Anyone who’s watched a “Will It Blend?” The video knows that the answer to this question is “Of course”. iPhone? Yes. iPad? Yes. Golf balls? You bet.
Created by Blendtec founder Tom Dickson to demonstrate the power of his blenders, “Will It Blend?” is the stuff of viral marketing legends. Since 2006, Dickson has starred in over 140 videos totaling 256 million views on YouTube.
“Is it going to mix?” was a wonderfully successful experience, says Rick Galan, Blendtec’s Director of Digital Marketing. Videos have been a powerful (and fun) brand awareness driver. But while the campy ‘Don’t try this at home’ campaign has raised brand awareness for millions, the audience is so large it’s safe to say many are more interested in destruction than nutrition. .
In the first place We’re selling an ambitious product,” says Mike Jensen, Senior Content Marketing Manager. With many models priced at $400 to $600, a Blendtec blender isn’t one of those kitchen gadgets that someone uses multiple times and relegates to the back of a Algeria Phone Number cupboard. To sell blenders, Blendtec needs to reach the right people – people who consider a high-end blender an important part of their lifestyle.
For blendtec, that means completing the scope of the original. Will it blend?” campaign with the depth offered by influencer marketing. By creating more relevant and targeted content, corporate influencers help. Blendtec reach and build credibility with potential customers – not only in the consumer market. But also with retailers and business owners.
In the first place To help build relationships with a diverse group of brand ambassadors. Blendtec representatives attend a variety of events, from blogger conferences to crossfit competitions. They set up a booth, hang out and hand out smoothies. “the biggest tactic is just to be one of them,” says galan.
As a result, blendtec doesn’t need to do much prospecting to find bloggers and instagrammer. There’s a waiting list of content creators who want to partner with blendtec, often in exchange for a gift of product that helps them grow their own audience.
Freebies help both parties expand their reach. “Our influencers are enthusiastic. As content marketers, that’s a dream,” says Jensen.
Definition of the strategy
Blendtec’s content marketing strategy focuses on the customer journey in three different categories. Nurture, nurture and create – and the company partners with experts and thought leaders in each of these areas.
Fuel category content shows how blendtec complements. The lifestyle of athletes and nutrition enthusiasts. From th.E seattle seahawks (the nfl team even has its own seahawks stealth smoothie) to local cycling teams. Blendtec shows how its products help professional, semi-professional and amateur athletes achieve their goals. Content is by dietitians, nutritionists and athletes themselves.