How to Set up a Campaign
Before You Begin a Campaign:
- make sure your brand page is complete,
- you understand how to optimize around your marketing goal,
- you’ve run a survey and built a segment from respondents,
- and you understand campaign processes.
Step 0: Start the Campaign Builder
From your Heartbeat Dashboard, click “+ Add New Campaign” on the left hand menu. You’ll be taken to our Campaign Builder.
In this tutorial, we’ll use Vibe Headphones as an example company. Look for the purple gears to spy tips and tricks.
Step 1: Objective
A Name Your Campaign
Keep it short and related to either your brand or the specific campaign. This will be shown to the ambassadors when they apply, and will also be used as your trackable campaign hashtag. All of our tracking hashtags require ‘hbt’ before the custom campaign name to pull the data directly into your dashboard.
If you name your Vibe Headphones campaign “vibe2019” your tracking hashtag will be “#hbtvibe2019“.
B Choose Your Primary Marketing Objective
Think about what the goal of the campaign is and optimize around it. This will help us provide you with results and analysis relevant to your needs.
- Brand Awareness: The objective is to spread the brand or product name, the type of interactions and content created are less important.
- Customer Acquisition: The objective is to identify ambassadors who are your target audience and convert them into fans.
- Engagement: You’re looking to build a deeper relationship with your customers and increase loyalty.
- Content Creation: Need assets as part of a larger marketing strategy? UGC is a great option and Heartbeat makes it easier than ever.
Vibe Headphones has a new product releasing next month. It needs UGC to repurpose on its social media. Therefore, its primary objective will be Content Creation.
C Traffic Direction
Enter the URL where you want to drive traffic. Our ambassadors will have a link in their Instagram bio that will automatically redirect to your selected page once they post for your campaign. Ambassadors are required to keep the link up for a minimum of 3 days, but it typically stays up longer.
Vibe Headphones is going to use a UTM code in order to track the source of traffic.
D Choose Your Content Placement
The content location you choice should be based on your objective (A).
Benefits of Feed Posts: Feed Posts do not expire. They have the potential to grow their impact overtime as they garner more likes and comments outside of the campaign timeframe.
Benefits of Stories: Many ambassadors feel more comfortable with Stories because they last for only 24 hours. You can easily repurpose the content for Snapchat, TikTok, your own Instagram Stories, or other vertical format needs.
Because Vibe Headphones is focused on Content Creation, it’s going to choose Feed Posts.
E Choose Your Content Type
Heartbeat supports both user-generated content (UGC) campaigns, and pre-selected brand asset campaigns.
Benefits of UGC: Campaigns will be more engaging because you’re asking the ambassador to create content that’s unique to him or her.
Benefits of Re-Post: Get posts up faster and save on shipping costs. If you have an ad or a movie trailer to get out there, or you’re not interested in new content creation, this option is for you.
Vibe Headphones’s goal of Content Creation makes the choice of UGC a simple one.
To continue, click this button on your campaign builder
Step 2: Building an Ambassador Segment
Here you can select the type of ambassadors you want for your campaign based on age, location, gender and more.
F Invite Ambassadors
You can invite ambassadors to join your campaign from any of the following sources:
All Heartbeat: We have over 250,000 users on our ambassador app, all of whom are eager to discover your brand and apply for your campaign! Select this option to invite our entire network, and get our ambassadors into your marketing funnel.
Choose a Segment: You can select a customized segment of ambassadors who answered a survey question.
Invite Your Customers: We highly recommend you invite your list of people who already love your brand to engage with you on Heartbeat. Select this box to upload a CSV and invite them directly into your campaign.
Your invited customers will not be automatically a part of your campaign. All ambassadors need to apply to participate in every campaign. This ensures the people who are part of your campaigns are happy and excited.
Vibe Headphones ran a survey and turned the answers into a segment it would like to target. It will choose this custom segment so the Heartbeat technology prioritizes those ambassadors. Next, it selects “All Heartbeat” to ensure good content creators all over the platform see the campaign.
G Additional Targeting Filters
We recommend keeping your targeting as broad as possible for your first campaign. The Ambassador Segment Size gauge is there to help guide you.
Think about it this way: If you invite ambassadors from across the USA of all genders and ages then a larger quantity of our best ones to apply, and then you can select the ones who are right for you.
If you only invite ambassadors who identify as female, between the ages of 22-25, from the state of Rhode Island, who answered “yes” to considering themselves a musician or singer, then you’ll be inviting a much smaller number of people. Ultimately, you won’t have as many options to choose from.
How you filter ambassadors is up to you; however, always keep your campaign goal in mind.
Vibe Headphones is not filtering its segment by age, gender or location because its goal is to create the best possible content rather than acquire users in a specific location.
To continue, click this button on your campaign builder
Step 3: Define a Budget
H Let’s Set Your Budget
Start by entering a number. Under “Your Campaign Projections” you’ll see an estimated number of posts for your budget and optimization goal. You can play around with this to find the ideal mix to help you reach your goal.
Our campaign minimum is $2,000. However, we recommend $5,000 – $7,000 for an initial test budget. This will give you a bigger data set to get significant insights.
Vibe Headphones is going to start with a minimum budget of $7,000.00. However, it can always add more based on the projected Post number, Engagement Rate, and Reach Potential.
I Optimize Ambassador Selected By…
All ambassadors who meet your targeting criteria will see your campaign in their app and be able to apply for it. This tool is designed to help you visualize how far your budget is estimated to go based on the ambassadors you are likely to approve. The people you select will depend on your marketing objective.
Highest Engagement: This is why you come to Heartbeat. Select this if you’re looking to optimize around loyalty, promotion, sign-ups. There’s a correlation between high engagement and performance. When in doubt, choose this.
Highest Quality Content: Choose this if you’re looking to optimize around content creation. These ambassadors might cost more per post, but you’ll get great content.
Most Posts for Money: Select this if you’re looking for product feedback. You’ll access the highest number of ambassadors and get the most feedback per $.
Highest Reach: We recommend this a specific situation only if you’re looking for an Instagram story swipe-up and to optimize around brand awareness.
Vibe Headphones is going to choose ambassadors who create high-quality content. Therefore, to visualize how far the budget could go, we’re going to select the Highest Quality Content.
J Your Campaign Projections
Here you can see an estimated post number and likely metrics. This is just a prediction. The specific ambassadors you approve will determine exactly how many posts you receive for your budget.
This is an estimate, not a guarantee. We do not promise you will receive the exact number of posts displayed here because we cannot predict which ambassadors you will choose.
To continue, click this button on your campaign builder
Step 4: Design Your Campaign Card
Your Campaign Card is what your targeted ambassadors will see in their app. Think of it as a quick advertisement to prompt them to apply for your campaign. In the Ambassador View on the right, you’ll be able to preview in real-time what the Campaign Card will look like.
K Image
Select an eye-catching image that represents your brand. Our technology will auto crop your image to the best possible view
Proportions: 764px x 370px
L Campaign Headline
Think of this as an email subject line. It’s a means to quickly explain what your campaign is about and why ambassadors should apply.
Get a free pair of headphones from an awesome new brand!
M Short Description
Think of this as your pitch. Briefly explain what is expected of the ambassadors if they are selected. You want them to know what to expect before they apply. If you’re shipping a product, asking them to go into a store, having them download an app on an iPhone, etc. please explicitly communicate as much.
Vibe Headphones aren’t like regular headphones. Not only are they equipped with a four-microphone system, but it also isolates your voice while canceling all the noise around you.
If selected for this campaign, you will receive a pair of Vibe Headphones to feature in an Instagram post that shares your excitement about listening to music like never before.
Ready to hear the world around you, on your own terms? Apply now!
N About [Your Brand]
Explain your brand to unfamiliar ambassadors, or describe the specific product they receive.
Better sound is just the beginning.
To continue, click this button on your campaign builder
Step 5: Campaign Instructions
Once an ambassador applies for your campaign, they’ll show up in your Sorting Manager. Only ambassadors you approve and who commit their spots will be sent your Campaign Instructions.
O The Post
Be as clear as possible in your directions. This is where ambassadors will expect detailed instructions and guidelines, along with all of the information they will need to complete their post.
Below are two good examples of what post instructions:
Shipping a Product? Use This Example.
Step 1: You will receive a redemption code in your Heartbeat profile to use to redeem your Vibe Headphones at vibeheadphones.com. Please redeem the offer within 48 hours of being approved for this campaign.
Step 2: Your tracking number will be in your Heartbeat profile within 2-3 business days after placing your order and you will receive a pair of Vibe Headphones within 5-7 business days of placing your order. Keep an eye out for it to arrive!
Step 3: Try on your headphones and get to know them!
Step 4: Take a photo of you wearing your Vibe Headphones in an environment that’s authentic to your on-the-go lifestyle! Make sure you can clearly see the headphones featured.
Here are a few places we suggest capturing your photo in:
- In the car
- On your couch
- On your table
- In your room
- While working out
- At a coffee shop
- Laying in bed
Don't Need to Ship a Product? Use This Example Instead!
Step 1: Download the Vibe Headphones app on the App Store for free!
Step 2: Create an account and play around on the app. Get to know it so you can best speak to what it’s like using it!
Step 3: Instead of just posting a screen-shot of the app, Vibe Headphones wants to see you actually using it in action! Make sure you can easily see it on your screen, whether that’s a tablet or phone.
Here are a few places we suggest capturing your photo in:
- In the car
- On your couch
- On your table
- In your room
- While working out
- At a coffee shop
- Wherever else is authentic to your lifestyle
P The Caption
We always encourage brands to allow ambassadors to write their own captions because authenticity drives engagement.
Below are two good examples of what caption instructions:
Shipping a Product? Use This Example.
What’s your experience using your Vibe Headphones been like? What part of your routine does it most come in handy? In your own words, speak to what you enjoy most about the headphones and how you’re able to hear the world around you, on your terms.
Below are a few thought-starters to incorporate:
- Vibe Headphones features a four-microphone system that picks up and isolates your voice while canceling the noise around you. You’ll hear and be heard like never before- even in noisy environments!
- The wireless headphones are optimized for Google Play and Amazon Alexa so you can choose the right voice assistant service for you!
- Vibe Headphones are light-weight, portable, and come in a variety of colors to best suit your personal style
- Where and what activities do you use your headphones most?
- Does a certain genre of music, especially bass-heavy music, sound even better in your Vibe Headphones? Highlight that!
Please also place this required call-to-action at the end of your caption: Click the link in my bio to learn more about Vibe Headphones!
Don't Need to Ship a Product? Use This Example Instead!
What’s your experience using the Vibe Headphones app been like? What part of your routine does it most come in handy? In your own words, speak to what you enjoy most about the app and how it’s elevated your daily routine.
Below are a few thought-starters to incorporate:
- Vibe Headphones features a four-microphone system that picks up and isolates your voice while cancelling the noise around you. You’ll hear and be heard like never before- even in noisy environments!
Please also place this required call-to-action at the end of your caption: Click the link in my bio to download the Vibe Headphones app for free!
Q Required Hashtags
Our default regulatory hashtag is #hbtsp (Heartbeat Sponsored Post); however, you are free to include whichever regulatory hashtag you’re most comfortable with (#ad, #sponsored, etc.). Our system will scan each ambassador’s post when its submitted to ensure your chosen hashtag is included.
R Marketing Hashtags
In addition to the campaign hashtag (#hbtvibe2019), we recommend including 2-4 common hashtags to help people discover you.
Using hashtags that are specific to your brand won’t necessarily help with discovery, but you are free to include those if they are important to you, or they’re part of a larger marketing initiative. We’ve found that more than 5 hashtags can come off as disingenuous and overwhelming.
Need some help choosing your other hashtags? Here are some of our go-to’s!
- Your brand name (#vibeheadphones)
- Brand tagline (#goodvibesonly)
- Campaign tagline (#fallvibes)
- Brand category (#music, #headphones)
- Related current event/season (#musicstreaming, #ilovepodcasts)
- Target audience classifications (#musicians)
Still stuck? Search the hashtag you have in mind on Instagram to see how many posts it’s been included in. Generally, the more posts the hashtag is tied to, the more likely users will search for and follow that hashtag.
S Mentions
Include your Instagram handle so ambassadors can tag you in their photos or mention you in their captions.
@vibeheadphones rocks my socks off!
T Tips
We include a Do’s and Don’ts section for you to share specific things with your ambassadors. We’ve incorporated a few we think are important, but include or exclude anything you’d like. These tips can be about the process, the brand, the post itself, or anything you’d like.
DO:
– Capture your content in a well-lit environment
– Make sure your shot is an “action shot” of you with your headphones
– Talk about what you like about your headphones
– Include the Call to Action at the end of your caption (“Click the link in my bio to learn more about Vibe Headphones!”)
DON’T:
– Mention or include other brands (especially competitor brands)
– Use bad lighting
– Copy/post our thought-starters; this is all about what YOU like
U Post Inspiration & Aesthetic
The pictures you provide will tell the ambassadors what kind of imagery you want for your campaign. You can select images from your own Instagram account, or images from influencer campaigns.
Ambassadors are not professional influencers, but if you provide great inspiration images they’ll be able to produce high-quality content.
To continue, click this button on your campaign builder
Step 6: Schedule & Review
V Schedule
If you don’t have a precise schedule, you can ignore the calendar altogether. Keep in mind that it will take a few days at minimum for posts to go live and more if you’re shipping product to ambassadors.
We’ll go over this on the kickoff call.
We’ll be notified once you hit this button and the process of reviewing your campaign will start!
What Happens Next?
- We’ll schedule a Kickoff Call where a Heartbeat Team Member will go over any suggestions or edits to improve the success of your campaign.
- Once we approve the campaign, it will go live and ambassadors who meet your targeting criteria will see the Campaign Application Card you designed in their ambassador app.
- Product Campaign Only: upload your promo codes ASAP to speed up the process of product redemption. If you wait too long it’s just a headache. Trust us.
