The 13th annual Performance Marketing Awards hosted at the Grosvenor House Hotel in London went down a storm last night. Celebrating the best in the performance marketing industry, the UK’s performance marketing industry experts gathered for a night of fine dining and drinking, dancing and networking. With 27 awards up for grabs, the competition was fierce, but it was the Best Influencer Marketing Campaign award that caught our attention. Although eight were shortlisted for the prestigious award, there could only be one winner. This year, the Best Influencer Marketing Campaign category was sponsored by Inflecto and it was client strategy director Tanya Alden that revealed the winner on stage. It was Awin,Voxi and The Hook for their Influencer Endless Possibilities campaign that claimed the coveted prize. Let us tell you more about the campaign and why it was rewarded for creativity,innovation, and excellence.
With Vodafone launching the UK’s first dedicated youth mobile offering, VOXI, the telco provider teamed up with Awin to find a community of influencers and brand advocates that could reach an entirely untapped audience. With the help of social influencer network The Hook, Awin andVOXI set out to target 50 influencers that had a personal connection with the brand. The partnership provided a fresh opportunity for VOXI to take a content-based approach to affiliate marketing, building strategic partnerships and target influencers.“We took what would traditionally be a solely brand awareness campaign, and made it into a performance-lead brand campaign that enabled us to not only drive awareness for VOXI, but to also ensure that those users who acknowledged our campaign actually went on to become VOXI customers,” commented Mahdi Khan, affiliate manager at VOXI and Vodafone. VOXI was the first UK telco provider to take this content-based approach to affiliate marketing and Awin was tasked with setting up long-standing influencer partnerships that supported both brand awareness and customer acquisition.
With their brand awareness and customer acquisition targets, the campaign reached a wide audience of under 30’s across the UK with over eight million impressions, over nine thousand total engagements and £40+ CPA, proving that sufficient revenue can be driven from outside the more traditional telco comparison site space. VOXI’s innovation will hopefully pave the way for other telco brands looking to expand their customer reach and target a wider and ever-changing customer base. “Together, we over delivered on every single one of our objectives while creating the right blend of informative and entertaining content, building positive sentiment throughout and driving direct sign-ups to VOXI’s price plans,” said Elliot Willis, commercial director at The Hook Group.“Our partnership with The Hook has helped us capture the attention of this segment in a truly bespoke and unique way,” commented Lottie Beadle, affiliate specialist at VOXI and Vodafone.
The winners will be at the Influencer Marketing Show in London in October. Want to see Awin and other leaders in the space there? Earlybird passes are now on sale so snap up your ticket before ticket sales increase and network with the world’s leading brands, agencies, tech platforms, and leading content creators. Take away actionable tips for future influencer campaigns.