HomeMy WebLinkAbout03. InfluencerProgramReport.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