Executing Effective Influencer Marketing on YouTube
IDM worked on a YouTube influencer campaign for Taiwan Excellence to grow awareness in the US market. The campaign covered three business verticals: technology, home, and beauty and surpassed video view goals by 34% and counting.
The Taiwan Excellence Award was established in 1992 by Taiwan’s Ministry of Economic Affairs to recognize and honor both innovation and value among Taiwanese products. It recognizes exceptional products for their robust performance in the following areas: R&D, design, quality, and international marketing. The Taiwan Excellence Award winners epitomize Taiwan’s unique ability in using innovation to create added value in the design and manufacturing of cutting-edge products.
IDM worked with the client to select four Taiwan Excellence awarded products to be promoted through influencer marketing: O’right Shampoos, Pawbo Interactive Pet Camera, BenQ ScreenBar e-Reading Lamp, and MSI GS65 Gaming Laptop. These products were matched to influencer personalities with optimal messaging and tone, channel subscribers, and average video views through extensive research and pitching.
O’right Shampoos were selected for YouTube influencer promotion because wellness and beauty are very strong categories for influencer marketing, some of the first influencer campaigns were for beauty products. Also, eco-consciousness and sustainability are highly relevant conversations in the US market. O’right naturally combines these topics in its product design. Carrie Rad was selected to create a video for O’right Shampoos based on her strong self care messaging and authentic commitment to sustainable lifestyle.
Pawbo Interactive Pet Camera was selected for YouTube influencer promotion because of the nature of interactivity inherent in its design and the popularity of cute pet content on social media. Pawbo Spring was also included for promotion as a package with the camera to show the range of capability of Pawbo products. Mikey Murphy was selected to create a video for Pawbo based on his fun-loving personality and his love for his pets. His busy lifestyle as an influencer in LA makes Pawbo products a valuable addition to his routine to allow him to stay connected to his pets throughout the day.
MSI GS65 Gaming Laptop was selected for YouTube influencer promotion because of the rising popularity of the gaming industry and category. The once niche followings of gamers and tech enthusiasts continue to become more mainstream. UrAvgConsumer was selected to create a video for MSI based on his expertise in tech products and authentic product review videos.
BenQ ScreenBar e-Reading Lamp was selected for YouTube influencer promotion in the US market based on popularity in the Taiwanese market. The product is tech savvy and useful in home and/or office design. TechnoBuffalo was selected to create a video for BenQ based on his expertise in tech products. He is a go-to source for perspective on emerging technology.
Learn more about our know how working with social media influencers by visiting our microsite.
Going Beyond and Adding Value
IDM created an English YouTube channel for Taiwan Excellence to supplement the YouTube influencer videos and provide a base for future growth with the US audience. Videos living on individual YouTube channels are more difficult to track and support with ad budget, and influencer content on a Taiwan Excellence owned channel allows for more long term impact from influencer partnerships. So IDM recommended this combined strategy of influencer partnerships along with creation of a Taiwan Excellence English YouTube channel.
In total, this campaign surpassed client view goals by 34% through careful research, negotiation, contract writing, video monitoring and targeted advertising. As influencer marketing has come to prominence and continues to grow and change, IDM is making this strategy a priority for many of our clients alongside our ongoing research of the tactic.