Crypto Influencer Marketing Best Practices

crypto influencer marketing

How To Succeed In Crypto Influencer Marketing

The global cryptocurrency market cap has reached over $2 trillion, with the US market expected to surpass $2.2 billion by 2026. The World Economic Forum estimates that by 2027, 10% of global GDP will be stored on blockchain technology. Cryptocurrencies are digital assets that allow pseudonymity, peer to peer purchasing, smart capabilities, and blockchain technology.

There are more than 4,000 cryptocurrencies and hundreds of companies listed as crypto exchanges, wallets, or services. More than half of the crypto market’s value is vested in altcoins, or meme-coins.

Crypto Influencer Marketing Partnerships

For many consumers the largest obstacle in cryptocurrency is education and experience in trading. For FinTech and crypto brands looking to advertise with influencers, selecting the right influencer can accelerate their audience’s willingness to learn or invest in cryptocurrency.

An experienced influencer marketing agency will build an influencer strategy that best communicates your product’s unique value proposition. Connect with an influencer expert to help your company stand out in the cryptocurrency market.

Top Crypto Influencers To Follow in 2021

1. Vitalik Buterin – 2.1M TWITTER FOLLOWERS

crypto influencer marketing twitter

Vitalik Buterin is the co-founder of Ethereum and the world’s youngest crypto billionaire. Predominantly posting on Twitter to his 2 million followers, Vitalik is one of the most active speakers in cryptocurrency.

2. BitBoy Crypto – 1.1M YOUTUBE SUBSCRIBERS

crypto influencer marketing youtube

One of the largest crypto influencers, Ben Armstrong, known as “BitBoy Crypto” has over 2.7 million TikTok followers and 1.14 million YouTube followers. While TikTok is Ben’s most-followed platform, he is widely recognized for his YouTube content and his community members, known as the “BitSquad”. One of his long-term sponsors is ByBit.

3. Ivan on Tech – 400K YOUTUBE SUBSCRIBERS 

cryptocurrency influencer marketing

Ivan has been creating crypto content on YouTube since 2017. Some of his videos include “Building a Blockchain in Under 15 Minutes” and “Creating Your Own Cryptocurrency in 2021”. As one of the earliest blockchain creators, Ivan now manages his own blockchain academy.

4. The Blockchain Boy – 300K TIKTOK FOLLOWERS

crypto influencer marketing on tiktok

Lucas has 300,000 followers on TikTok and is a key content creator in the tight-knit #Cryptok community. “The Blockchain Boy”’s TikTok account is sponsored by Coinbase, Binance, and KuCoin. Lucas has already leveraged his fast investment fame to Discord where he hosts a community of 20,000 members.

5. CryptoWendyo – 152K TIKTOK FOLLOWERS

blockchain influencer marketing

Over 152,000 users tune in to Wendys’ TikTok for her daily crypto news. 70% of her TikTok followers are from the U.S. and over half of her followers are over the age of 35. Her most recent sponsorship is a crypto enthusiast networking meet-up sponsored by Blockfolio. Wendy also has affiliate links from Voyager, Celsius, and Crypto.com.

Cryptocurrency promotion has long been an area of regulatory action for social media platforms. As fraudulent scams pertaining to altcoins gain traction in 2021, we can expect there to be further regulations in the future.

While advertising regulations fluctuate across social platforms, influencer marketing remains one of the most popular strategies for cryptocurrency advertising. Partnering with a specialized influencer marketing agency can ensure blockchain/cryptocurrency companies are successful and compliant in their advertising strategies.

Crypto Influencer Marketing Examples

D’Amelio Family Pockets Crypto Wallet Sponsorship

crypto influencer marketing

Regulated crypto exchange and wallet, Gemini, partnered with macro-influencers on Instagram to grow reach and awareness. Lala Anthony, Loren Gray, and Cameron Dallas were a few of the influencers chosen for the campaign indicated through the hashtag #GeminiPartner.

The D’Amelio Family scored the highest engagement rate of the campaign at 14%. While the influencers chosen were not relevant to the crypto or financial space, the campaign intentionally aimed to introduce cryptocurrency to users with little to no prior knowledge of digital assets.

DAO Maker Markets With Micro-Influencers On #Cryptok

crypto influencer campaign

DAO Maker has long-term partnerships with many mid-tier and micro-influencers on TikTok like Han Dol Kim (@handolkimtt), Joshua Jake (@itzjoshuajake), and TikTok account @rivercrypto. While each influencer has under 125k followers, the creators have multiple videos mentioning DAO Maker.

Collectively, the influencers are able to boost awareness and conversion rates through their small targeted audiences. The crypto influencers also serve as conversation leaders in the comment sections of their videos, providing users with additional product education.

Crypto Influencer Marketing Do’s & Don’ts

  • Do employ authentic advertising practices to build positive brand perception.
  • Do be open minded to smaller, community specific social channels like Reddit, Twitter, Discord, and Telegram.
  • Do consider influencer activations like conferences, influencer events, and meet-ups.
  • Don’t pay influencers or talent agencies in cryptocurrency
    • To ensure front end costs are covered most influencers and talent agencies prefer traditional payment.
    • For altcoin advertisers specifically, paying influencers traditionally will help avoid the perception of a fraudulent promotion.

THE 10 BEST INFLUENCER MARKETING EXAMPLES WITH TOP INSTAGRAMMERS, TIKTOKERS, & YOUTUBERS

best influencer marketing examples

FROM KENNETH COLE TO EXXONMOBIL, HERE ARE THE BEST INFLUENCER MARKETING EXAMPLES TO CHECK OUT

Instagram and YouTube are two of the biggest influencer marketing platforms in existence today. Brands of all types are harnessing these platforms—as well as emerging apps like TikTok, to create authentic sponsored content with the help of influencers. 

To demonstrate how major brands are partnering with influencers across social, we’ve analyzed ten successful influencer marketing examples across four major social channels. The influencers involved range from a comedian to a stuntman, but common among all is the use of personal flair and inventiveness to showcase brands.

Continue reading “THE 10 BEST INFLUENCER MARKETING EXAMPLES WITH TOP INSTAGRAMMERS, TIKTOKERS, & YOUTUBERS”

100+ Branded Hashtag Challenges: Best Examples, Tips & Trends for Marketers On TikTok

branded hashtag challenge

100+ Branded Hashtag Challenges on TikTok: Campaign Tips & Analysis

As the leading short-form video platform, TikTok is singular from other platforms in its power to encourage user-generated content (UGC), generate communities, and create viral trends that go far beyond the app. Hashtags play an integral role in building these communities by grouping similar content together and allowing for new trends to emerge.

In a TikTok hashtag challenge, a user records themselves doing a specific action or ‘challenge’, inspiring the audience to complete the challenge or reinvent their own version. In this way, hashtag challenges have the ability to tap into the wildfire effect, reaching audiences far beyond the initial following of the first creator’s post.

TikTok estimates over 35% of its user base participate in hashtag challenges, which is why so many companies are sponsoring their own hashtag challenge on TikTok, (called Branded Hashtag Challenges) to build brand recognition and awareness.

branded hashtag challenge

Branded Hashtag Challenges are one of the five different TikTok ad formats (listed below) marketers can choose or combine depending on their budget & campaign objectives:

  1. In-feed Ads
  2. TopView Ads
  3. Brand Takeover Ads
  4. Branded Effects
  5. Branded Hashtag Challenge

What is a Branded Hashtag Challenge?

The Branded Hashtag Challenge is the largest-scale ad format on TikTok and offers the most touchpoints for users to drive mass awareness. The two main components of a Branded Hashtag Challenge are 1) a sponsored banner on TikTok’s Discover page and 2) a sponsored challenge page. It is important to note companies can optimize their reach through additional TikTok ad offerings in combination with the Branded Hashtag Challenge (e.g. TopView ads, In-feed Ads, or a shoppable in-app experience via TikTok’s Hashtag Challenge Plus feature).

Discovery Page Banner

branded hashtag challenge

This placement of the sponsored banner is considered prime real-estate on the app— requiring a minimum of $150,000, which is why Branded Hashtag Challenges are typically utilized by large, recognizable brands.

Sponsored Hashtag Challenge Page

hashtag challenge

When a user clicks on the sponsored hashtag, it leads to the hashtag challenge page which features the brand logo, challenge description, a sponsorship disclaimer, and the ability to link to the company’s website/or a shoppable landing page.

Most companies opt to partner with popular TikTok creators to create “Official videos” that inspire UGC and drive authentic engagement. Leveraging TikTok influencers to create content for your brand’s hashtag challenge not only sets the tone for the challenge but leverages their expertise as a popular creator to drive collaboration and engagement through their loyal audience.

Keep reading to see top Branded Hashtag Challenge Examples or click below to skip to our comprehensive study:

100+ Branded Hashtag Challenges: Analysis, Findings & Campaign Results

3 Examples of Branded Hashtag Challenges on TikTok

Branded Hashtag Challenge #1: Laura Mercier ‘Sets’ a Transition Trend With #ReadySETGo

brands on tiktok hashtag challenge

Laura Mercier promotes their loose setting powder by creating a ‘makeover’ challenge where users showcase the product result before & after using the product itself as a video transition effect. The cosmetics brand enlisted five beauty influencers with a combined reach of 19.6 million to launch their branded hashtag challenge. #ReadySETgo has received over 8.1 billion impressions and 2,500 pieces of UGC.

Campaign Takeaways:

  • Laura Mercier integrated their product authentically with front-of-mind placement
  • Establishing a challenge centered around community values (beauty) increased appeal to the target audience
  • The makeup brand included a product giveaway contest as part of the challenge to promote user incentive and engagement

Branded Hashtag Challenge #2: Netflix’s #What’sYourPower Envisions UGC Success

Brands on TikTok Netflix

Netflix is the most frequent advertiser of Branded Hashtag Challenges on TikTok, averaging about one campaign each month. In their #WhatsYourPower campaign, Netflix animated their challenge with an interactive Branded Effect that determined users’ superpowers. The challenge produced over 100,000 user-generated videos and included 6 influencer-created sponsored posts.

Micah Influencer Marketing example

Campaign Takeaways:

  • The challenge inspired creativity by providing users with themed choices
  • Netflix partnered with influencers across different categories (special effects, beauty, comedy, etc.) to reach different targeted audiences and maximize engagement across TikTok’s different communities
  • The challenge brought personality and life to their brand through special effects and allowed users to incorporate real-life scenarios

Branded Hashtag Challenge #3: #ASOSFashunWeek Goes Virtual

Branded Hashtag Challenge

11 fashion/lifestyle influencers created catwalk looks for the campaign and provided coupon codes within their captions. As a part of the Branded Hashtag Challenge, ASOS implemented the Hashtag Challenge Plus feature—allowing users to easily browse products directly within the app via a shoppable Explore tab. The results? Over 10,000 users posted a video using either their campaign sound or Branded Effect. Utilizing influencers, Branded Effects, coupon codes, and TikTok’s built-in shopping experience, ASOS provided multiple opportunities for audience interaction in their #ASOSFashunWeek campaign.

Branded Hashtag Challenge Example

Campaign Takeaways:

  • By optimizing partnerships with top influencers and TikTok’s ad solutions, ASOS created a ‘virtual runway’ where users could explore & purchase products without leaving the social media app.
  • Utilizing a ‘meme’ aspect in their branded sound increased popularity
  • ASOS chose mega-influencers on TikTok with different age/gender demographics to broaden their target audience

Campaign Results & Metrics From Analyzing Over 100 Branded Hashtag Challenges on TikTok

From July 2020 to March 2021, over 105 Branded Hashtag Challenges launched on TikTok. Analysis of these campaigns reveals average campaign metrics, influencer trends, and insights on TikTok advertiser behavior. See our findings here:

The top three most popular types of TikTok Branded Hashtag Challenges are 1) sponsored challenge, 2) contest, 3) Hashtag Challenge Plus. The average duration of a sponsored banner on TikTok’s Discovery page is 3-4 days. An average of 14 brands advertise on TikTok via a Branded Hashtag Challenge every month.

The average Branded Hashtag Challenge generates 6.1 billion views. Samsung’s #VideoSnapChallenge is the highest viewed branded hashtag challenge with over 27 billion views during the studied period.

Top 5 Highest Viewed TikTok Hashtag Challenges:

  1. Samsung: #VideoSnapChallenge, 27 billion views
  2. L’Oréal Paris, Carol’s Daughter, Urban Decay, NYX Cosmetics, and Maybelline: #LetsFaceIt, 16.9 billion views
  3. Bose: #CancelTheNoise, 13.6 billion views
  4. Cheetos: #ItWasntMe, 12.1 billion views
  5. Beats Electronics: #BeatsDaisyChallenge, 10.6 billion views

Brands Advertising On TikTok: Branded Hashtag Challenges

84% of large brands advertising on TikTok through Branded Hashtag Challenges have posted less than 100 videos on their brand’s TikTok account. This finding shows that while brands of nearly every industry are jumping to advertise on TikTok, most brands are still hesitant to commit to TikTok as an active brand channel.

In fact, 11% of brands advertising on TikTok through Branded Hashtag Challenges do not have an official user account on TikTok. Some brands include KOHLER, Marc Jacobs, Midea, Hormel Foods, and Burt’s Bees.

While most brands do not actively post a high volume of TikTok videos to their user account, two top brands Amazon Prime Video and RedBull have established branded channels on the platform. Amazon Prime Video has created over 1,800 TikTok videos, more videos than Addison Rae. RedBull is also one of the largest content-producing brands on TikTok, with over 2,540 TikTok videos.

Brand analysis finds food and beverage companies to be the most frequent industry to advertise on TikTok through Branded Hashtag Challenges. 1) Food/Bev, 2) Entertainment, 3) Beauty, 4) Fashion, and 5) Tech/CPG represent the top five brand advertiser categories.

500+ TikTok Influencer Partnerships Through Branded Hashtag Challenges

Brands typically partner with anywhere from 1-25 influencers per Branded Hashtag Challenge. The chart below shows an upward trend of companies partnering with more TikTok influencers per campaign than they were previously in 2020.

TikTok influencer Michael Le is the most common influencer brands partner with for Branded Hashtag Challenges. In the nine-month period Le created content for seven sponsored challenges:

  • Crocs: #StrapBack
  • Moncler: #MONCLERBUBBLEUP
  • Amazon: #PajamaJam
  • Apple: #AirPodsJUMP
  • American Eagle :#InMyAEJeans
  • Got Milk?: #GotMilkChallenge
  • Bliss: #ThisIsBliss

Avani and The Wilking Sisters were also high on the list as the most sought after influencers for Branded Hashtag Challenges. Each influencer participated in five campaigns from July 2020 – March 2021:

  • Avani: Marc Jacobs: #PerfectAsIAm, Amazon Prime Video: #ChemicalHearts, PacSun: #DoPacSun, Essie: #exprESSIEyourself, Fila: #UptheBeat
  • The Wilking Sisters: Marc Anthony Hair Care’s #StrictlyCurls, Amazon’s #PajamaJam, McDonald’s #HereforRMHC, #BoseAllOut for Bose, MAC Cosmetics: #MoodFlip.

Of the 530+ influencers who participated across 105 TikTok campaigns, 68% were mega-influencers, influencers with over one million followers. Mid-tier influencers (50,000 – 500,000 followers) are slightly more preferable to be chosen for partnerships in Branded Hashtag Challenges than macro-influencers (500,000 – 1,000,000 followers), with mid-tier influencers representing 16% of influencers used in Branded Hashtag Campaigns.

How Influencers & Celebrities Are Creating For Good Amid Coronavirus

influencer-during-COVID

With lockdowns, shelter-in-place orders, and quarantines in effect around the world, people are confined to their homes passing the time online and on social media. Statista estimates that social media usage during the month of March rose by 32%. Coronavirus may be the first global pandemic chronicled across social media — people are looking to online news sites and social media to find updates, voice their opinions, and entertain themselves.

Many brands have already taken the initiative to launch coronavirus influencer marketing campaigns. Most have been met by positive reactions while some influencers have made headlines during the outbreak for the wrong reasons.

Many influencers are using their social presence to aid, encourage, and inspire others. We share how influencers are responding to Coronavirus and share examples of influencers who are taking the extra step by creating charitable content for social good.

3 Primary Ways Influencers Are Responding To Coronavirus

COVID-19 has caused many influencers to rethink their social content strategy and re-align sponsorships. The lockdown presents an opportunity for influencers to engage differently with their followers, have well-being and mindfulness conversations during times of adversity, and for some, use their social clout to generate donations for COVID-19 relief charities and nonprofits.

1. AMPING UP CONTENT

  • Many influencers are using their time in isolation to up their content by creating IGTV tutorials, hosting Instagram LIVEs, and posting more frequent Stories.
  • Influencers are taking the opportunity to create specific at-home tutorials including loungewear clothing hauls, DIY crafting for kids, self-care routines, etc.
  • Goodwill Content: A study shows that 88% of influencers are actively seeking ways their content can help small businesses during economic hardship.
  • Coronavirus Influencer Trends: Boredom is bringing influencers to TikTok. Many Instagram-focused influencers have created TikTok accounts in the wake of the national lockdown.
tiktokcontentonIG
  • Fitness influencers are energizing followers by posting at-home fitness workouts and challenges.
hwo to advertise on instagram

2. Business As Usual

  • While nearly 50% of influencers recommend brands acknowledge COVID-19 in current campaigns, some influencers are partaking in campaigns with a “business as usual” approach.
  • The same study shows that while influencers are worried about seeming insensitive during the pandemic, they are more concerned about a lack of collaboration opportunities.
  • In a transparency effort, most “business as usual” influencers are careful to clarify any posts that include content taken before the quarantine — especially travel influencers.
influencers-covid-19

3. Social ‘Media’ Distancing

  • Some influencers are taking this period to take a social media break altogether. These influencers are welcoming the systematic downtime to escape work and also possibly avoid creator burnout.
  • While many influencers are postponing partnerships that may come across insensitive during these times, some influencers like Sina Duvinage of popular account @happygreylucky are pausing content altogether before deciding how to best serve their quarantined followers.
happygreylucky covid influencer

How Influencers Can Continue To Adapt During Coronavirus

  • Leverage their platform(s) to share a socially positive voice
  • Utilize ‘Swipe up’ links in Instagram Stories to share health information, donation links, etc.
  • Take the time to connect with their followers without “capitalizing” on the moment

12 Influencers And Celebrities Creating For A Cause During Coronavirus

Health officials have repeatedly stated that the millennial generation is the core demographic that’s going to help stop the spread of coronavirus around the globe.

Well managed, close relationships with influencers can help companies and brands continue to deliver high-quality content during uncertain times. Influencers work as ambassadors for brands by providing valuable exposure and trust through relevant and appealing influencer content.

Here are 12 examples of influencers and celebrities using their influence to address and aid communities:

1. DR. LESLIE KEEPS KIDS SAFE ON TIKTOK

dr leslie tiktok coronavirus

Dr. Leslie was one of the first TikTok influencers to address the coronavirus back in January and has since grown her platform to over 560K followers. Her first coronavirus video generated over 4.2 million views and her light-hearted humor resonates with her Gen Z audience.

Dr. Leslie answers health questions, busts coronavirus myths, and incorporates TikTok challenges in her content to stay relevant and peak viewer interest.

2. COLOR ME COURTNEY PROMOTES SMALL BUSINESSES

color-me-courtney-influencers-coronavirus

Macro-influencer Courtney Quinn was quick to shift her usual content to focus on COVID assistance creating a small business movement where her followers promote their favorite businesses and business owners could share the best ways to help.

Her audience praised her for her quick thinking initiative and Courtney received more than 3x the average number of comments on her post. The candid influencer known for her motivational captions also launched a #ColorMeChallenge to help her followers through quarantine.

3. TIKTOK QUARANTINE CREW TELLS BACHELOR FANS TO WASH THEIR HANDS

quarantinecrew-coronavirus-tiktok

Reality TV star and influencer Tyler Cameron forms TikTok supergroup @TheQuarantineCrew keeping over 560K Bachelorette fans entertained.

The crew made headlines when Hannah Brown, Tyler’s famous Bachelorette-ex joined the quarantine party fueling romance rumors. The friend group creates comical TikTok skits, many of which provide users with relevant health information.

4. BEAUTY YOUTUBER CARLI BYBEL PLAYS FANS’ MONTHLY BILLS

carli bybel pays bills covid-19

Early on in the Coronavirus outbreak beauty guru Carli Bybel took to her YouTube channel to give back to her fans. In the “Get Ready With Me” video Carli announces the worldwide giveaway will have two winners, and each will have all of their bills paid for the month of April.

The contest took place on Instagram and YouTube and Carli further promoted optimism by requiring giveaway contestants to each share “a positive thing they are taking away from this scary time.”

5. DUDE WITH SIGN ADVOCATES BEST HEALTH PRACTICES WITH WHO AND INSTAGRAM

dude-with-sign-coronavirus-post

Seth Phillips, aka dude with sign is a @fuckjerry influencer who captured America’s heart by sharing first world grovels on a cardboard sign. His simple content garners millions of likes per post and has allowed him to work with Jimmy Kimmel and Justin Bieber.

On March 16, he partnered with Instagram and the WHO to create a 6 picture post to publicize best health practices to his over 7 million followers. His blunt approach was well received with a 32% engagement rate, 12% higher than his average.

6. INFLUENCERS JOIN TV ROSTER FOR NICKELODEON LIVE! SPECIAL

kids together coronavirus influencers

A study shows that 75% of Gen Z and Millennials want to become YouTubers when they grow up. With the line between celebrities and social media stars becoming increasingly blurred it is not a huge surprise that social media influencers account for almost one-fourth of Nickelodeon’s LIVE programming talent.

YouTubers David Dobrik and Emma Chamberlain, and TikTok stars Addison Rae, Annie Leblanc, and Charlie D’Amelio were some of the influencers included in the children’s channel event. The “#KidsTogether Nickelodeon Town Hall” sought to answer children’s questions about COVID-19, and share how kids can make an impact during the health crisis.

7. DAVID DOBRIK AND HIS VLOG SQUAD SHOCK THE INTERNET WITH CORONAVIRUS GIFTING SPREE

david dobrik coronavirus cause marketing

The recently crowned “Favorite Male Social Star of 2020” returned to YouTube after a month break only to surprise fans with one of his biggest giveaways. The star drove around Los Angeles gifting families in need video game consoles, $10,000 checks and even cars!

David’s generous video immediately started trending worldwide on Twitter. Fellow YouTube vlogger @RyanAbe tweeted, “David Dobrik shooting $10,000 checks out of a t-shirt cannon at random people from his car is the kind of energy I needed to see in the world right now.”

5 Celebrity Influencers Rising to the Cause During Lockdown

1. ARNOLD SCHWARZENEGGER TEAMS UP WITH TIKTOK TO FEED FAMILIES AROUND THE U.S.

arnold tiktok coronavirus response

With a $3 million donation, TikTok announced a new partnership with the former governor’s charity to provide relief to families during the virus outbreak. His After-School All-Stars program was quick to modify their operations to help children and families affected by the nationwide school closures.

While the partnership may take some by surprise, TikTok has long been a fan of the Terminator. In April 2019 TikTok excitedly welcomed Mr. Schwarzenegger to the app in a newsroom post that launched the #LikeArnold trend.

2. @STASSIEBABY AND DOORDASH ENDORSE #DOYOURPARTCHALLENGE FOR @FEEDINGAMERICA

doyourpartchallenge influencers coronavirus

Anastasia Karanikolaou better known as @Stassiebaby, is a celebrity influencer whose high-profile friendship with Kylie Jenner has helped her amass to near 8 million Instagram followers.

Using her platform for good, Stassie posted a video starting the #DoYourPartChallenge. The challenge has since collected over 1,082 posts and caught the attention of @doordash who eagerly assisted by gifting meals.

3. SELENA GOMEZ TAKES TIME TO SHOW FANS HOW TO HAVE #SAFEHANDS

celebrity coronavirus cause instagram

In a video post notably different from her usual content, Selena Gomez showed her 176 million followers how she washes her hands. The actress/singer got candid with her followers in the one-minute long video, showing she too is abiding the stay at home orders.

Her raw approach to the #SafeHands hashtag challenge was viewed more than 5.6 million times and the star tagged a chain of celebrities friends to help continue the health-conscious trend.

4. JOHN KRAZINSKI SPREADS SOME MUCH NEEDED ‘GOOD NEWS’

celebrity covid influencer some good news

John Krazinski created ‘Some Good News’ in hopes to make people smile amid the chaos of COVID-19. While the one month old channel has only 12 videos, it has raked up 2.3 subscribers with an exceptional average of 4.3 million views per video.

Synonymous with its name the channel features uplifting, positive news stories and is filled with celebrity guest appearances. Oprah, Steven Spielberg, and Martha Stewart are just a few of the big names who have virtually joined the news show.

5. KYLIE JENNER ALTERS COSMETIC OPERATIONS TO FOCUS ON CREATING HEALTHCARE NECESSITIES

celebrity COVID influencers

Kylie Jenner joins a posse of business owners who are switching operations to make COVID-related products in wake of the health crisis. The CEO announced that her cosmetics brand will be producing hand sanitizers to be donated to emergency and healthcare workers. The makeup mogul is just one of the many celebrities who are giving back to the community by making considerable coronavirus donations.

Case Study: EOS Lip Balm Marketing With Instagram Influencers

eos-lip-balm-marketing-influencers

The cosmetic industry has always felt most at home on Instagram, and influencer campaigns for beauty brands often bring in enviously high engagement rates. Rising beauty influencers have become the foundation of many brand campaigns, giving a much-needed personal touch to marketing. In short, they’ve become a central part of the beauty industry’s attempts to better resonate with consumers.

Instagram Influencer Marketing Case Study: EOS Lip Balm Marketing Tags Beauty & Lifestyle Influencers

In the latest EOS lip balm marketing campaign, the brand features six new additions to their Flavor Lab lip balm line. A total of 19 influencers were involved in the creation of the new flavors, with many more involved in the wider influencer campaign.

eos-lip-balm-marketing-influencers

The precautions EOS took for this campaign are worth noting—though they helped create them, the 19 influencers are not featured on the product packaging in any way; and the influencers involved were all trusted, long-term partners on EOS’s books. Perhaps wary that audiences are pushing for more transparency from beauty brands and influencers, EOS employed a strategy which was conscious of this trend.

Goals

  • Drive awareness of EOS’s six new lip balm flavors for their Flavor Lab range.
  • Drive positive engagement using a diverse roster of various influencers tiers.

Approach

  • Channel: Instagram
  • Influencers: Beauty and lifestyle influencers
    • Sample of 35 influencers: 15 micros; 6 megas; 5 mid-tiers; 5 macros; 4 nanos

Preview Of Influencers

Themes

  • Hashtags use among influencers was consistent across the campaign, with #eosgift and #eosflavorlabs the most prominent. Other hashtags included:
    • #eosproducts
    • #eosflavorlabs
    • #eosgift
    • #eosgifted
  • Each influencer shared one post in June announcing the product line launch; two influencers in our sample uploaded two posts.
  • Instagram caption varied in length; some were long while others were medium-length. The vast majority had a unique slant to them as opposed to being cut-and-copy branded messages.
  • Caption content varied with some doing giveaways, others unboxings, gifts, or standard promotions.
  • All posts were tagged with @eosproducts and #EOSFlavorLab.
View this post on Instagram

Anzeige | 🎉GEWINNSPIEL🎉 ✖️Wie schnell die Zeit vergeht: Vor fast genau einem Jahr war ich mit meiner lieben @olesjaswelt in New York & das spannende Projekt mit @eosproducts begann🥰 Wie ihr ja mittlerweile wisst, durfte ich im #eosflavorlab an den neuen Geschmacksrichtungen mitwirken & meine persönliche Meinung in den Entwicklungsprozess miteinfließen lassen☺️ Was für eine unglaublich schöne Erfahrung!👍🏽 Ein Jahr später halte ich nun die Endprodukte in den Händen & bin total happy was dabei rausgekommen ist🤩 Euch erwarten 6 neue Geschmacksrichtungen, die auf jeden Fall Lust auf den Sommer machen☀️ Klickt euch gerne mal durch die Galerie durch & sagt mir, welchen Lip Balm ihr am spannendsten findet😁 Außerdem hat eine von euch die Möglichkeit, alle neuen eos Lip Balms aus dem Flavor Lab zu gewinnen! Yay!😍 Erfüllt folgende Teilnahmebedingungen & schon hüpft ihr in den Lostopf: 1️⃣ Folgt mir (@madeleineschoen) & @eosproducts 2️⃣ Liket dieses Bild 3️⃣ Kommentiert den ☀️-Emoji & verratet mir, welches Bild ihr am schönsten findet☺️ 4️⃣ Das Gewinnspiel geht bis zum 24.07.2019, 23:59 Uhr ✖️Der Gewinner wird von mir per DM benachrichtigt. Keine Barauszahlung des Gewinns möglich. Instagram steht in keiner Verbindung zu diesem Gewinnspiel ➡️ Ich wünsche euch allen ganz viel Glück🥰💕 ________________________________________________________ #eosproducts #eosflavorlab #blogger_de #stuttgart #0711

A post shared by MADELEINE SCHÖN (@madeleineschoen) on

Results

Social Reach

  • Instagram followers targeted: 15,312,216

Engagement

  • Likes: 757,618
  • Comments: 17,833
  • Engagement rate: (overall average): 3.30%

Aspyn Ovard Hosts Giveaway For Customized Box

YouTuber Aspyn Ovard has the second-largest following of the influencers in our sample, with 2.2 million followers on Instagram in addition to her 3.4 million subscribers on YouTube. Ovard uploaded two posts; one was a standard promotional post more in-line with others; one was a promoting a giveaway for one of her fans to win a customized box of the whole range of lip balm products.

Ovard scored an impressive 8.39% engagement rate for the post, the highest of any one upload for the campaign. She garnered 162,869 likes and 5,016 comments. As a demonstration of how successful giveaways can be, the increase in likes between this post and her other post was 4%—for her comments it was a 1,267% increase.

Adelaine Morin Steps Her Campaign Up A Gear

Adelaine Morin is another of the six mega-influencers for the EOS lip balm marketing campaign, but wasn’t one of the 19 influencers involved in the creative process in establishing the line. Her post features her using EOS’s lip balm while cheekily posing out the window of her car.

With 83,999 likes and 8,995, she accrued an impressive engagement rate of 7.75%. It’s worth noting that the comment count was the highest of the campaign—without the added incentive for followers of a giveaway of any kind. That’s a truly significant number and a good example of an influencer who commands substantial loyalty from her fan base.

Adri Reynoso Draws Fans In With EOS Gift

Adri Reynoso is the smallest influencer of our sample—a nano-influencer—with just over 2,000 followers. Her post is more personal than many others, with the product featured next to her illustration of a lavender latte to complement the Flavor Lab flavor of the same name.

Reynoso drew 71 likes and 22 comments for an engagement rate of 4.29%, performing better than the 3.3% campaign average. It’s important to point out that the post features the tags #eosgift and #eosproducts but not the required #ad or #sponsored. Marketers should take precautions to ensure there’s no complications arising from a campaign.

Julia Fodor Serves Up Fruity Flavors

With 51,000 followers, Julia Fodor is an emerging mid-tier influencer with what would be considered a modestly substantial following. Her post consisted of her showing off three flavors of lip balm in various settings, including being served on a plate accompanied by fruit.

Despite her efforts to inject some personal creativity into her post, she only got 541 likes and 16 comments for an engagement rate of 1.09%—the lowest of the campaign. In addition, it’s worth strongly considering the inclusion of sponsorship tags to keep all the bases covered.

Takeaways

  • EOS lip balm marketing was successful in leveraging a wide variety of influencer tiers.
  • Mega-influencers performed well, with three of the six performing higher than the campaign engagement rate average.
  • Nano- and micro-influencers performed better on average (3.2%) than mid-tier and macro-influencers (2.4%).
  • Many of the influencers were long-time collaborators, with EOS likely recognizing the importance of associating the right personalities with their brand over time.

Case Study: Pantene Influencers Highlight Gold Series In Instagram & YouTube Influencer Marketing Campaign

Pantene has shown some significant forays into influencer marketing in the last few years. In 2016, the brand partnered with Chiara Ferragni, one of the top fashion bloggers in the world, making her a brand ambassador and official Pantene influencer.

Late last year, Pantene marketing coordinated a campaign around the tag #BadHairDay and #GreatHairDay, encouraging Instagram and Twitter users to use Pantene products and post before and after experiences using their shampoo and conditioner.

They seized on an already popular trend of people self-deprecatingly posting images of bad hair days. It’s not the first time owner P&G has shown an aptitude for social media—last year they hosted user-controlled live obstacle course on Twitch, YouTube, and Facebook Live for it’s Old Spice brand.

Pantene Instagram & YouTube Influencer Marketing Campaign: African American Pantene Influencers Flaunt Gold Series Collection

For this Pantene marketing campaign, it’s Gold Series Collection was front and center. The Gold Series line was first unveiled in early 2017, so this appears to be a reminder advertising push to build on awareness of the existing products.

pantene-influencers

Pantene influencers were exclusively people of color to reach their target audiences. The campaign focused on the Gold Series being developed by a team of African American scientists, a message which played a prominent role in the captions of many of the influencers’ posts.

View this post on Instagram

If you follow me since some time, you know I’ve been hiding & protecting my natural hair under protectives styles since some time now. And when I wash my hair & want to let it breath & rest a few days, I like to do a casual high puff using the #Gold Series from @pantene , a line imagined by a team of black scientists for black women’s hair. Natural, relaxed, curly, or coily, this line has been developed to embrace & refresh hair textures. It’s not my first time using the Gold Series and what my hair likes about is the intense moisture & the protective conditioning & repair agents which couldn’t help better after months of protectives styles. – – These big twists out were done the same day and dried out for 4 hours, I usually let them more when I have more time but I actually enjoy better my puff to be more between natural relaxed than super coils, cause I can play more with the texture among the days . – – When styling my hair here, I’ve used the Sulfate Free Shampoo, two favorites that I’ve been using since I discovered the line : the Leave-On Detangling Milk, the Hydrating Butter Crème & I ended with the Edge Tamer Infused with Argan Oil, a newbie which I’ll definitely use again for finitions. – – Have any of you already try some products of the Gold Series from Pantene ? Let me know in the comments below which ones are your favorite ! The collection is available at @amazon, swipe the link in my bio to check it out ! #ad #PanteneHair #SoulBehindTheScience #GoldSeries

A post shared by Oriane Adjibi (@myfashionbreak) on

Goals

  • Drive awareness of Pantene’s Gold Series Collection.
  • Utilize mid-tier and lower influencers to drive strong engagement among smaller, loyal audiences.

Approach

  • Channel:
    • Instagram: 25 African American female influencers in the beauty, hair, and lifestyle categories.
    • YouTube: 4 influencers are also mid-tier YouTube creators who also made sponsored videos for the campaign.
  • Each influencer posted at least one sponsored post.

Preview of Pantene Influencers

Themes

  • Hashtag use across the Pantene marketing campaign was relatively consistent: #PantenePartner; #GoldSeries; and #PanteneHair were commonly used. The campaign-specific tag was #SoulBehindTheScience, which was used in a total of 30 posts.
  • Most Pantene influencers opted for the tag #PantenePartner, instead of the typical #ad or #sponsored tags, which is usually recommended for influencers in order to toe the line with FTC regulations.
  • Captions varied by influencer, but virtually every one had a call-to-action that either suggested where products could be bought or asked followers to share their own experiences through comments.
  • Targeting people of color was a key part of Pantene’s marketing campaign strategy—almost all posts mentioned that the Gold Series was formulated by a team of African American scientists, leveraging an understanding of hair from African ancestry.

Results

Social Reach

  • Instagram followers targeted: 1,286,500
  • YouTube subscribers targeted: 1,313,096

Instagram Engagement

  • Likes: 56,819
  • Comments: 1,603
  • Views: 249,780
  • Engagement rate (overall average): 12.26%

YouTube Engagement

  • Views: 287,001
  • Comments: 1,069
  • Engagement rate (overall average): 4.56%

Chizi Duru Shows Fans Her Hair Routine Across Platforms

Chizi Duru is the biggest Pantene influencer in our sample. She has 122,000 Instagram followers and her YouTube videos average 25,000-100,000 views, putting her firmly in the mid-tier of influencers. Her Instagram video was a short montage of her hair routine, while her YouTube video featured a more extensive tutorial. In addition, she also posted an image on Instagram of her posing with a Gold Series product.

Chizi’s Instagram video received 4,988 likes and 228 comments for an engagement rate of 10.21%. Her YouTube video garnered 96,801 views—above average for her channel. The captions in her Instagram posts were both consistent in their brand messaging, both including the campaign tag #SoulBehindTheScience.

Nneoma Acts Out Comedy Skit For Pantene

Beauty and style influencer Nneoma is one of the larger personalities in the campaign, with an Instagram following of 100,000. A mid-tier influencer, she typically posts about fashion and cosmetics, with a little comedy mixed in too. For her post, she performed a skit with someone massaging the product into her scalp. Her caption was medium-length, featuring a CTA and the campaign tag #SoulBehindTheScience.

Her post received 4,650 likes and 185 comments for a total engagement rate of 4.84%. Micro-influencers in the campaign achieved on average a percentage point more than the mid-tier influencers, indicating relatively more success for the smaller Pantene influencers.

Harris Janae Flaunts Her Natural Style

Harris Janae is a natural hair influencer—a suitable Pantene partner for this campaign. She has a following of 65,800 on Instagram and her video similarly featured her hair routine using Pantene products. She used her caption to describe every step of her routine, to the extent that it has several characteristics of a long-form written caption.

View this post on Instagram

#pantenepartner Have you ever tried out the Gold Series Collection form @pantene? Their line is so amazing! 🙌🏾 The collection is designed by a team of black scientists to provide strength and moisture for women with relaxed, natural, or transitioning hair! While washing my hair with the Deep Hydrating Co-Wash it left my hair feeling very moisturized and soft without stripping away any natural oils. Next I used the Leave-on Detangling Milk which is very lightweight and made it easy for me to detangle my hair without it feeling so weighed down. To help with my styling I had to use the new Thermal Heat Protector which helped protect my hair from frizz and heat while conditioning my hair when applying my blow dryer. Lastly I used the Curl Defining Pudding which helped lock in moisture and define my curls without having a lot of frizz! With all of the products combined together it left my hair feeling so soft and had my curls bouncing! I’m so in love with this line y’all! This collection is now available @krogerco Click link in bio for full video • • • • #soulbehindthescience #pantenegoldseries #flexirod #flexirodset #Blackbombshells #unconditionedroots #amazingnaturalhair #hair2mesmerize #protectivestyles #cwkgirls #naturalhairblogger #naturallyshedope #naturalchics #myhaircrush #myhairtexture #blackboldandnatural #curlbox #2curls1mission #nhdaily #bighairdontcare #berrycurly #naturalcurly #naturallyshedope #4ahair #3chair #naturalhairdoescare #bignaturalhair #kinks2curls

A post shared by Natural Hair Influencer (@_harrisjanae_) on

With 57,225 views, her Instagram post had the most views of any Pantene influencer in our sample. She racked up 6,149 likes and 137 comments, meaning an impressive engagement rate of 10.98%.

Lisa Jean-Francois Reviews Gold Series For Fans In Video

Lisa Jean-Francois is a micro-influencer with 36,000 followers on Instagram. Her posts typically feature her and her family, in addition to her fashion, beauty, and lifestyle uploads. Her Instagram post is framed as a product review, as opposed to a tutorial or routine. Her caption is positive about the products, featuring a call-to-action to buy Gold Series products from Walmart.

She massed 3,556 views, 713 likes, and 59 comments for an extremely impressive engagement rate of 21.65%, the highest of any influencer involved in the campaign. This once again points to the common trend of micro-influencers being useful assets in campaigns, providing marketers with great engagement among loyal followings.

Takeaways

  • Pantene influencers were exclusively persons of color in order to reach their target demographic.
  • Pantene utilized micro- and mid-tier influencers for the campaign, with no macro- or mega-influencers.
  • Micro-influencers outperformed their mid-tier peers on average.
  • Pantene influencers also used YouTube as a platform, with Pantene likely recognizing the thriving cosmetics scene on the platform as a good opportunity for cross-platform marketing.