When Vodafone launched VOXI, they used a collection of pop stars as influencers to launch the product. This is how their initial emails to the chosen influencers may have read:

A brief explanation of the campaign concept:

Hi (Influencer).

I am working with Vodafone to develop a network aimed specifically for teenagers who require unlimited data for social media. It will give you additional exposure to your key target audience, along with a host of other pop stars. You will become one of the faces of the product for the duration of the launch.

Social platforms and formats you’ll utilise:

We will be launching adverts on Facebook, Twitter and Instagram. We will also be hosting a central London launch gig, which we would want you to perform at.

Why this partnership makes sense for your brand and the influencer:

This partnership would be mutually beneficial to you as the product helps your audience get free access to the content you are publishing online.

Timelines for delivery and publishing:

We will be launching Voxi in November, the campaign is due to last 4 weeks, we would like you to be publishing Voxi related content, and producing content for Voxi to publish for the duration of this period.

Compensation terms:

Well, we wouldn’t like to hazard a guess at what people are paid – you will have to determine this for your own brand.

Your Task

Why do you think VOXI’s campaign was so successful? Which factors contributed to its success? Is there anything you would have done differently?