Thread by @jappleby

Brands put a lottt of thought + $$$ into making sure Influencers loveee their products by creating “Influencer Kits”

I wanna show you what @GoPro put together for their #GoProCreatorSummit influencers.

A 15-tweet 🧵w/ strategy + examples:

The @GoPro Creator Summit brings adventure creators together for a truly wild experience. It’s a big vacation to show off the new camera with all sorts of content opps.

I’m headed to Switzerland this week for the 2022 edition!

Here’s a recap from 2020:
gopro.com/en/us/news/202…

1. If you wanna impress creators, every part of the presentation matters.

That’s why the @GoPro Creator Summit Go Kit starts with @Victorinox suitcase with custom + custom wrap for the event. It gets you excited about the event, what’s inside, + hashtag info.

2. Anddd the reveal!
So. Much. Stuff.

Mixture of @GoPro products, other tech brands, & helpful products for the Switzerland trip. You always want a mix of cool + purposeful to catch an influencer’s eye.

3. The star of the show:
@GoPro Hero 11 Black.

The whole purpose of the Creator Summit is to get creators using the new product in once-in-a-lifetime experiences. Smart to get these to creators early (under embargo) to play with.

4. Accessories are always necessary. Creators get a bite mount + extra batteries for their flashy new @GoPro.

If anyone wants to do one of those you’re holding your hand in front of me as if you’re leading me pics, I got it covered.

5. When Influencer Gifting Kits are for an event, you always want some items themed for the moment.

They haven’t told us our adventure activities yet, but sounds like @drinkLMNT electrolytes + @coola sunscreen will help (am I gonna have to jump off a cliff?)

6. Okay, this is super smart. @GoPro branded power converter. I would’ve for SURE forgotten to pack one of these.

7. Everyyy Creator Kit has some sort of headphone partner - it’s a staple of these boxes.

@skullcandy’s Hesh Evo gets made the nod here.

8. You knew there’d be merch.

2 custom graphic tees
A clean windbreaker
A branded shoulder bag

They’re inexpensive to make + make influencer kits feel even deeper.

9. It’s 2022, so yes, COVID tests are often a smart addition to influencer kits.

10. I’m of the age where I live a good sock, so I’ll absolutely wear these @smartwool socks.

11. You always wanna include instructions + literature in Creator Kits to give the necessary info.

Check the clever “packing list” that includes the Twitter handle + hashtag for every included brand.

12. I’m already getting a lotta use out of the @GoPro-branded @YETICoolers.

The subtle branding is important here. If it’s gaudy, creators won’t use them day-to-day. This is very nice & becomes a daily reminder of the brand + experience.

13. You knew they were coming. Stickers. Mixture of @GoPro + @visitswitzerlnd - I kinda dig the Switzerland branding?

14. A Switzerland highlights guide. Great way to make sure attendees know the landscape… I badly needed this.

That’s the kit! Definitely one of the better Influencer Gifts I’ve seen a brand put together.

Just interviewed @GoPro’s Sr Director of Global Media Relations + Community about their influencer strategy as well - follow me at @jappleby for more!