Implementation:

We conducted a nationwide search, interviewed dozens, settling in on a team of seven influencers. The eclectic group included inventor and YouTube celeb Colin Furze, Vine dancing sensation Amy-Marie Gaertner, and style Instagrammers Street Etiquette. In 10 weeks, we crisscrossed the globe, shooting video profiles, and briefing each influencer to create their project — using only the HTC One.

After each trip, we produced a video profile, and collaborated to ensure native content was authentic to the influencer’s audience, but also showcased the phone. Each piece of content was posted for maximum visibility to our target audience.

The results were stratospheric, literally (see: Colin Furze). Influencers authored more than 100 pieces of content to 5.4MM fans, reaching 34MM feeds across Instagram, Vine, and YouTube, an 81% increase in overall reach of HTC social content. To date, content has been shared more than 40,000 times, with 90% coming from influencer channels. Most importantly, Brand Effects studies showed a 21% lift in favorability among target demographic, and influencer content continues to drive viewership and engagement months after the campaign ended. Influencers were also more efficient in spreading content; delivering a 96% lower cost per share compared to paid media.