PR Events
Influencer Marketing
Campaign Overview
This campaign was a live, interview-style content marketing initiative by BenQ North America aimed at promoting photography culture and showcasing the application of professional monitors. Hosted by BenQ Global Ambassador RC, the live discussion featured renowned New York photographer Natalie Amrossi (known as Misshattan). They delved into her creative inspiration, urban photography style, and insights on digital content creation. The goal was to highlight BenQ’s collaboration with professional creators and demonstrate the advantages of using BenQ monitors in professional image editing and production.
My Role in the Campaign
Project Coordination and Execution: Managed scheduling, communication, and overall logistics to ensure the interview went smoothly.
Content Planning: Worked with the team to develop the interview theme, questions, and key marketing messages.
Promotional Materials and Launch: Oversaw the creation of promotional assets (such as social media teaser images and written descriptions) and handled their distribution across various channels in a timely manner.
Interaction and Performance Tracking: Monitored audience engagement and feedback during the live stream. Gathered post-event data for analysis and reporting, helping to optimize future campaigns.
The Challenge
Increase brand awareness, conversions, and GMV for BenQ’s high-end projector (TK850) in the technology and home entertainment categories.
The Solution
Over a four-week period, I led the recruitment and management of 20 influencers aged 18–35. Each influencer produced one long-form blog post and multiple posts across Facebook, Instagram, and Twitter, with the objective of enhancing consumer awareness and purchase intent for the BenQ TK850 projector.
After assessing engagement rates and content resonance, we selected the top-performing pieces of original content and amplified them via social media and display advertising. This targeted approach helped BenQ expand its brand reach and drive deeper audience engagement. Additionally, we partnered with a location analytics platform to track in-store visits among users who had viewed the influencer content, measuring any resultant boost in offline foot traffic.
“We partner with influencers because we want to hear other voices speak about our brand. If we push the same message through our own channels, it doesn’t resonate as strongly. By allocating a portion of our budget to support influencer-generated content—through whitelisting or paid boosts—we achieve much better results compared to simply reposting it ourselves.”
The Results
140% year-over-year increase in GMV during BFCM (Black Friday & Cyber Monday)
23% increase in in-store foot traffic
82.4K total engagements
98% positive brand sentiment