Gatsby: From Digital to Experiential, an inside look at how Body & Pole uses Gatsby data
Now that you’ve identified and partnered with an army of micro-influencers from behind your screen, what’s next? Why not take a cue from the world of dating apps and meet IRL.
Meeting Your Micro-Influencers IRL
Many brands are finding that while building a strong digital community is key for growing their engagement -- and ultimately, sales -- there’s often room to grow beyond and expand their digital campaigns to brick and mortar through experiential marketing.
Not only does IRL / experiential marketing offer brands a chance to deepen their relationship with the influencers, it offers their customers and influencer community a chance to meet each other (which is crucial for community building!)
Let’s Explore How Gatsby Can Help You Do This
Take Body & Pole, an NYC-based aerial dance studio, who you might remember from this case-study. Over the past year, Body & Pole has identified over 1,000 influencers who qualify for partnerships — offering them a free class of their choice in exchange for sharing on their Instagram.
Over the past year, Body & Pole has identified over 1,000 influencers who qualify for partnerships
Recently, Body & Pole identified a new way to engage with the influencer network they discovered through Gatsby.
To celebrate their 10-year anniversary, Body & Pole planned a special media night. They invited select fitness, wellness and beauty journalists to take a couple of their signature classes, interview the studio’s founders, and enjoy a carnival-themed party, complete with games, temporary tattoos and cotton candy.
In planning this event, Body & Pole realized it would be even more impactful to have micro-influencers there who were already familiar with the studio.
Enter Gatsby influencers. An easy export from their Gatsby dashboard revealed a comprehensive invite list ready to go. Body & Pole selected some of their favorite micro-influencers from the past year and invited them to the event.
The result? Engaging, IRL content that complemented some of their more formal content (press mentions) by journalists:
While it’s always important to employ strong digital campaigns with your micro-influencers, don’t be afraid to think outside your [computer] box and bring it in-store (or, in this case, in-studio)! It’s a tactic fitness, beauty and fashion brands have long been using, and with great success.
Here are some tips for doing it yourself:
- Decide on a location: it doesn’t have to be at your store (and in the case of direct-to-consumer brands, it can’t be!). Choose a spot to host the event that is on brand, in keeping with the event theme and enhances the experience. It could be a fitness studio, an event space, museum, or restaurant. Don’t forget, location, location, location!
- Make sure there’s working wifi! This one’s simple, but oh so critical. The last thing you want is to miss out on some great content simply because your influencers weren’t able to share in real time.
- Have an event hashtag - it doesn’t have to be complex or clever, but it creates more buzz and also gently conveys the expectation to post.
- Create “Instagrammable moments” throughout the event - it could be as simple as a step-and-repeat or photo booth, or fun activities, like the temporary tattoos at Body & Pole.
- Don’t neglect the invite - design something that feels special, and make sure to allow for +1’s! (No one likes going solo).
- Last but not least, define what success looks like, and decide how you will measure its quantitive attributes impressions from posts? Sales spikes? Follower increase? It’s important to have an idea of what metrics you’ll be looking at going into the event.
Don’t hesitate to reach out to us over here at Gatsby for guidance and brand-tailored suggestions for how to leverage your micro-influencers IRL!