As the #1 most trusted home security brand in the US, ADT is here to help you protect what matters most. When the pandemic hit earlier last year, people found themselves spending more time than ever at home. ADT saw this as an opportunity to organically deliver upon our brand mission to help keep people safe at home. ADT pivoted our influencer strategy to partner with micro-influencers and share how they were staying #SafeAtHome.
With goals of driving platform engagement and creating custom content for ADT’s social channels, we focused on quality content from creators with high engagement rates. From tips, activities, and new recipes to try with your family, all the content inspired the community to stay #SafeAtHome.
During the middle of March 2020, ADT conducted custom research amongst the general population and security intender audiences with a 72-hour turnaround time and found that users were using social media 54% more due to COVID. This gave us the insight that social was an important channel for ADT and it would be a big focus for upcoming brand efforts.
With productions being put on hold due to the pandemic, we made the shift to this new influencer strategy literally overnight. Within 24 hours we launched a brief to influencers and within 48 hours started to see submissions roll in. Creators loved the positive message and were eager to get involved in the campaign.
When selecting micro-influencers, we focused on the following key attributes:
Beyond the reach and influence gained from creator channels, we created efficiencies by repurposing this content on ADT social accounts. We shared micro-influencers’ activities, recipes, and inspiration in formats unique to each social channel, diversifying our content to follow platform best practices.
ADT content was promoted with paid media to drive engagement, then later retargeted with direct response messaging. Knowing that consumers trust influencers more than brand content, we utilized Facebook’s Brand Collabs Manager to push content from influencer channels to a broader audience.
But we didn’t stop there. We wanted to take this digital campaign IRL, so we created a #SafeAtHome Recipe Book, filled with submissions from micro-influencers. The recipe books were sent out to all creators featured and shared with our highly engaged social following through a surprise and delight program.
ADT’s #SafeAtHome micro-influencer campaign drove over 327,000 impressions and 43,000 engagements. The sentiment was overwhelmingly positive with many consumers thanking creators for spreading such a positive message. Creator's average engagement rate was 333% higher than benchmark (13% vs. 3%) showing how authentic and relevant their content was to this audience.
The content shared to ADT channels contributed to a 18,431% increase in content shares year-over-year, 4,246% more reactions and 2,199% more comments. This secured ADT as the #7 top shared brand on Facebook in 2020 (ListenFirst top advertiser rankings).