Collaborating with Micro-Influencers for In-App Promotions
I have found that micro-influencers, while having smaller followings, have higher levels of trust and engagement among their audiences. For these reasons, working with them to build a following and create buzz has been an invaluable tool for growth. Please see the examples below for campaigns I’ve assisted in creating with local foodie influencers.
For a large-scale user-facing promotion I assisted in running at Perk Hero, this encompassed four significant groups of players:
(1) The Perk Hero marketing team (myself included)
(2) Existing merchants on the platform - total of 14 vendors
(3) Foodie influencers - total of 12 influencers
(4) The Perk Hero development team, who created custom app functions
To make this deal possible, I liaised with influencers to communicate objectives and ensure they were met, distributed visual collateral to the aforementioned stakeholders, created social content (teasers, static posts, stories, captions), performed community management duties via social, and created a marketing campaign email + push notification via Mixpanel. In the end, my team and I coordinated our influencers to produce 2 IGTV videos, 1 TikTok, 9 static posts. The resulting impact saw a 650% increase in app downloads, a 900% increase in daily app transactions, and a 125% increase in social engagement.
