Blinkist US and Germany Influencer Video Program
Influencer MarketingTatam Digital ran a purpose-led influencer video campaign for Blinkist across the US and Germany, reporting 435M video views from over 1,000+ influencers.
About the campaign
Tatam Digital ran an influencer video campaign for Blinkist in the US and Germany that reached 435M video views. Blinkist is an app that shares the key ideas from nonfiction books and podcasts in under 15 minutes. With 23 million subscribers worldwide, the goal was new subscriptions while keeping the campaign profitable.
The agency rewrote creator talking points around Blinkist's purpose instead of its features. It chose influencers in Education, Knowledge, Science, Self-Improvement and Minimalism. Over 1,000 influencers took part, and 93 verticals were tested across both markets. Blinkist also ran its own ads with the content creators made. Known creators promoted Blinkist Connect by inviting their friends, families and couples. The agency also built a campaign dashboard, CampaignHQ, for tracking.
The agency reports 1,839 videos across both markets and 435M video views all time. The US campaign has run 45 months and the German one 21 months. Together the markets brought 7-figures proceeds and beat the ROI goal by 6 points. The work also planted 486 trees through the Tatam Reforestation Project.
Case in 60 seconds
Blinkist was already hitting 23 million subscribers worldwide, so Tatam Digital had to keep bringing new subscribers in the US and Germany while maintaining profitability for a product most people already knew.
Curious people answer the reason a learning app exists more readily than its time-saving features, because creators in education, science and self-improvement already speak to audiences who want to grow.
Instead of hunting for new places to find subscribers, Tatam Digital went back to the Blinkist purpose of helping people grow personally and professionally, and rebuilt the influencer talking points around that reason why.
Influencers from the Education, Knowledge, Science, Self-Improvement and Minimalism verticals made videos on their personal social media channels that Blinkist also ran as ads, and known creators invited friends, families and couples to share Blinkist Connect.
Tatam Digital reports 435M video views across both markets and 7-figures proceeds, with the campaign surpassing its ROI goal by 6 points on the work of over 1,000 influencers and 1,839 videos.
Strategy Breakdown
Creative & Execution System
Assets & channels
- Other
Partners
- Tatam Digital
Participation mechanic
- Blinkist Connect lets a user share a premium plan with a partner for free, and creators promoted it by inviting their own friends, families and couples to become their partners.
Results & Evidence
| Metric | Value |
|---|---|
| Video Views | 435M video views |
| Proceeds | 6pts |
| ROI vs Goal | 6pts |
| Verticals Tested | 93 verticals |
| Videos | 1,839 videos |
| Trees Planted | 486 trees planted |
Why Tatam Digital's strategy worked
- 1
A long-running creator program in a mature market can recover performance by returning to brand purpose, because the same proven verticals then hear a reason to subscribe rather than a list of features.
- 2
Creator videos made for personal channels can double as paid assets, which lets a brand run its own ads from content the influencer program has already produced and tested.
- 3
A sharing feature fits creators who already have the partners it targets, so asking known creators to invite friends, families and couples lines the message up with how the product works.
- 4
A shared tracking dashboard grows in value as a program ages, because years of campaign data only speed decisions when the client can see and act on them.
Results
868K+
Total views
318%
Views vs baseline
28.6K
Creator video views
Results
470K
Likes
2000
Shares
1500
Comments
Results
13.1K
Likes
249
Link clicks
641
Sticker taps