Do You Want Better Results For Your Campaigns? We Proved Whitelisting Will Help You Achieve That.
We launched campaigns showing the power of whitelisting demonstrated by data from Brand Lift. Keep reading to see how this innovative relationship between brands and creators boosted post engagement.
BIG TAKEAWAY: Organic peer-to-peer (p2p) content is a great way to drive engagement in social media campaigns. People First constantly sees strong organic results. However, we have a way to deliver compelling, personal p2p content when we scale with paid media through ‘whitelisting.’ This is the process when influencers give brands permission to run paid ads using their handle.
SLEEPER TAKEAWAY: There is a lot of power behind whitelisting. It’s an act of trust between the brand and the creator as there are benefits for everyone involved. Brands have more control over the creative elements of the post and the creator’s content gets more exposure to a wider audience.
CASE IN POINT: We partnered with clothing brand Tommy Hilfiger to activate microinfluencers in their target consumer base in cultural hotspots. We wanted to connect with a new generation of customers by making a difference in their community.
Through paid media, the campaign received over:
That click-through rate was nearly six times higher than Instagram’s median click-through rate of 0.22%. We accomplished this goal through whitelisting and we proved it works across different types of campaigns.
Here’s how whitelisting looked during our ‘Pass the Mic’ campaign partnership with Tommy Hilfiger:
People First identified 60 Gen Z peer influencers to amplify the project by speaking to their personal dreams, fears, and ambitions helping bring in more than 100 times the expected response. Exposure to our content helped produce favorability among our key target audience, young women, by 10.7% and purchase intent by 4.6%.
We asked creators to answer thought-provoking questions. They answered with how their identities shape how they show up in the world.
These posts did well on their own organically but engagement exploded when we whitelisted them.
Our Top Three Ads:
Another Big Thing: We also saw incredible results from the Brand Lift tool where we measured our paid ads’ impact on the perception of our brand partner.
We focused on key territories:
1) Brand Favorability
Here’s what we found: Despite the strong ad recall, men showed a negligible increase in brand favorability (+0.7%) when compared with women (+6.6%). This tells us that although the campaign grew brand awareness among men, there is room to grow positive opinions about the brand.
2) Purchase Intent
Here’s what we found: Women exposed to the campaign ads also indicated increased purchase intent (+4.6%).This further highlights the likelihood that similar campaigns specifically targeting women could prove very successful.
The Bottom Line: People First has proven whitelisting is a powerful tool when employed in brand campaigns. We saw incredible results in our partnership with Tommy Hilfiger during their ‘Pass the Mic’ initiative. Additionally, we demonstrated the power of whitelisting by using Brand Lift. Those survey results gave us great insight into consumer recall, favorability, and purchase intent.
Whitelisting works in political influencer campaigns too. Our next edition of ‘What the Polls Don’t Tell Us’ will give you a closer look into our success with some of our political clients.