How to ensure your live experience achieves optimum reach
To reach the right scale of audience the content generated from an experience needs to be amplified by a considered strategy. This should include engaging the right influencers, media and tech platforms, and building a best practice social plan that fits into a broader content strategy.
Below, we expand on the best practices for ensuring your live experience achieves maximum reach.
Rethink your partnerships with media, influencers and new-gen tech platforms
The organisations and people you choose to connect with should not be treated like sponsors, but true creative partners that influence and shape the experience. From internet-born radio stations such as NTS, to influencers with their own media empires such as podcasters Pandora Sykes and Dolly Alderton or companies that can help you leverage new technologies such as Epic Games’ Unreal Engine or Facebook Horizon, rethinking how you can approach partnership relationships in an authentic way to reach new audiences is key.
Despite discourse around influencer fatigue, influencers still have influence. Last year London-based marketing platform Whalar measured audience brainwaves in response to different brand messaging and found that when it comes to emotional intensity, influencers outperform TV ads by 277%. To create an authentic influencer strategy you need to skip the #ad and involve an influencer in the creative process.
A strong example of this comes from Chinese luxury e-commerce platform Secco and its experience created alongside fashion influencer Becky Li. ‘Becky’s mobile walk-in closet’ recreated rooms and the closet from Becky’s own home, with a curated selection of products thrown into the mix. Fans could scan QR codes attached to the products and buy them immediately. This experience stands out because Becky was a true creative partner and heavily involved in the experience’s design. This is an example of breaking down the digital layer between influencer and audience in a way that feels authentic.