How monday.com created an Influencer Marketing Advantage

1,790%
above goal social reach from influencer shares of brand content

Business Challenge

When the pandemic swept through the world in early 2020, our client monday.com identified an opportunity to help support teams that had gone from working in-office to working remotely. In a crowded marketplace, monday.com needed to meet that need quickly, in a way that was credible and added value to brands unprepared to support their newly remote teams.

Program Strategy

As a provider of remote project management software, the work from home transition created an opportunity for monday.com to position itself as a valuable resource for remote teams. monday.com partnered with TopRank Marketing to develop an influencer marketing campaign featuring industry experts that could reach and engage remote work teams more effectively than the brand on its own. Time was of the essence and the program message needed to be as powerful and credible as possible in a short amount of time. By partnering with TopRank Marketing, monday.com was able to gain access to existing influencer relationships with the top remote work experts.

The core topics identified for this program served as a means to identify and recruit the influencers most well-known in their field. These seasoned experts and influencers in the remote work space were engaged to collaborate on and promote content published on the brand site, on the influencers own sites, brand social channels and via livestream. With the help of these marketing, HR and technology influencers, we set out to uncover the top ways to innovate under new conditions, motivate teams to do great work and build better team cultures based on autonomy and trust.

Key Program Elements

  • – Organic Social Featuring Influencer Insights
  • – Blog Content Featuring Multiple Influencers
  • – Live Panel Discussion Featuring Top Experts
  • – Blog Editorial on Influencer Owned Channels

Creative

By leveraging existing influencer relationships with top remote work experts and identified topics that would resonate best with their target audience, monday.com was able to deploy a content mix that generated great results in the time needed.
17.9M
in potential reach from brand mentions by influencers (goal was 1M)
300K+
organic impressions on social media
3K
video views of a live stream featuring two industry experts within the first week

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