Big Businesses Discover A New Class Of Creative Influencers

By Alison Lukin


Type the words “the most expensive commercial ever made” into a Google search and prepare for your mind to be blown. Most of them feature high-end celebrities like Nicole Kidman, who was paid a reported $3 million dollars to appear in a Chanel ad. A British insurance company paid upwards of $13 million for celebs like Ringo Starr and Bruce Willis.

While they were power players in the past, their social presence today, for the most part, is dismal. Take Ringo Starr, for example. He has 1.9M followers on Facebook and a mere 589K on Twitter. Nicole Kidman isn’t even on Twitter, but her Facebook does boast an impressive 10M followers. Now Bruce Willis should be ashamed of himself. He’s not on Facebook, and he allegedly just began posting on Twitter as @realbrunowillis and has a measly 1.7K followers.

What does all this mean for advertisers? A heck of a lot! It means that while these celebrities were huge influencers in the past, most of them are costing advertisers HUGE money and offer nothing when it comes to consumer interaction. The payout just doesn’t add up.

As the great Bob Dylan once sang, “Times They Are A Changin’” (by the way, Bob Dylan has a whopping 6.5 million followers on Facebook. You Go Bob!)


Finally, companies are getting creative. “Influencer Creative” to be exact. Big businesses are going about selecting “influencers” in marketing campaigns in new and “creative” ways. (See what we did there?;)

To be more exact, companies are getting smart about who actually has the most influence with their customers and it’s not the same Breakfast Club as it was 10 years ago.

Online personalities like beauty guru Michelle Phan currently has over 7 million subscribers and over 1 BILLION views on YouTube, which led to major endorsements with companies like Lancome and Target. Comedian Jenna Marbles who has over 14 million subscribers and more than 1.6 BILLION views on YouTube also has more friends on Instagram than Oprah.

With numbers like these, businesses can’t help but sit up and take notice. These “new” celebrities surely don’t hold a Nicole Kidman price tag and come with a reach and level of engagement that is unparalleled. Not only do people follow them in droves, but also their followers want to be and do exactly as their favorite web celebs are.

Not only is their personal style being copied, but their style of filming as well. They do have a unique feel that is significantly different than the productions of the past. In a word, they’re simply LOW BUDGET. And people love it! So why not give ‘em what they want?

Big businesses are doing just that. Low budget, simply filmed ads starring these every day folks that have more influence and reach than you’d ever image. Even companies with the largest budgets are going “snack-sized” created six-second Vine ads that are going viral to meet the ever-shortening attention span of the masses.

Dunkin’ Donuts has been a pioneer touting great success with their mini-ads:


HP, who goes slightly higher budget in their latest ads, features a ton of latest and greatest internet celebs to create their buzz: [youtube]

And lastly, the candy Airheads is doing a brilliant job with attention grabbing ads that are hilarious, and look like they were filmed on somebody’s iPhone: [youtube]

YouTube, Vine, Pinterest, Instagram, you name it, and companies are using it to reach their customers. Finally big companies are taking notice that it doesn’t take the big-budget-mega-star -filled productions of the past to reach a large audience. In fact, the tide is turning in exactly the opposite direction. Apparently nowadays people would much rather see just an average Joe and an iPhone keepin’ it real.

Influencers Power Album Sales of NOW THAT’S MUSIC Vol. 52; Debuts at #2 on Billboard Music Charts


REDWOOD CITY, CA – December 15, 2014 – FullBottle and NOW That’s What I Call Music! recently partnered to promote the 52nd numbered volume in the U.S. series of the storied NOW franchise. NOW That’s What I Call Music! Vol. 52 debuted at #2 on the Billboard 200 and #3 on the Billboard Digital Albums music charts, selling more than 103,000 copies and exceeding first-week sales of the previous numbered NOW release. For its second week of release, NOW 52 continued to hold the #2 position on the Billboard 200.

The innovative campaign has ushered in a new strategy for NOW, working with influencers across Vine to promote NOW 52’s release. Reaching younger consumers across a fragmented media landscape is a challenge facing many of today’s marketers. Using FullBottle’s proprietary technology that scientifically matches advertisers with influencers, NOW was able to energize more than 9.4 million music fans with musically themed content.

More than 20 influencers created videos, ranging from six to 15 seconds in length, that were posted to the new “NOW That’s Music” Vine account. Influencers subsequently broadcasted the content to their loyal audiences, raising awareness of NOW 52’s release and driving more than 1,400 fans to follow the official “NOW That’s Music” Vine account.

This campaign marks the first time that NOW has teamed up with Viners to spread the message. Usage of Vine has exploded since its launch in January 2013. Every month, more than 100 million people watch Vines across the web and there are more than one billion loops every day.

Reed Berglund, FullBottle CEO & Co-Founder and Laura Rutherford, Vice President, Marketing and Operations for NOW That’s What I Call Music! made the announcement jointly today.

“As a passionate fan of music, I couldn’t have been more excited to see this campaign come to life. NOW needed to reach young adults that are fans of pop music. We were able to discover and activate the perfect set of influencers who delivered both the scale and authentic content that captivated a large audience. NOW effectively leveraged the content across their social platforms creating a 360-degree approach that contributed to NOW 52’s success. We were thrilled to collaborate on this program and we look forward to a lasting partnership,” stated Berglund.

“Consumers under the age of 25 continue to migrate away from traditional media and older social media hubs. To effectively promote NOW releases, we must reach this audience on new platforms in the most authentic manner possible. FullBottle is an ideal partner to help to amplify NOW’s message to millions of young adults. With one company, we’ve been able to produce, distribute and track the performance of authentic branded video creations,” said Rutherford.

About FullBottle
FullBottle enables brands to find exactly the right influencers to create high performing social video campaigns.

Our technology uses machine learning algorithms to sift through vast amounts of social content to match just the right influencers and audiences to a particular campaign. Built by a team of data scientists, with a proven track record launching world-class vertical search and recommendation engines, the heart of our technology is a search application that discovers what topics are being discussed and why they’re relevant to a particular campaign.

Advertisers benefit by activating only the most qualified influencers based on data science; resulting in audience engagement metrics that outperform industry benchmarks.

Our clients include distinguished global brands such as Kraft, McDonald’s, Warner Bros., Kellogg’s, Lego, Macy’s, Hasbro, Nintendo and many more.

FullBottle is headquartered in the San Francisco Bay Area with offices in Miami, Santa Monica, New York, and Chicago.

About NOW That’s What I Call Music!

The world’s best-selling, multi-artist album series, NOW That’s What I Call Music! debuted in the U.S. in 1998, following 15 years of multi-platinum international success. The series has generated sales exceeding 250 million albums worldwide, including more than 94 million in the U.S. alone. Second only to The Beatles in chart history, 18 of NOW’s numbered editions have hit No. 1 on the Billboard 200 albums chart, and all 52 volumes released to date in NOW’s numeric U.S. series have reached Billboard’s Top 10.

The NOW That’s What I Call Music! series is a joint venture from Universal Music Group and Sony Music Entertainment. NOW and NOW That’s What I Call Music! are registered trademarks of Universal Music Group and its affiliates.

Creators to promote Paddington release

From on DECEMBER 3, 2014

Om Nom and Paddington — BFFs?

The characters from Cut the Rope puzzle video game and Weinstein Company film will see their worlds merge in an ad campaign that’s rolling out ahead of the U.S. release of Paddington. As part of the digital promo, influencer-produced videos will appear on Vine and Instagram to drive downloads of the mobile app and support the release of the film.cuttheropepaddington-394x222

The deal with the viners was arranged by FullBottle, a San Francisco-based media company that pairs brands with online creators. The viners participating in the project are Brittlestar, Daniel Ojanlatva and Andrew David who are creating one video each.

“Some are artistic, others are comedic sketches,” says Eric Wachs, VP of marketing at FullBottle.

Some videos, like this one from animator Ojanlatva, show Paddington the bear joining Om Nom in the holiday version of the Cut the Rope app, launching Dec. 5. Others will play on the themes of the film, like a father showing the mischief his song gets him into when he’s hanging out with Paddington, Wachs explains.

The overarching theme of friendship helped FullBottle with its search for the right influencer partners, whom the team find by using an algorithm that sifts through tags, keywords and audience comments to find the right partners for brands.

“The influencers will be promoting not just the app to drive downloads, but also they’ll be creating short micro-videos to promote the film itself. It’s a duel-pronged approach,” says Wachs.

This is the first time a sponsored character makes an appearance in ZeptoLab’s Cut the Rope game. The film, which has already debuted in the U.K., comes out in January in the U.S.




How do Teens discover new products? Is search being replaced by apps like

Micro Video Promoting an Anti-Bullying Message

06.09.2014 by Eric Wachs
Micro Video to Promote Anti-Bullying Message
To help stop the cycle of bullying, FullBottle worked with personalities across Vine to produce micro video content that encourages young audiences to speak up when they witness or experience bullying.

The campaign, which was part of Cartoon Network’s annual anti-bullying awareness efforts, features :06 second Vine videos that appear on select Vine accounts and will be distributed across FullBottle’s network, which reaches over 150 million people.

“Our goal with ‘Stop Bullying: Speak Up’ is to reach as many kids, parents, educators and community leaders as possible with messages that encourage them to speak up whenever bullying occurs,” said Tracy Barash, VP of brand development at Cartoon Network, in a release. “Working with FullBottle on this new series of Vine videos is another creative extension of that overall effort.”

“Micro-video is an effective way for advertisers to spur action from their target audience. We’re excited that this partnership will promote a positive message that is delivered in the most authentic manner to kids wherever and whenever they are consuming content,” said Reed Berglund, co-founder and CEO of FullBottle, in a release. “When approached by Cartoon Network, we found the perfect set of creators from the world of Vine to record videos for this campaign. Cartoon Network was a great partner in that each Viner was free to produce content that would resonate with their specific audience.”

Read about this exciting campaign by clicking the links below.

Tubefilter: FullBottle, Cartoon Network, Viners Promote Anti-Bullying Campaign
VideoInk: FullBottle and Cartoon Network Tap Vine Creators for Anti-Bullying Campaign
Stream Daily: Viners hired for Cartoon Network’s anti-bullying campaign

For additional articles relating to Vine Videos and Micro Content, click here.

Vine – Performance Enhancers

13.05.2014 by Reed Berglund

“Influencer” marketing (it hurts to type). Another wonderful catch phrase in the business of digital marketing. Nevertheless, it refers to a very powerful form of marketing that is often overlooked. The definition, according to the business dictionary: individuals who have the power to affect purchase decisions of others because of their (real or perceived) authority, knowledge, position, or relationship. So how does a brand unleash the power of Influencers? Simple (haaaaa), find passionate advocates and co-create with them.

But the process of finding relevant “influencers” is time consuming and difficult to scale. The most challenging task is to assess the value of conversations/exchanges happening within each platform. Take Vine for example – Viners have generated a flurry of attention because of the explosive growth of their audience. But there is more than meets the eye when you attempt to assess the value of “growth.” Whether you analyze followers, likes, or revines it’s all a bit muddy.

Kris762 – added 60k+ followers in the last thirty days.

Christian Delgrosso’s Following Spree

Follow Back Friday

In any market, there is often an under belly (Cue Chappelle). Such is the case with Vine. Here are some options to “PUMP YOU UP” on Vine: – buy revines or likes $27 buys us 2500 likes or followers, $68 buys us 5000 revines – buy followers $15 and voila we have 2000 followers by tomorrow – or simply go big for the “revine you to 200k with Zak”

Social inflation? Or perhaps we’ve entered a state of hyperinflation?

Despite all of this subterfuge Vine is an amazing platform. Because you will find real talent that can influence their peers in a positive manner.

Pinto – master of Vineography

Happy Vining!

Lunar Madness

15.04.2014 by Eric Wachs

One thing I love about Vine is time-lapsed videos. Last week at a Dodgers game, I tried unsuccessfully to record the grounds crew prepping the field before the game. One would think it’s easy. Think again!

Well – last night’s Lunar Eclipse – the first of 2014 – brought out some cool content on Vine and across social media in general. Here are a few Vines from last night that I enjoyed.

To the tune of Billy Idol’s “White Wedding”

Is there a more fitting song for a Lunar Eclipse?

Is music required when you have the beautiful sounds of nature in the background?

Athletes That Will Amaze You in Six Seconds

08.04.2014 by Reed Berglund

Mobile phones have given us a true ringside seat to jaw dropping athletes. If you ever wonder how your athletic skills stack up against the world, take thirty seconds to watch these folks:

I think I will put my sneaks back in the closet.

The Art of Storytelling…in :06

07.04.2014 by Reed Berglund

For decades Hollywood has shown us the art of story-making. Give us a character (we love or hate), share their desire, present the conflict, and then the pay-off! All movie scripts have the same basic structure:

Story Arc

But this structure applies to 90 minute features. Watch how these creatives have mastered the “story arc” in six seconds.