Linqia - Social Media Focused Campaign

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Company: Linqia, San Francisco, CA, USA
Company Description: Linqia is an influencer marketing platform that is changing how brands think about their content marketing programs. Founded in 2012, Linqia works with over 200 leading national brands including Black & Decker, Epson, Gerber, Herdez, JP Morgan Chase, Kimberly Clark, Mezzetta, NBC, Nestle, Purina, Samsung, Unilever, Viacom and Walmart. Linqia is headquartered in San Francisco, CA.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Social Media Focused

Nomination Title: Linqia Influencer Marketing Raises Awareness of NBC's TV Everywhere Through Social Media

In up to 525 words, tell the judges about the nominated campaign: its genesis, development, planning, commission, and performance to date:

As the number of people watching traditional TV continues to steadily drop (particularly among teens and millennials), NBC wanted to raise awareness for NBC’s TV Everywhere, an online destination where fans can tune into their favorite NBC shows on mobile devices, laptops, and desktop computers. Part way through the larger TV Everywhere campaign, NBC recognized many of its display ads didn’t have the real estate to clearly communicate what the service did. As a result, the brand wanted to reach their customers where the live and play - on social media. NBC turned to influencer marketing to communicate how people could use TV Everywhere in real life.

NBC teamed up with Linqia to connect with 158 tech-savvy influencers to create original social content designed to jumpstart online conversations about TV Everywhere and how people today can watch television without the TV set. Linqia influencers shared their thoughts and opinions around their favorite NBC characters and plotlines across multiple social media platforms and blog posts. Influencers invited their audiences to join the conversation by watching full-length episodes on their mobile device, laptop, or desktop computer and sharing their own opinions on their social networks.

For the price of one traditional media buy (TV commercial or full-page print ad), the NBC TV Everywhere influencer marketing program reached 20.3 million people, with influencers creating 5,340 social media and blog posts - 279% more pieces of original social content than expected. The content resonated with the audience, resulting in 352% more engagement across 38,752 shares, comments, likes, retweets, and repins. The engagement led to 62,851 viewers visiting the NBC landing page to learn more about the TV Everywhere offering, 44% more than the program goal. Influencer Instagram posts about TV Everywhere received 3.7x more engagement than the average Instagram post and tweets from program participants were retweeted over 26,817 times.

At the program’s conclusion, NBC received $38,202 in earned traffic. In the following five months, influencer content continued to surface in search results, driving 2,851 more viewers to the NBC TV Everywhere landing page and generating an additional $7,127 in earned traffic. The total media value of this program was 2.5x the program’s $100,000 budget.

Provide a brief biography of the person or persons who lead the team that created and carried out the nominated communications campaign (up to 125 words):

Recognized as one of the leading women in technology by Forbes, Maria Sipka is the president and co-founder of Linqia, the first performance-based influencer marketing platform. Linqia works with over 200 leading national brands including Bertolli, Black & Decker, Epson, Gerber, Herdez, JP Morgan Chase, Kimberly Clark, Kotex, LaPrairie, Mezzetta, NBC, Nestle, Nickelodeon, Purina, Samsung, Stanley, Unilever, Viacom and Walmart. Prior to Linqia, Maria was the founding COO at XING, Europe’s leading business network, where she led XING’s communities and premium group offerings, exiting shortly after its IPO. She also founded the content marketing agency Cherry Communications at age 18 and grew the agency to be one of the most respected consultancies in Australia. She currently lives in San Francisco with her family.