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ROI and the Power of the Mid-Tier Social Influencer at Scale

IG photo by @jmcregan

IG photo by @jmcregan

Your 2017 marketing budget: should it be allocated for content creation, ad spends, PR, or influencer marketing? While the answer is likely to be a mix of the above, only one of these options allows you to slash your content creation budget, increase the ROI of your social media ads, and increase exposure (measured by both impressions and increased follower counts). And that’s influencer marketing.

Specifically, influencer marketing at scale among mid-tier influencers leads to all of these positive outcomes. At Obviously, we have seen this strategy of engaging influencers at scale work for our clients because it accomplishes each of these marketing goals -- with a multiplier effect.

 

Why work with mid-tier influencers?

Let’s face it, celebrities like Kim Kardashian don’t care about your product or telling your story, and their fees are significantly higher than influencers who are much more targeted in terms of aesthetic, interest, and location. So when you pay for Kim & Co., you’re getting blanket exposure from sources who have no emotional attachment to your brand, among audiences who are largely unlikely to convert.

 

Working with 25-150 mid-tier social media influencers, however, accomplishes the goal of exposure, but in a targeted way. Working with a larger number of mid-range influencers has much more of an impact on the ROI tangibles such as follower growth (for continued exposure), increased ad efficacy, and ability to reduce expensive content creation budgets. And since Obviously influencers receive product rather than payment, they only collaborate with brands they love, insuring that their posts will be authentic, genuine, and effective.

 

Who is a mid-tier social influencer?

The definition of an influencer can vary widely in the industry. We at Obviously define mid-tier influencers specifically by the following characteristics:

  • Have between 2,000-70,000 followers. Depending on the type of vertical a brand is functioning in, the audience size of an influencer will vary. For instance, a surf company geographically targeted to the northeast will have more niche influencers in the 2,000-10,000 follower range, whereas an international fashion retailer will be more likely to work in the middle and upper ranges of these follower counts.

  • May or may not have a blog. A lingering misconception about influencer is that they are necessarily bloggers. Not so. While many influencers do have incredible blogs, most influencers of today and tomorrow are solely focused on creating beautiful social content.

  • Have a well-developed aesthetic and persona. Whether it’s monochrome urban, gentle country pastels, or colorful prep, influencers have a signature personal aesthetic and brand that has allowed them to build and retain an audience. These unique visual signatures allow our account managers to strategically select influencers who are already working in a brand’s style and tone of voice.

 

What results are you likely to see from these types influencers?

We don’t call them powerful for nothing. The combined power of 25-150 mid-tier social influencers posting within a condensed span of time means that brands gain exposure, which in turn results in increased organic followers for your brand -- also known as people who will have hundreds of touchpoints with a brand as they follow its Instagram account, for instance. Each of these events increase the likelihood of conversion, and long-term customer loyalty.

Let’s do some influencer marketing math. An athleisure brand wants to reach more women in their mid twenties in cities like Boston, Chicago, San Francisco, and Austin as they launch flagship stores. They also want to increase exposure for their brand and create hundreds of pieces of content featuring products that their social team can start using right away.

The brand contracts us to create a network of 150 influencers in these cities, running 2 campaigns over the course of 2 months. Influencers are gifted with product, and instructed to post to Instagram using the brand’s handle and hashtag. On average, the influencers have 27,000 followers.

The results from the creation of this mid-tier influencer network, and the deployment of two campaigns, would be:

  • 300+ pieces of content created for brand to use on its own channels -- that’s enough for 5-7 months
  • 4,050,000 impressions by end of campaign 1
  • 8,100,000 impressions by end of campaign 2


Compare these results with the 10 pieces of content that a brand would receive from working with 5 large influencer bloggers (for a hefty fee), and it’s clear which approach is better for ROI.

 

 

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"HOTLINE BLING:" SAY "HELLO" TO SOCIAL MEDIA'S EFFECT ON MUSIC

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"HOTLINE BLING:" SAY "HELLO" TO SOCIAL MEDIA'S EFFECT ON MUSIC

Last week was a big week for the music industry. If you’re reading this, you most likely don’t live under a rock, which means you’ve definitely heard Adele’s new single “Hello,” because hello, it’s Adele and she’s BACK. You've also probably experienced firsthand the Internet-takeover of Drake’s new “Hotline Bling” music video and all the Vines, memes, and GIFs that have since spawned from its existence.

In an interesting analysis of the video, New York Times writer Jon Caramanica discusses this phenomenon, the inevitable virality of Drake’s Internet persona, and how his art is created with the intention of being manipulated and contorted by the Internet. With its minimalistic visual effects, solid color backdrops, and Drake’s somewhat spazzy and basic dance moves, the “Hotline Bling” video functions as a foundation for the Internet to run amok. Caramanica writes, “It’s important at its full length, but even more so in the screenshots and few-seconds-long GIFs that it’s designed to be broken down into. It’s less a video than an open source code that easily allows Drake’s image and gestures to be rewritten, drawn over, repurposed.”

In all of these clips, it’s often the same portion of the original video being edited, from the 4:00 minute mark to about 4:40. It’s a musical interlude point in the song, so Drake is only dancing, no lip syncing to spoil the mood. The videos are often accompanied by the hashtag #DrakeAlwaysOnBeat, because well, it seems he really is always on beat, whether he’s grooving to Aventura’s “Obsesion,” Justin Bieber’s “What Do You Mean?” or the Cosby Show theme song.

😂😂😂😂😂😂😂😂😂

A video posted by champagnepapi (@champagnepapi) on

Then we have Adele, who resurfaced from a 3-year hiatus with the release of her newest single “Hello,” and in the process knocked Taylor Swift’s “Bad Blood” video out of first place for most-viewed video in 24 hours. Along with this reemergence came her first print interview in that same amount of time, where she spoke with i-D magazine's Hattie Collins about her upcoming album and the difficulties of fame.

When asked why she doesn’t like being famous, Adele said it’s not about having a distaste for fame, it’s about being frightened of losing herself to the toxicity of it. While Drake is all the more ready to let his fame and the Internet essentially control the style of his art, Adele uses the opposite approach. She says, “I just want to have a real life so I can write records. No one wants to listen to a record from someone that’s lost touch with reality. So I live a low-key life for my fans.” For the sake of her music, Adele chooses to stay out of the limelight, and as Collins puts it, it's how she can continue to “sing about life in a way that deeply moves and affects us. She does this in spite of ‘engagement’ and ‘coverage’ and ‘reach.’”

Adele is rarely photographed by paparazzi, occasionally tweets, and has only just joined Instagram. In our social-obsessed world, where information about anything and anyone is so easily and instantaneously accessible, Adele’s anonymity seems to work to her advantage rather than alienate her, as her video has already reached 82 million views on YouTube in under a week. It would be unfair to say that her infrequent use of social media is the reason for her success, because, my God, the woman can SING. But it’s certainly interesting that a musician with her caliber of talent and fame has been able to maintain that level of fame without the daily input of content on today’s most widely used form of technology and communication.

But perhaps it’s that Adele’s talent exceeds her need for a social presence. Adele broke a record that Taylor Swift previously held with her “Bad Blood” video, which had weeks of social media build up and a lot of celebrity cameos. Adele managed to accomplish the same feat with a sepia-toned video that featured only herself and co-star, Tristan Mack Wilds, and with no previous advertising or campaigning of any kind.

Of course, that’s not to say that Drake and Taylor Swift, or any other artist for that matter, need to rely on social media in order for their music to be successful or to maintain longevity in their careers. It’s only to say that, in a way, Adele’s absence on social media is how she uses it. It has served the same purposes that Taylor’s Instagram teases and Drake’s highly “GIF-able” video have served, in that its element of surprise worked just as well as playing into the tropes of the Internet. As Adele said, “You’ve got to give people a chance to miss you,” and that’s just what she did.

 

Watch full versions of the music videos below.

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#OSFW Round Up

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#OSFW Round Up

Happy Fall! Summer is over and soon New York City will look like a scene straight out of a Nora Ephron movie. Who's excited?!

Between the launch of our new platform, Obviously Studio, the array of projects we were able to offer our social creatives, and all of the amazing content they created, we had a pretty spectacular summer. We closed out the season with a special project focused around one of New York's busiest and most stylish times... Fashion Week.

We started our own social media Fashion Week, aka #OSFW. We asked our Instagram followers to submit a photo of the outfit they would wear to New York Fashion Week so @diarysketcheslk could turn it into a beautiful fashion sketch for them to share with their own followers. Leave it to our fashion social creatives to knock it out of the park with awesome content. Take a look at some of our favorites...

We got 178 posts tagged with #OSFW and garnered impressions that reached an estimate of about 800,000 Instagram users. Not bad for our first Obviously Social Fashion Week! Of course we're a little partial to the sketches @diarysketcheslk made of 3 of our strategists, Lauren, Saya, and Miriam

 

A big thank you goes out to everyone who got creative and submitted a photo -- follow us on Instagram for more photo contests coming soon!

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Interview with collaborators @manolopadron and @afroista

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Interview with collaborators @manolopadron and @afroista

Curating a beautiful Instagram feed might look effortless, but that's what makes these influencers so good at what they do. Obviously Social sat down with two of our favorites, @manolopadron and @afroista, to talk about how their accounts got started, where they want to go from here, and how to make it as an influencer in this big ol' social-obsessed world.

Manny is a men's lifestyle influencer, with a focus on fashion and grooming. With over 15k+ followers, he's certainly one to watch.

If you're looking for a beautiful and natural lifestyle account, look no further. Tessa's flair and eye for natural beauty will have you hooked.

OS : Looking back at day 1, when you first created your Instagram account, did you ever think that it would grow as much as it did? What was the turning point for you that made you want to monetize your Instagram feed?

Tessa : My first account on IG was solely used to edit my photos for FB, I had no idea that I was creating a feed. During this time I wasn't privy to the natural hair community, and began to notice that people were using this platform, to share their message, or show themselves. I decided to create a page due to a picture that went viral. The beginning of Afroista was more than just about my hair. My intention has been to create content that reflects my lifestyle, share tools and knowledge. To have the ability to reach and make connections with others has been humbly motivating. Through developing my voice, I have questioned if this was a fleeting hobby, or I would take my brand to the next level.

Manolo : When I first started, Instagram was very different. I just wanted to post about my lifestyle. I feel like, today, my feed is similar but my lifestyle has changed dramatically. I definitely did not expect it to transform into what it is today nor did I know that Instagram was going to become as popular as it is now. My snapchat (@manolopadron) today is what my Instagram was 4 years ago. I’m not curating a perfect image, just being more ridiculous and silly.


OS : What is the most challenging part of trying to make it as an influencer today?

Manolo : I think it’s really exciting what we're experiencing now through social media because we are seeing personalities come out. There is a lot of fashion menswear out there, but there can only be one ‘you.’ Everyone has a different personality. I think my Cuban-American culture really plays a part in my identity. People see there are a lot of layers to me and that I’m not one dimensional, and that’s what makes me stand out. I’m a father, I have a family, I own two businesses, I’m an entrepreneur, and those are the layers that help me stand out.

Tessa : At times seeing myself as an influencer has created blockage. I can recall the various obstacles I was facing "behind closed doors" and I didn't feel very empowered. I couldn't fathom that I was making a difference, and would often tell myself that I should just stop what I was doing. Mystically in those moments I would receive emails from followers on how much I have inspired them. Which encouraged me not to be swayed, and affirmed that I must not give up! When a being makes a determination, you are sure to be assailed with obstacles. You either win or lose! In the midst of the chaos, life is always shifting, and is filled with endless positive possibilities.

OS : How have you integrated the “maintenance” of your social media feeds with everyday “real” responsibilities? Do you put a lot of planning behind every post or are you more spontaneous?

Manolo : I like that question because it made me think about what I do and I think it all comes down to my lifestyle. I’m very fortunate to have an active social lifestyle. I get invited to many events and once I’m there, I try to think about what single photo will translate the vibe and then what social media outlet to use. You want to stay "on brand" but to me I’m just like “Hey, be real!” to collectively put something together that people will appreciate. I love finding things that describes my culture, my brand and allow me to be real. I’m not going to promote a product that I genuinely don’t care about or don’t find inspiration from. It’s all about being creative and artistic.

Tessa : I try to be as conscious as possible about my post. Social media has created various lanes, unfortunately a lot of it is fluff. I feel responsible about what vibration I put forth. You never know who's going to see it. With that being said, most posts are organically spontaneously created, a mere glimpse into my life.

OS : What is the craziest thing that has happened to you so far because of social media? This can be either working with a “dream brand” or people recognizing you on the streets, to maybe meeting someone who has had a big impact in your life since then.

Tessa : My close friends joke that I'm Insta'famous, which I brush off as a silly statement. I'm still taken back when beautiful beings recognize me. I have seen actual proof of determinations; from being spotlighted in a various magazines to musing for FLOTUS Hair stylist Johnny Wright. The greatest continuous blessing has been making more connections with those in my community, that are of like mind.

Manolo : Social media is a whole other world. As much as we want to say it’s not real, you do deal with real people. I met the Godfather of men’s fashion in New York City, Ignacio Quiles. I met him on the street one day and I recognized him, and now we do things together all the time like collaborating together on different projects. Everytime I’m with him, I cannot walk for 5 minutes and not have people stopping and wanting to take a picture with us, or wanting to talk to him. It’s just crazy! It’s almost like you are a celebrity. I think it’s funny when people comment on my posts but they don’t think that I’m a real person. But I handle my Instagram, and I curate the feeds myself.

OS : Speaking of which, what would be your dream collaboration?

Tessa : I would love love love to do an ad campaign for Uniqlo, Levi's, Swatch....!

Manolo : This is a tough one. Anything creative, artistic and fits my lifestyle. That being said… I mean there is so much…! I want to work in editorial because it’s the one industry I haven’t been in to yet but influences people a lot. So either in a magazine or with a magazine, a project, a blog or something. Working with Esquire or GQ magazine.

Thanks for being so great, Tessa and Manolo, and thanks to all our influencers rocking their 'grams on the daily! 

To collaborate with us, apply here: https://obviouslystudio.com/

With love, The OS Team 

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BBC CASE STUDY

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BBC CASE STUDY

BBC CASE STUDY

THE CHALLENGE: BBC has some big goals, and they hired us to make it all happen. They wanted to get more people on their website, perfect their social media mojo, and generate more engagements from creative content.

HOW WE DID IT: We came up with an extensive training schedule and long-term plan of attack to make it happen. Our strategy focused primarily on training their editorial staff, teaching them how to write effective and engaging social media content and how to manage and report back on it.

We spent 6 months with BBC’s editorial team in their NYC and London offices running workshops, seminars, and giving one-on-one feedback to the editorial staff. Once trained and ready to go, we encouraged editorial staff to post consistently and practice their social media skills using an internal leaderboard contest. In the end, BBC saw an increase of 83% across all United States social traffic and 681,000 unique clicks during the first six weeks of training.

In addition to the big-picture strategy and training, we also ran an influencer campaign for "BBC Future" to generate social media buzz around their World-Changing Ideas Summit in New York. For the event, we geotargeted 100 New York-based influencers to attend the event in person, and 100 more influencers in key global markets to interact with content live during the day. The influencer campaign resulted in 14.5 million impressions on the day and 1800 engagements with BBC Future’s handle over the course of 8 hours.

THE RESULTS:

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Obviously Viral - This Week in Twitter Rants

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Obviously Viral - This Week in Twitter Rants

Though mumblings about Twitter's decreasing relevancy in the social media landscape have been around for a couple years, particularly given the meteoric rise of platforms like SnapChat and Instagram, this week Twitter staged a bit of a comeback as a huge player in the cultural zeitgeist. 

Just yesterday, Tinder (a social media giant in its own right) lost its CEO due to a Twitter feud with a Vanity Fair journalist. When Nancy Jo Sales declared "The Dawn of the 'Dating Apocalypse'" in September's Vanity Fair Magazine and named Tinder a key contributor to that phenomenon, Tinder's Twitter account fired back. The account's lengthy, petty, and oftentimes cringe-worthy tweets featured #SwipeRight success stories and glorified #GenerationTinder. Resulting in what was essentially a 30-tweet rant made waves and, apparently, lost a young CEO his crown. 

It begins...

It begins...

#GenerationTinder is born.

#GenerationTinder is born.

Another man who may end up losing his crown to a tweet-storm is Republican front-runner Donald Trump. After Fox News Correspondent Megyn Kelly questioned Trump regarding his misogynistic and degrading treatment of women during the first Republican Presidential Debate last week, Donald Trump fired back, commenting that Kelly was so upset "you could see blood coming out of her eyes, blood coming out of her whatever."  The backlash on social media was immediate, where even fellow Republican Presidential candidate Carly Fiorina called out Trump for his misogynistic views. Trump claimed Kelly misunderstood his remarks and that they were in no way related to her menstruation (seems doubtful) and they were another police action by those over-concerned with "political correctness."

#GirlPower

#GirlPower

Trump attempts to clarify his comment? 

Trump attempts to clarify his comment? 

Lastly, Kim Kardashian took to Twitter to rant against those in the media who questioned her size, and even more explicitly, whether she was actually pregnant or just faking it! Kim shared a naked selfie on Twitter, went on an 8-Tweet rant about how #blessed she is to be carrying a child, and revealed her personal journey to accept her body at every stage of pregnancy. Kim's Tweets were some of her most highly retweeted ever with over 52k retweets and 86k favorites as of today!

The evidence. 

The evidence. 

Moral of the story: Twitter is hanging around, if not just as a platform for rants and feuds. HAPPY FRIDAY! 

Tweet tweet!

Tweet tweet!

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Interview with collaborators @sandramanay and @heyprettything_

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Interview with collaborators @sandramanay and @heyprettything_

Q&A with collaborators @sandramanay and @heyprettything_

As more and more people invest serious time in their social feeds and begin to work with brands, what it means to be an influencer constantly evolves. This is something we like to let our influencers shed light on. As Obviously Social continues to work with these kinds of creative and talented people, we’d like to share their insights into what it truly takes to be an influencer today.

This week we asked @sandramanay and @heyprettything_ to share their experiences in growing their Instagram followings and the perks and challenges of maintaining influencer status on social.

In case you were looking for an awesome boho Instagram account to follow, @SandraManay is the answer. This Peruvian native is based in NYC, but as you’ll see from her feed, she takes her 12K+ followers around the world to discover beautiful, exotic locations. When she’s not showing off her travels, she’s showing you some awesome outfits or adorable doggies.

Hong-Kong native and Seattle dweller @heyprettything_ is also a big fan of traveling and has recently taken her 12K+ followers all over Europe. Carolyn always finds the cutest place in the shop, street or landscape to capture. Paired with the right filter, no wonder she gets so many likes!

We caught up with these ladies and asked them to take us through their journey of how they became social media gurus and what they do to maintain their success:

OS : Looking back at day 1, when you first created your Instagram account, did you ever think that it would grow as much as it did? What was the turning point for you that made you want to monetize your Instagram feed?

Sandra : When I started my Instagram I wanted it to use it as an inspiration of my bohemian lifestyle. I thought I would just have a small audience of boho girls, but surprisingly I have a mix from surfers to vegan chefs to designers. I enjoy it a lot!

Carolyn : Blogging/social media have changed so much since I joined (I'm talking circa Angelfire and Geocities days...). I used to just share whatever on Instagram (now I do that on Snapchat), but it's a much more curated and strategized platform. My growth on Instagram has been slow and steady. I started monetizing some of the content when tools were made available, or when agencies reach out to me.

SandraManayTeePublic.png

OS : What is the most challenging part of trying to make it as an influencer today?

Sandra : Distractions. Sometimes it's easy to lose focus on why you started blogging and what you wanted to accomplish.

Carolyn: It's a saturated market, but that makes the challenge more fun. Influencers have to have a niche, a loyal and involved following, and quality content to produce. I'm constantly inspired and pushed to improve because there are so many incredible influencers out there who set a high standard.


OS : How have your feeds changed since working on campaigns with us? Have other brands reached out to you since?

Carolyn : I've only worked on Uniqlo with OS - those campaigns were fun because I love Uniqlo, so styling their pieces felt natural.

Sandra : Working with you gave me the chance to work with brands I wouldn’t even imagine could fit to my blog. I’ve worked with bohemian brands from Hawaii, Indonesia, Australia among others, so I’m happy I worked with you guys.

OS : How have you integrated the “maintenance” of your social media feeds with everyday “real” responsibilities? Do you put a lot of planning behind every post or are you more spontaneous?

Carolyn : As with nearly everything in my life, I plan what I can and go with the flow for the rest.

Sandra : I like planning; I focus on quality instead of quantity. On my Instagram I like sharing high quality pictures that will draw people to it. On my blog I try to write one or two posts a week but relevant to my lifestyle and interests.

OS : What is the craziest thing that has happened to you so far because of social media? This can be either working with a “dream brand” or people recognizing you on the streets, to maybe meeting someone who has had a big impact in your life since then.

Sandra : I’ve had the chance of getting invited to great events, and meeting incredible people.

Carolyn : I love that I never know when I check my feeds/email who will be reaching out to me for a project. I've enjoyed working on collaborations with Nordstrom, Dolce&Gabbana, ABC, and so much more!


OS : Speaking of which, what would be your dream collaboration?

Carolyn : I'd love to collaborate with airlines and hotels for travel posts! Dreaming about Maldives, Bali, Turkey, Morocco...

Sandra : My dream would be to collaborate with Revolve Clothing.


A big thanks to these ladies for all their work so far and to all the others that are out there rocking some campaigns for us!

For collaborating opportunities, check out our new OS Studio: https://obviouslystudio.com/

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Obviously Viral - Jon and the Ladies

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Obviously Viral - Jon and the Ladies

Quote of the week: 

"I do not know how this son of a poor Appalachian turd miner...I do not know what I would do if you hadn’t brought me on this show. I’d be back in those hills mining turds with Pappy. Jon, you know by now I’d have dung lung." 

—Stephen Colbert’s heartfelt goodbye to Jon Stewart

 

This week’s madness:

Alas, my friends, the day has come when Jon Stewart will no longer feature on our televisions, for last night The Daily Show anchor performed his last show EVER and all of social media is in mourning/thanking him for the awesomeness he brought to America through the hashtag #JonVoyage:

*Moment of Silence*

But have no fear, fellow readers, for we have more to celebrate, notably in line with our iconic hashtag #GirlPower.

This week on social media the hashtag #ilooklikeanengineer, which challenges gender stereotypes, was buzzing and provided truly inspiring content.

It all started with one Tweet by engineer Isis Anchalee...

...which in turn brought multiple amazing Instagram and Twitter posts:

Seriously, there are A LOT more that you should really check-out. #inspirationoftheday #ofourLIVES

Keeping on topic of #GirlPower, this next campaign calls for women to embrace their looks: notably, their stretch marks. The hastag #LoveYourLines recently went viral and so did the main account that promoted the campaign, @LoveYourLines which has 142K followers. #Slay

Here are a couple of the stories:

Moving on to a more comical topic, this week a “major” discovery was made which sort of sparked a debate over whether or not you are supposed to keep the plastic end of earrings:

 

 

 

No one knows! Finally, here is your end-of-the-week cute puppy video:

Until next time...Have a great weekend!

 

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The Daily Beast // Quorum Event Case Study

THE DAILY BEAST // QUORUM EVENT

THE CHALLENGE: The Daily Beast hired us to held spread the word about their revolutionary global LBGT rights conference, Quorum. For the event, The Beast asked us to create social media buzz around the event, produce content for TDB’s platforms, and find and work with influencers to spark grassroots interest and hype.

HOW WE DID IT: * We took over The Beast's social media accounts and created over 150 pieces of content, including 35 pieces of custom designed, real-life, content. * We collaborated with 42 influential social media users who also attended the event. These influencers created their own innovative content to share with their followers, who sent out tweets and Instagram photos using the hashtags #LGBT and #Quorum.
* We worked with The Daily Beast's official partners, Hello, Mr. Magazine, and Glad, to generate content for their feeds and promote the event.

Posts from our influencers:

Posts from Daily Beast partners:

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Obviously Viral - Peace & Love Please

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Obviously Viral - Peace & Love Please

Quote of the week: “No I never read the book or the script. I just winged it.” 

- Cara Delevingne

 

This week’s viral madness:

Before we get into explaining our quote of the week, today is a Friday more special than the last because today is the day that Mission Impossible 5: Rogue Nation is released in theaters! *Queue the music*

= Everyone today rushing to go see it

Tom Cruise did some crazy stunts for this film! They were REAL. He was actually strapped onto a plane when it took off:

So obviously the hashtag #MissionImpossible is trending on Twitter:

If you are not already impressed/entertained by the arrival of this film, you certainly will be after watching this epic lip sync battle between the star of Mission Impossible, Tom Cruise, and TV-host Jimmy Fallon, on Fallon’s show a couple of nights ago: #killingit #CantFeelHisFace

Speaking of movies and shows and such, Cara Delevingne recently experienced a really awkward interview on the Sacramento Good Day show. Watch for yourself:

And sure enough when the interview went viral, people were on Cara’s side:

John Green, the author of Paper Towns, even wrote a blog post about the incident and was clearly not impressed, not only because the anchors had been rude but because they were asking the wrong kinds of questions.

He pointed out that “Cara has read the book (multiple times) but the question is annoying – not least because her male costar, Nat Wolf, was almost always asked when he’d read the book, while Cara was almost always asked if she’d read it.”

There are just going to be some misinformed haters out there no matter the situation, so Colleen Ballinger (a.k.a. Miranda Sings) decided to embrace the mean comments into a funny little song, which got over 1 million views in just a couple of days:

And finally, we’ll leave you with a video of this cutie chasing some birds: #supportwildlife

Although it’s the last day of July, it’s not the last day of summer yet so enjoy the beach/pool/AC this weekend or follow in the footsteps of this little corgi who is so keen to get in that water!

Happy Friday everyone!


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Interview with UNIQLO collaborators

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Interview with UNIQLO collaborators

Q&A with collaborators @indaheart, @jasonroars @LadyLemonsalt & @franciskenneth

This week we want to introduce you to not just two, but four more of our awesome collaborators, @indaheart, @jasonroars @LadyLemonsalt and @franciskenneth. We asked these Instagrammers a few questions about how they use social media to curate their online personas and how they have been able to grow by collaborating with companies.

Self proclaimed hat wearer and urban traveler, @Indaheart's profile makes travelling fashionably look effortless and elegant. She has 4k+ supporters by her side.

@Jasonroar's feed is all about good vibes and lifestyle photography, and 18k+ people love this diversity.

While @LadyLemonsalt really lets you into her life through her feed, whether by showing off her #ootd, what she is eating or where she is traveling, Emma keeps her 5k+ followers on their toes.

Finally, blogger @franciskenneth is also a big fan of very refined #ootds. His 10k+ followers love these monochrome setups and the occasional pics of delicious looking food platters.

All four of them were collaborating with Uniqlo to spread the word about collections such as Airism, HeatTech and Ines de la Fressange, to name a few.

We caught up with them to see what they have noticed since they’ve started working with brands on Instagram. Some excerpts:

OS: Since you’ve started collaborating with Uniqlo and other brands on Instagram, have you noticed any changes to your feeds -- did you get more followers, shares and likes?

Indah: I've gained more shares & engagement on my social media accounts, whether it was on Instagram, lookbook or tumblr.

Francis: Collaborating with Uniqlo has been great, and anytime they've reposted my work, I've definitely seen a positive change via shares and likes.

Emma: I feel that there is a positive change in my social feeds. I especially like giving my 3D figurine for a cause when working with UNIQLO and I think my followers like it as well.

OS: What do you enjoy most about your life on social media?

Indah: What I enjoy the most about my life on social media is that I've met other creatives in LA & collaborate with them in photography and fashion!

Francis: What I enjoy most about my life on my social media is that it's a direct reflection of who I am and what I'm about. Some of my peers say I'm too honest, but I just want to be as genuine as possible - even if that means showing how weird I really am.

Emma: I enjoy sharing experiences. Social media makes us more connected than we’ve ever been in the history of mankind. It’s incredible to instantly see people sharing ideas and their personal lives.

Jason: It is my main source of marketing for my event and wedding planning business. With the short/quick attention spans, posting the right image can create a lot of buzz on your brand.

OS: What is your favorite part of creating a post? Is it the editing of the photo, brainstorming your outfit/content or full blown spontaneity?

Francis: My favorite part about creating a post would have to be the creative direction. I try to not only make my posts relevant to almost everyone, but also fun, artistic, and again, genuine to my "branding," for lack of a better word.

Emma: My favorite thing about making a post is creating the outfit. My style can be so kooky! The crazier the better for sure. Editing photos is always fun. My favorite app is VSCO cam, I have all the filters!


OS: Which feeds are your favorite? What’s the coolest interaction you’ve had on social media with other users?

Emma: My favorite feed would have to be Tavi Gevinson, I definitely relate to her as a young blogger and entrepreneur and her style and wit is fascinating! One of my coolest interactions was when Alexa Chung liked and commented on one of my pictures. Another was when American Apparel used one of my selfies for their window display.

Jason: I love to have people from all over the world commenting on my posts. Seeing how widespread my images are being seen is really exciting.

OS: And since you did such a great job with us, have any other brands asked for you to collaborate with them, too? We hope that your accounts are growing!

Indah : Yes! I've worked with Fevrie Fashion, TOBI, 375, rollacoster clothing, CSBLA, lack of color (AUS), FashionTap app, and I'd love to collaborate with more brands!

Francis: Yes. Yes. Yes, and for that, I'm eternally grateful!

Emma: Before working with Obviously Social, I worked with MZ Wallace and was an influencer and marketer for them. Now I do freelance marketing for a company in SoHo, and working with UNIQLO has opened up a lot of opportunities for me!

Jason: I have been contacted by other companies and am in the process of working with some exciting new brands.

Special thanks to the collaborators who participated in this Q&A, and a big shout-out to all our other collaborators doing an awesome job, too!

We can't wait to have you featured here, and remember, you can apply here to be a part of the team: https://obviouslystudio.com/



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Obviously Viral - This Week's Feuds

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Obviously Viral - This Week's Feuds

Quote of the week: “Wait wait I'm in Paris it's the middle of the night & I'm posting my Vogue Spain pics not having a clue what's going on in the music world” - Kim Kardashian

 

This week’s viral madness:

We're going to dive right in and show you this incredible footage from South Africa of professional surfer Mick Fanning fighting back after a shark emerges right behind him and goes for his board:

The surfing competition was immediately canceled after the incident and both surfers that were in the water at the time made it out safely. Btw this all happened LIVE and quickly went viral as people were tweeting all about how badass they thought Fanning was to have survived the incident unscathed:

However, according to the shark, he was just minding his own business:

Speaking of misinterpretations/minding one’s own business, a couple of days ago Taylor Swift decided to take one of Nicki Minaj’s tweets, which calls out the VMAs for their exclusive nominations, too personally and it backfired… (allow us to recount this story with a sprinkling of cat gifs).

Here are some of Nicki’s original tweets expressing her disgust for not having been nominated at the VMAs for best choreography:

And then this happened:

So Nicki nicely put her back in her place:

And then Katy Perry decided to chime in:

We know, it makes no sense, so our friends at Buzzfeed fixed it:

And finally, Kim Kardashian (unknowingly) added the cherry on top with a nod to Kanye interrupting Taylor:

But apparently it’s all good now!

Or is it….?

Moving on to some more positive Twitter reactions: the Women’s Running magazine’s August cover features a plus size model and it’s got everyone’s seal of approval:

#GirlPower

On top of that, Ayesha and Stephen Curry’s daughter proves it doesn’t matter how old you are because you can be fabulous for so many different reasons, like knowing how to ‘Ney Ney’ at age 3:

Getting 340K views at only 3 years old? #LifeGoals #BeatUsToIt

Finally, we leave you this week with some more entertaining drama and a little #flashbackfriday to THG teaser #1, except this time we bring you teaser #2:

3 Million views in 24 hours say what?!

 

Happy Friday, and thanks for keeping us humble.


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