Case studies: Government and Influencers

4 min readOct 9, 2017

By now we should all know that influencers are a successful marketing tool, we know what they are and the general idea behind them (if you need a refresh, visit our previous blog on the topic here). Let’s get practical and have a look at some specific government examples of how influencers have been employed to spread a message.

An interesting revelation from the influencer trend is that the bigger the star, the less sway they hold over their audience. So something a macro-influencer (those with over 25,000 followers across Facebook, Twitter and Instagram) promotes carries less weight than those endorsed by the micro-influencer (those with up to 5,000 followers across the three social channels). This is because there is a perceived higher degree of trust and authenticity from their audience. The logic goes like this; those who aren’t mega-stars are seen to be more like us. Therefore they understand us and our lives, so products they use, we can too.

With the power resting in the accounts of those with fewer followers, we see a ballooning of possible influencers for a brand. This is where Tribe comes in to play, the brainchild of Aussie radio host Jules Lund. In essence, Tribe is an online marketplace (or middleman) where a goods or service provider can present a brief to thousands of influencers, and those who are relevant and interested submit a concept. The brand then chooses who they like the most, can suggest changes to the image or caption, and then the post goes live to the influencer’s trusting audience — sometimes with a #spon tag or something to tell the followers that this is a paid post.

Now we have the basics of influencers and Tribe down, let’s look at some examples of successful campaigns created via the influencer marketplace.

Department of Health — Girls, Make Your Move

The brief:

ABOUT US:
The Department of Health wants to engage young influencers to drive awareness of the “Girls Make Your Move” campaign. We want to inspire young Australian females to get out and active! Most importantly, we want to show them that getting active can be fun and social — and encourage them to find an activity that suits them!

CONTENT WE’D LOVE FROM YOU:
Submit a short video or image of you getting out and active! Some though (sic) starters: football, soccer, tennis, cricket, rollerblading, trampolining, martial arts, golf, swimming, surfing, climbing, kayaking, running, ice skating, horse-riding, hiking, dancing! Share your story about why you enjoy this type of exercise, and what you get out of it! Need all content asap (sic) to be posted by end of month. Quick turnaround!

HASHTAGS:
#girlsmove
#girlsmakeyourmove

LIVE PAGES TO LINK TO:
facebook.com/girlsmakeyourmove
Australia.gov.au/girlsmove

CONDITIONS:
Australian influencers only, female aged 25 and under (the target audience)
Must include that you are a “supporter of the @GirlsMakeYourMove campaign” and include the campaign URL within the first three lines of text
Ensure content is positive and inspiring
Use the hashtags in your Instagram/Facebook handle.