We turn people into media companies & deliver large-scale ...Absolut+Company... · We turn people...
Transcript of We turn people into media companies & deliver large-scale ...Absolut+Company... · We turn people...
RELATABLEXTHEABSOLUTCOMPANY 1
We turn people into media companies & deliver large-scale brand ambassador marketing.
Campaign brief
Create awareness, engagement and word of mouth for National Cosmopolitan Day on May
7 in South Korea, Brazil, Mexico, Germany and United Kingdom - targeting a long-tail of 50
influential brand ambassadors with really high engagement.
BRIEF
3
APPROACH
A true Cosmo is made with Absolut
Citron.
May 7th is National Cosmopolitan Day. To celebrate this day that
celebrates a drink that was made famous with a recipe using
Absolut Citron, we want influencers around the world to post their
Cosmo and let their followers know that a true Cosmo is made with
Absolut Citron.
To create authentic story telling and high quality content, Relatable
identified a long-tail of 50 influential brand ambassadors with
between 5,000-150,000 followers.
421.3k4.4% unamarinella
RELATABLEXTHEABSOLUTCOMPANY
5%+ engagement
Targeting relevant Absolut
brand ambassadors to
create authentic content.
Affinity
Targeting lifestyle, urban,
fashion program min. 25
years old
Lifestyle 25+
24,000 followers on
average. (long-tail to drive
engagement)
5,000-150,000
South Korea, Germany,
Brazil, Mexico and
Germany.
5 markets
Target by engagement to
improve quality and
activation performance
Top tier engagement. Long tail.Relatable have more than 7.2 million online creators, influencers and ambassadors in our index. We track reach,
engagement, categories, locations and affinity for each person. Based on your brief and desired approach,
we’ve used the following parameters to select a group of people that would accomplish the objective.
5
SELECT CRITERIA
RELATABLEXTHEABSOLUTCOMPANY
Participating Absolut ambassadors delivered authentic and unique content, according to your criteria, that received high engagement and 100% positive sentiment.
On the following pages you’ll see a select number of top performing posts from this activation. See appendix for full list of all posts.
High quality content with high organic engagement!
13
100% positive sentiment & mentions
RESULTS
5 friends were tagged in each post on average. 1042 total comments, 100% positive sentiment.
RESULTS
#EnjoyResponsibly, #Ad & 25 years+
Full monitoring, legal compliance and best-practice in content
marketing is one of the cornerstones in our approach to brand
ambassador / influencer marketing.
Age-gate opt in, with participant age ranging from 25-54, the
average participating brand ambassador in the National Cosmo Day
activation was 31 years old.
All participants included both #EnjoyResponsibly and #Ad in their
posts.
1437.1k4.7% rechcamila
RELATABLEXTHEABSOLUTCOMPANY
+174% above average (2.53% in select cohort)
Engagement
4.4%
24,251 reach perbrand ambassador
Social reach
1.14M
49,523 likes, 1042 comments & 256 mentions
Interactions
50,821
Relatable activated 47 brand ambassadors
Brand ambassadors
47
Highlights
RESULTS
15
All while engaging and supporting your biggest brand ambassadors & building brand equity with full control
RELATABLEXTHEABSOLUTCOMPANY
RESULTS
Performance breakdownThe activation had a total of 47 participating
Absolut brand ambassadors in 5 different countries.
13,792 interactions
13 posts, 4.8% eng.
UK
283k
1,718 interactions
4 posts, 3.1% eng.
South Korea
58k
20,747 interactions
10 posts, 7.7%
Brazil
267k
10,210 interactions
12 posts, 4.3% eng.
Germany
236k
4,355 interactions
9 posts, 1.5% eng.
Mexico
297k
The average participant reached 24,261 followers, 1,053 likes, 22 comments
& 5 friends tagged in posts with 4.4% overall engagement.
RELATABLEXTHEABSOLUTCOMPANY
RESULTS
Demographics breakdownThe activation had a total of 47 participating
Absolut brand ambassadors in 5 different countries.
29 female, 18 male, average 31 years old.
♀ 9 ♂ 4 # 32
UK
13
♀ 2 ♂ 1 # 30
South Korea
3
♀ 6 ♂ 4 # 28
Brazil
10
♀ 7 ♂ 5 # 32
Germany
12
♀ 5 ♂ 4 # 30
Mexico
9
RESULTS
19
Summary
• 47 Absolut brand ambassadors participated in the activation
• 1,140,288 followers reached in key target markets/segments
• 49,523 likes, 1042 comments, 256 friends tagged (“mentions”)
• Sponsored posts had 4.4% engagement (+174% organic avg.)
• The average participant reached 24,261 followers, 1,053 likes, 22 comments
and 5 friends tagged in posts with 4.4% overall engagement.
• All participants were 25+ years old, followed marketing regulations, #ad
transparency and #EnjoyResponsibly
152k0.6% mimivelarde
RELATABLEXTHEABSOLUTCOMPANY 20
Martin Garbarczyk
+46 73 509 96 08
Thank you.
22.2k5.6% sasho209