The 4H marketing team came to HireInfluence to recruit influencers for its Inspire Kids To Do (IKTD) campaign. As part of the campaign, 4H published more than 60 activities parents could do with their children to INSPIRE them to act with purpose in their community over the summer months. The suggestions included things such as hands-on crafting and community-oriented activities designed to help parents build strong future leaders. 4H was really looking for ways to streamline communications and deliver powerful calls-to-action. The organization wanted to produce content that would inspire moms and kids and drive engagement amongst its target audience.
Our team built a strategy around INSPIRATION. With an intent to utilize influencers to bring the activities to life so that audiences would be inspired to get involved and also circulate the list ideas to other mom communities for consideration for summer activities.
The campaign was planned across YouTube, Facebook, Instagram and Twitter with both organic content as well as a contest element.
To reach a wider selection of moms, our team’s strategy also involved using blogs as blogs are one of the top forms of online media consumed by moms with older children and help to drive the most click-throughs. In addition, blogs provide a long-term dividend possibility for campaigns because blog pages are indexed by search engines, and content becomes evergreen and searchable.
Our team hand-selected, vetted and activated a wide selection of influencers, including Twitter and Instagram influencers and high-impact bloggers with large social network across Facebook, Twitter and Pinterest to aid in the distribution of blog content.
We leveraged the power of mom blogs and Pinterest to position the IKTD list as a top activity for moms and kids during the summer months. Influencers shared their favorite ideas and their enthusiasm for 4H’s mission through written blog content to help drive downloads.
The influencers were successful at producing authentic content that inspired audiences to get involved by incentivizing social sharing, including asking people to upload photos of kids participating in the campaign’s activity ideas. Blog content was distributed through each blogger’s social networks, along with a paid ad component that allowed us to extend organic reach on platforms like Facebook while securing additional low cost impressions.
To further involve audiences, we secured active Twitter moms to lead and moderate a discussion via a Twitter party. The influencer moms discussed ideas around summer activities, their thoughts on how to develop kids into future leaders and how to help children get involved with the community.
Finally, our team used Instagram to mock-seed participation in the contest. The influencers posted about doing at least one activity on the list, creating the message that “people of influence” were participating, which further inspired audience participation in the activities and the social sharing component of the giveaway.
Over the course of the 45 day campaign, the 18 influencers reached 50.6M people and generated 101.8M engagement indicators.