"Will it mix?" was a wonderfully successful experience, says Rick Galan, Blendtec's Director of Digital Marketing. Videos have been a powerful (and fun) brand awareness driver. But while the phone number list campy 'Don't try this at home' campaign has raised brand awareness for millions, the audience is so large it's safe phone number list to say many are more interested in destruction than nutrition.
“We're selling an ambitious product,” says Mike Jensen, Senior Content Marketing Manager. With many models priced at $400 to $600, a Blendtec blender isn't one of those kitchen gadgets that someone uses multiple times and relegates phone number list to the back of a cupboard. To sell blenders, Blendtec needs to reach the right people – people who consider a high-end blender an important part of their lifestyle.
For Blendtec, that means completing the scope of the phone number list original “Will It Blend?” campaign with the depth offered by influencer marketing. By creating more relevant and targeted content, corporate influencers help Blendtec reach and build credibility with potential customers – not only in the phone number list consumer market, but also with retailers and business owners.
To help build relationships with a diverse group of brand ambassadors, Blendtec representatives attend a variety of events, from blogger conferences to Crossfit competitions. They set up a booth, hang out and hand out smoothies. “The phone number list biggest tactic is just to be one of them,” says Galan.
As a result, Blendtec doesn't need phone number list to do much prospecting to find bloggers and Instagrammers - there's a waiting list of content creators who want to partner with Blendtec, often in exchange for a gift of product that helps them grow their own audience. Freebies help both parties expand their reach. “Our influencers are enthusiastic. As content marketers, that's a dream,” says Jensen.
Definition of the strategy
Fuel category content shows how Blendtec complements the phone number list lifestyle of athletes and nutrition enthusiasts. From the Seattle Seahawks (the NFL team even has its own Seahawks Stealth Smoothie) phone number list to local cycling teams, Blendtec shows how its products help professional, semi-professional and amateur athletes achieve their goals. Content is created by dietitians, nutritionists and athletes themselves.
Parents are, as you might expect, a key audience for educational content . Parent-generated content aims to make real food at home and ensure kids get their vitamins through smoothies and other healthy foods. Nurture content also comes from the phone number list vast community of food bloggers, for whom taking photos of their food – and the phone number list tools they use to prepare it – is second nature.