If you've been following the blogs, the tweets and the general hubbub that make up the marketing community, you'll have seen a lot of talk about Influencer Marketing recently. Some of it's been wildly theoretical ("uhhh, I think this would happen"), so we reckoned it'd be helpful to share a real life example with you here: the innovative Social Selling campaign which the leading UK telco EE recently ran on the Buyapowa platform.
Why's it such a fascinating example? Well, just take a look at some of the headline stats:
- 60,000 transactions in just 3.5 weeks
- An unprecedented level of ‘Fan to Fan’ sharing
- The top two referrers brought in 801 and 613 other participants respectively
So, how did it work?
To promote its super-fast 4GEE offering to mobile gamers, EE looked to influencer marketing,and enlisted the leading YouTube gaming blogger Alistair Aitken (better known as ‘Ali-A’) to promote a limited edition Ali-A sim card - featuring hundreds of GB of free data - to his fans and followers with tweets and videos like this: