CASE STUDY AOL
AOL is a global media and technology company, representing the best of all worlds: premium content and innovative technology. AOLs continued growth and evolution is the product of nearly a decade of careful cultivation of our internal strengths, coupled with thoughtful acquisitions and rigorous integration of the very best technologies and talents on the market. Today, AOL utilizes its four pillars of video, mobile, ad technology and platforms, and open ecosystems both within thier own properties such as The Huffington Post, TechCrunch, Mapquest, and MAKERS as well as when working with brands to reach new audiences and drive compelling narratives in ways never done before. AOL is a subsidiary of Verizon. 2
The Challenge The client was looking for an influencer who can post a photo of their new mail software named Alto Mail on their social pages. The influencer needed to be someone who is an entrepreneur and is known in the business world. This influencer needed an audience who is willing to take business advice and is eager to become an entrepreneur themselves. 3
The Solution HYPR approached the AOL Alto Mail campaign utilizing the HYPR Collaborative team. The client had a budget of $10K and was seeking a person in the business and travel verticals (thus potentially having multiple inboxes) to promote the app and increase exposure. After coming up with a list of suggestions, and sending out offers, influencer Daymond John (known for his role as a shark on Shark Tank) accepted the offer. After negotiation, it was agreed that Daymond would do 2 separate postings. The first posting would be an Instagram post linked to Twitter and Facebook, and the second posting would be 3 native posts (one on Facebook, one on Twitter, one on Instagram). 4
Daymond John for the AOL The team at AOL approached HYPR looking for an influencer to promote their new Alto Mail app and post about is on their social media. The client was seeking an influencer who is entrepreneurial and influential in the world of business. Our team chose Daymond John, an investor on the ABC reality show Shark Tank as well as a entrepreneur, motivational speaker and author. Per negotiated contract, Daymond John posted two Instagram posts, two Twitter posts, and two Facebook posts. Daymond s Social Stats (as of 2/16/16): @TheSharkDaymond: 187k Followers; 1,753 Posts @TheSharkDaymond: 444k Followers; 21,600 Tweets @TheSharkDaymond: 356k Followers 5
HYPR Profile Report for Daymond John influencer report 02.17.2016 Daymond John Daymond Garfield John is an American entrepreneur, investor, television personality, author and motivational speaker. view profile 37.1% Influencer Social Stats 62.9% 355.5K 1.3K 99 241 Followers Likes Comments Shares Audience Interests Business Marketing Politics 443.4K 89 9 42 Followers Likes Comments Shares 186.8K 1.2K 78 0 Followers Likes Comments Shares Influencer Performance 0 USA 62% CAN 6% GBR 5% PHL 3% Ethnicity ENGAGEMENT Influencer Reach Geographic Overview REACH 5 AMPLIFICATION 10 MLI 2% Age Groups 12.1% Asian / Pacific Islander 1.4% 47-52 18.2% African American 21.8% 40-46 21.9% Hispanic 35.0% 33-39 2.0% Indian 22.3% 26-32 45.8% Caucasian 13.5% 19-25 6.1% 12+ @ all rights reserved to Hyprbrands 2015 Report generated for Daymond John by HyPR for inquiries, contact info@hyprbrands.com 6
The Results The Alto Mail campaign had great results, reaching a little under 1 million people through one influencer, Daymond John. The reach was just one aspect, the campaign also resulted in over 1,400 likes, 96 comments, and 87 shares. 7
Daymond John for AOL: The Result Instagram Activity Stats as of 2/16/16: 187k Followers Total Instagram Posts: 2 Total Followers: 187k Followers Total Likes: 1,052 Total Comments: 52 Total Amplification: 18 (as of 2/16/16) 8
Daymond John for the AOL: The Result Twitter Activity Stats as of 2/16/16: 444k Followers Total Tweets: 2 Total Followers: 444k Total Retweets: 40 Total Favorites: 79 (as of 2/16/16) 9
Daymond John for AOL: The Result Facebook Activity Stats as of 2/16/16: 356k Followers Total Facebook Posts: 2 Total Followers: 356k Total Likes: 283 Total Comments: 44 Total Amplification: 29 (as of 2/16/16) 10
Summary Daymond John Total Impressions: 987k Total Likes: 1,414 Total Shares: 87 Total Comments: 96 (as of 2/16/16) 11
HYPR is revolutionizing influencer marketing by providing clients with in depth audience demographics of social influencers. This enables marketers, for the first time to effectively target their desired demographics, while using the ever powerful voice of influencers, lowering costs and making influencer marketing a science. Our targeting capabilities empower us to create the first real Programmatic Influencer Network for niche influencers at scale. Marketers will be able to engage their target audience by hiring any number of influencers, from 1 to thousands, at a click of a very special button. Sign up for your free-trial at hyprbrands.com