Providing a Brand Experience to Smiley Consumer Influencers
The members of the Smiley360 consumer influencer community know that being a part of a Smiley “mission” isn’t just about posting reviews about a brand or product, but about sharing the entire brand experience. When a member is invited to a mission, their immediate reaction is excitement for the Smiley kit to arrive in the mail so they can try a product and share their feedback with their family and friends and across their preferred social networks.
It’s essential for brands to provide members with a Smiley kit that allows them to experience their product in a way that ignites conversation with their friends and followers. So how do you design the best experience with your brand?
First, Smiley missions can provide two different types of kits: a physical kit that arrives in the mail or a digital kit where they receive exclusive or special content. In our experience, both kits have resulted in successful missions for both brands and members!
If your brand experience is offline, what goes into the kits is important because it prompts a member to try the product, enjoy any added items included and then return to Smiley to use our Single-Click Sharing™ to share their post online with friends. An effective kit will educate them on what the mission is about and will include step-by-step directions of what is being asked of them. Whether it is educating them on a specific product feature or innovation, driving them to a retail location or asking them to use their creative side and make something with the contents of their kits, our members should know exactly what to do when they receive their kit in the mail.
A great example of a physical Smiley kit that created a high level of engagement was for a seemingly common household item, ARM & HAMMER™ Baking Soda®. Along with a full size product and a branded shaker, members also received a book that included hundreds of unconventional uses for the product, which was the key engagement tactic for the mission.
When consumers share about products with their friends, they want to share something valuable that will help others make smarter decisions, and show them to be the expert. The educational booklet allowed our Smiley influencers to use Baking Soda® in new and interesting ways, which translated to an enormous amount of excitement and advocacy. This excitement noticeably translated to their mission results, as we found that members posted more times, more frequently and showed more engagement from their posts when compared to other missions in the category.
For a digital mission, a terrific example that created a high volume of engagement was for a battery brand asking, “What powers you?” For this mission, targeted members received an inside and exclusive look at the making of a video produced by the brand, featuring the inspirational story of a NFL football player, Patrick Willis. The key element with this mission was to provide an experience that made the members feel special with a behind-the-scenes look at the making of the video, and also feature messaging that highlighted the emotional engagement the video provides. After members watched their exclusive “making of” video, they were able to share the final production with their friends and followers and share their story about what powers them.
A Smiley mission with a great brand experience can be the perfect marketing effort for your brand to get the influential consumers of the Smiley community to recommend your brand across the social media space.