X10 Media’s strategy to building a midas touch for influencer marketing

X10 Media was based in 2016 specializing in influencer marketing and has since labored on over 700 social media campaigns to date. Among the checklist of manufacturers it has labored with embody CapitaLand, Owndays, Swatch, Pandora, OPPO and Ricola. The company has additionally labored with vivo Smartphone for marketing campaign launches, providing recommendation on the kind of images influencers wanted for one of many model’s marketing campaign. The partnership noticed the company clinch the bronze award for Most Effective Use – Specific Audience at MARKETING-INTERACTIVE’s MARKies Awards 2021
While influencer marketing is perhaps standard nowadays, X10 Media’s founder Sky Lim (pictured) instructed MARKETING-INTERACTIVE that the majority corporations are nonetheless primarily partaking influencers “at a very fundamental degree” and overlook the significance of creativity and robust copywriting. He shares what makes for nice marketing and promoting nowadays and the tendencies he seems ahead to.
This interview is finished as a part of MARKETING-INTERACTIVE’s winners and finalists’ interview collection for MARKies Awards 2021. To discover out extra concerning the awards, click on right here.
1. Tell us concerning the marketing campaign you received and what was probably the most memorable facet of the marketing campaign for you? 
Lim: The relationship with vivo Smartphone’s crew began again in 2019 as a one-off tactical marketing campaign. Through our mutual synergy and demonstrated outcomes, that relationship has expanded to date. In the preliminary consumer temporary, influencers within the images phase had been requested which was fairly area of interest as opposed to a way of life phase which we had been anticipating. This resolution was pivotal in highlighting the product’s USP with its superb digital camera constructed and actually demonstrated their readability of imaginative and prescient and really clever selections.
One of the extra memorable elements was getting the appropriate images influencers onboard. The professionalism they demonstrated made them extremely selective of the initiatives they work on, which made our discussions extra detailed and insightful and produced excellent high quality of labor.
Another memorable facet of the marketing campaign was how our company and vivo wished a number of the pictures and the settings being shot. Most shortlisted photos had been set in Jewel, Gardens by the Bay and different Singapore iconic settings, – which reminds us of simply how picturesque they’re.
While going over the statistics, we had been amazed to see the nice marketing campaign outcomes which drove the very best share of buzz throughout all different platforms and channels for vivo Smartphone in accordance to the Ipsos report. And the cherry on prime was clinching the award!.
2. What do you assume makes for nice marketing/promoting nowadays? 
Lim: Consumers nowadays are extra conscious and have elevated ranges of advert blindness from saturation. Great marketing is within the deep understanding of a target market and understanding how to interact them on the appropriate channel, on the proper time, with the appropriate context.
Formulating a nice marketing campaign requires a clear strategy that cuts by means of the noise, gaining consideration and addressing pertinent ache factors of the shopper. With the shorter consideration spans in at present’s digital surroundings, merely capturing curiosity is now not sufficient to spur actions. Retargeting inside marketing campaigns is crucial to shut the loop particularly when clients have a tendency to require extra touchpoints for conversion.

Our opinion on influencer marketing is that the majority corporations are primarily partaking influencers at a very fundamental degree and sideline the significance of creativity and robust copywriting that actually pulls collectively a nice posting.

They have a tendency to overlook the truth that influencers might not essentially be entrepreneurs themselves and go away it to them to craft their very own content material.
Our company emphasises the branding facet, guaranteeing the consistency and translation of strategy are effectively executed by means of complete communication of the temporary to our influencers. The content material is then totally curated and judiciously vetted for high quality. And that’s how and why X10 Media has been ready to preserve our purchasers glad by persistently optimising campaigns and maximise outcomes.
3. What is one particular marketing/promoting development you’re looking ahead to exploring and experimenting with in 2021? 
Lim: TikTookay and dwell commerce promoting. Many manufacturers are nonetheless within the mass adoption or laggard segments with the be taught and observe part. The early adopters are those understanding how greatest to capitalise on it and it’s an space that we’re enthusiastically exploring to commercialise with a few of our extra forward-thinking purchasers. Watch this area!
4. What was one lesson learnt through the pandemic that each one entrepreneurs can take away? 
Lim: In each disaster lies a chance. Many organisations have a tendency to maintain again on budgets within the pandemic when it’s truly the most effective time to stand out with fewer opponents vying for market share.
With the pandemic, extra persons are staying in, with a tendency to spend a little extra time on social media. With most corporations shifting emphasis to digital to make up for the drop in footfall, influencer marketing has demonstrated its synergies to harmonise the general digital marketing strategy. X10 Media has excelled in supporting our purchasers to keep forward by optimising their marketing spend greenback for greenback and obtain most outcomes.

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