To increase the brand awareness and the number of followers of the biggest computer brands in the world – Acer and Predator. This was the goal we set ourselves in 2018, when we started working for Acer UK. Some of the company’s social media channels already had a fanbase, but some had to be built from scratch. The brands entrusted us with managing their Facebook, Instagram, YouTube, and Twitter profiles.
Our activities were aimed to reach the effect of growth of the reach of the particular profiles of Acer and Predator on social media. The following targets were set:
From the start, the most important aspect of this project was to engage the right influencers, who could boost the number of fans/followers/subscribers for particular brand channels. One of the main elements of the adopted strategy was to do extensive research on Facebook, Instagram, and YouTube, and – in consequence – analyze hundreds of profiles of micro- and macro-influencers.
The influencers we picked had to meet a number of criteria. Most of all, we wanted them to have an engaged community of followers, who readily like their photos, post comments and join discussions in the comments section, and share the posted content with their friends. Another important thing was for the potential collaboration to be flexible. The project required a short reaction time and a partnership-based approach on both ends. When selecting the right people to work with, we combed through social media looking for influencers with a sense of responsibility for the achieved results. That’s why we analyzed their previous partnerships and the forms they took.
We started searching for the influencers who met our criteria in May 2020. The effects of the established collaboration could be seen already in the first – trial – phase of the project, between the end of June and the beginning of July. The second phase was different from the first one in that the number of influencers engaged was bigger, but the adopted mechanics remained the same. At both stages, we took maximum advantage of the potential of the individuals we partnered with, giving them the freedom in adapting and suiting the published content to the target audience – their followers, that is.
The effect of both of the said stages was the achievement – or even surpassing – of most of the set annual KPIs in the first half of August 2020. An excellent example to illustrate this performance is Predator UK’s YouTube channel – we started out with 618 subscribers, hoping to reach 10,000 by the end of 2020. Meanwhile, in August, the figure was almost double the set goal – the number of subscribers was over 18,000.