Market One
Financial Influencer Marketing Campaign
March 2021
Client:
Context/ Project Background:
Team Members:
Methods:
Market One
Market One is Canada’s largest marketing agency that exclusively caters to public companies. Market One’s goal is to connect public companies with retail investors through compelling stories that ignite, inspire, and lead to action.
Market One tasked us with building up their list of financial influencers, understanding their pricing and working methodologies, creating an outreach campaign and running a demo to determine the effectiveness of these marketing strategies.
Content creators are welcome in all sorts and forms. Bloggers, YouTubers and Instagrammers, we believe, will bring in the best bang for your buck. Our initial outreach campaign would be to target English speaking influencers primarily residing in Canada and the United States. For this case, Market One would like to see students present an influencer marketing campaign that highlights examples of influencers that would be a good fit, outreach strategies, and what a test campaign would look like.
The Final Deliverable included a 20 minute presentation.
Aidan Bain, Kyle Lee, & Alicia Heng
We used SurveyMonkey, Zoom, Google Drive, and conducted Secondary Research in order to collaborate remotely and present our ideas in an organized and clear manner.
Process:
We began with secondary research in order to understand the influencer landscape better, what they looked for in partnerships, and the demographic of investors of 2021. We also created a survey using SurveyMonkey in order to collect primary research from our peers about what platforms they were using the most and what factors made them trust influencers more. We found that majority of newer investors were under the age of 45, thus we wanted to be able to reach this new investing demographic.
We created criteria for influencers we thought Market One would do well partnering with and provided research on why TikTok was going to be the best platform due to its algorithm and high growth potential versus the other platforms.
The F.Y.P. Strategy was recommended in order to run successful marketing campaigns that capitalise on current social media trends within the U.S. and Canada and maximize their “bang for buck”.
My Role:
Case Competitor, Marketing Strategist
For this case, I focused on researching and creating the criterion that makes influencers worth partnering with such as credibility and trustworthiness. I also assisted my team in finding worthwhile Tiktok influencers for Market One to partner with that matched these criteria and that aligned with Market One’s brand image.
In addition to this, I created an integrated outreach campaign that Market One could used that included all the steps in order to initially contact influencers such as an email outline, the correct questions to ask to understand their working styles, and a sample contract to use.
Reflection:
My team and I decided to choose something out of the box and use financial influencers on Tiktok to target a newer type of retail investor that has emerged in 2020 and 2021. I learned an extensive amount about the potential of using Tiktok influencers to promote products in addition to the benefits of marketing via Tiktok. Market One enjoyed our idea as they created a Tiktok page shortly after.
