To make well-known Vancouver Island gardener Donna Balzer a brand ambassador for companies coast-to-coast – she is already a regular on the CBC, other cross-Canada broadcasts and writes for the Calgary Herald – we needed sponsors. To get them, we created a highly-visible month-long blitz on Facebook which centred on Fb Live and high-value daily video content.
Our goal was to dramatically increase Donna’s Facebook following and to demonstrate to partners that Donna could consistently reach this growing group of passionate supporters.
Donna is a confident experienced host with an HGTV tv series under her belt and lots of public speaking engagements, so the 30 minute Fb Live where she answered questions, demo’d tips and techniques and championed the environment played directly into her strengths.
The weekly series of 90 second videos featuring Little Jobs in the Garden, Life … With Donna, Behind the Leaf and Good in the Garden reinforced her expertise while bringing viewers inside Donna’s world for an intimate look at a life spent with hands in dirt.
THE PROOF IS NOT IN THE PUDDING,
IT’S WHEN THERE’S A FIGHT TO LICK THE BOWL!
Donna is not a superstar gardener with a household name … yet.
But a targeted campaign generating 70,000 in reach, 47,000 views and 2,300 engagements plus 255 new likes in one month while working within a budget is a significant statement and suggests she will be!
In short, the right sponsor with the right social media marketing partner (that’s right, we’re not doing this for free) can build Donna into a significant brand ambassador at a relatively low cost.
Don’t Miss The Boat
Unless you’re connecting with Martha Stewart or Kim Kardashian, associating your brand with already famous influencers is over already. The new way, a better way, a cost effective way, is to pick a good, safe bet and work with them from the get go. Why not invest, time, money and resources and nurture and grow your brand ambassador into the plant or flower you want or need them to be!?