Consumer Media

Information: A top 20 US consumer magazine was publishing a companion website with 800,000 unique users per month. An Influence Marketing Campaign was developed to drive traffic to the website. Following research of the influencer space the campaign was targeted at 250 Key Influencers who had been identified on MySpace and Facebook. Key elements in ensuring the effectiveness of the Influence Marketing Campaign were:
  • portability of the message. A number of widgets were designed that were portable to other users' MySpace and Facebook pages
  • feedback mechanisms to drive traffic directly from Key Influencer pages directly back to the magazine website
  • continually updated content to allow users to monitor the development of the messaging over time
  • a well designed promotion that created real value for the Key Influencers

    With these elements in place for 6 weeks the Influence Marketing campaign was highly successful. The traffic to the website doubled over the period of the campaign to more than 1.6 million unique users per month

  • traffic sustained a 25% increase to 1 million unique users per month following the close of the campaign.

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