Native Advertising & Influencer Marketing Masterclass

NATIVE
ADVERTISING &
INFLUENCER
MARKETING
MASTERCLASS
Patrick Searle
Group CEO GetCraft
patrick@getcraft.com

The questions we will answer today
1) What is native advertising?
2) What are the trends around native advertising in
S.E.Asia?
3) What sponsored content opportunities are available
for my brand?
4) How to decide which publishes & influencers to work
with?
5) What are the best practices when it comes to working
with publishers & influencers?
6) How do I measure the effectiveness of all this work?

Graphic Design -
Infographics
1x Instagram
Photo
Explainer /
How-To Videos
Blog Writing - up
to 1,000 Words
Southeast Asia’s
premier content marketplace,
for all your content production and
sponsored content needs.
2,500+
Influencers
400+
Publishers
600+
Writers & Editors
500+
Photographers
300+
Designers
900+
Videographers
Welcome to

Open in 4 markets with Thailand & Vietnam coming soon!
MALAYSIA
SINGAPORE
PHILIPPINES
INDONESIA

Last year we worked with 350+ brands

We help educate via articles, interviews, white papers, trainings and events!

Answer your questions in the RHS box and we will answer after each section
During today's training if you have
any questions that come to mind,
please do ask them in the
Question box on the Right Hand
Side.
We will try to answer up to 3
questions after each section and
all the remaining questions during
the 30 minute Q&A after the
training.

There is a lot of confusion around the definition of native advertising
SPONSORED CONTENT ?
NATIVE ADVERTISING ?
BRANDED CONTENT ?
CONTENT MARKETING ?
INFLUENCER MARKETING ?
PROGRAMMATIC NATIVE
ADVERTISING ?

Native advertising is a form of content marketing
Content Marketing
Is the art of communicating with your
customers and prospects without selling.
It is non-interruption marketing.
Instead of pitching your products or
services, you are delivering information
that makes your buyer more intelligent.
The essence of content strategy is the
belief that if we deliver consistent,
ongoing valuable information to buyers,
they ultimately reward us with their
business and loyalty.
Native Advertising
Native advertising is a form of paid
content marketing where the ad
experience follows the natural form and
experience of the platform in which it is
placed.
Form: Native ads match the visual design
of the experience they live within, and
look and feel like natural content.
Experience: Native ads must behave
consistently with the normal user
experience, and function just like natural
content.

Native advertising is a form of content marketing
PROGRAMMATIC
NATIVE ADS
e.g. Taboola, Outbrain
NATIVE
AD UNIT
e.g. Facebook, Google Ads
BRANDED
CONTENT
e.g. Branded article
INFLUENCER
MARKETING
e.g. Influencer video
SPONSORED
CONTENT
When a brand sponsors a
publisher to have its name
and/or message
associated with a
particular story.
When a brand sponsors
“thought leaders” to create
high-impact conversations
with their audience about
their products or services.
Paid advertising units on
platforms such as
Facebook or Google.
Brand created advertorials
that target consumers
based on data collected by
websites and sold using
real-time bidding systems.
NATIVE ADS

Why we like Sponsored Content? More Native = Better CTR’s
PROGRAMMATIC
NATIVE ADS
e.g. Taboola, Outbrain
NATIVE
AD UNIT
e.g. Facebook, Google Ads
BRANDED
CONTENT
e.g. Branded article
INFLUENCER
MARKETING
e.g. Influencer video
SPONSORED
CONTENT
NATIVE ADS
LESS
NATIVE
MORE
NATIVE
0.2 - 0.3 % 0.4 - 0.8 % 1 % 1 %
Click-Through Rate (%)

Indonesian Native Advertising Report 2017-2018
Based on surveys we conducted in Q1, 2018
with 309:
● Brands
● Agencies
● Influencers
● Publishers
Sign up to GetCraft.com to be notified when
our next series of reports will be published.

Brands will spend 20-30% of their total media budget on Native Ads
MEDIAN

And 86.5% of Influencers expect their revenue to grow x2 or more

Social media is most popular but sponsored content comes 2nd
and 3rd
67%
47%
37%
37%
23%

Instagram is the preferred channel of choice for Influencer Marketing
100%
94%
53%
41%
35%

Why the interest? Simply put, it’s the most cost effective channel
Cost per View (CPV) of Native Ad Formats (USD)
With a CPV of US$0.03 and given that influencer marketing includes the price of
ideation, production & distribution it makes it one of the most effective forms of paid
marketing for brands.

And most effective way to raise awareness, recall & purchase intent!
With new research from Comscore indicating that Native Articles are seeing up to x6
better unaided awareness, ad recall & purchase intent.

74% of brands use Native Advertising to get awareness

The challenges when it comes to doing Native Advertising

Based on your brand
objectives, there are
10 types of sponsored
content campaigns
you can do BRAND
AWARENESS
Channel Takeover
Fresh & New
Creative
Challenge
Emotional
Storytelling
BRAND
BUILDING
Product
Placement
How To’s
Disruptive Ideas
PRODUCT
CONSIDERATION
Guides & Reviews
Custom Research
Promos &
Giveaways

//
Channel
Takeover
SHOPEE
Campaign:
10/10 INSTAGRAM TAKEOVER
Objective:
Shopee wanted to takeover Instagram in
Indonesia for their 10/10 big discount sale.
How we helped:
We created a total of 300 sponsored posts on
Instagram with 200 influencers. 100 posts 10
days prior to the 10th of October as a teaser
and 200 posts on the day itself during a 1 hour
window.
Results:
● 4,200,000 Content Views
● CPV USD 0.01 (including production and
distribution).

//
Fresh & New
SAMSUNG
Campaign:
TAB A PRODUCT LAUNCH
Objective:
Samsung needed a way to have their new Tab
A stand out in terms of of quality from
competitors who were flooding the market.
How we helped:
We worked with 13 lifestyle and tech.
publishers to create a series of interlinked
sponsored article over a 4-stage launch
period; Pre-Launch, Launch, Tech Review,
Sustenance.
Results:
● 250,000 Content Views
● CPV USD 0.03 (including production
and distribution).

//
Fresh & New
INDOSAT OOREDOO
Campaign:
WELCOME TO OOREDOO
Objective:
Indosat Ooredoo wanted to build their new
brand after a big acquisition; and
communicate to their customers about their
new and improved IM3 offerings.
How we helped:
We created 37 bespoke sponsored articles for
the IM3 Freedom Combo, Indosat 4G Plus,
Indosat Change and Indosat B2B offerings
across Indonesia’s top business media.
Results:
and distribution).

//
Creative
Challenge
COCA-COLA
Campaign:
HOW FAR DO YOU GO?
Objective:
Fanta Orange after almost a 10 year hiatus was
re-launching with a new and improved orange
reformulation.
How we helped:
We worked with 10 youth lifestyle influencers
to run a campaign asking the question “How
far do you go for the taste of Fanta?” Who in
turn asked their followers to take part in a
series of challenges in exchange for prizes.
Results:
● 360,000 Likes/Shares
distribution).

//
Creative
Challenge
MCDONALD’S
Campaign:
#TRUFFLESHUFFLING
Objective:
McDonald’s were looking to raise awareness
about their new Truffle Fries!
How we helped:
We partnered with 9 Youth related Influencers
who in under week posted their
#TrufflingShuffling dance videos featuring the
new product! Who in turn asked their to also
come up with a Truffle Shuffle for the chance
to win prizes!
Results:
and distribution).

//
Emotional
Storytelling
GOOGLE
Campaign:
GOOGLE PLAY
Objective:
Google launched an awareness campaign to
increase usage for Google Play’s new payment
features as well as to build the overall brand.
How we helped:
We worked with 3 Macro Youtuber’s (Arief
Muhammad, Edho Zell and Bayu Skak) over a
period of 6 months to create multiple pieces
of content on highly entertaining content
showing what happens when ‘games come to
life’.
Results:
and distribution).

//
Product
Placement
BOOK MY SHOW
Campaign:
VLOG FILM REVIEW
Objective:
BMS wanted to educate the Indonesian movie
goer market about how to use their app and
the convenience they could achieve.
How we helped:
We worked with 5 macro YouTuber’s to create
Vlog’s & honest movie trailers for every major
blockbuster that was released over the course
of a 6-month period.
Results:
and distribution).

//
Product
Placement
J&J
Campaign:
DEFINE
Objective:
Acuvue recreated their annual “Define
Campaign” targeting top tier female
influencers to “define” how they used the
product on a daily basis.
How we helped:
We worked with 6 top female macro
influencers (Maudy Ayunda, Claudia Novira,
etc.) to produce 24 IG Photos, 4 IG Videos, and
3 IG Stories showing what a day in their life
looked like and where Acuvue helped.
Results:
● 400,000 Likes/Share
distribution).

//
How To’s
ROYCO
Campaign:
COOKING THE CLASSICS
Objective:
Royco was looking for a way to introduce their
new line of cooking sauces & products.
How we helped:
As such we helped them team up with 7
publishers to create a series of ’How-To’
cooking posts of a few modern Indonesian
classic food dishes.
Results:
● 400,000 Likes/Share
and distribution).

//
How To’s
POND’S
Campaign:
3-DAY CHALLENGE
Objective:
To help re-launch Pond’s Acne Solution, we
helped connect them to over 40 Instagram &
YouTube Beauty Experts.
How we helped:
As part of this campaign these influencers
took part in a 3-day face regime challenge and
encouraged others to take part in the process.
Results:
distribution).

//
Disruptive
Ideas
BEAR BRAND
Campaign:
MILLENNIAL PRODUCTIVITY
Objective:
Bear Brand Adult Plus’ wanted to capture the
attention of upwardly mobile young
professionals through sponsored content.
How we helped:
8 Top tier publishers came out with a series of
rich editorial content and stretched the
brand’s promise by talking about workplace
productivity.
Results:
and distribution).

//
Disruptive
Ideas
PEPSODENT
Campaign:
PEPSODENT SENSITIVE EXPERT
Objective:
Pepsodent wanted to raise awareness and
educate consumers on the effects of
sensitive teeth, what causes it and treatment.
How we helped:
15 health and lifestyle publishers created 18
educational articles ranging from common
food misconceptions to tip and tricks.
Results:
and distribution).

//
Guides &
Reviews
P&G
Campaign:
OLAY REGENERIST
Objective:
Olay Regenerist was re-launching into an
already saturated beauty market compounded
by the fact that they had a premium price
point and a high SES.
How we helped:
In 6 months, we built brand ambassadorship
with 7 celebrity influencers; running 36
Instagram posts and videos, reviewing the
benefits of the product, unboxing the beauty
kits and showing the easy applicability.
Results:
and distribution).

//
Guides &
Reviews
TOURISM
AUSTRALIA
Campaign:
INSPIRING AUSTRALIA
Objective:
Wego in collaboration with Tourism Australia
were looking to inspire and educate
Indonesians on why they should visit Australia
during the Ramadan Holidays.
How we helped:
We helped them run 125+ bespoke interlinked
articles on 25 travel and major publications
over a 6 month period.
Results:
● 300,000 Clicks/Likes
and distribution).

//
Guides &
Reviews
TRAVELOKA
Campaign:
FEATURE REVIEW
Objective:
Traveloka Philippines wanted integrated
influencer initiatives to promote events, drive
app downloads & generate sales.
How we helped:
To help they work with approximately 10
influencers per month on different campaign
initiatives. across content types, including
Facebook Live, Instagram Photo, Video &
Stories and Twitter takeovers.
Results:
● 100,000 Content Views per month
● 1,300 New Followers per month
and distribution).

//
Custom
Research
SCHNEIDER ELECTRIC
Campaign:
SMART ENERGY
Objective:
Schneider Electric wanted to educated the
public about smart energy solutions and
general electricity safety for the overall
public.
How we helped:
We helped them run 12 sponsored articles on 4
premium major portal sites.
Results:
and distribution).

//
Custom
Research
GE
Campaign:
GE REPORTS
Objective:
GE was looking to both raise awareness about
its initiatives in Indonesian while at the same
time driving interested users back to its site.
How we helped:
GE sponsored 7 publishers to both create
bespoke research & articles topics the
company’s key area of interest.
Results:
and distribution).

//
Promos &
Giveaways
AIR ASIA
Campaign:
5 MILLION FREE SEAT CAMPAIGN!
Objective:
AirAsia wanted to capture the attention of
Malaysia with the launch of one of their largest
Free Seat Promotions.
How we helped:
In 3 days, they briefed & received 70+
Influencer pitches and in the end selected 42
influencers who all posted on the same day
promoting the campaign.
Results:
● 52,000 Clicks/Likes
distribution).

S.E.Asia?
for my brand?
4) How to decide which publishes & influencers to
work with?
5) What are the best practices when it comes to working
with publishers & influencers?

Deciding who to work with? First answer two questions:
1. Decide on
how many views
and clicks you need
2. Choose the
media/influencers who
match your brand

Sponsored Influencer CPV benchmark (USD)
After tracking the last 450 influencer campaigns GetCraft ran in 2018, we saw that the
average Cost per View (CPV) is USD 0.02. For publishers, average CPV is USD 0.19.

Sponsored Content CTR benchmark
After tracking the last 529 Sponsored (Influencers & Publishers) campaigns GetCraft
ran, we saw that the average Sponsored Content Click Through Rate (CTR) is 0.75%

Plus using the marketplace its now easy to get estimate performance data
Sponsored Celebrities
and Influencers (2494)

Meaning that you can match your target views & clicks with your budget
BUDGET COST Per VIEW ACTUAL VIEWS CTR
NUMBER of
CLICKS
USD 0.02 0.75%
USD 10,000 X 465,116 X 3,488
USD 21,500 X 1,000,000 X 7,500
USD 28,667 X 1,333,333 X 10,000

To help we suggest using Brand Category Maps
BRAND AContent
Category A
Content
Category B
Content
Category C
Content
Category D
As a first step we will look to map all the media & influencer categories that our brand
fits into.

EXAMPLE: Travel Brands & Key Content Categories
BRAND ATravel
Male
Lifestyle
Female
Lifestyle
Parenting

Then you map who are the key sites & industries in each industry
BRAND ATravel
Male
Lifestyle
Female
Lifestyle
Parenting
Erwan
Heussaf
Inquirer
Life
Marc
Pingris
8
List
Jake
Ejericito
Liz
Uy
CNN
Lifestyle
Georgina
Wilson
ABS-CBN
Lifestyle
Denise
Laurel
The Poor
Traveler
Just One
Way Ticket
Kimi
Juan
Two
Monkeys
Travel
Ida
Anduyan
Danica
Sotto
Bavy &
Breakfast
Jennica
Garcia
theAsian
Parent
Mikaela
Martinez

Something GetCraft’s category filter also makes very easy
Travel (650) Male Lifestyle (507)
Parenting (220) Female Lifestyle (1205)

S.E.Asia?
for my brand?
4) How to decide which publishes & influencers to work
with?
5) What are the best practices when it comes to
working with publishers & influencers?

Be clear on your brief and let your creators work their magic
A clear brief Multiple creative ideas=

One Message for Sponsored Influencers, more for Sponsored Articles
When working with sponsored influencers,
we suggest limiting the number of “key
messages” you to choose to communicate.
If however you want to communicate more
than one message then we suggest you
look to work with the publishers to create
branded content.

To increase performance by 25%+ use influencer groups

To increase sponsored articles performance create ‘Article Series’

How to link back to your brand with sponsored articles
At the top directly mention the brand has
sponsored the article, plus here feature a logo +
link. i.e. Sponsored by Samsung
In the middle of the article, subtly link to relevant
and supporting articles about the brand or
referencing a particular product. i.e …as
previously shared when reviewing our favorite
smartphones of 2017…
At the bottom of the post, once again mention
the brand sponsorship, and here link to your
desired call to action. i.e Click here to learn about
the Samsung A5

How to link back to your brand with influencers
Tags: By tagging a brand’s social
media account, an influencer could
build a bridge for potential customers
to discover more about a brand
through their accounts.
Link: Influencers often provide a space in
their bio to put a link of a campaign to
generate more actions.
Mention: A bit similar to
tagging, mentioning a
brand’s account in the
caption will allow people
to see the brand’s
presence within the
sponsored post and
potentially drive traffic.
Campaign Hashtags: This
is very useful to let people
who follow the account or
not to search for other
similar buzzing contents,
if not from the trending
topic lists.

Content innovation does work and can see 200%+ performance

Make sure to place re-targeting pixels where you can
With content marketing and sponsored
content often giving you the opportunity to
insert tracking pixels into every piece of
content created.
This means that clients are seeing x10
better cost effectiveness in their paid
marketing initiatives, as they now only
show ads to consumers who have already
expressed strong interest in their category. X10 BETTER PAID MEDIA
DUE TO RETARGETING

The things to measure when it comes to sponsored content
Reach
● To see how many people viewing your content
● Post views / video views / cost per view
Engagement
● Learn the quality of the content
● Time on content
● Likes, comments, or shares
Conversion
● Learn actions taken after seeing your content
● Cost per click, cost per action

Most channels allow you to measure reach, engagement & conversions
SPONSORED
CHANNELS
CAN WE
MEASURE VIEWS?
CAN WE MEASURE
UNIQUE VIEWS?
WHAT WE
SHOULD TRACK?
TOOLS WE USE
CAN WE TRACK
CONVERSIONS?
TOOLS WE USE

Branded Content YES NO Views Pixel Tracking Tools YES
Link Tracking
Tools
Branded Content (using
Publisher Analytics)
YES YES Unique Views Publisher Analytics YES
Link Tracking
Tools
YouTube YES YES Unique Views YouTube Analytics YES
Link Tracking
Tools
Instagram - Photo Post
(Business Account)
YES
YES
(Called Reach)
Unique Views
Instagram Business
Analytics
YES
Link Tracking
Tools
Instagram - Photo Post
(Normal Account)
NO NO
"Estimated"
Unique Views
Instagram Followers
x Current View Ratio
YES
Link Tracking
Tools
Instagram - Video Post
(Normal & Business)
YES
(Instagram calls this
Video Views)
NO "Video" Views Instagram Analytics YES
Link Tracking
Tools
Instagram - Story
(Normal & Business)
YES
YES
(Called Reach)
Unique Views Instagram Analytics NO -
Facebook YES
YES
(Called Unique
Organic Reach)
Unique Views Facebook Insights YES
Link Tracking
Tools

After tracking the last 450 Influencer campaigns GetCraft ran, while micro influencers
(less than 100,000 followers) got a better views/follower ratio, the average
views/follower ratio comes to 17.9%.
Sponsored KOLs Performance - Views/No. of Followers

However for Sponsored Content all metrics are now guaranteed
When doing sponsored content work with
Publishers & Influencers as part of the deal
they give you:
● Content Ideation i.e. Idea synopsis +
references
● Content Production i.e. Post, Article,
Video, Infographic, etc.
● Guaranteed Number of Content
Views i.e. 10,000 Content Views
We only payment once all these numbers
are achieved. If not, we will ask them to
re-post, etc.

Native Advertising & Influencer Marketing Masterclass

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