One of our clients approached us with the task of raising brand awareness and marketing a new product to a niche audience. When it comes to targeted marketing, we have found great success in two areas – influencer marketing and Sky AdSmart campaigns. In this case, rather than going down both routes separately, we decided to integrate the two into one campaign.
In recent years, influencer marketing has emerged as a powerful tactic for brands to interact with consumers via social media. Originally, influencer marketing took the form of sponsored content from celebrities or Youtubers – and often the two went hand-in-hand. As a platform, Youtube was generating more and more creators with really engaged audiences. However due to a lack of transparency from creators and ambiguity surrounding advertising laws, sponsored content started to be met with criticism as followers realised they were being advertised to. Moreover, due to the sheer volume audiences were being exposed to, they started to grow immune to sponsored content, easily filtering it out from an influencer’s regular content.
Over the past few years, other platforms have introduced new offerings to compete with Youtube, and brands have shifted primarily towards Instagram influencers. This is primarily due to the platform’s strong user growth across the globe. In India, for example, it has been reported that the number of users grew by 123% in 2017 – the fastest growth rate worldwide. Part of the appeal is also in the growing number of features the platform offers, such as Instagram Stories, which are becoming increasingly popular.
As clarity has been reached on how brands work with influencers, audiences have generally become more accepting of sponsored content, however only when they see it as authentic. Whereas once brands focused on influencers with huge followings, now they turn to “Micro-influencers” – those with smaller, but more engaged audiences. This has proven so effective because brands are able to work with influencers who genuinely care about their service/product, and aren’t promoting it just for payment, but because they genuinely want to share it with their audience. The most important effect here is that followers can see that this is the case, and so are much more likely to engage.
Not only are micro-influencers deliver more engaging communications to their followings, but they allow brands to reach niche audiences, and are much more cost-effective.
Sky’s platform for addressable TV advertising is called AdSmart. With this service, an advert will be shown to a pre-defined target audience, so companies can identify their ideal customer and only advertise to them.
“Advertisers looking for specific audiences, but using a mass medium can now combine the unrivalled power of TV, our in-depth knowledge of Sky households, advertisers own consumer insights and Sky’s targeting technology.”
Advertisers are given an extensive list of attributes to choose from. These range from affluence levels to pet ownership to the age of children in the household. The data is derived from a combination of Sky’s own customer data and information from consumer profiler experts such as Experian. Furthermore, to ensure the data is robust, Sky engages RSMB to perform independent audits of the measurement methodology. RSMB are the market leaders in television audience measurement design, operation and quality control. They are responsible for auditing BARB, the organisation that measures linear TV viewing in the UK.
One of the most useful ways in which adverts can be targeted is based on location. Previously, the only way advertisers could target consumers so hyper-locally was through Direct Mail. Now, however, TV advertisers can decide whether they want to only advertise in cities or even specific postcodes. This also opens the door for local businesses to advertise to consumers in their immediate area, on the biggest broadcasting platforms. Since AdSmart can be so localised, it means that it is much more affordable for SMEs.
Sky AdSmart is right for you if you want to:
- Use the most effective form of advertising to grow your business.
- Speak directly to your relevant audience.
- Restrict your advertising to a specific region, city or even postcode area.
- Increase sales and/or brand awareness.
- Stand out against competitors.
- Be seen in a premium/talked about the environment.
- Pay only when your ad is seen, rather than just a few seconds.
Marketing to a Niche Audience
When our client, Graphtec, approached us with the task of marketing to a niche audience, we decided to produce a TV commercial using Sky AdSmart, working with an influencer to present Graphtec’s latest product. Based in North Wales, Graphtec is the UK’s official importer and distributor for electronic craft cutting brand, Silhouette, and the commercial will promote their latest product, the ‘Silhouette Portrait‘.
Having already worked with Graphtec, we had a solid understanding of their customer base, and with a target audience in mind, we researched influencers who aligned with the brand’s consumers. As a family-oriented, lifestyle influencer with an interest in crafts, Sally Hurman (@GettingStuffDoneInHeels) was a natural fit and was delighted to come on board. Based on Sally’s personality and previous content, it was clear that Graphtec’s products were something she, and her audience would be interested in.
The commercial is currently in production and is due to broadcast at the end of September.