Influencer Marketing Proposal | Channel Factory

Channel Factory

New Member
May 4, 2018
3
1
3
41
Influencer Marketing for Dash | Audience Discovery, Awareness & Conversion


OVERVIEW

Campaign Message & Budget
  • Message: Dash is the leading cryptocurrency and payment settlement solution based on key product differentiators: platform privacy, unparalleled transaction speed and security.
  • Budget: 400 DASH/month for 3 months

CAMPAIGN GOALS
  • Build brand awareness through activation of influencers within the following key verticals/interest segments:
    • General consumer
    • Technology
    • Banking/business/finance
    • Blockchain/cryptocurrency enthusiasts/investors
  • Discover Audiences & Onboard Users
    • The above influencer activation strategy will also provide valuable audience data for optimized targeting and future re/marketing efforts within and beyond the YouTube space.
    • Influencer endorsements combined with Dash’s active platform and immediate consumer use-case will translate into meaningful user acquisition and community growth
  • Boost reach and engagement by applying paid media to influencer content with the above vertical/segment targeting.

CAMPAIGN STRATEGY

Why Channel Factory?


Channel Factory is the leading provider of software and managed media services in the YouTube and social video ecosystem, combining an analytics platform with a data marketplace for advertisers, influencers, and consumers.

Channel Factory leverages its experience working with over 300 Fortune 500 clients and data insights across business verticals to help blockchain-enabled businesses, including EOS and Ark, reach their audiences, wherever they are.

Our Trusted Influencer Marketing Strategy

At Channel Factory, we leverage Influencers’ persuasive power by creating custom content integrating our clients in an educational, positive light to increase engagement, nurture brand advocacy and drive specific consumer actions.
  • 1st Party Data/Message-Aligned Influencers - we have access to the largest 1st party data set for blockchain and emerging tech influencers, and our proprietary software allows us to identify and activate ideal-fit, message-aligned influencers across social media platforms.
Influencers are force-multipliers. Nielsen Studies show that 92% of consumers trust online word-of-mouth recommendations, while only 33% of them trust online banner ads. In a market so rife with uncertainty and volatility, leveraging trusted word-of-mouth recommendations from influencers is a critical.


Organic Video Harnesses Paid Media to Maximize Engagement

Channel Factory’s managed media-buying service delivers optimal results across multiple social media and .com platforms, and can drive additional reach for custom, influencer content by turning organic video into pre-roll and in-stream advertising across our proprietary inventory of custom audience segments with a declared, online interest in blockchain technology and cryptocurrency markets.
  • Our vast 1st party data sets and advanced machine-learning models triangulate and engage ideal, product aligned target audiences based on key behavioral and contextual data;
  • Our proprietary IQ SAFE Technology allows us to guarantee that the Dash message always appears in brand-safe, appropriate contexts using advanced screening tools, keyword and topical white/blacklists.
Timeline

This will be a 12 week campaign starting on May 1, 2018, and running through the end of June.
  • Weeks 1 -4: Launch Phase 1: Organic Influencer Campaign
    • Custom Organic Social Video paired with media to the strongest performers on YouTube
  • Weeks 5 – 8: Launch Phase 2: Data backed Influencer Campaign
    • Custom Organic Social video paired with further optimized historical learnings to garner better performance
  • Weeks 9 – 12: Launch Phase 3: Organic Influencer Campaign
    • Custom Organic Social Video paired with further optimized learnings to garner even better performance.

During the entire 12-Week Flight:
  • Precision Targeted TrueView Video, Programmatic Video and Display Banners will be optimized towards the best performing contextual and behavioral targeting tactics.
  • Dash can reach proven customers and fans by incorporating its 1st party data into our platform
  • Remarketing will take place to drive action against those who watched the videos.

SUMMARY

Integrated Media Plan combining Custom Influencer Content with Paid Social Video Activity
  • Long form content on YouTube to reach the largest, most engaged audience
  • Activate paid media with the Influencer-created assets to drive awareness for Dash in desired markets
Mass Distribution with Social Video and Display Banners
  • Mix of targeting tactics for optimal alignment with relevant content: Contextual (topics, keywords, channels, videos) and Behavioral (custom affinity, interests, remarketing, consumer patterns) on YouTube and Google Display Network
  • Can incorporate 1st party CRM data if available
  • Added Value: Companion Banners + IQ Research & Analytics + CTA Overlay
Analytics & Campaign Performance Reporting included
  • Brand Sentiment Reporting
  • Monitoring of important engagement metrics (conversations and relevant mentions) on a variety of platforms
  • Full campaign metrics such as CTR’s and conversions as well as 3rd party brand studies

ADDED VALUE
Channel Factory will also include ongoing analytics & campaign performance reporting throughout the flight:
  • Video Optimizations: Companion Banners + IQ Research & Analytics + call-to-action (CTA) Overlay.
  • Brand Sentiment Reporting.
  • Monitoring of important engagement metrics (conversations and relevant mentions) on a variety of platforms.
  • Full campaign metrics such as CTR’s and conversions as well as 3rd party brand studies
  • Transparency and our full Brand Safety solutions through our proprietary analytics dashboard, IQ. Clients have 24/7 access to their own reporting dashboard in ViewIQ.
  • Always-on accounts team, managing campaign from concept through creative and to conclusion.

We will attempt to answer any questions you may have within the forum, but please don’t hesitate to reach out to us directly.


Tony Chen
CEO & Founder
[email protected]
channelfactory.com
 

Arthyron

Active Member
May 29, 2017
334
174
113
Thank you for your pre-proposal. Lately, we've been tapering off our budget allocations toward marketing in general and YouTube in particular (due to the impending cryptocurrency-related ad bans). Over all we've found that more than anything, we need to drive adoption and integration and actual use of the Dash platform. Views and clicks and impressions are great, but we haven't really seen much of a correlation between previous YouTube-related spending and increased use of the network. Now, given the targeted focus of your platform with "influencers," the right personality's endorsement can do wonders for any brand. That being said how do you feel your platform will overcome these obstacles and drive real use of and real benefit to Dash in the ways previous attempts have not?
 

Channel Factory

New Member
May 4, 2018
3
1
3
41
Thank you for your pre-proposal. Lately, we've been tapering off our budget allocations toward marketing in general and YouTube in particular (due to the impending cryptocurrency-related ad bans). Over all we've found that more than anything, we need to drive adoption and integration and actual use of the Dash platform. Views and clicks and impressions are great, but we haven't really seen much of a correlation between previous YouTube-related spending and increased use of the network. Now, given the targeted focus of your platform with "influencers," the right personality's endorsement can do wonders for any brand. That being said how do you feel your platform will overcome these obstacles and drive real use of and real benefit to Dash in the ways previous attempts have not?


Thanks for your note. We really appreciate the feedback and totally acknowledge cynicism about the YouTube/network use correlation. It’s a nascent market so ROI is still finding its feet, but we’d like to take you up on your challenge!


In light of your feedback, here are a couple of ideas that we’re confident would yield worthwhile, measurable results:


  1. Discover Dash Directory | Brick & Mortar Merchant Marketing : we can activate Influencer or Channel Factory generated creative videos evangelizing generally about the real-world applications of Dash/thriving global Dash merchant partnerships (targeting geographically those countries where operations are active) and directing people to your Discover Dash directory to find out where they can buy/spend Dash.

  2. Dash Web Payment Processors | Online Merchant Marketing: same as (1), except the creative will center on the various online stores accepting Dash payment.

If we go the influencer route have relationships with various influencers in the tech/lifestyle space who create exciting videos specifically about new technologies which is a perfect audience for what Dash is all about. See, e.g., TechnoBuffalo or UnboxTherapy on YouTube.


In our activations for major clients, we have actually seen very high view rates across a variety of developing and newly industrialized nations where blockchain payment settlement solutions like Dash present a compelling use-case to unbanked populations.


Immediate results in this highly competitive market aren’t guaranteed. However, our approach might be the best way to use video advertising to drive real benefit to the Dash network:


  • The right (influencer or Channel Factory/Dash creative collab) video message

  • Centered around real world applications of Dash

  • With a clear clickthrough call to action fingertips away from actual Dash purchase/expenditure

  • + your ability to compare VR/CTR via your merchant/payment processors portals against the full campaign analytics we provide

  • + your ability to use those metrics to encourage more merchants/processors to sign up

….all this offers, in our opinion, the best route to a successful campaign. You certainly can’t afford to ignore YouTube advertising, but we’re agreed - it has to be done right.