“Fullers and 360 Discovery Cruises combine to form the largest public transport ferry operator in New Zealand, operating in New Zealand’s largest transport market, Auckland. Together we provide ferry commuter services and tourism experiences to locals and visitors.”
In April 2016, Fullers partnered with The Social Club to incorporate influencer marketing into their digital marketing strategy for their “kids go free” school holiday promotion. Fullers teamed up with 8 micro influencers from Auckland and sent them to Rangitoto Island, Tiritiri Matangi Island or Rotara Island for a day out with their kids.
All of the families created beautiful, playful content showcasing their family day and shared it with their followers on Instagram & Facebook. This content reached other mums and families via their highly engaged communities.
We had the absolute best adventure today. We made the most of the #fullersnz kids go free deal (I love me a good deal ??) and ventured into the city, jumped on a @fullersnz ferry and headed to Tiritiri Matangi for the day where the boys saw stingrays, explored the native bush, went bird spotting with friends and ended the day with a dip in these crystal clear waters. I highly recommend making the most of these beautiful days we are having and going on an adventure these school holidays…Kylan learnt so much and it was great to be away from technology and toys and seeing them just enjoying nature all day!
A photo posted by Tarryn ? (@iamtarryndonaldson) on
Drive engagement around the family friendly nature of Fullers & 360 Discovery Cruises by building awareness of their “kids go free” school holiday promotion.
1. Engage parent micro-influencers from Auckland who are looking for school holiday activities to entertain their kids.
2. Tee up a trip for them & their children to one of the three islands and allow them to create organic content on families genuinely having fun in a beautiful location, for example:
- Family photo on the ferry
- Photo featuring children walking one of the tracks
- Family picnic photo
- Something special that happened on your day trip
3. Post content on Instagram & Facebook on the day of the trip and within a week of the trip looking back on the day.
4. Reach new audiences through influencers’ communities and raise awareness of school holiday promotion.
In week one of the school holidays the Fullers influencer marketing campaign included 8 content creators sharing authentic moments from their day out at the island. This included 18 natural posts across 2 platforms (Instagram & Facebook).
All of the micro influencers selected for this campaign have highly engaged audiences. Those who choose to follow them enjoy keeping up with their family activities and watching their kids as they grow up.
The boys and I had an awesome day exploring Tiritiri Matangi Island today. We caught the @fullersnz @360discovery ferry from Gulf Harbour and the best part was that during school holidays kids go free! There is so much to do on the island, it’s a beautiful wildlife sanctuary with loads of coastal birds to spot, scenic walking tracks, informative visitors centre, stunning views, pristine beaches and a 150 year old lighthouse. The boys made some buddies and had an absolute ball. I’m stoked they spent a day in the great outdoors, not nagging me for a movie or to play on their tablets and will be early to bed tonight, bonus! #fullersnz #360discovery #kidsgofree #schoolholidayfun #tiritirimatangi #IGMNZ
A photo posted by April Sawyer (@meetthesawyers) on
“The Social Club made the process easy for us and our client. The key to success with influencer marketing is a well executed creative strategy combined with top quality content, this campaign delivered on both. Looking forward to more campaigns with Fullers and the TSC team.”
Sam, Fullers Creative Agency
I loooove this advice that you should go to at least one place you’ve never been to each year.Though Sacha is very far from being a school girl this is us making the most of the @360discovery and @fullersnz “kids go free” offer (which is on for the two weeks of the school holidays) just off the ferry on Rangitoto island that I’ve been admiring from Takapuna beach for years but never actually went there.First ferry ride for Sacha as well! Will see how we go with this ‘just the two of us’ trip but the offer is too good not to take!//Очень люблю мысль,что надо путешествовать хотя бы в одно новое место каждый год(причем, я считаю, не только в другие страны,но и по своей тоже!).Вы бы,кстати,куда очень хотели бы съездить в той стране,где живете? Сашку еще далеко до первых школьных каникул,но вот они мы,только что сошли с парома на острове Рангитото (25 минут от Окленда),используем предложение “дети бесплатно” от @fullersnz и @360discovery (действительно все школьные каникулы,отличный способ провести время, мне кажется).Первый раз Сашок на пароме,кстати,а вообще эта девочка моря уже больше некоторых взрослых видела, ну, меня в ее возрасте точно.
A photo posted by Anastasia (@babylexiblog) on
CPE ($ per engagement)
CPM ($ per impression)
Crowd Mobile (Aus) specialises in leading mobile innovations: including Q&A applications, content subscription products and a global mobile payments network.
This campaign was ROI focussed, with the intent of leveraging celebrity influencer accounts to drive significant engagement with one of Crowd’s premium mobile services.
Drive direct engagement of followers with one of Crowd Mobile’s premium, entertainment SMS services.
Working alongside Mish Guru, we created a Snapchat campaign incorporating user generated content and working with some of the biggest Snapchat accounts across the UK, France, Australia and New Zealand.
Influencers set the example throughout their story and encouraged participation from their followers.
“Crowd Mobile has been thrilled to partner with The Social Club and Mish Guru over the past 6 months – this market leading technology has now become our #1 performing marketing tactic from an ROI point of view and we have achieved group-wide record results off the back of these campaigns. We look forward to continuing our relationship and expanding on the successful partnership with both teams.”
Gregor Cooney, GM Crowd Mobile
Even we didn’t expect the response that the campaign received. Fans loved the collaborative nature, evident through their purchases & engagement with the campaign.
Of course it’s great once you’re there but there’s no roadmap to becoming a social influencer, so how do you take yourself from being a willing person with great ideas to what brands would perceive as a ‘social influencer’? Here are 7 tips from The Social Club:
- Find your focus
Becoming a social media influencer is about finding your niche, and finding users who share the same passion. Your job is to master a specific topic within your niche with valuable and relevant content which will interest, excite and engage your followers.
If you cast your net too wide, it will be more difficult for you to gain high status and influence your audience on specific topics.
- Choose the right platform
It’s important to note that each platform (Facebook, Twitter, Instagram, Snapchat, YouTube) is unique and has its own strengths and audiences of with different demographics. For example, if your area of influence is in girls fashion, your best bet is to focus on visual platforms within an audience of young girls such as Instagram. However if you are giving skating tutorials, YouTube or Vine may be better suited.
There is often more than one platform relevant for your niche. In this case you can employ an integrated strategy and schedule allowing you to capitalize on the specialties of each platform.
When you’re starting out it’s generally best to focus on one or two platforms, nail your content and work on growing your audience. Once you have established yourself, you can look at expanding to other networks and taking your existing audience with you. This will allow you to reach a whole new audience and continue to grow your unique impressions*!
*Unique impressions = the number of individual people who saw your content at least once. A term advertisers will refer to when recruiting influencers.
- Engage your audience
Engage with your audience at every opportunity. If they comment on your photo, reply to them. If you like their account, follow them. If they post something that interests you, give it a like/favourite/share. Show them that they are valued and this isn’t a one way party: you are interested in their account, too.
Engage with people outside your audience whenever you can. This could involve searching hashtags relevant to your niche, and engaging with content that inspires you, or adding relevant snapchat accounts and including them on your day to day snapchats. This will give your account exposure and lead people back to your account where they will hopefully stay!
Collaborate with other influencers to reach a new audience. You’ll find that each of you will gain followers by tagging each other in your posts, especially if the content is similar. If you’re interested in these collaborations, make sure you let The Social Club team know.
- Post often
Share valuable content often, but don’t spam your audience.
Work out what time works best for your engagement levels. This will vary by platform and audience but worth experimenting with are: commuting hours, meal time and first thing in the morning & last thing at night. Think about when you are online most, and test that too! Chances are you are pretty similar to your audience.
- Keep your content consistent
Especially on visual platforms such as Instagram and Pinterest, make sure your content format, timings, and topic are consistent.
You want your Instagram “grid” to look aesthetically appealing, so if you uploaded a photo with a white frame, keep using that white frame. If you created 5x baking tutorials, try not to start posting videos of your cats fights. (We all know cats = engagement, and we aren’t saying not to post them on your baking blog, but it is worth considering your audience before straying from your main theme.)
- Stay in the know
Subscribe to the platform blogs which you are active on (e.g. Facebook, Twitter, etc.) so that whenever an update to the platform is released, you are the first to be notified and can react accordingly. Platforms often update their algorithm’s which may affect your reach/impressions, you may be able to capitalize on this or need to update your strategy to allow for the changes.
Read relevant blogs daily to keep up to date with the latest industry trends. You can also set up alerts which will send you notifications when new posts/articles on specific topics are released. This will keep you in the loop with how brands are using social platforms and influencers, and may spark an inspirational campaign idea for you to reach out to one of your favourite brands with!
Follow other influencers and content creators. You can always get inspiration from what other leaders are doing, and there may be an opportunity to collaborate with them. Who knows, you may even make some friends along the way.
- Be yourself
It is important to be original. Post mostly your own content (nothing wrong with the occasional share/retweet/regram!), and have your own opinions. This will separate you from the rest of the sheep and make you stand out enough to be noticed by the masses. Instagram stories are a great way to reach your audience and show off what makes you different, your personality!
Remember that social media is a fun way to express your passions and showcase your skills/talents. It’s not a job or a chore (no matter what Essena says…), there are no rules, so choose something you care about and it’ll be hard not to enjoy it.
It may seem like tough work and at times, traction may be slow but remember what an awesome opportunity it is: to not only make a living through spreading the word for well-aligned businesses, but also having the ability to share positive messages and improve the lives of your followers.
Keep at it and if you ever want any further tips on growing or engaging your audience, get in touch with us at firstname.lastname@example.org.