Sweetwater is the world’s leading music technology and instrument retailer.
Sweetwater approached us a month before their annual summer GearFest convention in Indiana which brings major manufacturers and music fans in from around the world. Music industry press comes from far and wide but Sweetwater wants to tap into the new generation of music fans who are no longer reading trade magazines. Therefore, it’s the personalities on YouTube and social media which the company needs to connect with.
Blue Polo Interactive tapped into its influencer network which comprises over 3,000 vetted content creators and honed in on top guitar and music influencers. With a little less than a month to go, we identified 7 relevant influencers. After presenting the opportunity to them, we found 4 of them who would be able to attend so they could tell the GearFest story based on their own experience and convey this message to their audience. As to make this solution as turnkey as possible for both Sweetwater and the influencers, Blue Polo made all the relevant travel arrangements for the content creators.The influencers came from Ottawa, Canada, San Diego, CA, Virginia and Kansas City. The three influencers who were unable to attend the event were still very excited about the event and agreed to remotely cover the event on their twitter and Facebook feeds.
Sweetwater was ecstatic with the results. The four influencers we sent to the show took tons of raw footage and got great coverage. Numerous YouTube videos went live each day of the show, as did blog posts and shares on FB and Twitter. The three influencers unable to attend posted tweets and Facebook posts in real-time announcing new product launches and other awesome stories from the show.
In total, there was over 1mm impressions on social, roughly 110,000 views on YouTube Videos, 200 comments and just shy of 1,200 social shares from the hard to reach audience that lives on social media and no longer reads industry trade magazines!. Sweetwater was so impressed with one of the influencer’s videos that we worked out to have one of the influencers create a unique video that Sweetwater will use to promote the 2016 show.
Example links from the campaign