So 2 months ago, my current workplace has just launched a micro-retail shelter that will be located around the mosque. The initial idea was to return the community to the mosque and make it more sustainable in terms of economic income. Then, the product and business team also asked me as product marketing to make an introductory mini-campaign about this product. I immediately thought about the strategy to introduce this product to the market, what I did was:
- Knowing the product stage: because this product has just been launched, in the marketing funnel side, we try to focus more on awareness of this product rather than hopping on the conversion.
- Knowing How to position our brand and our product message: we try to explore the emotional and functional side of this product. We agreed to highlight the social side as well as the benefits of this product
- Knowing our potential market: as product marketing, I dig target market that has been set by a team of business and product as well as tries to look at the segmentation of users (demographic, geographic, psychographic, behavior)
After defining all that, I went straight to the next stage which is how to execute the campaign properly. The things that must be prepared are:
- Set a goal: determine what is the most appropriate goal for this campaign, after I negotiated it with the team, the goal of this campaign is impression/views
- Set timeline: determine when we will launch this campaign
- Define channel: to start this campaign, instead of focusing on various channels, we only focus on one channel, in this case, is influencer marketing.
- Profiling the influencers: We explore the emotional and functional benefits of our product and sort out who will represent our product.
- Create content brief & guideline: before working with influencers, we create simple briefs that the influencers can develop themselves.
We believe influencer marketing is about collaboration and not an endorsement. To get the right results, we have to assume that influencers are not just assets, but also part of the product’s target market. With this mindset, we are sure that influencers will unleash their full potential in this collaboration.
To be honest, the selection of influencers in this campaign came from the accident. One time my friend sent content from an Ojol named Babeh Ary or usually called @BabehOjol. He, himself, is an Ojol driver that has been quite viral lately. After I saw it, I thought that he was the influencer who was the most suitable for this project. The reason is:
- Profile that matches with our product benefits: our own product has the aim to become a shelter for Ojol, where there are several product features that are suitable for Ojol drivers: cheap coffee, a place to rest, wifi, and charging places.
- Influencer value: BabehOjol is known as a tireless worker and always helps other motorcycle riders.
- Influencer channel engagement: at that time, the biggest channel for @BabehOjol was on Tiktok and lately, Tiktok has also become a channel that is often used by several brands to advertise.
BabehOjol (@babehojol) TikTok | Tonton Video TikTok Terbaru BabehOjol
BabehOjol (@babehojol) di TikTok | 3.7M Suka. 263.5K Penggemar. suka berbagi kebaikan walau cuma senyuman.. bisa…
In principle, we believe that the influencers know about the platform. So we gave BabehOjol the freedom to explore all the storylines and ideas of this collaborative project but it still in accordance with the main goal of this campaign. We also highlight what can and cannot be done in the related content.
We ask BabehOjol to publish content on all its platforms (Instagram, Tiktok, and Twitter). For Twitter and Instagram, the engagement is more than 30% on his average post and for TikTok we got 2 million views and 200K likes in less than 2 weeks. We do not ask BabehOjol to put our product name in the caption of the content because basically, our brand name is clearly visible in several related content scenes. Even so, in the comments section, people are still aware of our brand and it is still in people’s discussion.
In closing, from this case I can learn some valuable lessons that can be applied to future projects:
- Knowing the product stage: Understand the marketing funnel and the product stage. In the context of this campaign, our product is still in the awareness stage. Putting promos and being too hard- selling is unnecessary.
- Start collaborating, not endorsing: Basically, the creator is the person who knows the most about the audience from the platform. It’s a good idea for us as marketers to consult and brainstorm with creators in the campaign we are going to create. Make the creator be a part of the campaign, not just the campaign executor.