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Influencer Marketing Proposal for Alphadopet

Influencer Marketing Proposal for Alphadopet

Goals

Alphadopet's goal is to find a way to build a brand presence through influencer marketing.

  • Long-term branding
  • test campaign for learning
  • campaign for content-seeding

Recommendation

Main focus of the campaigns

  • SEO
  • content-seeding
  • building brand-trust
  • brand awareness

Campaign Recommendation

Stage 1

Brand-trust Campaign Seeding Campaign

As a newly launched brand in the US, we recommend Alphadopet to launch the first campaign to 1)test the water with micro-influencer campaign and 2)identify two or three macro-influencers to create a "seed" content to attract more influencers to future campaign.

Stage 2

Awareness Campaign

Using the data from the Stage 1, expand influencer pool to increase awareness through 1M reach

Stage 3

Conversion Campaign

Using retargeting and lookalike, work with influencers who can bring clicks to your website for conversion

Recommended budget & expected result

※ Campaign Budget: 30% managed service fee will be added

Copy of Expected result

NamebudgetPeriodViews(min)Views(max)CPV
Stage 1
$10,000.00
3mo
100,000
555,556
0.063
Stage 2
$30,000.00
6mo
337,079
1,428,571
0.041
Stage 3
$50,000.00
6mo
442,478
2,631,579
0.039

Numbers in the table above are just estimates and subject to change

General Information

What brands can achieve with Musetown influencers

  • Increase “Brand Trust” through YouTube videos that appear on Google/YouTube search results when people search for your brand/product.
  • Identify the “right type of creative content” for your marketing that can engage with your target customers and drive actual results.
  • “Drive traffic” to your landing page for a special marketing campaign, e.g. Amazon Prime Day

How is Musetown different?

  • Automated influencer activation: We bring influencers to you, so you can choose the right ones based on our analytics tools.
  • Performance-based pricing: We suggest a reasonable price (range) for the content to help you save time from the tedious price-negotiation. You pay only for the actual result.
  • Workflow & tracking: we remove the manual process of working with influencers to streamline workflow and track the performance.

Pricing

  • We charge a 30% service fee upfront for Managed Service.
  • No fixed budget requirement for each campaign but we do require a minimum $2,000 commitment for the first campaign.
  • Branded video: avg CPM $50-$100
  • Mention/PPL video: avg CPM $20-$60

Campaign Types

We recommend brands to take a staged approach to maximize the value of working with influencers. You can start by creating a couple of review or tutorial videos that will show up on search results of Google/YouTube when people search for your product. This will help you build a brand-trust with your potential customers when they first search for your product.

Then, start working with creators who can introduce your product to their fans in their video in a creative and authentic way. This campaign can help raise brand-awareness and engage with your potential customers. Also, you can identify the type of channel/content that works best for your product to continue sending messages for conversion or license the content for your other marketing activities.

After you build the brand-trust and know what types of content works for your target customers, start working with influential creators who can influence your customers’ purchase decisions and bring traffic to your store page. You can convert them into real customers with promotions such as special discounts.

Type #1: Brand-trust Campaign

This campaign helps brands create videos that can explain how the product can be used, why customers should try it, and what are the key benefits of the product in a creative way. When your potential customers search for your brand/product, these videos will show up on search results and help you build brand-trust with them for better future engagement and conversion.

Type #1: Brand-trust Campaign

itemdetail
Goal
Build brand-awareness and brand-trust through YouTube videos
Budget
$2,000 ~ $5,000 NOTE: A smaller budget may limit the number of creators our system can reach because of the budget ceiling. We recommend starting the campaign with $5,000 for the best result.
Period
Overall, it takes 6 weeks on average from launching campaign to publishing the videos. It takes one to two weeks to get applications from creators. Once you select the creators you want to work with, it takes two to four weeks to get the video uploaded. We recommend running a series of this type of campaigns for three to six months until you build a solid online presence with evergreen content.
Target Influencers
Our system will identify the relevant creators based on brand/product information. Brand can adjust the target influencers using specific keywords(such as tech reviewer, family camping, couple vlogger, etc) and example videos.
Content Direction
For this brand-awareness videos, review, unboxing, how-to, tutorial videos works best with brand/product name and link appear on the title and description of the video
Influencer Size
10,000 - 100,000 subs
Expected Result
The goal should be the content itself than views for this campaign Minimum 25K ~ 62.5K views YouTube videos may appear on the search result page(Google/YouTube) * NOTE: The number of videos produced may vary depending on which influencers the client chooses.

Type #2 Awareness Campaign

This campaign helps you create content that can help your potential customers engage with your brand/product through the creator’s creativity. Brands use this campaign to identify content that your potential customers engage and use it for their marketing. Potential customers who engage with the content are more likely to convert. Thus, you can retarget the channel/content that worked for conversion with discount code or promotion.

Type #2 Awareness Campaign

itemdetail
Budget
$10,000 ~ $50,000
Goal
Channel/Content discovery Brand-awareness Conversion test
Period
Overall, it takes 6 weeks on average from launching campaign to publishing the videos. It takes one to two weeks to get applications from creators. Once you select the creators you want to work with, it takes two to four weeks to get the video uploaded.
Target Influencers
Our system will identify the relevant creators based on brand/product information. Brand can adjust the target influencers using specific keywords(such as tech reviewer, family camping, couple vlogger, etc)
Content Direction
You can provide specific content directions if you want. Majority of our brand partners ask creators to propose content ideas so they can choose ones they like.
Influencer Size
50,000 - 1,000,000
Expected Result
Minimum 60K ~ 125K Identify the types of channel/content that can send clicks to the client’s landing page(Musetown tracks the click data) The number of videos created can vary depending on the size of the influencers the brand chooses to work with.

Type #3 Conversion Campaign

Once you build brand awareness and start to engage with your potential customers, you can run this campaign to convert them into actual customers using the data from the previous campaigns. Brands work with the creators that showed high engagement or CTR again or activate similar creators to drive traffic into their store page and convert them into sales.

Type #3 Conversion Campaign

itemdetail
Budget
$10,000+
Period
Overall, it takes 6 weeks on average from launching campaign to publishing the videos. It takes one to two weeks to get applications from creators. Once you select the creators you want to work with, it takes two to four weeks to get the video uploaded.
Target Influencers
Our system will identify the relevant creators based on brand/product information. Brand can adjust the target influencers using specific keywords(such as tech reviewer, family camping, couple vlogger, etc)
Content Direction
In most cases, brands give creators some freedom in terms of how they integrate the brand's message into their video because they are really good at it. By integrating the brand's message in the video that your potential customers will watch, you can bring the right traffic to your target page.
Influencer Size
Based on the data from campaign #1 and #2
Expected Result
Minimum 125K views (Maximum CPM $100) Drive Clicks Sales conversion

Type #4 Seeding campaign for long-term virality

During the early stage of marketing, you may struggle to get influencers attention to your campaign. In this case, we recommend you to identify some macro influencers who are interested in working with you by paying for the content. The reason you may want to do this is to send a signal to other influencers that you are legit and showcase some sizable influencers are already working with you. This way you can earn influencer's trust, so you can active more influencers for your campaign afterwards.

Additional info

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