Working with nano and micro influencers to increase exposure for North West festival

Research and Insights:

• Due to a limited budget, and no extra benefits other than the gifted family ticket to the festival, we immediately had to create a plan of action that would be realistic but also achieve our goal of working alongside ten influencers.
• Researched and analysed existing social content to discover influencers who had attended organically in previous years, then reviewed their content, following and brand alignment to create the ideal influencer demographic for the client.
• Through our intelligent insights and research, we identified nano and micro influencers who fit perfectly with the brand and embodied the ‘family-friendly’ aesthetic.
• Utilising our collaboration tools across social channels, we were approached by more influencers who were vetted from a trust signal perspective, as well as a brand view.
• We also helped implement affiliate links with the influencers so the client could track how their content converted, as well as performed.

Always-on approach:

• We adopted an ‘always on’ approach to our influencer marketing, which means we didn’t just research and select our influencers over a week, we refreshed our way of working every so often to identify influencers across a range of platforms (mainly Instagram and TikTok).
• Working with the chosen influencers we created a content calendar of key dates and messages for Deva Fest, and aligned their messaging with the brand and their individual audiences.
• Despite the client not owning a TikTok account for the Deva Fest brand, the influencer who opted for this channel performed as one of the highest with two of her videos culminating in more than 10,000 views – 63% of her total audience!