1. Drive awareness and preference for the “top telecom company”
network and incent product trial.
• Seed “hot” wireless devices, new accessories, and content assets with influencers/bloggers and amplify their
experiences through social networks
• Engage select groups of bloggers (by lifestyle segments) to:
– Experience company products and services
– Share their honest opinions about them
– Access company content via multiple robust engagement ecosystem
• Amplify digital content through influencer blog and other social assets
(Twitter, Facebook, Pinterest, Google+, Instagram, etc.)
• Align campaign/mission strategy to featured devices and business mission
• Created system to identify and screen influencers, onboard and orient them
• Organized and facilitated in-person kick-off event
• Developed and maintained private community as influencer engagement hub
• Created FTC compliance guidelines
• Developed and executed engagement activities and served as community manager
– Stimulated storytelling (i.e., Missions, Promotions, on- and off-line events)
• Measured program ROI
• Refined approach per insights, metrics and member feedback
Mission:
• Generated more than a total of 256.9M impressions with 380 bloggers
• Drove preference: Post-program survey responses from influencers indicated:
– Likeliness to recommend both brand and devices nearly doubled from 50% to 96%.
– Education, exposure to the brand, and opportunity to use products and service transformed many
influencers into true brand advocates
Strategy:
ComBlu’s
Role:
Results:
