INFLUENCER

MARKETING
SAULDERSON MEDIA

WWW.SAULDERSON.COM
WHO IS SAULDERSON MEDIA
We are an end to end premium talent management
and influencer marketing agency dedicated to work-
ing with leading social content creators and brands
from across the globe.

We are trusted with creators to turn their influence

into long-lasting careers, and connect brands to the
most powerful form of marketing, collaborating to
highlight products and services to millions.

We’re Influencer Marketing Experts.

“ We r e a c h e d o u t t o S a u l d e r s o n f o r o u r

Ti k To k l a u n c h a n d s i n c e t h e f i r s t c a l l , t h e y

were professional, friendly and provided a

genuine service. It always felt like we were a

p r i o r i t y a n d e a c h m e m b e r o f t h e t e a m i n v o l ve d

b r o u g h t i n s i g h t s a n d k n o w l e d g e t o t h e t a b l e.”

- A S U S R OG

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WHAT IS INFLUENCER
MARKETING?
Influencers are personalities on social media that have
influence through utilising their social channels.

Influencers in marketing can be used for

recommendations, opinions, and/or direct advertising
and sales.

Influencers can be on any social media platform.

Through these social platforms we can categorise NOTE:

creators into: Influencers are not limited to specific
platforms and can have influence
outside of social media. They can
STREAMERS: also create content on multiple
platforms.
These type of creators stream content
LIVE.

PHOTO:
Usually content like
this will be on
SHORT-FORM: Instagram and
This content is other platforms
typically under where users can
60 share their photos.
seconds and
has a vertica
format.
LONG-FORM:
This content traditionaly
lives on YouTube with
videos over 60
seconds.

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INFLUENCERS &
COMMUNITIES
Communities drive people together on the internet. They areas where people can interact and
share interests and influencers can be viewed as key opinion leaders in these communities.

Using communities influencers can be placed into genre classifications. Which will help marketers
decided when and where to activate for their campaigns.

These genres can be broad and have an overview but they can also be niche. Primarily more
niche communities will have influencers with a smaller but with a more engaged audience. A good
example of is the broader “Gaming” community and the more niche genre of “PS2 games”.

BROAD NARROW

SOME CLASSIC GENRES

There are many more genres in influencer marketing, but here are just a few.

Automotive Genre:
The automotive genre typically has creators who showcase their cars, and any mods they might
have and create general content around vehicles. Some popular creators test-drive cars and pro-
vide opinion-based recommendations. This can help viewers make purchase decisions on what
car to buy.

Gaming:
Gaming is one of the largest niches in influencer marketing ranging from esports to guides to
casual gaming. A lot of people turn to gaming creators to help them understand more about a spe-
cific game or feel nostalgia watching a creator play favourite games from their childhood.

Lifestyle:
Lifestyle is a broad genre where creators can showcase their life. This can also be a genre for
influencers to share their thoughts and opinions. The majority of creators in this genre share vlogs,
and informative videos that usually cater to a wider audience.

Beauty:
Creators in this genre share new products in the beauty industry. Additionally, they’ll create tutori-
als on makeup looks, guides on skincare, and more. A lot of the time these influencers will show
product hauls and rate products that they’ve tried. This genre has a high engagement as creators
and their audience have a genuine discussion about the products used.

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 INFLUENCER MARKETING
CAMPAIGNS
An influencer campaign is the utilisation of influencers
for marketing purposes. There are many forms of influ-
encer campaigns and there is a time and place to use
them.

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 STANDARD PRODUCT PLACEMENT
This type of campaign utilises the influencer’s platform to highlight their product.
This can be done with a placement on their Instagram or an inserted integration
into their YouTube video. Product placements work well to bring awareness to
a specific product, leveraging the creators following and status to kick-start the
consumers purchase journey.

AFFILIATE INFLUENCER CAMPAIGNS

Affiliate campaigns use influencers by providing them with some sort of tracking
link that pays commission for any direct purchase made from that link. These
types of campaigns are a lot more subtle but can be used for a longer duration.
Influencers will typically keep this link in their descriptions or showcase the code
in a graphic.

PAID AD AMPLIFICATION
With the popularity of short-form content, marketers have more access to nano
and micro creators that may not have the same reach as macro and mega cre-
ators. However, their content can be incredibly valuable and produced at a high
standard. Through paid ad amplification, brands can use this type of content to
reach new, targeted audiences that the creator may have not been able to reach
on their own.

DEDICATED CONTENT
These types of campaigns are all about the product. Influencers will create a
dedicated piece of content surrounding the product and use their platform to
share it. These campaigns are typically lengthier and require more investment
to create something high quality. It’s also valuable to note that brand alignment
between influencer and product is a must, so that these campaigns work to their
full potential.

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SOME BEST PRACTICES
There are many ways to approach a campaign and onboarding influencers. Traditionally
there are 3 types: paid, gifted and commission.

THE VALUE

PAID When working with influencers brands have a choice on how to

onboard their product with them. However, how there are different
practices required for the different methods.

• A paid campaign is the standard method to work with an

influencer. They get paid a fee for advertising your product/
service. An influencer is required to disclose that they are

GIFTED being paid to promote a product using #AD

• A gifted campaign is when an influencer is sent your

product as a “Gift” with the hope that they will then share
the product on their platform. The influencer is required
to disclose that a product has been gifted by using the
hashtag - #GIFTED

COMMISSION • Commission campaigns are typically used for affiliate

campaigns. This is where an influencer will only be paid
after a sale or a sign-up has been made via their link. This
also has to be disclosed via #AD

THE MARKETS EVOLUTION

1 Millennials trust influencers more than the 2 Influencer marketing has be proven to be
well known celebrities we have followed for more profitable than traditional avenues of
generations. marketing such as print.

Businesses make a typical 600% return for 92% of Marketing teams report having posi-
3 every £1 spent on influencer marketing, it 4 tive results when using influencers.
beats paid search , email marketing and
typical organic search.

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THE

CASE STUDY

ABI/COOLDOWN
Objectives:
• Secure 10,000 sign ups
• Drive exposure, awareness and active users to the platform

Strategy:
• Used a number of social media platforms and influencers to promote a giveaway
from ABI/Cooldown
• Utilised gaming influencers across respective niches to attract as many new users
as possible
• Implemented a £10,000 worth of products giveaway

Results:
• Over 29,000 sign ups
• Over 50,000 clicks
• Generating high awareness and traffic to the site

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CONCLUSION

Influencer marketing is one best ways to approach marketing. It’s a powerful tool
that can bring your brand to the forefornt of the market. Through using relevant
creators as key figures for your campaigns can be a invaluable addition to your
existing marketing mix.

If you’re looking to find out more about influencer marketing and

find out we fit you can reach us at hello@saulderson.com or on
our website www.saulderson.com

• We’re connected to some of the best and most well known

influencer in the world.
• We’re a team of individuals who have backgrounds in
content creation and award winning content.
• We have partners far and wide which gives us the capability
to deliver any sized campaigns.
• We are an agile team which allows us to act at a moments
notice, we understand that people need delivery at speed.
• We always believe in testing, innovation and breaking trends.

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