October has been another doozy in the world of social media, and Hristina and Ligita have some great insights as part of our October newsletter.
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Influencer Activations –
Is It Possible to Engineer a Viral Moment?
By Hristina – Social Media Manager
How can a brand with under 3,000 followers get tens of millions of views on TikTok and Instagram? The answer is simple enough – influencer activations.
A recent Vanish UK campaign across TikTok (3500 followers) and Instagram (6500) managed to skyrocket the brand’s reach.
What the Vanish social team did was simultaneously enlist a large number of influencers and UGC creators to post about Vanish across social media, showcasing the product in use in an authentic way.
Selecting influencers who were in the exact right target audience – focusing on mums with large families, dog owners and outdoor sports enthusiasts, Vanish hit the right spot and gained exceptional reach, especially compared to the number of page followers, meaning they managed to engage an untapped audience.
Uniqlo, a millennial and Gen-Z fan favourite, did a similar influencer activation to promote their top selling product – the Moon Bag.
With some social listening, they discovered that TikTokers were organically showcasing how much they could fit in their bags, so they took the opportunity to turn this into a campaign.
They involved hundreds of influencers for the “What’s in my Moon Bag campaign”, resulting in millions of views.
So, is this replicable for smaller brands? Can we engineer viral moments?
The best approach is to spend a good chunk of time researching the exact right influencers that would reach your audience, and focusing an influencer activation campaign on a top-selling product that’s already a fan favourite, or around a specific sale.
That way, even with a smaller budget, you would be able to increase your reach and create a community around your product.
Two Brands, One Meaningful Cause
By Ligita – Social Media Executive
The collaboration between Netflix and Mind Charity for World Mental Health Day is a smart and impactful campaign that brings together two powerful brands for a meaningful cause. When well-known brands join forces, they not only boost each other’s visibility but also build a deeper connection with their audiences.
By offering props and memorabilia from popular Netflix shows, the campaign adds a personal touch. Fans get a piece of their favourite show while knowing their purchase is supporting crucial services like helplines and peer support groups. This emotional link helps foster brand loyalty and goodwill within the community.
Joint campaigns like this let brands combine resources and audiences. Netflix, with its global reach, brings incredible exposure to the partnership, while Mind offers trust and expertise in the mental health space. Together, they create significant buzz, reaching both Netflix fans and those passionate about charity.
This collaboration is great marketing work because they create emotional resonance with consumers. Whilst fans engage with the props and memorabilia, they contribute to a greater cause, fostering a sense of purpose. As well as for Netflix it shows that the brand is not just focused on entertainment but also on making a positive impact. For Mind Charity, it gains exposure to Netflix’s massive audience, raising awareness and driving support.
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