INFLUENCER MARKETING
YouTube Reviews
Influencer-Led Product Stories
I spearheaded an influencer strategy focused on authenticity, authority, and engagement, rather than solely prioritizing follower count. Recognizing the power of trusted voices within niche communities, particularly in the women's motorcycle scene, I sought influencers whose genuine connection with their audience made them invaluable ambassadors for our brand.
Our approach prioritized influencers with smaller, yet highly engaged followings, ensuring that their recommendations carried weight and fostered genuine connections with our target audience. By tapping into the trust these influencers have cultivated, we were able to effectively convey the benefits of our products, especially in simplifying the complex technology behind them.
Central to our strategy was leveraging new media platforms, particularly YouTube, as a key avenue to reach our audience where they actively sought motorcycle-related content. Through strategic partnerships with influencers in the motorcycle community on YouTube, we engaged prospective consumers and guided them through the purchasing journey, ultimately driving them into the sales funnel.
Role:
• Influencer Marketing Strategy and Management
Holiday 2023
UGC-Campaign
Leading the strategy and overall management, we embarked on a pioneering an ambassador-driven social program, leveraging Reels to connect with our audience during the festive season. Departing from traditional hard-sell tactics, I aimed to humanize the brand by spotlighting the products our community truly loves through the lens of our trusted ambassadors.
The result? Some of our most compelling and engaging content of 2023. Partner Reels in collaboration with our ambassadors, resonated deeply with our audience, capturing the spirit of the holidays while authentically showcasing our brand. One standout post, a holiday riding Reel featuring BMX creator Carly Kane, emerged as the crown jewel of our campaign.
This Reel not only garnered significant engagement but also became our third most shared content in the past two years, showcasing its immense impact and resonance with our audience. Moreover, it sparked lively conversations, becoming the most commented-on post in the same timeframe.
The campaign's success was further underscored by its impressive reach and engagement metrics. We achieved 500K video views, with 60% of them being unique, indicating a strong interest from prospect audiences. Additionally, we doubled our content shares, demonstrating the campaign's effectiveness in driving organic engagement, as well as widening our reach for top-of-funnel marketing.. Furthermore, we gained 2,000 new followers on Instagram from the campaign alone.
Role:
• Influencer Marketing Strategy and Management
Influencer Takeovers
Dualsport Summer
I orchestrated an influential marketing campaign for Bell Helmets, leveraging a unique off-road experience known as "Dual Sport Summer" held in Big Bear, California. Partnering with Babes In The Dirt, we aimed to showcase this exclusive event to the Bell community, inspiring more women to explore off-road biking.
The campaign centered around two riders, Malary Lee and Becky Goebel, each with distinct backgrounds in hard enduro racing and chopper building. Through personalized interviews and social media coverage, we followed their journey at the event, highlighting their individual perspectives and experiences.
Our objectives were threefold: to encourage women in the Bell community to expand their two-wheeled interests, engage different audiences within the moto space through brand ambassador partnerships, and promote Babes In The Dirt and their all-women's events.
Activating across various platforms, including ambassadors' Instagram accounts and Bell Helmets' Instagram, we announced event attendance, shared event recaps, and facilitated ambassador takeovers. By strategically utilizing social media outlets and engaging with our audience in real-time, we successfully amplified the reach and impact of the campaign, driving brand awareness and fostering community engagement.
Role:
• Social Media Strategy
• Influencer Marketing
• Copywriting