Working with influencers to reach 1m people
Wacom Bamboo
Campaign overview
Wacom Consumer wanted to create awareness for the Wacom Bamboo among their target groups by working alongside some important influencers. In particular, Wacom wanted to get in front of the student crowd, engage with them and be in the places they hung out. To do that, they asked our exclusive partner, Yellow Communications to develop a campaign that brought the right influencers into Wacom and took the right content out to the audience.
What we did
With something so tactile as The Bamboo it’s no good telling people about it, they have to touch it and experience it to truly understand what it does. That’s why we made sure that the bloggers and influencers we were targeting had a chance to experience the product themselves. We first set-up a competition mechanic that allowed each influencer to offer the product to their audience. To do that, they posted a review and talked about their experience of Wacom while also giving their followers the chance to get their hands on the product themselves. Targeting the right people was crucial so we made sure that the influencers we worked with were in that sweet spot for the higher education crowd and appealed to the customer Wacom wanted to get in front of.
Results
We brought six bloggers on board. Their reviews alone reached 500,000 people across the tech, lifestyle and student world. We had over 400,000 people engage with the competitions that were run with another 100,000 taking to social media to share their experience. The campaign got some great attention, culminating in one of the influencers being invited on Bright TV, a national lifestyle television programme to talk through the Wacom product.
"For Yellow Communications, promising something means realizing something, and proving it. Wacom works in a challenging new market and Yellow provides us with excellent guidance in communicating our message around the transformation from paper to digital."Edwin Aartman, Head of Sales Benelux, Wacom