Post on 30-May-2020
eTourism Summit: Influencer UpdateVisit KC 2016 Social Media Influencer Campaign
“ThebestthingaboutKansasCity,however,isthatnooneistryingtomakethisplacethenextNewYorkorSanFrancisco.We’redoingourownthing…”
—Thrillist
Influencer Campaign Considerations
• Drive social media awareness and engagement • Reach new audiences who may not be familiar with traveling to KC • Drive website traffic and bookings • Procure lasting, high-quality photo content to be used on multiple Visit
KC marketing platforms
Objectives
Execution
• Execute a “hosted blogger visit”, inviting 5 bloggers and social media influencers to share their KC experiences on social media and the web
• Host: Style Blogger and influencer Meg Biram, an KC native
• Generate rich content via influencer blog posts and social media content
Influencer Campaign Considerations
• Was the budget part of your larger 2016 Leisure Campaign budget? Yes
• Were the influencers paid? Yes.
• How else were the influencers compensated?• Meals• Lodging• Transportation in city
What did we do about the budget?
The Influencers
MEG BIRAMMEG BIRAM
Social Following: 91,900+Unique Monthly Viewers: 35,000+
ERIN FAIRCHILDHER HEARTLAND SOUL
Social Following: 35,900+Unique Monthly Viewers: 35,000+
SARAH STEWARTLIFE ON VIRGINIA STREET
Social Following: 94,700+Unique Monthly Viewers: 92,000+
YASMIN HAKIMBANGLES & BUNGALOWS
Social Following: 11,200+Unique Monthly Viewers: 9,600+
DIANA HERNANDEZMOTHER SOUL
Social Following: 20,500+Unique Monthly Viewers: 5,900+
Social Media Content
Snapchats fromMegBiram
Snapchats fromMegBiram
What Did Followers Think?
The Results
• 5 lifestyle influencers shared their #HowWeDoKC story on:• Blogs• Facebook• Twitter• Instagram• Snapchat
• 5.5 million potential total impressions (including social & blog)
• Estimated $55,000 media value
• Assets for Visit KC future use obtained 1 month following visit
Key Campaign Takeaways
• Execution and Planning: Agency vs. In-House• Consider campaign scale when planning budget and going in-house versus
developing via a collaborative partnership
• Contractual Obligations vs. Creative Freedom• Outline specific asks in the contract, but leave room for creative expression.
You’ve identified them because of this creativity!
• Know Your Audiences• Endless opportunity to focus on niche interests
QUESTIONS?