FMBE Awards 2021: Most effective use of influencers

Sponsored by: experientialspace.co.uk by SpaceandPeople

The SpaceandPeople Group is the leading destination media specialist placing experiential activity into a wide range of venues throughout the UK on a weekly basis. Our new website www.experientialspace.co.uk allows brands and agencies the opportunity to browse a wide array of promotional spaces, both internal and external, throughout the UK. The platform enables users to browse and select different venues before speaking to the in-house SpaceandPeople brand experience team.

This new category was probably our most important innovation. Influencers are a vital part in many experiential campaigns and some field marketing campaigns now, with the key debate being eyeballs vs connection. We are understanding more about what equates to genuine influence all the time, but these case studies certainly proved the actual value of online social engagement.

BRONZE The Circle Agency – Veetee

For Veetee’s microwavable rice the influencer campaign was led by comedian Katherine Ryan alongside other lower profile brand relevant influencers for a cheeky ‘up your fluff’ campaign. Influencers included: Scummy Mummies: Award-winning comedy duo who celebrate less-than-perfect parents; Nadia Sawalha: TV personality, “Loose Woman” and cookbook author; Brummy Mummy: Mum influencer and author; George Egg: Stand-up comedian and cook, famed for “Snack Hacker” content series

Over a period of two months, “Up Your Fluff Game” content was broadcast through influencer proprietary channels (Instagram Posts and Stories), which were then magnified and reposted through brand accounts. Katherine Ryan’s content also led on Veetee’s website for a period of six months.

SILVER Backlash – Tanologist

Tanologist is a brand created by make-up artist influencer entrepreneurs so unsurprisingly they were pretty hands on when it came to promoting the clear self-tanning range.

The pair, Lottie Tomlinson and Lou Teasdale’s combined social reach was acknowledged by our judges to be inevitably relevant and effective for the brand and elevated the three-stop shopper roadshow into a meaningful step change for Tanologist.

GOLD N2O – Cadbury

Working to promote Cadbury Dairy Milk in Tesco for Valentine’s Day, N2O persuaded Cadbury to add a 100 microinfluencer campaign to its in-store sampling and sales activity.

The entry told us: “Our Influencer Marketing amplification allowed us to reach thousands more people via Instagram. Prior to the instore campaign, we sent a Cadbury Dairy Milk personalisation kit (including Cadbury Dairy Milk 360g bar, blank personalisation sleeve, 6 sticker sheets and an instruction card) to the homes of 100 profiled Social Media Influencers, who shared an authentic review of the gift via an Instagram story.

The Social Media influencers also shared information about where and when the Cadbury activation would be live through an Instagram Post, with photography provided by us, aimed at shoppers already heading to store for their essential shop.

By selecting 100 smaller influencers with under 10,000 followers each, rather than 1 major influencer, we maximised the client’s return on investment for the Influencer campaign. The fee per influencer was low, and yet the perceived authenticity of smaller Instagram influencers leads to them having higher average engagement and conversion rates than mega-influencers.”

Conversion to sales data shared by N2O showed that the targeted stores had very significant success.