August 5, 2020
Social media has given individuals an opportunity to build their own brand through stimulating content and engagement, and companies have realized they can leverage relationships with some of these ‘influencers’ for marketing purposes. If done right, influencer marketing can be another affordable and effective way to grow a corporate brand. In fact, according to The Digital Marketing Institute:
According to “The State of Influencer Marketing 2020: Benchmark Report”, the growth in influencer marketing has seen the estimated market size increase from $6.6 billion in 2019 to $9.7 billion in 2020.
CreatorDen, a graduate of Alacrity Turkey, is a technology enabled influencer marketing agency that develops a product called CreatorHub, an AI-based platform for finding appropriate influencers through audience and performance data and measuring and tracking resulting campaign performance. A recent noteworthy campaign was conducted on the TikTok platform for client Ipana, a Turkish Procter & Gamble (P&G) toothpaste brand. Ipana, who has a faithful customer base among older individuals, was looking to target younger customers as well, and believed many of them could best be engaged with on TikTok, a video-sharing social networking service.
TikTok currently has 800 million active users and is the latest and fastest growing social media app, particularly among younger generations. Approximately 50% of the global TikTok audience is under the age of 34, with 26% between 18 and 24 years old. CreatorDen is a specialist in using the power of social media to influence consumer purchasing decisions. For this TikTok campaign, they launched the #IpanaChallenge, which invited app users to create ‘before and after’ videos of themselves using Ipana toothpaste, with the promise that the stars of the top five most-viewed videos would receive an Oral-B Genius X and Ipana kit as an incentive. Within a month of campaign launch, the #IpanaChallenge and all videos produced with that hashtag had accumulated more than 2.2 billion views. Four popular Turkish TikTok influencers joined the campaign, and alone generated a total 6.8 million views and 675k interactions with their individual videos. Ipana is looking forward to retaining a large percentage of that incredible number of total viewers as regular customers moving forward.
CreatorDen has demonstrated through this campaign that creative digital marketing can be very successful not only for staying in touch with current customers, but also for finding and interacting with future ones. In the case of Ipana, the new target audience was young adults, and while TikTok may not be the first platform thought of for a successful business campaign, this example proved once again that understanding where your audience is likely to be found, and how they prefer to be engaged with, will make or break the relevance and success of a campaign.
Influencer marketing is a tactic that can be applied successfully across a range of consumer industries. CreatorDen understands how best to do this and has now added P&G to their list of satisfied clients that already includes Nestlé, Philips, LEGO and Neutrogena.
Visit the CreatorDen website to learn more.
Wesley Clover invests in a range of technology companies, and they bring impressive innovation to markets and clients around the globe. I/O is our way of sharing some of the best insights. I trust you will enjoy them.
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