Seeding: what is
Seeding, is an activity of influencer marketing that involves sending products to influencers (normally micro, but not only) who are invited to publish stories and posts, giving visibility in an organic and natural way to the products received.
Which Influencers?
In order to ge good results with seeding in Italy (and all over the world) it is essential to have a database of influencers (micro but not only) extremely extensive and detailed.
Unboxing: how to get a “Wow” effect
In order to get the most out of seeding it is also essential to define in detail all aspects of the campaign. Not enough to send a package to an influencer to get his attention. On the contrary, campaigns with opening rates well below 50 or even 30% are not uncommon. What is then the best tactic to get – first of all from influencers – a “wow” effect and therefore great involvement? A fundamental point concerns the “box”, the wrapping of the product. Fundamental to value what we send to the creator.
How to do? A good tactic is to create a specific box or gadgets in line with the objectives and the «tone of voice» of the brand itself. Doing so, getting an unboxing with a real “wow effect” becomes a natural consequence.
Believe us: in more than one case we were asked for the “box” in addition to the product sent!
Shipments
A good trick, if you use an agency, is to have the latter handle the shipments.
We at Ginger Media want to follow the whole process from start to finish. The brand sends us the product in a single solution and we create the individual boxes and send them to influencers. The customer … waits for the results! It’s more work for our team but, at the same time, it allows us to control and keep track of what’s happening. It is no coincidence that we always get above average box opening rates!
Reports and results
The results of a good seeding campaign must meet these requirements: high open rate; high number of views; high degree of audience engagement hired by influencers. For each campaign we provide detailed and timely reports, without burdening the brand to search for results of each individual influencer. Because of a unique and exclusive technology, developed within our company.
Influencers Seeding in Italy: food, toys, cosmetics and retail
Seeding is particularly useful for all those companies that have a product (usually for a consumer audience) that they can show and/or try.
In fact, the effect of a well-structured “unboxing” is particularly efficient for companies in sectors such as Food, Toys and Games, Retail, Beauty and – in general – for companies in the Fashion and accessories world.
But it is also used very efficiently by companies in Entertainment, Automotive, and Consumer sectors.
Digital Marketing Agency Toys and Games
Digital Marketing Agency Entertainment