Marketing to the ultra tech-savvy can be a challenge in and of itself, thus our approach to the work needed to be high quality and acutely authentic to the audience to result in success.
Mod Op took a hyperfocused look at NVIDIA’s target audience and first-party data, using state-of-the-art social listening tools to customize a three-tier influencer framework. From that, we identified potential influencers that matched each tier category with their audience and then, mapped out a relevant flight plan that would best coincide with NVIDIA’s campaign calendar.
EXAMPLE: GREGORY O'CONNELL AKA GREGGLES TV
1K - 100K FOLLOWERS
Individuals with strong local and cultural ties growing with our target communities. These influencers are well connected and attend exclusive events. While followings are growing for these individuals, their content is quality.
EXAMPLE: KEVIN NETHER AKA THE TECH NINJA
101K - 500K FOLLOWERS
Comprised of a focused passion of gaming and technology, this category of influencers is dominating the industry and is pertinent to a successful campaign.
EXAMPLE: MELANIE MAC
501K - 10MM+
This group is iconic within all facets of our target community. Channels within this category are typically verified with large and engaged audiences.
The influencer campaign was a success, garnering huge engagement numbers for NVIDIA programs, surpassing our yearly content goal by 110%.
Total followers that were presented the original content created by our roster of influencers for SHIELD and GeForce NOW for Mac.
Total engagement across all social channels. Average cost per influencer was also 70% lower than our proposed cost.
Influencer coverage spread to online tech and media pubs like Business Insider Service profiles and 'how-to' features.