Developing profitable influencer advertising campaigns is not any straightforward job. If you’re trying to get your model or firm in entrance of customers, you must work out not solely which influencers to work with, but in addition if they’ll get the views and outcomes you need.
Fourth Floor Creative manages to do all this stuff each day.
Boasting in depth media expertise throughout the corporate, the UK-based company creates high-quality campaigns that routinely exceed their model companion’s expectations.
For instance, from August to October 2019, online game developer Klei Entertainment earned three.9M sponsored 7-day views (V7) on YouTube throughout 10 of Fourth Floor’s creators on a marketing campaign to advertise its recreation Hot Lava. This was 41x larger than the common V7 of 94.9K throughout all world sponsored gaming campaigns throughout the identical time interval!
Fourth Floor accomplishes these outcomes by creating worthwhile, participating content material that stands up in its personal proper.
The firm shared with us its technique for creating successful influencer advertising content material and benefiting from its model partnerships. Any content material creator excited about doing the identical will uncover:
- Three examples of influencer advertising campaigns that scored large
- The company’s method to the creator-client relationship
- Data and analysis methods to tell every branded content material venture
Let’s get to it!
What Three Successful Influencer Marketing Campaigns Look Like
Fourth Floor Creative’s method to model partnerships is easy: it places artistic first, even earlier than viewers attain. And for 3 of those partnerships, this method yielded spectacular outcomes.
Gameplay Content Earns Millions of Views and Top Sponsored Spot
For starters, Klei Entertainment teamed up with Fourth Floor in September 2019 to advertise its new online game Hot Lava. The company approached this large-scale marketing campaign by looking for and sourcing quite a lot of related gaming creators utilizing Tubular knowledge.
Fourth Floor and Klei labored with round 10 completely different creators to create and launch Hot Lava gameplay content material on their channels. Creators like YOGSCAST Lewis & Simon, MoreMuselk, ItsFunneh, Also Fitz, and SwaggerSouls generated 7M whole YouTube views for Klei so far.
Fitz’s video specifically grew to become an enormous breakout with 1.6M V7 sponsored views. It additionally was #eight in September for common sponsored V7 views on YouTube throughout all gaming creators within the UK and Australia.
The actual success of this marketing campaign got here from its total V7 metrics. Fourth Floor’s Hot Lava marketing campaign pulled a three.9M sponsored V7 from August 1 to October 31 of 2019, which was 41x larger than the common 94.9K V7 of all worldwide sponsored gaming campaigns throughout that very same timeframe.
Live-Action Production Proves Value of Influencer Marketing
Fourth Floor’s subsequent success got here from what CEO Rich Keith calls the company’s most cinematic and sophisticated live-action productions so far. The company teamed with Capcom to movie a live-action manufacturing in Iceland for the sport developer’s Monster Hunter World: Iceborne growth.
The marketing campaign targeted on the thought of squad-building camaraderie in preparation for the discharge of the growth, ending with an “expert gamers meet noobs” in-game co-op coaching session as soon as the staff had bonded within the icy wilderness with real-life challenges like climbing a glacier.
Creative companions from Fourth Floor included Arekkz Gaming, Rage Gaming, My identify is Byf, and MessYourself/MessYourself Gaming.
Across all of the creators’ YouTube channels, the Iceborne marketing campaign pulled in over 697Ok views as of April 29, 2020, exhibiting that not all gaming content material needs to be primarily based solely on gameplay or “how to” content material to generate views.
Brand Partnerships Can Extend to Events, Too
Another one in all Fourth Floor’s extra distinctive campaigns was in-person gameplay occasions for recreation developer and writer Codemasters, centered round its new racing title GRID.
The multi-stage marketing campaign began with a London-based occasion, the place creators have been in a position to play and report their very own movies of GRID; these generated over 983Ok views on YouTube as of April 29, 2020.
The marketing campaign adopted up with the same occasion in San Diego to strategically capitalize on the inflow of creators for Twitchcon; these seize movies earned greater than 900Ok YouTube views since April, as effectively.
The Codemasters marketing campaign then completed up with game-code mail-outs for creators who couldn’t make the occasions or who needed to create extra movies about GRID. All in all, the post-launch movies totalled three.4M views throughout all concerned creators on YouTube as of April 2020.
Both occasions displayed Fourth Floor’s event-wrangling dexterity on each side of the Atlantic, alongside the company’s capability to supply the proper content material creators to drive content material within the follow-up.
How the “Creativity Multiplier” Sets Up Creators as Partners
Some companies deal with pairing manufacturers with influencers who’ve massive audiences, treating these creators merely as a technique to get extra viewers attain.
Fourth Floor doesn’t assume influencer advertising can work that method. Instead, as Keith notes, it operates on the thought of the “creativity multiplier,” which views content material creators as important artistic companions extra than simply “influencers.”
In truth, Fourth Floor’s main aim is to raise creators by giving them an amplified platform to do what they do finest throughout all their model partnerships.
“We’re not in the business of making creators change who they are for a brand deal,” stated Keith. “We’re about creating real, mutually beneficial collaborations that audiences and communities love.”
How does Fourth Floor make this occur? With the assistance of video analytics.
Why Video Data Is Essential for Brand Partnerships
A key aspect for Fourth Floor when organising its collaborations between creators and model purchasers is knowledge and analysis.
Initially, the company pulls channel knowledge from Tubular to find out which content material creators meet the necessities of the consumer’s temporary.
This observe additionally helps Fourth Floor uncover different insights, comparable to:
- Refining cross-over audiences to assist widen marketing campaign attain whereas sustaining relevance
- Discovering new angles of viewers connection and discovering in-roads to a related demographic that the consumer could not have considered
- Solving extra advanced issues like how one can discover creators with robust audiences in particular, client-requested areas exterior their native location
- Keeping on high of the evolving creator panorama (together with rising channels, channel progress, content material and technique modifications, and shifting audiences)
Video analytics moreover help Fourth Floor in reporting practices.
“Because we’re content material and creator-minded slightly than dealing in conventional adverts, we try to ship full content material insights, not simply efficiency studies,” stated Keith.
Keith added that Fourth Floor needs its marketing campaign reporting to ship a holistic understanding of what labored, how, and why, and for it to “be able to prove our interpretations with a variety of data.”
Takeaway: A Creative-First Approach Builds Strong Campaigns
Fourth Floor Creative is aware of how one can produce robust influencer advertising campaigns that present actual outcomes for its model partnerships.
These outcomes may be traced again to the company’s creative-first method. Instead of specializing in the normal influencer-reach mannequin, Fourth Floor creates branded content material that makes an influence and isn’t simply forgotten.
And when manufacturers get the outcomes they need from creatives who aren’t simply getting used for his or her viewers attain, that’s a recipe for true influencer advertising success.
Gaming has grown exponentially throughout covid-19, creating an enormous alternative for manufacturers who need to attain audiences like Fourth Floor Creative did!