Putting your brand into the hands of someone else is difficult, and often nerve-wracking. So why do it? You do it because it can be more engaging, relatable and best of all, rewarding to your fans.
Last summer, Canadian Club Mixed & Ready put their brand into the hands of 16 bloggers from across Canada. From coast to coast they captured video content, spread the word about this new product and best of all, had fun doing it. These bloggers will never forget their Mixed & Ready Moments!
Each blogger was sent to a prominent music festival in Canada, and were given a package filled with essential summer items including Mixed & Ready. They were then asked to film their weekend and capture their #mixedandready moments. There were little parameters with what they captured, and they were given freedom to capture anything they wanted. This ended up including their travel, dining, the festival itself, and much more. These were real people doing real activities, and having fun; Mixed and Ready was able to help them amplify these experiences.
Matchstick turned these experiences into a video series with 8 unique videos, which were then shared via Facebook and YouTube. These videos collectively had almost 20,000 views. The message was also shared through each blogger’s website and social sites such as Twitter, Instagram and Vine utilizing the hashtag #mixedandready. Working with bloggers who were already established within their own social spaces allowed for even greater reach potential. Through the influencers alone, the program had an audience of +330,000 consumers.
Outside of blogger participation, Mixed & Ready also wanted to involve the fans and help them achieve their own great summer moments. To do so, the blogger program was also accompanied by a Facebook promotion where fans could share their summer #mixedandready moments through a direct Facebook upload. Weekly summer kits were given away along with one grand prize which included tickets to The Grove Music Festival sponsored by Canadian Club. Bloggers were able to spread the word about the contest, but the primary form of notification was through the existing Canadian Club Facebook page. About 3 million users were reached from Mixed & Ready specific content alone. With a compliment of a paid media buy, the Mixed and Ready program was able to bring 12,000+ new fans to the Canadian Club Facebook page.
The program was able to reach people outside of Facebook by leveraging the influencer’s audience. Although there was no content specifically made for Twitter, Instagram or Vine, these influencers expanded the audience to these platforms, and were able to bring people back to Facebook. Influencers allow brands to reach farther, create collective content and most importantly, they are able to attach a real, credible face to the brand. This ability brings the brand back down to Earth, forms real connections and ultimately creates loyal life-long fans.