships with our creators, supporting them on their adventures and ideas. This further amplified with custom product, bundles and landing pages to show our deep partnership.
Built Community first Insights
Although challenging in a fast paced environment, to help challenge the authenticity issue, we had to first build creative partnerships. This means understanding the communities and what they react positively to, what they love about the creator, and how they engage with other partnerships. This focus on reading community comments, created engaging content for creator audiences. This shift helped to drive meaningful country revenue uplifts, even without direct calls to action.
Build Partnerships that make sense
Ensure bigger partnerships are designed to match air up’s product functions and ethos, but reaching newer audiences that owned media will not reach. Content production lives on their channels to drive brand awareness, where bespoke content designed for air up’s owned channels is for engagement.
Be Tactical with Vouchers and cTAs
Using mega creators just for reach, producing similar content, with discounts across the same channels leads to distrust, lower conversions, and higher costs. Be tactical in when to use transactional creators, how often, their size and the use of discount codes.