As co-manager of the blogger outreach programme, I take ownership of making contact and maintaining relationships with a network of bloggers and influencers for involvement in campaigns, events and blog content. The objective of our outreach activity is to increase brand awareness and improve SEO ranking.
The Bucket List
The Red Letter Days mantra is to #LiveaLittle and we’re always encouraging our customers to step outside of their comfort zone. With this in mind, we launched our #BucketList campaign, which consisted of sending one lucky individual (a blogger or social media influencer) a month on an exciting Red Letter Days experience (hot air ballooning, aerobatic flying, etc).
In order for the campaign to be a success, we as a team built an extensive database of influencer contacts (direct contacts, sharing contact forms on social media, etc), who had each expressed an interest in collaborating with the brand in some manner. Moving forward we would make contact with the individuals we felt would be suitable and liaised with our Red Letter Days suppliers, in order to organise the experience for the individual taking part and ensure that everything would run smoothly on the day.
(Please see examples below)
Our outreach events are held on a larger scale than the #BucketList, however work in a similar manner. Bringing together a number (usually between 15-30) of bloggers and social media influencers, we organise experiences that are best enjoyed in a group, such as a chocolate workshop or afternoon tea, overlooking the tiger enclosure at Paradise Wildlife Park (see below).
Twitter Parties & Research Pieces
For our busiest gifting periods such as Christmas, Mother’s Day and Father’s Day we focus on creating quality research pieces for the blog, using data collected from the public (largely our influencer network). In order to gather data, we distribute surveys across social media and our existing contacts. We also host Twitter parties to encourage social engagement and create conversation surrounding the brand.