Populr goes behind the scenes of some successful campaigns

As part of Influencer Month, Populr showcases how it’s building trust, reaching people, raising money and generating attention through its campaigns.

Read Populr’s Q&A on sparking authentic conversations. 

Good Health

Good Health is a proud locally operated business, offering a range of over 350 products to boost natural immunity and enhance wellbeing. The business-led the turmeric category and wanted to maintain their number one position, while fighting an aggressive price war with competitor brands.

The challenge? How to differentiate our turmeric range in a category dominated by switching based solely on price.

The solution: Partner the brand with two of the country’s most iconic sporting legends, Richie and Gemma McCaw.

The partnership was authentic, launching their new Good Health Turmeric Sport product, driving brand awareness, category growth and sales. The iconic duo were leveraged across television, out of home, digital and social media, naturally including their personal platforms. Their influence went beyond traditional communications to in-store displays, signage, retail/POS and staff events.

“The truth is influencer marketing isn’t a new concept. It’s partnering brands with well-known, credible personalities to build brand awareness and trust with customers and prospects,” says James Polhill, managing director of Populr.

Mai FM / MediaWorks

Mai FM is the country’s number one hip-hop and R&B radio station. Every year they countdown the hottest 900 tracks of all time, voted by the public.

The challenge? Get the younger generation to pay attention and stimulate voting. Our solution? Challenge two of the biggest All Blacks to battle for internet supremacy and capture the imagination of hip-hop fans throughout the country. Known for their love of music, Israel Dagg and Julian Savea rapped and danced to the camera, and inspired their large social communities to participate.

The results: We reached 2,431,689 people, generating 653,274 video views, with 39,564 reactions, comments and shares.

“The brands we partner with share our ambition to create ideas and conversations that are overheard, shared and interacted with, on a mass scale,” says Polhill.

Steptember

The challenge? Steptember is a global fundraising event encouraging people to take 10,000 steps a day for the month of September, raising funds to support those with Cerebral Palsy. Three years ago, however, few had heard of Steptember and the ambition was to become a household name and raise $1,000,000 for the charity.

The solution: The #stelfie. Across the month of September, our talent posted selfies with their pedometers and encouraged others to do so with incentives. This simple, highly effective campaign, built a much larger conversation throughout the country. The campaign was led by Joseph Parker, Maria Falau, Rachel Hunter, Suzy Cato, Dom Harvey, Ben Boyce, Simone Anderson, Shavaughn Ruakere and Tiki Tane, amongst many other well-known names, quickly picking up a pedometer for the cause with many sharing personal stories along the way. The result: Over $960,000 raised in donations.

“We continue to influence consumer behavior with high-profile talent,” says Polhill.

Red Bull

The challenge? Red Bull wanted to raise awareness and drive downloads of their new Red Bull Drift Shifters Augmented Reality mobile game.

The solution: The creative approach put two of the biggest names in their respective sports, Mad Mike and Shaun Johnson, head-to-head and rallied their large social communities against one another. The duo called each other out on Facebook, attracting the attention of mainstream media, and prompted sports fans to download the game and buy a four-pack for the chance to win two spots on their pit crews at Hampton Downs. The result: We reached 2,548,250 people, with 38,102 reactions, comments, shares, generating a 300 percent increase in app downloads.

“Our biggest competitive advantage is the depth of roster and access to the highest-profile talent in the country,” says Polhill.

This story is part of a StopPress series examining influencer Marketing. To read more on Influencer Marketing, click here.

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