The social media sphere is ever-changing, and with this rapid pace of change, it’s important to find innovative ways to reach potential customers through the power of influencer.
For our partners at Surfshark, a leading VPN service provider, the creator integrations that we have worked on together have primarily sat on YouTube. However, with Meta’s Threads emerging earlier this summer, we have been on a quest to discover how the Twitter competitor could work to drive results for Surfshark.
In a bid to raise awareness and make a memorable mark, we have been working with Surfshark to sponsor 10 creators on a campaign that aims to be not only awareness-focused but also distinctly Threads-based.
Surfshark's 10 creator test campaign was a strategic move to establish their presence on Threads. The campaign kicked off with a sense of urgency, with content set to go live as soon as possible, no later than August 20th. The primary objective was to boost brand awareness, solidifying Surfshark’s long-standing reputation as a pioneer in the VPN industry by being one of the first brands, if not the first, to sponsor creators on Threads.
What sets Threads apart from other platforms is its unique "vibe" and tone. Surfshark recognized the opportunity to align with this and tap into the essence of what the social platform represents. To do this, we actively encouraged creators to be "unhinged" and comedic in their style, and it was decided that we would have minimal deliverables and use as limited criteria as possible to provide creators with full creative control. This decision not only allowed for more authentic content but also showcased the brand's confidence in the creators they partnered with.
One of the key strategies in this campaign was choosing the right creators. We opted for creators with significant followings on TikTok, Instagram, and YouTube. This decision meant that Surfshark would reach a broad and diverse audience, maximizing its brand exposure.
It was also a priority to collaborate with creators who had not been sponsored by the brand before. This approach not only expanded Surfshark’s influencer network but also provided an opportunity to work with big-name creators who had previously been out of reach.
As of now, the Surfshark Threads campaign has generated excitement and anticipation in the influencer marketing space. With content going live as we speak, all eyes are on the platform to see how the creators will embrace the Threads vibe and integrate Surfshark into their unique styles.
In a world where brand recognition and differentiation are paramount, our approach to this campaign with Surfshark demonstrates a commitment to innovation and adaptability and is a bold step into exploring the boundless capabilities of influencer marketing. By giving creators creative freedom, Surfshark is poised to make a memorable mark on Threads and the broader influencer marketing landscape.