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HomeMy WebLinkAbout03. Influencer Program Report, September 2021 October 12, 2021 TO: Vail Local Marketing District Advisory Council FROM: Kristin Yantis and Amanda McNally, MYPR CC: Mia Vlaar & Liz Gladisch, Town of Vail RE: 2021 Summer Influencer Program The 2021 influencer program was designed to support the Dynamic Families and Active Professionals target markets. We felt very good about the performance of the 2021 campaign, which garnered some great content for additional marketing use along with solid impressions/reach. Most influencers were contracted to produce three in-feed Instagram posts (either individual or carousels) as well as 12 total stories (approx. 4/day) with rights to between 10-12 images for digital use. With @Macs_Explore, we also conducted a trip giveaway to generate records for the Discover Vail database. Following are a few observations that impacted the 2021 program along with campaign statistics that MYPR was able to pull. • Budget for reporting and analysis was cut in 2021 so Cactus was no longer involved in supporting the program. We lost some of our ability to pull statistics and report/interpret data. • Influencer expenses increased signficiantly since 2019 and 2020, especially in the Active Professionals category. For this reason, we shifted recommendations mid-campaign to focus on Active Professionals from key markets who might have fewer followers, but specific market penetration. We used this tactics to help promote the non-stop flights from Atlanta and Chicago. *Estimated media value Influencer Handle No. of Followers Campaign Posts Engagements Reach EMV* Notes/Comments Dynamic Families @Macs_Explore 68.6K 27 2.2K 57.9K $75.5K Trip giveaway generated 356 records for Discover Vail database. @TravelBabbo 288K 26 6.6K 63.3K $27.4K Posted on other social outlets and wrote a blog post. @StuffedSuitcase 71.8K 29 715 9.4K $12.1K Active Professionals + Air Program @GoAnnieWhere 32.2K 27 5.7K 32.3K $36.5K @ChicagoFoodGirl 64K 32 254 40.9K $4.3K CAMPAIGN TOTALS 524.6K 141 15.5K 203.8K $155.8K 5:1 ROI Top Performing Influencers: • @TravelBabbo • @Mac_Explores • @GoAnnieWhere Post With Most Reach - @TravelBabbo Post With Highest Engagement Rate - @GoAnnieWhere Campaign Observations/Opportunities • Landscape of social media influencers is changing – influencers are charging more and brands are not getting as much. • Assess buying impressions versus true influence in 2022. • Opportunity for more micro-influencer engagements with people like @GoAnnieWhere who have more of a regional market to impact specific messages e.g. non-stop flights. • More engagement with influencers than ever before - the @DiscoverVailCO account was much more engaging than previous social support. Additional Posts