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Category : Influencers

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What’s the story with Upstairs Amy?


RUCKUS DIGITAL AND APEX PR ARE COLLABORATING WITH WALMART CANADA AND INTERAC® FOR AN ORIGINAL DIGITAL SERIES, UPSTAIRS AMY, PRODUCED BY SHAFTESBURY

From the producers of global phenomenon Carmilla, Upstairs Amy is a scripted comedy that will also feature real-life digital influencers curated by APEX Public Relations.

The grass is always greener on the other side – or, in Amy Zhang’s case, on another floor.

 

Upstairs Amy follows the lives of three millennial moms on a journey through friendship, motherhood and self-discovery. When Amy’s apartment floods, she, her husband Dean, and their toddler are forced to move upstairs while the damages are repaired. There, Amy meets her captivating new neighbour Kaavya, the “it-girl” from the 26th floor. When a white lie turns into a new life, Amy and her best friend Veronica find themselves surrounded by Kaavya’s world of beauty, glamour, mystery and men – and so begins Amy’s transformation from average accountant into social media superstar “Upstairs Amy.”

 

ruckus Digital knows brands need storytelling and relatable characters that resonate with their target audiences. Before, commercials were the standard way of serving content to consumers. Now, consumers are in control – they decide when and how to interact with brands. This is why we are so excited to be working with Kin Community and their talented group of influencers, whose participation in-show will extend to their own channels and beyond. The influencers will be posting weekly content on their own channels relating to each week’s episode. ruckus Digital will lead the development on media buying and social content for the series.


The series is scheduled to launch in November 2017 on a dedicated Upstairs Amy YouTube channel.

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Use ambassador videos to tell your brand story

It’s estimated that in 2017, video accounts for 74 per cent of online traffic. Combined with the fact that 55 per cent of people watch online video every day, video should be part of your brand’s integrated story.

Husqvarna Canada has been working with ruckus Digital since 2015 to build and sustain an engaged social media presence.

From timely branded holiday content (i.e. mock Father’s Day tie below) to #FanFriday user-generated content, momentum continues to build with Husqvarna Canada’s audiences on Facebook, Twitter and Instagram.

To take content to the next level, we created a Husqvarna PROfiles video series with industry professionals at Parkwood Estates (film location for movies such as Billy Madison) in Oshawa, Ontario.

The long form video content (approx. 2 minutes each), gave Husqvarna ambassadors the opportunity to tell their industry stories in an authentic and meaningful way – with the integration of on-site product use. This approach continues to perform well online with its intended audience.

Need help telling your brand’s story through video? Drop us a line.

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Four things I learned working with mommy bloggers

While some digital marketers are still debating the definition and value of “social influencers,” others are incorporating them into brand campaigns, using their expertise and audience to get a few more (relevant) eyes on a product or service.

Recently, I’ve started working closely with a bad-ass group of influencers that have dominated the blogosphere for quite some time – mommy bloggers.

After working with several of these lovely ladies on a few different campaigns, I’ve learned a few things that (I think) are worth sharing.

The more info you can give the better

When you’re prepping a blogger on a campaign, the more background information you can provide the better. Yes, they are in creative control of the content produced, whether a blog post or social image, however if you can provide tips on what a client loves to see (or prefers to avoid) you ensure the success of the content on all fronts – you, your client and the blogger are happy with the result.

Work towards long term relationships

Building long term professional relationships is key, and it’s no different when you’re working with bloggers. Not only does it make sense to build ambassadors of a brand that are truly into the product or service, the content can flow more easily across campaigns and channels when it’s not a one-off post.

Set actionable KPIs

Measurement is a whole lot easier if you set actionable goals. Rather than impression estimates, why not count how many people responded to a call-to-action – commented on a post, entered a contest, bought a product etc., etc. – and determine the success of a program based on those results. This provides a benchmark for bloggers to work towards and for clients to understand the success (or failure) of a campaign.

Put some paid media behind your stuff

Blog campaigns take a lot of work – so it makes sense to arrange for some paid media behind the post. The budgets don’t need to be huge, and you’ll want to focus your efforts where your target audience is hanging out, but overall paid posts will help you get more out of the awesome content you’re creating.

Sarah Rogers is an account coordinator at ruckus Digital. Need help with your influencer strategy? Drop us a line.

Feature image from @beautycocktailsgirltalk
Continue Reading “Four things I learned working with mommy bloggers”