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How to Create a Winning Influencer Marketing Campaign on Grapevine

Our team of pro’s have helped hundreds of brands create winning influencer marketing campaigns on Grapevine. We’ve taken feedback from our team, our partners, our creators and influencer marketing pros alike to create this step-by-step guide to help your brand #GetSponsored. Let’s walk through the simple 4 step process now:

 

Step 1: Estimated Budget

Step 1 in building a campaign on Grapevine is setting your estimated budget.
Step 1 in building a campaign on Grapevine is setting your estimated budget.

When diving into your influencer marketing campaigns, you don’t have to have a budget set in stone. However, it is helpful to have a ballpark estimate of what you intend on spending. Even if it’s a range, knowing if your budget is in the triple, quadruple (or more) digits can make a huge difference. Our community is comprised of over 50,000 of the best creators on YouTube. There is a channel that fits every brand and every budget, the key is configuring a team of creators that are tailored to your goals and budget.

 

This information is purely for internal Grapevine use and will never be visible to any creators in the Marketplace. Don’t worry, your secrets are safe with us…

 

Using this data, we can give you a better idea of what to expect from your campaign: views, clicks, and other metrics we’ve analyzed and aggregated over the years. Remember, each campaign is different and these are our best estimates based on historical data from the Grapevine database. Your campaign could blow it out of the park and the numbers could be double, triple, even 10x what we’ve outlined here!

Step 2: Campaign Goals

In Step 2, you'll name your campaign and identify the overarching goal of your campaign
In Step 2, you’ll name your campaign and identify the overarching goal of your campaign

Before we get into your campaign goals, we’ll ask you to name your campaign. Think of this as a tagline  – it’s what will hook creators and drive them to learn more about your brand and your campaign over all. Get creative – less is more when it comes to your campaign name. Now, back to campaign goals…

 

What are you trying to achieve in your influencer marketing campaigns? This may seem like a simple question, but it’s probably the most important one you’ll answer when configuring your campaign. After years of running influencer marketing campaigns, we’ve identified 3 of the most common goals brands have when running influencer marketing campaigns. They are:

 

  1. Brand Awareness: You’re looking to get the word out about your brand, and get as many eyeballs on your product as possible
  2. Sign Ups: Your influencer marketing campaigns are geared around a call-to-action – sign up for our e-mail list, enter this contest, download the app etc.
  3. Sales: Show me the money! You want to generate new customers and sales from your influencer marketing campaigns

 

While these goals may not seem that different from one another, different types of creators work better for each of these goals. For example, if brand awareness is your goal, we’ll recommend creators with larger subscriber counts and subsequent high view counts. However, if your goal is sign ups or sales, we’ll recommend very different creators to fit this profile – sometimes smaller creators with highly engaged audiences.

 

Have multiple campaign goals? That works too – the more information we have, the better information we can give you to configure a winning creator team to accomplish your goals. Select the one that fits closest and we can work together to determine the right configuration of creators for your goals.

Step 3: Target Audience

In Step 3, you'll identify the audience you're targeting through your influencer marketing efforts. We'll help you identify the right creators based off of this information - sometimes, they're not always the same!
In Step 3, you’ll identify the audience you’re targeting through your influencer marketing efforts. We’ll help you identify the right creators based off of this information.

Who are you trying to reach with your influencer marketing efforts? Having an understanding of the demographics you’re looking to reach will help us whittle down the thousands of creators available via the Grapevine Browse Creators tool and show you relevant creators that appeal to the audience you’re looking for.

 

Oftentimes a creator is representative of their audience – their viewers feel like they can relate to them. However, the Grapevine platform also provides a variety of filters that allow you to further identify the type of people you’re looking to target including gender, age and more.

 

The 3 targets we feature during Step 3 are only a couple of the options we have available (for example, the Grapevine Community is worldwide, we just find that USA, Canada and UK are 3 of our most requested countries to target). If the information you’re looking for isn’t listed here, don’t worry! We just don’t want to bombard you with EVERYTHING we’ve got – but trust us, it’s there.

Step 4: Build your Campaign Brief

Believe it or not, the first 3 steps in building out your campaign are almost purely for internal Grapevine use and will not be visible on the Marketplace (with the exception of your campaign name – this is visible). We collect this data upfront so our team is armed with the information they need to connect your brand with the best influencers for you.

 

Step 4 is where we’ll get into your campaign brief – the details that are visible in the Grapevine Marketplace and will educate creators about your campaign and drive them to submit a proposal to work with your brand.

 

Campaign Description

This should be a short description that elaborates upon your campaign name. Think of this as the elevator pitch for your campaign – keep it short, sweet and to the point. There are no requirements here, but we recommend 3 – 5 sentences that outline your brand, your goals and other pertinent information creators need to determine whether the partnership is a fit.

 

Use this opportunity to tell creators what they will receive for the video (products, a subscription?). Also use this time to tell what you’re NOT looking for. This will only give creators in our community more information about your overall goal, and make it easier to figure out logistics. If you’re only able to ship products domestically/unable to work with creators in certain geographic areas, make sure to include that information here and confirm this with the creator before you book them on the campaign.

 

Having writers block? Here are a couple of questions that will help you start getting your ideas onto the page:

  • What does your brand do? Who is your target audience? Why do people love your brand?
  • What are you looking to accomplish through this campaign?
  • Do you have something specific in mind for your creator content? Is there something you’re asking creators to do?
  • Is there a certain type of creator you’re looking for?
In your campaign details, tell creators what you are, and are not looking for in your campaign. Consider this your pitch to the Grapevine Community
In your campaign details, tell creators what you are, and are not looking for in your campaign. Consider this your pitch to the Grapevine Community

Key Talking Points

Are there specific elements creators need to have in their videos? Be sure to outline these here. Here’s a list of some common requests:

  • A specific call-to-action you’re looking for
  • Promotion code information – will you be providing a universal code, or providing each creator with a unique code once they’re approved on the campaign?
  • We want to highlight XXX about our product and ask that you give your opinions on it
  • Please give the following background on our brand: ….
  • Have a brand that’s hard to pronounce/mispronounced often? We suggest spelling it out here

 

Remember, other logistics can be discussed in the Message Center once you approve a creator relationship – this is not your only opportunity to talk to creators you want to work with. It’s also important to remember creators know their audience best, so these should be guidelines and not a script. You’ll get a better finished product letting the creator’s creativity and personality shine!

 

You don’t need to worry about fundamentals like FTC messages, mentioning your brand at the beginning of the video, or sending content for approval before it goes live – these are all guidelines every creator in the Grapevine Community must follow. We’ve got you covered there!

 

Outline specifics here - what are the points creators need to cover in their video? Remember, it's a guideline, not a script!
Outline specifics here – what are the points creators need to cover in their video? Remember, it’s a guideline, not a script!

Video Type

There are many different types of videos you can request from creators to promote your campaign. These vary by the brand and product you’re promoting. Not sure which one to go with? We recommend going with Freestyle and leaving the details up to the creator – this gives them the most creative freedom.

  • Haul: This style of video outlines multiple products that have been recently purchased/acquired. Products are displayed and discussed, but typically not tried/styled etc.
  • Tutorial: Creators will give a step-by-step guide to viewers that utilizes the product and educates them about how to use it.
  • Favorites: Favorites videos typically have a theme and feature numerous products. Creators will discuss why they like the products, give tips and tricks and sometimes give quick tutorials/reviews.
  • Review: An overview of your product – what they like and ideas they have for how to use it etc.
  • GRWM: Get Ready With Me – creators will style a specific look they’re planning and walk viewers through the steps to get there.
  • OutfitOfTheDay: A video that details what the creator is wearing and how they’ve styled it.
  • Unboxing: Creators will physically open a product for the first time and record their first impressions/thoughts on everything from the packaging to ideas they have right off the bat.
  • Freestyle: Any style of video

 

Use the dropdown to identify the type of videos you're looking for from creators.
Use the dropdown to identify the type of videos you’re looking for from creators.

Landing Page Destination URL

Every video posted via the Grapevine platform will include a link to the destination page of your choice. Input this URL, as well as any tracking parameters you want to include here. You’ll have a chance to edit these/change tracking parameters to make each video link unique once creators are booked, so this doesn’t need to be precise. Need help with tracking? Check out our top 3 ways to track influencer marketing campaigns.

 

Where do you want creators to drive traffic to? Enter that link here, plus any custom parameters you use for tracking. You'll have the opportunity to update these before videos go live.
Where do you want creators to drive traffic to? Enter that link here, plus any custom parameters you use for tracking. You’ll have the opportunity to update these before videos go live.

 

Content Categories

How do you classify your brand and the content you ultimately want creators to produce via Grapevine? Tell us here so we can help to match you with the best and most relevant creators for you. Feel free to add as little as 1 category or as many as 3 to this field.

 

Not sure/your product doesn’t fit a category? We suggest you choose “Lifestyle” and our team can assist you with changing this once your campaign goes live. This is not visible for any of the creators in the Grapevine network, it’s merely a tool we use to allow our platform to do the work in finding the best creators for your campaign!

 

Select up to 3 categories that describe your brand and the product you're promoting. We'll use this to match you with the most relevant creators we can!
Select up to 3 categories that describe your brand and the product you’re promoting. We’ll use this to match you with the most relevant creators we can!

 

Campaign Cover Image

Firstly, this is the last step! Wahoo – you’re almost done. We know creating a campaign can be a bit of a lengthy process, but these steps will ensure the creators in Grapevine execute videos that align with your goals and minimize any back and forth during the booking process.

 

The final step in the campaign creation process is selecting your campaign cover image. Remember, the creators in the Grapevine Community are incredibly visual people (that’s why they’re creators!), so make your campaign stand out right from the start. We suggest using a eye-catching graphic that depicts your brand or product, and gives creators a great visual representation of what your campaign entails.

 

Having a tough time finding images? Here are some of our other suggestions:

  • Use an image from your site’s homepage – these are highly recognized by consumers and also representative of your brand.
  • Sending products? Submit a picture of the product you’ll be sending to creators, they love to have a visual of what they’ll be receiving!
  • Check out iStock photo! A stock photo is always a better representation of your brand than a logo.

 

Screen Shot 2016-03-28 at 3.44.25 PM
Your campaign cover is what will capture creator’s attention. Use something that is visually appealing and showcases what your campaign is all about!

 

Once you’ve uploaded your image, don’t forget to save all of your hard work by clicking “Save Campaign” – from here a member of Team Grapevine will review your campaign brief, and provide feedback for you to review. After you give the green light, our team will approve your campaign and set it live in the Grapevine Marketplace.

 

Once this happens, you’ll be notified via email and start receiving proposals from creators in the Grapevine Community/have the ability to invite creators to join your campaign.

 

Once approved, your campaign will be live in the Grapevine Marketplace. This is what creators will see and is also how they can apply to be a part of your campaign.
Once approved, your campaign will be live in the Grapevine Marketplace. This is what creators will see and is also how they can apply to be a part of your campaign.

 

Good Luck – we can’t wait to see your campaign live in the Grapevine Marketplace!

 

#GetSponsored,

Team Grapevine

 

Have any other Q’s? Email our team below to get additional tips and tricks from our influencer marketing pros.

 

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