Slate, a video tool for Social Media Marketing Managers, wanted to approach influencer marketing differently. B2B brands don’t typically do gifting campaigns, but Slate wanted to go all in here.
Previously, they were known within the professional sports space, being used by NFL, NBA, and NHL Social teams. But in 2024, they wanted to shift to work with Social Media Marketing Managers across industries. The challenge? They were going up against popular tools like Canva, Adobe Express, VEED, and more.
So we developed a 90-day campaign to increase awareness for their product, and ultimately drive demo requests. Next, we sourced 15 LinkedIn creators with roughly 30k followers each who either are or talked about or worked within Social Media Marketing. We were also able to secure some creators who were in high-demand, like Zaria Parvez, who previously was the Global Senior Social Media Manager at Duolingo. Each of these creators were contracted to post 1x per month for the next three months. Each month had its own key objective.
I’ll explain more how we brought this vision to life in the next section!
Month 1’s focus was on introducing each creator’s audience to Slate. Although a more traditional concept, Zaria Parvez post went viral on LinkedIn generating over 960k impressions and 1.6k likes.
Month 2’s focus was a gifting campaign. Now when most people think of gifting campaigns, they think of the beauty or lifestyle space. However, Slate wanted to try this approach. With Social Media Marketing Managers spending lots of time on their phones and devices for their job, we wanted to send a “digital detox” kit. Since Slate helps SMMs save time, ultimately reducing their screen time, we wanted that message to shine through. Each creator received a Slate box with a Brick device inside (which locks your phone), calming tea, eucalyptus candle, and a digital detox journal.
Now, gifting campaigns go wrong most of the time because it can feel like the ACTUAL customers are being ignored. The Influencers, who sometimes aren’t users of the product, are the ones reaping the benefits. However, for Slate, we wanted to highlight the rest of the Social Media Marketing Manager community and send 25 gifts to Marketers who maybe aren’t “Influencers”, but deserve recognition.
And this campaign was all over LinkedIn! We had lots of Marketers making posts praising this campaign, which I think is a key indicator of a successful campaign.
Month 3’s focus was product-focused. Now that we spent the last 60 days introducing the world to Slate, month 3 was spent educating the market on Slate’s new Text Presets feature. The Slate team created a Slate-branded gif of the Preset filter, and had each creator overlay it with a photo of themselves. This allowed for a personalized approach per creator, while also keeping it Slate branded.
And the results spoke for themselves…
This 90 day campaign led to 60+ demo requests, over 1.35M impressions, and engagement from Slate’s target accounts like Tractor Supply, Dude Perfect, Nestle, Yahoo, C4 Energy, Tubi, and more.