For our fourth week of Influencer Month, social media agency WeAreTENZING, takes us through some of their most successful campaigns.
Fuse x Cabot’s x WeAreTENZING
Fuse partnered with WeAreTENZING to implement the influencer marketing component of their Cabot’s campaign. Cabot’s are leading woodcare specialists providing a quality range of stains, varnishes, oils and paints to preserve and beautify timber at home. The objective was to cement Cabot’s place as New Zealand’s number one woodcare brand and drive sales to Bunning’s and Guthrie Bowron.
Fuse identified three key content creators, Clint Roberts (@clintstagramm), Larissa Carlson (@theleostyle) and Jordan Watson (@howtodadnz) to work with them on achieving this objective.
Each of them brought their own unique style to the campaign. Clint and How to Dad showcased the use of Cabot’s in a more traditional sense to engage with their audiences. Jordan decided to pay it forward and treated his Dad to a refreshed deck in time for summer, whilst Clint ensured that his deck was ready for the upcoming BBQ season.
As a creative, Larissa wanted to showcase how the product could be used by her family-focused audience. With the rise of cubby houses and mud kitchens being on every parents kids-play checklist, Larissa decided to re-stain the cubby for a more modern aesthetic.
With this point of difference, Larissa was able to present Cabot’s in a versatile light and encouraged her audience to give this project a go.
The AA x Vodafone x WeAreTENZING Direct
The AA is one of the most respected organizations in New Zealand, with services including roadside breakdown assistance, exclusive AA Smartfuel offers, insurance, finance, travel and a range of motoring services and advice. They are passionate about safe roads, safe cars and safe drivers. Above all, they want to make mobility safer for all New Zealanders
Vodafone is proud to be a leading digital service and connectivity company, and they want to ensure Kiwis are staying connected safely. We believe in working collaboratively with innovative, thought-leading partners to solve real human problems for New Zealanders. We want to inspire New Zealanders to take road safety seriously and promote behaviour change.
The challenge? How to relay the dangers of texting and driving to some difficult to reach audiences.
The solution: Partner AA and Vodafone with two of the country’s best content creators, How to Dad (@howtodadnz) and The Cougar Boys (@cougarboys). who together have a combined following of over 3 million people, including a large proportion of New Zealand’s parents and young Maori & Pacifica.
The partnership began with the AA and Vodafone at the heart of the content creation including several creative sessions. Each creator has their own district voice and took a unique direction early on. However, both concepts utilized humour to generate organic audience through sharing.
“We loved working with Jordan and the Cougar boys. They’re great talent with strong values which made creating compelling content that much easier for a cause we were all passionate about, reducing distracted driving,” says Dougal Swift, general manager of membership and brand at the New Zealand Automobile Association Incorporated.
The Result: 1,381,149 million people reached, 701,476 video views, 54,604 engagements including over 3,800 shares, coverage on TVNZ Breakfast, Future Five and in the New Zealand Herald.
Mango Communications x American Express x WeAreTENZING
When Mango Communications were looking for inspirational travel content creators for their client American Express, WeAreTENZING were able to deliver some of New Zealand’s best talent.
Ben Mikha (@benmikha), Lola Gosling (@lola.photography), Carmen Huter (@carmenhuter) and the fashionable Amber Peebles (@amber_peebles), were tasked with informing their respective audiences on the benefits of the American Express Airpoints Platinum Card.
By creating aspirational content that heroed the unique travel benefits the card has to offer, each took a slightly different route to create an authentic story that integrated the card into their own travel narrative.
Ben created one of the highest quality brand videos you’ll see, where he took his viewers from the urban jungle to the sparsely populated islands of French Polynesia. Lola and Carmen travelled together to Hawaii where they swam with dolphins and hiked amongst the island’s volcanic region. While Amber shared her experiences via travel hacks, and in typical Amber style, a fashionable photoshoot taken while visiting London.
Working closely together, both Mango Communications and WeAreTENZING were able to blend key messaging with the unique tone of voice of each content partner (not an easy task!), and in turn, creating some of the highest quality content seen in recent influencer campaigns.
While this was apart of a much larger body of work from Mango Communications, the WeAreTENZING content creators were able to deliver fantastic results including delivering a total of 1,081,399 impressions (using Instagram, Facebook and IG Story content) and an engagement rate in excess of 6.92 percent, and more importantly, inspired the key target audience to consider how a financial services company such as American Express can help get them on their next adventure faster.
This story is part of a content partnership between WeAreTENZING and StopPress. It’s also part of a StopPress series examining influencer Marketing. To read more on Influencer Marketing, click here.
