***** As announced this week in The Huffington Post *****
This summer Raynforest was proud to host the inaugural 2013 Top 10 Influencer Marketing Awards. We asked brands and agencies to submit their best examples of influencer marketing from the past year – campaigns that used the power of influential people to get the word out about a product, connect with their target market, and ultimately produce measurable business results.
In order to choose the top 10 campaigns, we invited four judges to weigh in, alongside a public vote via our Facebook page.
Our judges included Sam Fiorella, Sensei Marketing partner and author of “Influence Marketing: How To Create, Manage and Measure Brand Influencers in Social Media”; Ekaterina Walter, partner and CMO at Branderati, the industry leading marketing platform for advocacy and influencer relations; Erich Joachimsthaler, CEO and founder of Vivaldi Partners, a strategic consulting business; and Chris Heuer, CEO of stealth Social Business SaaS company Alynd and founder of Social Media Club.
Over 500 votes were cast during the public vote stage, and, giving equal weight to the judges’ and the public’s vote, we are excited to announce the Top 10 Influencer Marketing Awards winners here today:
- #1 Fan and Judge’s Pick: Why Should Cookies Have All The Fun? by Collective Bias for Tyson Foods.
In order to sell more chicken nuggets during the holiday season, Collective Bias hosted in-store demos where families could decorate nuggets like cookies using fun condiments. Influential shoppers were encouraged to share their creations on blogs and social networks to drive additional in store demos. The ultimate goal was to exceed 2.6MM social impressions during the campaign time period and sell the surplus product over an 8-week period. Tyson exceeded its objectives, selling all of the Nuggets in just 4 weeks and achieving 8.8MM social impressions during the campaign period.
- Style Spotters by Emisare, Inc. for High Point Market.
To reinvigorate the home furnishings industry and attract attendees to the furniture industry’s largest and most important event, High Point Market, Emisare leveraged the popularity and influence of design bloggers. Bloggers were encouraged to attend the event, choose their favorite furnishings, share them via their social channels, and ask their audience to vote for their favorites. This boosted attendance numbers, though actual attendance is proprietary, as well as their overall online profile.
- Bing Summer of Doing by Bing.
Over 56 days, Bing challenged the world to try something new – starting with new and quirky searches. Influencers who searched for that day’s word were entered to win prizes that brought that search term to life. The campaign generated over 19,995 shares, 8,600 comments and 423,600 Likes.
- The Warner Sound Captured by Nikon at SXSW 2013 by MMW.
During the 2013 SXSW Interactive, Film and Music Festival, attendees were given Nikon cameras to capture live performances sponsored by the Warner Music Group. These videos were live-streamed online using hashtags and Facebook updates to promote engagement. More than 500,000 people watched the live stream, with an average viewing time five times greater than the industry average.
- Innovating for the Connected Home, Living Room And TV by MWW for Verizon FiOS.
This campaign centered on hosting branded home innovation meet-up events in Boston and New York, which brought together leaders and professionals from a number of online social networking groups offline to experience firsthand the products and services that start-ups and early adopters are building to optimize today’s connected home. Throughout the two meet-ups, Verizon FiOS has expanded its database to over 1,000 members of the innovation and technology communities, with more than 20 potential partners and over 400 attendees. There was no existing community prior to these events.
- People StyleWatch Style Hunters Program by BRANDERATI.
1,000 StyleWatch loyalists were invited to join the Style Hunters network, where they receive exclusive content, fashion insight and product offers. These brand ambassadors consistently share the content with their networks, with campaigns averaging an exposure rate in the seven figures. For example, Garnier provided 150 full-size “Curl Calm Down Cream” products, which Style Hunters used and then provided feedback via social media. This campaign resulted in more than 6 million impressions in a month through hundreds of social sharing’s on social networks, as well as original influencer blog posts. From there, the Style Hunters Team analyzed the tone of the shares, and determined that a large majority of the Style Hunters posted a favorable opinion about the product.
- #WeekwithILX – Acura ILX Influencer Campaign by Brand Influencers.
Acura gave select millennial influencers a week with the new Acura ILX. These influencers blogged, tweeted and filmed their experience, sharing it across their social channels. The campaign drove 750% ROI and boosted s ales across the region.
- Judges’ Pick for Most Creative: British Airways: Influencer Innovation Lab in the Sky by Text100.
British Airways hosted some of Silicon Valley’s most prominent thinkers – from budding entrepreneurs to seasoned business leaders – on a flight from San Francisco to London, where they discussed the misalignment between where technology talent is emerging and where opportunities exist. The influencers developed several concepts and solutions, and presented the best to the United Nations ITU Committee at the DNA Summit in London.
- TNT’s Dallas VIP Visit by SocialChorus.
In the summer of 2012, SocialChorus and TNT announced the Dallas Roundup Network influencer marketing program. To gear up for the new season of the show, influencers were invited to join the Dallas Roundup Network, in which they were provided exclusive content and pre-season screeners of the show. They were also able to participate in a caption contest and received custom Dallas gifs. The program culminated by awarding the top three influencers that drove the most social actions with a VIP trip to Southfork Texas to meet the cast, visit the set, and take a peek behind-the-scenes during season two production.
- Sprout it Backyard Takeover by Geben Communication.
Startup gardening app launched its new iPad app with a contest aimed at influential gardeners. Fans could win a backyard makeover by sharing a photo of their backyard tagged with the #GrowInspired hashtag on Twitter or Instagram. The campaign fostered relationships with influential home and garden bloggers, and related posts saw a reach of 313,500 on Facebook and 60,000 on Twitter.
Each of the winning campaigns showcases how effective influencer marketing can be. They emphasize creativity while ensuring that all efforts are oriented towards achieving measurable results. These are the leading influencer marketing campaigns to date, and other brands and agencies would do well to learn from them for their own future campaigns.
We’ll be profiling some of the winning campaigns over the next few weeks, digging in to find out exactly why they were so successful, and what lessons they offer to others looking to harness the power of influencers for their brand.
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