THE Yonex STRING PROJECT celebrates the 15th Anniversary of the POLYTOUR PRO Strings.
For YONEXServices INFLUENCER, CONTENT, COMMUNITY
Clear and image-driven email that highlights Lens Distortions expertise in the industry and its connection to creators.
HIGHLIGHTS
From a design perspective, larger text and less of it makes emails not only easier to read but integrates the messaging into the overall look and feel. Header text can overlay on images with a purpose to make a point while good imagery can tell a story. Testimonials and user quotes can play as section breaks while adding value to the end communication.
We simultaneously migrated the newsletter list from MailChimp to Klaviyo working with a large audience to an even more robust platform. This requires a warm-up period that can bring on its own challenges but in our case yielded some great open and click through rates. Klaviyo has had an incredible impact on such a detailed and robust company, and going forward detailed segmentation needs to be incorporated to get the most out of each subscriber who clues into the newsletter.
Throughout this campaign, there were detailed asks about timing and messaging while also allowing room for creative flexibility. Influencer campaigns aren’t like other marketing channels, especially when working with multiple partners. They each bring their own level of experience, both creatively and on campaigns, that influence their output. This approach is what led to 260% increase in reach for one of the influencers Instagram reels.
CAMPAIGN
This campaign ran for close to a month supporting some of Lens Distortions messaging and main campaign points.
Our influencer management tool, dios, made the process of managing the campaign from start to finish efficient for both our influencers and brand partner. It makes outreach, alignment, content creation, and management easy and allows you to scale your campaigns.
Although we were looking at reach and engagement rate for priority metrics, we kept an eye on traffic, revenue, CPM, and the performance of two landing pages. All of these are important in understanding the impact of the campaign and potential partners for future initiatives.
INFLUENCER SYSTEMS
district influencer systems approaches campaigns through a lens that blends experiences, influencers, and storytelling to increase reach and extend the life of the campaign.
In this case we doubled down on two of these items in the person we were collaborating with and the content they created. We focus first on the creator or influencer before giving any type of creative direction for the campaign. That’s not to say that we didn’t have a campaign brief. We did. It’s only to say that when you partner with creators and influencers that align well with the brand and create content that supports brand building, the creative trust you give them goes a long way in supporting the campaign initiatives.