Tailor-made Influencer Campaigns with ReachHero

In one of our recent articles, we explained Influencer Marketing (IM). Now we would like to present ReachHero, one of the TOP marketplaces for influencer marketing. In an interview with Alper Süküt, Head of Sales at ReachHero, the innovative platform is introduced and a closer look is taken at the topic of IM.

Fig.1: Alper Süküt, Head of Sales, ReachHero.de

What makes good influencer marketing for you?

The key to the effectiveness of specific content is ultimately the relevance a product has for the target audience. This is particularly reflected in content marketing through the choice of influencer and network. At ReachHero, we work in a very data-driven manner for this purpose. With our self-developed platform, we have access to the analytics data of the currently over 25,500 registered influencers and can thus filter out in the first and most important step which influencers, besides reach, fit the target group of a brand with their audience.

Fig2: Influencers at ReachHero

Additionally, we can create multidimensional influencer clusters based on content, demographic, and engagement data to find "similar" profiles at a glance. After analyzing the personality and content of the influencer and determining a brand fit, we work together with the brands and the selected opinion leaders to develop strategies. The goal is to integrate brand messages and/or products convincingly into the experiential worlds of the respective target groups in the appropriate networks. It is especially important for successful IM that there is a relevant connection between the influencer and the product. Moreover, the content must be authentic and offer added value to the audience. Brands should dare to be open to the ideas of the influencers, as they know and understand their community best. We believe that in addition to authenticity, long-term and personal collaborations are particularly successful, as they promote both a high awareness factor and an emotional bond between the influencer and the community. The influencer thus becomes a brand ambassador.

How did you come up with the idea for ReachHero?

Our founder and CEO Christian Chyzyk came up with the idea for the influencer platform through several key experiences: In his last job as CTO of Axel Springer IdeAS Ventures, the topic "moving image" was increasingly driven by digital advancement. It didn't take long for his entrepreneurial spirit to be awakened, and he started thinking about innovative ideas in the field. Quickly, YouTube came into focus. The considerations were about what opportunities should be offered to "content creators" to monetize themselves.

At the same time, the question arose of how advertisers can quickly and easily use the massive reach through an innovative solution and especially scale it. Through various conversations with advertisers and "content creators," it quickly became clear that there is a high demand in this area.

Our co-founder and "Head of Entertainment" Aaron Troschke, himself a YouTuber with over 580,000 subscribers and a media professional in the media world, was immediately enthusiastic when Christian and he talked about it in more detail and the first inspirations emerged during brainstorming. The idea of the marketplace for influencer marketing was born!

Do your influencers contribute more to branding, sales maximization, or even both?

Of course, it always depends. The goal of a social media campaign should always be to enchant the audience with helpful content and information. The more authentic the content, the more likely positive feedback from the influencer's audience is. We have realized both branding and sales campaigns. Important keywords for sales campaigns were: reach, timing & tailored offering. In branding campaigns, sales can naturally also be pushed and tracked, for example by using discount codes or competitions that pique the community's interest.

Are there certain topics particularly well suited for influencer marketing?

We have realized over 1700 campaigns so far. Looking back, it can be said that Fast Moving Consumer Goods (FMCGs) work very well. Beauty and lifestyle products find their way very quickly into the videos and posts of the influencers. We have also implemented many campaigns in the areas of e-commerce, multimedia/technology, online services, automotive, as well as insurance and banking. We are happy to assist companies who are unsure whether their products or services can be sensibly integrated through product placement. Furthermore, this is also a question of the KPIs.

What can customers expect from ReachHero?

Our platform acts as an automated self-service marketplace for product, performance, and giveaway campaigns. Companies register with ReachHero, select from the three different campaign formats (placement, performance, giveaway), define their campaign and product, and announce their budget. The influencers see this information and then apply to the companies through our marketplace to market their products. Since influencers cover a variety of topics, as mentioned, we can serve a wide portfolio. Subsequently, the company can use the statistics prepared by ReachHero to choose the suitable influencers from the totality of applications.

Brands have full control over the approval of content with us. Our customers receive automatic reporting within the platform afterward. Since influencers are active on various social platforms, there is the possibility to play placements on multiple channels. We offer seven networks for campaigns. YouTube, Instagram, and Facebook are definitely the most used platforms for placements.

With higher campaign volumes, we can strongly support companies with our managed service by jointly realizing the campaign. Competent employees of our customer success team take care of the campaign support from start to finish. All employees in this team have agency experience or are influencers themselves. The support is complemented by detailed reporting for success measurement.

How can new influencers reach you?

Influencers and companies can register with us for free at www.reachhero.de. Influencers can even collaborate and mutually boost each other through "cross promos" on the platform.

Which campaigns have you enjoyed the most so far? Why?

Actually, I find it difficult to pinpoint, as at ReachHero we work with various customers and products, and all of them are exciting in their own way. Not only because you get to know new products and services, but also because you can develop different implementation approaches for various brands. A large campaign from a well-known automotive manufacturer was as exciting for me as the multi-channel campaign for the market launch of a beauty product from a very large consumer goods manufacturer.

We thank Alper for this exciting insight. If you are now also interested in an influencer campaign via ReachHero, we would be happy to advise you. Contact us here. We look forward to your inquiry.