This help doc will review the entire campaign setup process at a high level. Customizations and advanced features will be reviewed within the specific features documentation which you can find here.
PREREQUISITES : Before starting the campaign, you need to group of influencers who you've tagged into a collection.
Creating a New Campaign
First, you need to be in the Campaign Tab. It's located in the sidebar on the left side of the screen.
You'll land on your Campaign Listing Page. This is where all of your campaigns will live.
A quick sidenote : If you have more than one campaign, you'll see summary blocks on this stage. These summary blocks allow you to access all stages of the pipeline as well as the Settings and Reporting tabs. Each row contains the number of influencers who are currently in that Stage. And if you have new messages from influencers, you will see that indicated in a circle to the right of the total count.
To create a new campaign, simply click on that huge Add Campaign button.
After that you'll see a popup where you need to name to your campaign. This is the name that the blogger will see on their campaign summary page. So you might want to choose something like the branded hashtag that you plan on using... of "Summer Launch", etc.
You can also change this later, so don't get too worked up. :)
From there, you'll get re-directed to the Settings page.
If the Settings page makes you antsy at first, and you're not sure what to do... you can contact your account manager for help with setting up your first campaign.
If you're ready to get started though, I'm going to walk you through the steps here so that you stay on the right track.
Once you've created your campaign, you'll get redirected to your settings page. It's here where you'll define all of your campaign preferences, criteria, descriptions, and flow.
Everything that you really need to think about happens right here, up front, before you even start your campaign, so that everything can run super smoothly. (Because who the heck doesn't want that.)
Take note of the screenshot. You are on the Settings tab. You can return to here at any point in time. To the right of that is your Campaign Pipeline. That's the tab you'll use once you start outreach. The last tab is the Reporting tab. That's where the campaign results will flow into as posts go live.
Each step in the Setup contains form fields that pertain to a certain part of the setup process :
- Global Campaign Details (info for the blogger to know about when creating their posts.)
- Influencer Requirements (what the blogger must complete for the campaign.)
- Messaging Templates & Approval Form
- Product Sending
- Tracking Codes (for impressions, and clicks)
So let's dive into each one!
Global Campaign Details
The Global Campaign Details section contains a series of form fields that you need to fill in that explain who you are, what your goals are, why their readers should care about your business, etc.
This section (Global Details) AND the next section (Campaign Requirements) are used in the influencer's Campaign Overview page. ((link)) The Campaign Overview page gives them all of the details that they need in order to complete this campaign in a way that you'll be super pumped about. And, it keeps all of the important stuff organized in one place for them to reference at any point (rather than digging back through old email chains).
So, keep that page in mind when filling out these first two sections.
The first row of form fields in the Global Details section has three fields.
K, underneath that, you'll want to fill in the info about your brand and your objectives.
- Campaign Name : Just put a name that the blogger can associate with this campaign. Are you doing a special launch? is it around an event like Mother's Day? Maybe use a Hashtag that you plan on using in the campaign.
- Client Name : If you work for a PR agency and you are running this campaign on behalf of a brand, you'll want to put your client's name here. If you are running this campaign on behalf of your own brand. Then use your brand's name.
- Client URL : The same rules apply for this one. If you are an agency running this campaign, use your client's url. If it's your brand... use your own url.
One thing to note here about the Company Information section, we've seen a lot of people get very "branded" here. Like... "we've been around since 1892. We pride ourselves in our passion for innovation and delightful creativity... our patent pending spandex does... blah blah".
Nobody really cares about that super branded stuff.
Use these sections to really explain something meaningful to your influencers... include stuff that would be nice for them to even mention in their post. Do you have some really cool founder story... that explains why your product was created in the first place. Does your product do something super special that no one else's can do? Does your product use some secret ingredient that just makes it magical? Basically... why should people care about your product? And explain that to them in laymen's terms leaving off the info-mercial sounding jargon. :)
Regarding the Campaign Objectives Section, use this to explain your goals to the influencer. Help them understand what you want to acheive by working with them. If you have super specific goals, list them out. Purchases are hard to guarantee. But if you're wanting a lot of new Instagram followers, or a lot of click throughs on your product links... I'd let them know and even ask them for suggestions on how you can make these goals even more attainable. You might get completely weird suggestions, but we've noticed that influencers know their audiences better than anyone... so let them know that you're open to their suggestions and bow down to their expertise.
Next comes the #Hashtags and @Mentions.
These are easy and pretty self explanatory.
The @mentions... you'll probably only have one. Your brand's hashtag that you use. The only reason that you might have additional ones is if you've broken down your accounts the way some brands do. @BrandName @BrandNameDenim... something like that.
For the #hashtags, you will probably have more than one. And I know that it's super tempting to use something turbo generic #SundayFunday... but this hashtag should be for this campaign. You should come up with something very specific to your brand. If your brand name is super specific... like #happySocks... that will work. If your brand name is "Gap"... you'll need something more original.
We use these hashtags to identify your campaign-related posts automatically and pull them into your reports. And the best way to keep this data clean is by having a hashtag that these influencers will not be using accidentally in some other random post.
Make sure to comma separate any @mentions or #hashtags if you use more than one in either of those fields.
Last but not least, some fun stuff! Campaign Images. You can choose a cover image as well as a logo image. These will be used on the influencer's Campaign Pages. They don't really have any real point except to be inspiring... and make the influencer's feel like you're super duper cool.
If you do nothing with these, it will default to your brand's name against a black background... and the cover image will default to this weird pink image that we felt was random enough to be mildly relevant to just about any campaign... not really relevant. You should probably swap it out.
To swap these out you need to NOT be on Internet Explorer... sorry! Internet Explorer has been the bain of our existence and we stopped supporting it for some of our more complex features.
So, assuming you're not on Internet Explorer, just click the Gray replace buttons. And upload an image. This image can be any size because we let you crop it in the uploader.
The same goes for your logo... you'll be able to crop it into a square before upload.
And... that wraps up this section. The next one is also sort of long, but after that, the remaining 4 sections are super duper easy and quick.
The Campaign Requirements is the section where you define what the blogger will actually be doing for this collaboration.
Here is the key thing to note about this section : you can fill in these requirements here, BUT all of these are editable on an influencer-level. Let's use an example... let's say you set up this section with the requirement of 1 blog post and 2 instagrams. This will basically be the default setting. But, each influencer is different and they will usually have different strengths. Perhaps you find someone with a killer facebook following, but she doesn't even have an Instagram account (gasp)... obviously asking her to do 2 instagram photos would be sort of weird, so you would then edit the requirements for her and her alone. (You will do this within the campaign page and you will need to refer to a different help article.)
So, for the sake of just covering the Setup part... let's review this section. But just keep in mind that these parameters are not set in stone, you can edit them later for individual influencers.
Don't forget... that's important. :)
Ok, so... the first section you come to within the Campaign Requirements form is the Deliverables section.
These deliverables are the part that will most likely be changed later once you start talking to people. It's really really important to make sure that you're getting the influencers to include posts where you will see great results. Not everyone is a whizz on Instagram, not everyone has good blog traffic... it's important to really analyze each person before proceeding too far if ROI is extremely important to you. (If you're just trying to bang out a campaign super quick. Then set your requirements up here... and don't worry about customizing.)
We will cover which post types you should focus on depending on your goals in another help article. So check that out if you're not sure what you should be picking.
Next, we have the Post Requirements.
You should pay attention to this. Try to think ahead of what things you really care about... Do you want your influencer wearing the shoes you send? Do you want your dairy-free butter displayed on toast or don't you really care... they can put it on raw chicken if that's what they want to do? Do they need to include anything special like promo codes, or special coupons... etc. Just try and put yourself in the influencer's shoes... and see what information you would need in order to create awesome posts.
It's good to leave things up to their creativity... but if you're sending clothing for example... the post really loses some umph if they just photograph it wrinkled up and laying on their unmade bed as opposed to being worn and photographed from multiple angles to really capture all the bells and whistles.
The last section here is for the date.
The first date section allows you to select a date range. Again, this can be adjusted for each influencer within the campaign... but if you're not wanting to do this individually for each influencer, then just select a wide enough date range to accommodate delays in shipping... or weird things that might come up from the influencer's end that might cause her to go a bit outside of the deadline.
That date range will be included in the Contract (more about this below).
The second Date Requirements Section has an On/off switch. If it's turned on, the blogger will be asked to select a tentative date. I'd suggest you use this. It will not affect the contract, but the selected date will show up next to the influencer so that you know when to expect the post. ...Basically, it will help you with planning. But if you don't really care, then leave it off.
And that wraps up the Post Requirements.
Preview Your Campaign Page
As mentioned above, the first two sections (that you've just filled in) are used within the Campaign Overview page that the influencer will have while working on your campaign.
And because you're probably feeling super antsy about filling in all of that stuff without any idea how it will look, we provide a preview. Which you can access right after the first two sections are filled in.
Just click on the blue button.
The page is simple and it will actually evolve over time, as the influencer progresses through the campaign stages.
When you send out your initial outreach email to them you can simply link to this page for more info... essentially allowing you to keep your email pretty high-level.
*And again, as the campaign progresses, this page will grow, and additional tabs will be added to handle other stages of the arrangement : tracking codes, collecting personal info, product shipments, etc. You can read more about it in our other help docs.
Ok, from here on out things get easier.
The Messages Section is strictly for your convenience. You don't actually need to change anything if you don't want.
It contains a series of templates for you to use during the various stages of the campaign in order to move things along and complete the various action items needed before a campaign goes live.
You will not need ALL of these templates right away most of them you won't need until much later in the campaign, so just skip those until you get to that step. (More info about the various templates used throughout the campaign can be found in the Campaign Process Document.
The main email that you need to care about is the Initial Outreach Email. This email you will use right away.
Additionally, this email is purposefully very generic. Because we needed something that would be generic enough for any of our clients to use, just in case someone decided not to change it.
I strongly encourage you to edit this template though. Your account manager can help you with this. Good initial emails can get you exponentially better response rates. And we're template writing ninjas, so let us know if you need some inspiration!
If you want to just wing it though, no prob. We have this blog post ((link)) that we wrote a while ago. And in short, you need to keep it loose and friendly. Don't get all corporate on them. "Greetings of the day. You have been selected to..." They will delete that kind of nonsense before they even open the email. :)
Instead introduce yourself and give an inspiring description of what you're doing and why your product seems like a great fit. Influencer marketing is sort of weird. It feels like Match.com a little. You need to really sell yourself.
(If you're a small company, that's totally fine. It's like being the nerdy guy approaching the prom queen... let them know why you're worth it! Give a little bit of background on what you're up to. And some inspiring history about your mission to make life better for everyone via your (insert the product name) that you're selling.)
Anyway, this discussion is enough to warrant another Help Doc, wouldn't you say? So look for (((link))) on Outreach Tips, Tricks, & Best Practices.
So back to your template page. Write your Initial Outreach Email first. And you can potentially fill in your Follow-up email template as well because it will likely be something similar to your first email. (You will receive more responses on your followup. So don't despair if you don't hear back the first time.)
The rest of the templates available are more like Admin emails.
- Collect Details & Contract : For this, you are sending them a form to collect the info you need (like shipping address, product preferences, entity name, tentative date, etc.) as well as requesting their contract signatures (electronic). (All of that is customizable.)
- Reminder about Tracking Links (this needs to go out sometime before the post goes live just to make sure they don't forget. (We've seen this happen, so better to be safe than sorry.)
- Shipping : If you're shipping products, they can confirm the package delivery. It also notifies them when you sent it along with a tracking code if you have one.
- Payment Complete : This is just to let them know that you've paid them and everything is wrapped up with the campaign.
You can return to this section at any point in time to make edits to these templates and it will affect any future email that you send out for this campaign.
Contract & Payments
Enabling contracts is easy. All you need to do is turn this switch on.
Your campaign info (along with the details that the blogger submitted) will flow into the contracts automatically. Each contract that gets sent is customized to the influencer and your particular agreement that you have with them.
You can preview it there by clicking on the blue link within the setup page.
Underneath that you'll find a switch that turns on a Payment Info form field.
The only reason you would NOT turn this on would be if you are not planning on paying ANYONE. In most cases, you will be paying at least some people, in which case you'll want to have the option to collect their payment info.
The text field at the bottom is where you should enter in your Payment Collection Instructions to the influencer, we've supplied some sample text that you might want to use.
Product & Shipping
The next section is Product & Shipping. You simply need to go through the various Toggle switches and turn them on and off depending on how you plan on handling products.
This section simply affects the information that will be requested from the influencer when they fill out their Details form.
The first switch out of these three is pretty much self explanatory. Do you want to collect the influencer's shipping address.
The second one is referring to the urls that will be included in your campaign. By default the influencer will be provided with the link to your website.
If you enable this switch it simply means that you will have an additional url (besides your homepage). This could be a product page, or a special landing page, etc. Turn this on if you want there to be more than one url.
If you DO want an additional url to be included, then two more options show up when you turn that switch on.
For the switch "Will all influencers use the same product url?" This is asking if they will all be talking about one product or page? (As in, maybe you are promoting one specific t-shirt. Then they will be linking to one product page. If you leave this off, each influencer will be able to have a unique url.
For the last question shown above, "Are the influencers choosing a product from your website..." If you turn this on, the influencer will be able to fill in the url to the product she wants, as opposed to you emailing her and asking which product she wants.
The final switch at the bottom of this section "Do you need to collect any info from the blogger...". If this is turned on the blogger will have a text field for them to enter in info like Size and Color preferences etc. This is an optional field for them and you should turn in on if you anticipate any influencer needing to provide you with additional product info.
The easiest for last. Do you want the influencer to use :
- trackable links (to understand the click-throughs you're getting)
- and impression pixels (to understand how many people saw your post.
If you do, then just turn that on.
We automatically track social mentions through your unique hashtags. But if you want extra blog tracking, you will need to turn this on. If you are not planning on doing blog posts, then you do not need this on.
And with that, your lesson on Setting up campaigns is finished up.
And fear not... if you are reading this post as your very first help doc, this one is the longest. As I mentioned in the beginning, the setup contains a LOT of configurations... but once you're done with that, you have everything setup to run your campaign very smoothly.