The Engagement Rate

An industry bulletin for marketing pros.

This week’s W🏅

Phish’s recent four-concert stint garnered widespread acclaim for their insane visuals at the Las Vegas Sphere. CNN described the concert as "distinct visual eye candy". 

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Breaking down successful influencer campaigns by leading brands

🏋️Gymshark

The leading gym wear brand ran "66 Days: Change Your Life" challenge, emerging as a major success on both Instagram and TikTok. The challenge encouraged participants to commit to positive habits and an active lifestyle for 66 days whilst collaborating with athletes and sports influencers with significant followings on TikTok and Instagram for this campaign. Hashtag #Gymshark66 used for the campaign garnered over 785,000 posts on Instagram and accumulated 252.6 million views on TikTok.

🍪Last Crumb

The luxurious cookie brand based in Los Angeles, embarked on an influencer marketing strategy known as influencer product seeding, primarily on TikTok. The campaign aimed to promote Last Crumb Reviews, resulting in numerous videos related to the brand garnering millions of views. As a result of this influencer marketing initiative, TikTok food influencers began receiving and reviewing products from Last Crumb, amplifying the brand's presence and reach within the platform's foodie community.

👶Bobbie

The American organic formula company for babies, embarked on a celebrity collaboration campaign with well-known model Ashley Graham. The campaign, titled "Your Best is Best", aimed to spark conversations among parents about their choices in feeding their babies. Utilizing outdoor ads such as billboards and leveraging Ashley Graham's Instagram account, the campaign successfully reached a wide audience. Content uploaded through Ashley Graham's Instagram account garnered an impressive 5.8 million views, showcasing the effectiveness of the collaboration in amplifying Bobbie's message and engaging with parents on important topics related to infant nutrition.

🍯 Honey

The popular coupon browser extension employed a brand ambassador and sponsored content strategy on YouTube to amplify its reach and engagement. Collaborating with top YouTubers, including household names like The Ace Family, PewDiePie, and MrBeast, Honey strategically integrated its brand into sponsored videos, featuring links with the enticing call-to-action "Join Honey." This campaign, executed with 56 influencers in 2020 and spanning 63 videos, proved highly successful in driving millions of subscribers and views to the brand's channel. By leveraging the influence of these prominent YouTubers, Honey effectively expanded its audience and reinforced its position as a go-to destination for savvy shoppers seeking deals and savings.

AI tools that will power your influencer marketing

AI is shaking up how companies tackle influencer marketing. Picture this: instead of hours of scrolling through endless profiles - your capacity is freed up when AI is able to find perfect fits for what your brand stands for, who you’re trying to reach and what you want to achieve with your ads. Suddenly, you have time to focus on building real connections and coming up with some great ad ideas. It’s time to start embracing AI tools… 

And it's not just about finding the right people. AI can also dig into influencers' past work, how many people they reach, and who those people are. This helps you make smart choices about who to partner with, so your ads have the best chance of success. Plus, AI keeps an eye out for any potential problems, like if an influencer's values don't match yours, before you commit to working with them.

There are lots of cool AI tools out there now to help with influencer marketing, like Traackr, Meltwater, and BuzzSumo. They handle everything from finding influencers to tracking how well your ads are doing. One standout tool is Aria, made by Socially Powerful. It's all about making it super easy to find the perfect influencers for your ads. Instead of messing around with complicated filters, you just describe the kind of influencer you want in plain English, and Aria does the rest, finding exactly what you need. Aria even goes a step further by using image recognition to search for influencers based on what's in their photos. And it doesn't stop there – you can also see predictions on how well your ads might do and even get a sneak peek of what they'd look like on an influencer's social media. Best of all, Aria is free to use, giving everyone the chance to make their influencer marketing top-notch. So with tools like Aria, you can spend less time on the boring bits of influencer marketing and focus on making ads that really hit home with your audience.