Introduction to Mirum's Influencer Marketing sessions

1. Influencer Outreach
True influence is about leveraging authenticity

2. ‘Influencer marketing is the practice of identifying and building relationships with individuals & entities who have an
influence over a target audience of buyers’

3. Let’s look at what the stats say!
92% 70%62%
Marketers have run at-least
one Influencer marketing
campaign in 2018.
Marketers have increased
their budgets for influencer
marketing in 2018.
Marketers are not only
experimenting, but also
running campaign driven
influencer program.
Source – The India influence report - Zefmo

4. What all we can do for you!

5. • Vox pop activity
• KOL campaign
• Launch event
• Host contests
• Illustrations
• AMA
• Twitter trend
• Photo stories
• Blogs & Vlogs
• Live social takeovers
• Facebook / Instagram live
• Placard campaign
• Interviews
• Challenge your city
Activities we do!

6. Vox-pop activity
• The phrase itself comes from Latin and it translates as ‘voice of the
A vox pop is a short video made up of clips taken from interviews
members of the public
• These video interviews investigate public opinion towards widely
topics, brands or products and are commonly used for market
• Influencers create videos asking for popular opinion as represented
informal comments from members of the public, especially when
broadcasted or published

7. Vox-Pop Activity
Vox-pop is a form of media to provide a snapshot of public
opinion and call for suggestions about various possibilities to
address opposing points of view.
Application
Developing dialogue with the audience, validating the
views/opinions regarding current trends/ world events and to
drive consideration towards implementing public opinion.
Impact

8. KOL Campaign
• KOL, better known as Key Opinion Leaders, are what consumers look
forward to filter the clutter that digital advertising has created
• Creating a content piece with Key Opinion Leaders from the pool of
influencers that stand among the rest and describe the
that the brand wants to portray
Eg: a Beer brand stands aims to bring to life key brand values like
ambition, and authenticity by creating and promoting videos with
personalities..

9. KOL Campaign
Building brand image, enhancing personality and attributes
best for creating a perception regarding the brand in the
minds of the consumers.
Application
Strengthen the brand’s image as it stands out from the
clutter and clearly distinguish brand’s person from its
competitors, stand-out from the crowd approach, builds
brand credibility and authenticity.
Impact

10. Launch Event
• Product launch involves various steps which involves understanding
customer needs, product design, testing of the product, marketing &
advertising and ensuring that the product reaches out to all its
• A successful product launch provides a sales momentum for the
• Be it on ground product launch event, bloggers/influencer meet ups,
ups, brand collaborations we can have influencers be a part of the
conducted to spread awareness
E.g. – At a car launch event a set of influencers were hired to
media drives to get hands on the newly launched model.

11. Launch Event
Product/Services that are newly launched.
Application
Amplification with the help of influencers who have a greater
reach/presence on digital platforms. Increase in face to face
engagement/conversation, media coverage, PR/publicity,
build sales momentum & drive consideration.
Impact

12. Host Contests
• Brands partner with influencers to host contests, these contests are
on the influencers channel in association with the brand, as it gives
more leverage as you’ll be reaching an entirely new audience
• In addition to increasing the sheer number of people who interact
brand, a contest provides a means to deepen the connection as well
• A pool of Influencers can host contests on their channel/page in
with the brand and conduct giveaways which the brand could offer

13. Host Contests
Enticing consumers and driving consideration towards the
brand/product. To increase participation and conversation
around brand campaigns.
Application
Extending the influencers reach to the brand.
Increased engagement with influencers, expanding brand
awareness, increase in followers on social media platforms.
Impact

14. Illustrators/Doodlers/Creative Artists/Designers
• It’s true that an image speaks a thousand words
• Whether through content, style, implicit narrative or (likely) all
image can communicate what copy and typography often can’t
• We can have illustrators/doodlers/creative artists/designers who can
fun content demonstrating the features that brand wants to
their social campaigns

15. Illustrators/Doodlers/Creative Artists/Designers
Enhancing the content consumption, trustworthy/credible
source and content marketing, creative storytelling to excite
consumers.
Application
Extending brilliance towards the product/service.
Gain consumers attention striking an increase in the current
reach and brand recall.
Impact

16. AMA – Ask Me Anything
• An AMA is a great way for a public figure to connect with the public
• For a brand, it’s a fantastic way for the internet community to get to
you on a personal level
• We can have potential celebs be a part of the AMA activity where
answer to the queries mentioned on tweets/posts as shared by the
fans/followers
E.g. – A dermatologist can be called upon online or go live to resolve
care related queries.

17. AMA – Ask Me Anything
Boosting brand credibility with expert views/opinions, acts as
proof/assurance for validating brand/product reliability.
Open conversation to gain higher trustworthiness.
Application
Honest source, social media coverage, authenticity building,
reach to the mass audience. Extending the influencers
authority towards the brand.
Impact

18. Twitter Trend
• Consumers discover a hashtag-driven topic that is immediately
particular time
• We can get your campaign trend on twitter by getting your brand
promoted on the trends section. These paid promoted trends appear
top of the trending topics list on Twitter and are clearly marked as
“promoted.” They can also show within users’ timelines
• While there is a formal way to get a trending done, we can get this
a very reasonable price with quantum of tweets & influencers

19. Twitter Trend
To get your brand messaging viral using brand campaign
hashtag and gain eyeballs. Significant discovery of brand
hashtag.
Application
Reach out to large set of audience, viral trends, trending
hashtags, TOM communication.
Impact

20. Photo Stories
• Having a well-written story is the first step in planning a successful
campaign, but just as important is using images to support your
• Images are an extremely powerful way of telling a story and the
accompany articles in the media have great impact
• So how about creating a mini photo story series with the help of
out of your ongoing campaign and amplify your campaign further?

21. Photo Stories
Storytelling is an essential marketing tool for brands looking
to ground their business strategy with messaging that is
memorable, emotionally engaging, and profitable.
Application
Effective storytelling, creative communication, reaching the
right audience, gaining eyeballs.
Impact

22. Blogs & Vlogs
• The Internet has provided an avenue for people to share their
feelings, expert opinions and stories with millions of other people
the world
• Blogging and Vlogging are very effective strategies for brands and
individuals who want to generate the maximum amount of traffic for
websites
• We can have bloggers & YouTubers be a part of various campaigns
about product in the form of blogs or video content

23. Blogs & Vlogs
Credible enough to influence purchase decisions, elucidating
product efficacy by weaving a story around our
brand/product.
Application
Gives a sense of transparency in communication for the
consumers, long lasting effect, helps to strengthen SEO.
Impact

24. Live Social Takeovers
• If you’re looking to spice up your social media marketing, try your
takeover
• It’s often used to increase brand exposure, give some entertainment
audience and provide interesting content
• We can have influencers take over the social brand channels and
events or activities and drive their followers towards the brand

25. Live Social Takeovers
Increase brand exposure, give some entertainment to the
audience and provide interesting content. Live is an effective
and credible source of showcasing brand trust.
Application
Extended Influencers reach towards the brand, increased
engagement on the social media platforms. Viewing the
brand from an influencers lens or POV.
Impact

26. Facebook/Instagram Live
• 80% of brand audiences would rather watch live video from a brand
just reading
• Facebook and Instagram live are the newest trends that pioneers
other social media platforms to develop their own in-app
• Getting several influencers on board to go live on Facebook to
the work and speak regarding brand campaigns

27. Facebook/Instagram Live
Creates more excitement around presenting product launch,
brand campaigns, driving conversation around events,
announcements & offers.
Application
Provide instant, yet trustworthy source of content in real
time, see real-time engagement with the right audience.
Build better connection with your audience.
Impact

28. Placard Campaign
• A Placard speaks for itself; its about displaying signs/messages to
a specific agenda/plan for mass awareness
• These campaigns are very powerful in all verticals and industries
they send out consistently branded messages that audiences can
and engage with no matter the format
• Placard campaign always gives better impact & voice out opinions
influencers, one of the prime factors being the audience finding it
E.g. – A campaign to help change the tone of how we treat each other
raise awareness about social evils and how to combat them.

29. Placard Campaign
Raising awareness, opinionated suggestions that help present
views. It works best for brands pertaining to focusing on
petitions, protests, social campaign with an agenda that talks
about societal issues/concerns.
Application
Reaching out to a large set of audience with a single agenda
of mass awareness. Raising eyeballs towards a societal issue
& driving consideration towards opting for a solution.
Impact

30. Interviews/Conversation/Talk Show
• Interviews always tend to develop a ton of content on their own
• When used correctly, interviews can be a major boon for your
marketing campaign, both in the way of improving your search
ranks and increasing your perceived authority
• Be it a launch of an activity, a unique social campaign or a damage
a one on one conversation with the celebrity or Influential
always makes a difference

31. Interviews/Conversation/Talk Show
Effective content marketing to create awareness and raise
opinions. Discussions related to resolving frequently asked
aeries and myth bursting with the help of the association
with a credible source in the eyes of the audience.
Application
Driving relevant views and opinions, perceives brand as a
credible/authentic source of imparting opinions and
delivering transparency by resolving queries and/or bursting
myths.
Impact

32. Challenge your city
• We can have various challenges that influencers can be a part of for
campaigns conducted by the brand
• These challenges can be against influencers from various cities
against each other
• These help brand showcase their product efficacy or services offered
encouraging users to send in their entries through various mediums
part of brand campaign
E.g. –
• A Car brand decided to launch a social road trip. A social road trip is
the participants travel to different destinations and the entire
covered online through Facebook, Twitter, YouTube and other
short, it is like an online reality show.
• A two wheeler brand hosted an online contest for its scooter.
the contest got the chance to take their taste buds on a breakfast
iconic restaurants in Mumbai.

33. Challenge your City
Brand campaigns offering products/services that aims to
attract huge eyeballs conducts challenges to competing
against cities/areas including influencers from various
categories.
We can also look upon Tie-ups – Indiblogger, BlogChatter,
OML, etc.
Application
Campaigns like these are carried out for vast reach and
generate engagement through crowdsourcing.
Impact

34. Deep dive into our processes

35. Brief
Planning & Strategy
Influencer onboarding
Approval
Terms & conditions
Approval Execution
Reporting
Client Planning
& Strategy
Finance
& Legal
Influencers
& Partnerships
Creative
& Content
Media Communications Business
development
Campaign Process & Responsibility
1
2 3
4 5
6 7
8

36. Campaign DeliveryPre-Campaign Post Campaign
• Strategy
• Structuring
• Creating List
• Reach out
• Formalities
• Briefing
• Clarification
• Costing
• Feasibility
• Final list
• Events / Final meet-ups
Influencer Onboarding Execution
• Status / Approval
• Sharing collaterals
• Tracking links
• General hygiene details
• Hosting contests
• Status
• Exchange of content
• Content live links
• Interaction
• UTM tracking details
• Blog stats
Planning Reporting

37. Pre-Campaign
Strategy
A deep-dive into the client's
product/service category for
understanding its consumer
dynamics and leveraging it in the
outreach/influencer activation.
Creating List
Creating a list of influencers which
can best suit the activity.
Influencers will be suggested on
basis of reach, relevance &
resonance.
Structuring
Structuring ideas & activity plans
that the brand would like to focus
on, depending on the
requirements.
Planning

38. Reach-Out
Creating an Initial brief
reach out new
by sharing the brand
category.
Clarification
Reverting with clear
action points & setting
expectation with
influencers on timelines
& requirements.
Formalities
Non-disclosure
agreements to be
shared & signed with
influencers.
Briefing
Creating a
comprehensive brief
having information with
regards to the brand
campaign/activity plan
& deliverables
expected.
Campaign Delivery
Influencer Onboarding

39. Costing
Negotiating & finalizing
deals with influencers &
noting their payment
terms.
Events/Meet-ups
In case of attending
events or blogger
meets, travelling
charges can be
accounted by the brand
or accounted
additionally to the final
costing.
Feasibility
Checking with the
finance team if their
payments terms
mentioned would be
feasible.
Final List
Sharing the status of
influencers based on
their interest &
availability for the
activity.
Campaign Delivery
Influencer Onboarding

40. Status/Approval
Sharing approvals &/or
status of the activity
the influencers.
General Hygiene
Details
Sharing brand handle,
activity hashtag, CTA (if
any) with the
influencers.
Sharing
collaterals
Exchanging briefing
documents &
material/product
required.
Tracking Links
Sharing UTM links with
bloggers & YouTubers
for activities that would
need tracking.
Campaign Delivery
Execution

41. Hosting Contest
T&C would need to share / created
tandem with the brand & the
influencer in case any contest is
hosted.
Exchange of content
Content created by influencers to
be shared with the brand.
Status
Checking influencer activity
participation, co-ordination &
status of their content they intent
to create.
Campaign Delivery
Execution

42. Content Live Links
Sharing links which are live
influencers social.
Blog Stats
Ask the bloggers to
share details with
regards to the branded
blog post.
Interaction
Sharing no. of likes,
comments, shares &
views (in case of videos
&/or stories).
UTM tracking
details
Sharing the details
received on the UTM
tracking link by
coordinating with the
SEO team.
Campaign Delivery
Reporting

43. Some of the work we have done

44. AMFI – Mutual Funds Sahi Hai
Objective
To increase conversations around mutual funds.
To shift the stigma of investments from savings or fixed deposit
accounts to Mutual funds.
What we did
Engaged influencers across categories and platforms i.e. from
finance to lifestyle influencers and create
conversations about how mutual funds is helping them to
achieve their goals.
For example: A travel influencer speaks about how investing in
mutual funds has helped him plan a trip to Europe and so on.

45. The Outcome was
Successfully shifted the outlook about mutual funds from mutual
funds are subject to market risk to “Mutual Funds Sahi Hai”.
Twitter trending - More than 18 hashtag trend - 1.21 Billion+
impressions & 129 Million+ reach.
Twitter engagement – 8000+ posts – 8.6 Mn+ reach.
Facebook & Instagram – 112+ posts – 15 Lacs+ impressions & 17k+ eng
agements.
AMFI – Mutual Funds Sahi Hai

46. Shoppers Stop – All About Her
Objective
To create awareness about 3 different looks created by the
brand and reach out to more audience.
What we did
We had 3 influencers visited the store to attend the masterclas
s and cover the same on their handle.
The beauty expert worked on 3 looks – party, work and wedding
.
The influencers uploaded 2 stories before the event and stories
during the event, which they later uploaded on their platforms.
We also uploaded these videos on our beauty handle and stories
on our main handle with a swipe up link to the beauty handle.

47. Shoppers Stop – All About Her
The outcome was –(Overall influencer handle
Numbers
Stories
• 25 stories
• 2.7K story actions
• 68K story views
Video posts
• 3 video posts
• 3.9K likes
• 22K video views
• 78K post reach

48. Shoppers Stop – Style Watch at SS
Objective
To create awareness about Titan’s new “I am Collection” of
watches.
What we did
We tied up with 4 Instagram influencers during this campaign.
Each influencer was sent a Titan Raga watch to unbox it and tal
k
about the offers at Shoppers Stop.
We used the #StyleWatchAtSS as the hashtag for the campaign.

49. The Outcome was
Stories
• 6 Stories
• 222K story actions
Video posts
• 4 video posts
• 276K video views
• 510K post reach
Shoppers Stop – Style Watch at SS

50. Franklin Templeton – The Marathon of Life
Objective
Finance related communication is deemed boring by an average
user and so the challenge was to deliver the message in the
most engaging way.
What we did
We used marathon as the metaphor to communicate 6 essential qualiti
es that one needs to become a good investor, the opportunity was Mum
bai Marathon 2018 – India’s biggest and the most popular marathon eve
nt.
6 storytelling videos around 6 marathon runners were created, each of
them imbibing one of the 6 values to become a successful runner and
subliminally suggest the customers to imbibe these values in their
investment behavior to achieve financial success.
The campaign was efficiently executed by collaborating with influence
rs wherein they posted the same on their networks and encouraged the
ir
followers to get engaged with the contest.

51. The Outcome was
These 6 powerful stories of human grit and personal triumph
garnered:
• 13 million+ video views
• 66 million+ impressions
• 10 million+ engagements
• 1.2 lac+ microsite visitors
‘The Marathon of Life’ trended on Twitter at #3 in India and at #14 wo
rldwide just before the day of India’s biggest marathon event.
Most importantly the campaign gave us an opportunity to have
over 2,500 one-to- one conversations with people.
Franklin Templeton – The Marathon of Life

52. Have we got your attention yet?