Product seeding campaigns are quickly becoming one of the most powerful tools in a marketing strategy. Influencer marketing has seen its market size almost double in value over the last 12 months. A well-executed seeding campaign is a key to acquiring new customers and connecting with consumers in a meaningful way. Influencers share similar interests and a lifestyle that some yearn for, their audiences aspire to them, and as a result, the influencer gains the power of trust amongst their audience. However, communicating through an influencer is more complex than it looks. Influencers are gifted weekly, and unless the brand pays for it, the influencer holds no loyalty. How does a brand break through the noise? How do they ensure the right message is perceived by the desired audience? We have a few aspects to discuss that we believe are key to creating a successful seeding campaign.

Influencer 

Adjective 

(social influencer) A key individual with an extensive network of contacts, who plays an active role in shaping the opinions of others within some topic area, typically through their expertise, popularity, or reputation. 

There is an influencer for everyone, regardless of age, interests, or values. Just as there is an influencer for everyone, so is a product or service. The right influencer will share your brand values and promote your brand authentically and honestly, like no other paid advertisement. When you pick the right influencer, you optimise your opportunities to meet your objectives, including brand awareness, increased purchases, etc.

Once you reach the proposed audience, the opportunities do not stop there. Strong content will drive influencers’ followers to share the content with their followers, whether through a simple direct message or sharing it as their own, as something they identify with. The power of a strong seeding campaign is boundless.

At O12, we suggest you throw the e-comm bag out the window if you’re after success. Unboxing plays a crucial role in the difference between being ignored or that sweet spot of optimal viewer engagement. Whether the seeding campaign is for multiple micro-influencers or one key macro influencer, there are many opportunities to create that Instagram-able moment, and we believe packaging should not be overlooked.

When it comes to the contents, you want to make sure they invoke the correct reaction. Don’t settle for anything less than the perfect ‘wow’ moment. Research is the answer to ensuring you can offer an exceptional experience. There are many ways in which you can add extra gifts or points of detail to make the seeding package show you care about the influencer and do not just view this as another advertising opportunity. In return, it will show the audience the relationship you hold with their trusted influencer, evoking the same mutual emotions. We suggest you pay attention to the most delicate details because every detail is a step further to authentic sharing and genuine enthusiasm.

In 2018, O12 worked with Nike to make an elevated athlete seeding pack in honour of Didier Drogba’s football career by gifting a unique bespoke package and product. We created a sense of theatre and reveal presenting the footwear in a shelving unit decorated in personal memorabilia, such as laces customised with key life milestones printed on each one, his hometown football shirt, swooshes in his home flag colours and more.

65% of consumers say they have purchased products after watching an unboxing video. Mesmerising packaging alongside theatrical and personable contents offers your influencer a seeding package that does all the talking.

Alongside the unboxing, the delivery of the seeding package is an added opportunity to offer your influencer another chapter in the narrative, adding an extra layer of intrigue and wonder for their audience.

O12 worked with Nike to send a seeding package innovatively through suitcases, with a personalised strap and contents. The suitcase arrived at the influencer’s door, offering that all-important illusive surprise (and extra range).

In addition, at O12, we continuously look to weave a sustainable narrative where possible. In this case, influencers were offered packaging which could be reused for future travels and a multipurpose life.

The above-recommended steps are the perfect recipe for a successful seeding campaign. Each step is a crucial ingredient for influencers to create unique content that stands out amongst the others. Providing your brand with organic sharing, increased word of mouth and sales.