Post on 22-Aug-2020
IRMCaseStudyRyanWettersten
* IRM=InfluencerRelationshipManagement* Identifyinfluencerswhosefollowersmirrorthebrand* Collaboratetocreateauthenticbrandedcontentthatengagesthetargetaudience* Focusondigitalrealm-socialmediaistheprimarytool
WhatisIRM?
* Twocorecampaigns-BudLightParty(BLP)andBudLightMusic* BudLightPartycampaignidea:* Createnationwidemock‘conventions’featuringlivemusic,art,
interactiveactivities,andmore.* Fun,casualatmosphere:“WearethefakepoliticalpartyAmerica
needsrightnow.Apartyforeveryone.”
MyCoreAssignment:BudLight
* UtilizeinfluencerstoamplifyactivitiesattheBudLightParty
Conventionstoreachthoseconsumersnotabletoattend.* Leveragethepoweroftheirinfluenceandcreativecontenttohelp
sparkBLPconversation,participationandfunacrosssocialmedia.
BLPCampaignGoals
Ident ify Influencers whocanact as delegatesonbehalf of their fanswhi le showinghowtheBLPcelebratesfunwiththeir owncreat ivecontent includingv ideos, sk its , images, andengagingsocia l content .
TheApproach
ImanCrosson ManonMathews MaiahOcando
* 133Posts* 51MillionImpressions* 6.67MillionEngagements–13%engagementrate
CampaignResults
MyTasks
* Monitorandcodeinfluencercontent
* Customizingbriefsforinfluencerevents* Informclientofcampaignandeventsuccess
ClientRecapReportExample
BudLightInfluencerContent
Unfortunatelythecontentembedded
aboveisnolongerlive
Questions?