Phạm TúInfluencer marketing is increasingly becoming one of the most effective and indispensable marketing channels for brands. However, not every influencer campaign is successful, especially when collaborating with international KOLs. To ensure an international influencer marketing campaign truly delivers results, meticulous preparation and investment are required, particularly from the business side.
Goals and Strategy for International Influencer Marketing Campaigns
The first and most crucial step is to clearly define the campaign’s objectives. This could be increasing brand awareness, boosting sales, or driving traffic to the website/store. Based on the goal, develop a specific strategy. Usually, with careful planning, brands can achieve their goals quickly by selecting the right international KOLs.
Selecting Suitable KOLs
The criteria for selecting international KOLs are similar to those for domestic KOLs, including the number of followers, engagement rate, alignment with brand values, and target audience. Don’t assume that more followers are always better. Some niche KOLs in specific fields may have fewer followers but higher engagement rates and a better fit with your products or services.
Creating Creative and Impressive Content
The campaign content needs to clearly reflect the brand’s DNA while aligning with the influencer’s style. Utilize engaging storytelling to impress viewers. Don’t hesitate to experiment with different formats like short videos and vlogs to achieve unexpected results.
It’s important to note that foreign KOLs prefer Instagram over Facebook, with a few using TikTok. However, for international campaigns, using Instagram is the most optimal, as it’s easier to connect multiple KOLs compared to spreading across multiple platforms.
Thorough Logistics Preparation
Reception, accommodation, and transportation for international KOLs need to be meticulously arranged. The PR department should coordinate seamlessly with the event organizers. Pay attention to cultural differences and customs. This contributes to a positive experience for the KOLs.
In reality, logistics involve a lot of work, but there are certain things that influencer marketing personnel should keep in mind to make foreign KOLs more comfortable:
- Prepare data SIM cards for internet access for KOLs arriving in Vietnam – including their assistants/managers.
- Set up a shared WhatsApp group for communication in Vietnam.
- If the trip includes Muslim individuals, prioritize providing Halal food.
Tactful Communication
Due to language barriers, cultural differences, and communication styles across countries, businesses should assign someone with understanding to act as a bridge and interact with KOLs. This helps minimize misunderstandings and creates a comfortable, trusting atmosphere for all parties.
Utilize Multiple Channels for Consistent Content Distribution
In addition to posting on the influencer’s channels, businesses should share campaign content on their website, fan page, YouTube channel, and forums with a consistent hashtag. Additionally, consider purchasing media advertising to amplify the message. In this case, we encourage businesses to utilize Instagram’s collab boost feature and run direct ads. However, for KOLs, requesting collab posts still requires payment per post, and it’s essential to have clear contractual agreements with them.
Measurement and Data Analysis
Use tools to analyze important metrics like views, engagement, and website traffic to evaluate the campaign’s impact. This provides a basis for adjusting and improving content and strategies for future collaborations.
Conclusion
This outlines the process for a successful influencer marketing campaign with international KOLs. Hopefully, these tips will help brands maximize the value of their “investments” in international influencer marketing by preparing meticulously, carefully, and professionally.
