Case Study

Influencer Campaign

Influencer Campaign

Marketing For Wellness created partnerships and campaigns with influencers with an organic audience reach that aimed to support TAITRA’s goals of at least 600,000 views. We delivered 961,164 views.

Marketing For Wellness worked with influencers to design social campaigns to develop on-brand, authentic campaigns to create interest in innovating products across multiple industries.

Youtube Overview

Marketing For Wellness worked with vlogger RussianBadger to highlight the Taiwanese company ASUS and their ROG G752V5 Gaming Laptop using a captivating and humorous Youtube video that was published on June 29, 2017. It resulted in 479,019 YouTube views.

Social Media Overview

Marketing For Wellness chose specific interests, behaviors and demographics related to video and PC gamers as well as technology and gadget enthusiasts living in the United States. The target audience we selected responded well to the advertisement and generated sufficient engagement.

Youtube Overview

Marketing For Wellness worked with vlogger KOSDFF to highlight Taiwanese company MSI and their GT83VR Titan SLI-212 Gaming Laptop using an intriguing and likable YouTube video.

Social Media Overview

Marketing For Wellness chose specific interests, behaviors and demographics similar to ones used for RussianBadger. The target audience we selected responded well to the advertisement and generated sufficient engagement to surpass the KPIs for Facebook.

YouTube Overview

Marketing For Wellness worked with vlogger Erik Conover to highlight the Taiwanese company Pacific Cycles and their BIRDY Standard 9 Speed Folding Bike using an enticing and informative YouTube video.

Social Media Overview

Marketing For Wellness chose specific interests, behaviors and demographics related to physical fitness, bicycling, specifically folding bicycles, as well as travel enthusiasts living in the United States. The target audience we selected responded exceptionally well to the advertisement and generated sufficient engagement to surpass the KPIs for Facebook.

Youtube Overview

Marketing For Wellness worked with vloggers Sam & Nia to highlight the Taiwanese company Tatung and the Fusion Cooker using a relatable and charismatic YouTube video.

Social Media Overview

Marketing For Wellness chose specific interests, behaviors and demographics related to parenting, cooking, baking, healthy lifestyles, family and home cooking. The target audience we selected responded with the highest engagement of all the influencers and generated sufficient engagement to surpass the KPIs for Facebook.

Gaming & Business

Marketing For Wellness chose gaming & business influencers ranging from entertainers to content creators to professional gamers which commonly use YouTube, Twitch, Instagram, and Twitter to show clips of game play, live streaming, and engaging with audience when not streaming.

Russian Badger, KOSDFF

Russian Badger highlighted the Taiwanese company ASUS and their ROG G752V5 Gaming Laptop.

KOSDFF shared MSI’s GT83VR Titan SLI-212 Gaming Laptop.

Home & Living

Marketing For Wellness chose home and living influencers involving interior designers, DIY creatives and mommy bloggers. The team recommends focusing primarily on bloggers with strong Instagram followings to promote TAITRA’s many home good products. Blogging serves as a space for influencers to elaborate on products they enjoy and how those products fit into their daily routines and/or their families’ daily routines.

Instagram is primarily a visual medium and gives opportunity to visualize products as they would be used in daily settings, through
the point of view of the trusted influencer. Influencers also uses YouTube for tips, tutorials and project showcases.

Sam and Nia

Sam and Nia used Tatung’s Fusion Cooker to create a simple and easy dinner for their family.

Beauty

The beauty industry was an early and fervent adopter of influencer marketing. Initially, influencer marketing was thought of as an effective way to drive sales. Now marketers cite building brand awareness as the most important objective of influencer marketing.

Marketing For Wellness partnered with Nicole Townsend, who was named “Best Beauty Influencer of 2018” by Chicago Magazine.

Nicole gave thoughtful insight and positive light to SH-RD Protein Cream in advance and during the Taiwan Excellence showcase at Summerfest.

Music & Creative

Many music artists and creatives are looking to partner with brands to expand their reach. This is advantageous for each party since musicians and creatives bring unique perspectives and can develop exclusive content for a brand in a way other influencers can’t, and partnering with a brand helps musicians and creatives to share their art with new audiences. Instagram, YouTube, and Twitch are used for posting performances clips, behind the scenes, music videos, and livestreaming platform.

Sports & Leisure

Physical activity is on the rise among the US population, especially among millenials. Marketing For Wellness recommends that Influencers can help differentiate brands from their competitors in the booming sports & leisure market. Identity and a sense of community are important facets of the sports industry and these ideas of identity and community are becoming increasingly influential in the brands consumers buy.

Results

Through an average of 24 posts to Instagram Story per day, a video share to IGTV in its first week of activation, high daily posting rates (at least 3x per day), along with product giveaways on Taiwan Excellence Instagram and in partnership with 2 Instagram influencers (Nicole Townsend @townsendbeauty and Sandra Scedrina @sandrascedrina) during Summerfest, another giveaway partnerships with Instagram influencer @goodchivesonly directly after Summerfest and continued regular posting to Instagram, MW raised the following of Taiwan Excellence Instagram by 50%.

Results

In 2019 we worked much closer with TAITRA’s team and individual companies to showcase award winning brands and demonstrate how Taiwanese innovations fit into the daily lives of consumers now—and for the future.

Our team has helped TAITRA on 24/7 online service management and delivered even more than what was expected. Aside from managing, monitoring, reporting, advertising, and scheduling Facebook, Instagram, LinkedIn, and Twitter, we were able to deliver 40 Videos Production, 454 Stories created or reposted, 2 Giveaway Campaigns, One on One LinkedIn Outreach, Blog Posts, onsite events support, and additional influencer partnerships.

Results

Marketing For Wellness chose specific interests, behaviors and demographics related to technology, communications, media, sports, exercise, wellness, medical professionals, and automotive industry professionals.

Gaming & Business

Gaming & business influencers range from entertainers to content creators to professional gamers.

Commonly used platforms:
YouTube: play-throughs, theory crafting, highlight reels or other entertaining static content.

Twitch: livestreaming platform where users can follow or subscribe to their favorite gamers or content creators. Also streams for eSports leagues like League of Legends, Counter-Strike, Global Offensive, and Overwatch.

Instagram: short clips of game play or entertaining things content creators want to share.

Twitter: keep in touch and engage with audience when not streaming.


Gaming & Business

Target: Men 18-34

Marketing For Wellness recommends TAITRA continue to focus on YouTube influencers to give longer form, detailed insights on the impressive and innovative Taiwan Excellence awarded tech products.

Many gamers with tech-focused YouTube content are also using Twitch to livestream their gaming sessions. This platform is gaining popularity among gamers. More than 600,000 people tuned in to watch popular rapper, Drake, battle gaming star, Ninja, on Fortnite in March 2018.

A campaign including YouTube dedicated video, Twitch livestream, and posts to influencer’s Twitter and Instagram would make a powerful combination for tech equipment.

Home & Living

Home and living influencers range from interior designers to DIY creatives to mommy bloggers.

Commonly used platforms:
Instagram: photography, graphics and overall personal branding are of paramount importance to this category, showcased primarily on Instagram, and influencers are highly resistant to any product placement that does not match their branding.

Blog: regular written posts allow influencers to share in more depth about projects they are working on, tips and tutorials, personal anecdotes and more.

YouTube: longer form tips, tutorials, project showcases, and anecdotes.

Home & Living

Target: Women 18-34

Marketing For Wellness recommends focusing primarily on bloggers with strong Instagram followings to promote TAITRA’s many home good products.

Blogging serves as a space for influencers to elaborate on products they enjoy and how those products fit into their daily routines and/or their families’ daily routines.

Instagram is primarily a visual medium and gives opportunity to visualize products as they would be used in daily settings, through the point of view of the trusted influencer.

Beauty

The beauty industry was an early and fervent adopter of influencer marketing. Initially, influencer marketing was thought of as an effective way to drive sales. Now marketers cite building brand awareness as the most important objective of influencer marketing.

Commonly used platforms:
Instagram: photos of make-up and hair, product reviews, giveaways, tips and tutorials.

Blog: regular written posts allow influencers to share in more depth about products, tips and tutorials, and lifestyle.

YouTube: longer form tips, tutorials, product showcases, and lifestyle.

Cross Platform Partnership

Our beauty influencer partner, Nicole Townsend, was recently named Best Beauty Influencer of 2018 by Chicago Magazine.

Nicole gave thoughtful insight and positive light to SH-RD Protein Cream in advance and during the Taiwan Excellence showcase at Summerfest. She published a blog post a few days before the Opening Ceremony highlighting its attributes and the ways the product worked for her. A day later she published a video review and tutorial on YouTube.

In addition, Nicole promoted her blog and video on Instagram, Twitter and Facebook and visited the Taiwan Excellence booth during the Opening Ceremony to speak with Artemis Tsai, General Manager of SHAANHONQ. You can view her recap video here.

Music & Creative

Many music artists and creatives are looking to partner with brands to expand their reach.
This is advantageous for each party since musicians and creatives bring unique perspective and can develop exclusive content for a brand in a way other influencers can’t, and partnering with a brand helps musicians and creatives to share their art with new audiences.

Commonly used platforms:
Instagram: music video and performance clips, pictures and Instagram Stories giving behind the scenes access, product / tool reviews.

YouTube: music videos, project DIYs, work space tours, product / tool reviews.

Twitch: livestreaming platform where users can follow or subscribe to their favorite musicians or content creators.

Sports & Leisure

Physical activity is on the rise among the US population, especially among millenials. Influencers help differentiate brands from their competitors in the booming sports & leisure market. Identity and a sense of community are important facets of the sports industry and these ideas of identity and community are becoming increasingly influential in the brands consumers buy.

Commonly used platforms:
Instagram: photos and videos of workouts and meal plans, favorite equipment, and healthy lifestyle.

Blog: detailed workout and meal plans, product reviews, and lifestyle.

YouTube: longer form workout videos, personal training insights, meal prep, and healthy lifestyle.

Results

Marketing For Wellness has taken initiative to incorporate influencer marketing strategies as added value on Instagram to keep TAITRA on the forefront of social media strategy and lay the groundwork for future planning.

Results

Through an average of 24 posts to Instagram Story per day, a video share to IGTV in its first week of activation, high daily posting rates (at least 3x per day), along with product giveaways on Taiwan Excellence Instagram and in partnership with 2 Instagram influencers (Nicole Townsend @townsendbeauty and Sandra Scedrina @sandrascedrina) during Summerfest, another giveaway partnerships with Instagram influencer @goodchivesonly directly after Summerfest and continued regular posting to Instagram, Marketing For Wellness raised the following of Taiwan Excellence Instagram by 50%.


Youtube Overview

Techsource is a well known tech expert. He is a strong influencer partner for Thermaltake Level 20 chassis because his audience seeks out the latest tech information and advice from his channel.
He dedicated the video to explain all of the features of this product and included website links to all product parts in the description.

The views on his video are consistent with his channel’s total subscribers and average video views.

Total views as of September 12, 2019: 206,420*
Total engagements as of September 12, 2019: 12,123*

Social Media Overview

In addition to posting the video on TechSource’s YouTube channel, MW ensured TechSource promoted the video on his Facebook, Instagram and Twitter channels. Doing so helped to increase video exposure. All link clicks refer to number of people who clicked on the post and were led to the YouTube video.

Facebook:
Reached 6,703 people
277 post clicks
44 link clicks

Instagram Story:
Reached 14,546 people
190 link clicks
Byron Oliver Talbott is a Chef, Food Stylist, Photographer, and Culinary Influencer who has done food styling and photography for a handful of television shows including: The Bonnie Hunt Show, House & Their Eyes Were Watching God (directed by Oprah Winfrey), among others.
Bryan pursued a self titled culinary YouTube channel (youtube.com/ByronTalbott) with 1.43 million subscribers where he shares his passion for food;

Total views as of December 30, 2019: 47 201*
Total engagements as of December 30, 2019: 1225

Instagram Overview

Paige Danielle is a well known lifestyle influencer and a strong partner for SH-RD protein cream. Her fans look to her stylish account for guidance on the latest fashion and makeup trends.
In the main post, Paige described the benefits of using the protein cream and mentioned that it helped revive her hair after giving birth. The engagement on her post is consistent with her channel’s total subscribers and average engagement. Below is information about her main IG feed post. Total main post reach as September 12, 2019*: 216,455

Total likes: 31,715
Total saves: 235
Total comments: 46
Total sends: 29

Total main post engagement as of September 12, 2019: 32,025
Total reach (main post+stories): 350,774

Instagram Overview

Austin Evans is a well known tech influencer. He is a strong influencer partner for Innergie PowerGear because he focuses on reviewing tech products that his viewers would be interested in purchasing. He showed the product in use and mentioned key features of the adapter in his main feed post.
The engagement on his post is consistent with his channel’s total subscribers and average engagement. Below is information about his main IG feed post. Total main post reach as September 12, 2019*: 175,902

Total likes: 16,178
Total saves: 82
Total comments: 624
Total sends: 113

Total main post engagement as of September 12, 2019: 16,997
Total reach (main post+stories): 207,661

Instagram Overview

Bobby Botsford is a well known tech expert and strong influencer partner for Okuma Exipor XT. His channel is dedicated to testing various fishing poles. Increasing added value, the video posted in the influencer’s main feed lead to stronger engagement than a static image post. In the video, Bobby demonstrates the main features of the product and how to use the reel.
The engagement on his post is consistent with his channel’s total subscribers and average engagement. Below is information about his main IG feed post. Total main post reach as September 12, 2019*: 13,612

Total likes: 515
Total saves: 25
Total comments: 4

Total main post engagement as of September 12, 2019: 5,821
Total reach (main post+stories): 17,548

Instagram Influencer Partnership

1. Using AI and manual searching, we researched and compiled a list of viable influencers with an organic audience reach aiming to support TAITRA’s goal of a reach of at least 50,000 views by November 15th, 2019.

2. To finalize influencers, MW team worked with the Taiwanese companies (Okuma, Aropec, SH-RD and Innergie), TAITRA Taipei, and the Taiwan Trade Center, Chicago.

3. Based on the product company and TAITRA’s requests, MW provided content outlines, photo direction and key messaging points for all influencers.

Results

679,798 total reach as of September 2019

Exceeding KPIS by +629,798

Youtube Influencer Partnership

1. MW team researched and compiled a list of viable influencers with an organic audience reach aiming to support TAITRA’s goals of at least 200,000 views for two videos by November 15, 2019

2. To finalize influencers, MW team worked with Thermaltake, TAITRA Taipei, and the Taiwan Trade Center, Chicago.

3. MW worked with the influencer to provide video instruction, key messages and social media post copy to ensure optimized engagement and client satisfaction with delivered assets.

Results

254,839 total reach as of September 2019

Exceeding KPIS by +54,839
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