Influencer Marketing in TikTok for Garmin
Collaborations with bloggers can give an impetus to the development of your business. In order for advertising to bear fruit, it is necessary to choose the right platform for the dissemination of information, choose blogs based on the subject and parameters of the target audience, as well as competently conduct negotiations so that cooperation is beneficial for both sides.
Today we will talk about how to use influence marketing to promote smartwatches.
Goals and objectives
Our goal was to spread the word about the Garmin smartwatch line through the publication of promotional videos in TikTok.
To achieve the goal, the following tasks were set:
- 1. Find relevant blogs by topic.
- 2. Agree on cooperation.
- 3. Deliver products for review.
- 4. Provide reporting.
Before proceeding to the story about the project, we will give a few words to the customer.
About the customer
We have been working with Garmin for many years – the company trusts us with complex projects, and each time is satisfied with the result.
This time, our goal was to promote the Venu Sq Music Edition watch line.
The models in this series are designed for people who lead a healthy lifestyle. The device tracks important health indicators (heart rate, amount of sleep, stress level, etc.). In addition, it can work without recharging for 6 days, can be used for contactless payments, calls and Internet access.
With the help of a watch, a person can monitor the state of the body, plan workouts and rest, measure health indicators and, of course, select and download music for classes.
Implementation
During the negotiations, it was decided to order paid placement from popular TikTok bloggers. The search was focused among channels about sports, nutrition, and training. In this way, we hoped to attract an audience that would be potentially interested in buying the client’s products.
Did we manage to achieve our goal? We will tell you more!
So, we were faced with the following tasks:
Search for performers
To implement the project, we searched for channels in the TikTok app. The selection took into account the topic of blogging, the number of subscribers and the average number of views of recent videos, which helped to predict the coverage of videos with advertising integration enabled.
Together with the customer, it was decided to offer the recording of commercials to 4 large ticktockers:
- 1. Ekaterina Hristas-the girl records entertaining and motivating videos about weight loss and a healthy lifestyle, gives recommendations and offers effective ways of training for different muscle groups.
- 2. Vera Biryukova is an Olympic champion in rhythmic gymnastics and runs her own channel, where she shares her daily sports routine, gives advice to those who are interested in gymnastics and stretching.
- 3. Daria Chepyzhko, whose blog is dedicated to magic tricks and funny tricks. The girl reveals the secrets of magic tricks so that everyone can repeat them on their own.
- 4. Daria Chumakova shoots funny videos from the gym, does not hesitate to demonstrate acrobatic tricks in public.
Next, we contacted the influencers to discuss working conditions.
Approval and negotiations with performers
After the list of bloggers was approved, we had to contact them and clarify the terms of cooperation. It was important to know the approximate time of integration, format, cost, and the possibility of delivering the product to the review.
We agreed not only on the video, but also on adding a link to the products in the profile header. The link was in blogs from 2 days to 2 weeks. This is a prerequisite, because customers can immediately click, find out more about the product and place an order.
Also, for each blog, the time of advertising integration was agreed – from 40 seconds to 1 minute.
Some girls have already had the experience of wearing a smart watch, while others have not yet used such a device, so our task was also to provide detailed instructions and help in drafting the text for the review.
The third step was the delivery of the props.
Product logistics
We checked with the bloggers the addresses to which we will need to make the delivery. A convenient pick-up time was also agreed upon to avoid hitches.
At the end of the work, the watch was returned back.
Constant monitoring of the progress of work is another prerequisite for a successful project.
Monitoring the progress of the project
The client wants to achieve their goals in the form of increased sales, the blogger wants to get more views and subscribers, and the marketing agency wants to add another successful case to its piggy bank.
In order for all parties to be satisfied with the outcome of the work, a well-coordinated work of a whole team of specialists is necessary.
Our managers made timely adjustments to the plan, were regularly in touch with the client and ticktockers, and monitored the indicators after the videos were published.
We have summed up the results of the project and are ready to share the results with you.
Results
- 1. The total number of video views is 812+ thousand.
- 2. The total number of likes and reposts of videos with integration is 40+ thousand.
- 3. There was an increase in requests for Garmin products in the Yandex search engine after the ad was placed.
Conclusion
Advertising through opinion leaders is a great tool for promoting your company and services. Contact us – we will analyze your audience and select bloggers, the placement of information from which is guaranteed to bring results in the form of increased awareness and sales!