EGO
Influencing the outdoor power equipment market.
EGO Power Plus is a leader in outdoor battery powered equipment. To further establish itself as the go-to brand across European markets, Wyatt International created and executed a B2B influencer marketing strategy with the objective to build lasting relationships and grow a community of international brand ambassadors.
The story.
We began working with influencers on behalf of EGO in 2022 with the ambition to reach new target customers and increase product consideration. Our journey commenced when we selected and invited garden tool influencers to a dedicated EGO press day, granting everyone the opportunity to get their hands on the tools. Due to its success, we elevated our strategy and campaigns, building and managing a growing network of influencers that continue to support EGO’s brand messages and products into new markets.
The thinking.
Wyatt International has focused heavily on identifying, nurturing and managing EGO’s social media influencers. It was important for us to select the right people with the right audiences, which is why we’ve stayed within the realm of nano-micro influencers (for the most part) to enable us to tap directly into multiple, smaller communities that are made up of EGO’s direct customer base and target audience.
As we granted our influencers creative control under EGO’s values and guidelines, we’ve facilitated the creation of genuine, valuable, and authentic content that is in line with each influencer’s unique style – after all, they know exactly what resonates with their audiences.
The execution.
Through our ongoing multichannel marketing strategy for EGO, influencer marketing has played a huge part in brand recognition and exposure. Last year, we managed a series of International press days and welcomed our team of dedicated influencers across each country, providing each with a hands-on experience.
We also engage with chosen content creators on a regular basis, which includes meeting them at industry events such as Groundsfest and SALTEX. This has proven to be integral when seeking to build real relationships that we know will last. It’s also a great opportunity to discuss what content they’ve got coming up and what they’d like to do more of – this led to us sending each influencer a selection of tools to test out on each channel, which resulted in effective, engaging, and far-reaching video reviews of EGO’s tools for their audiences across Instagram, YouTube and TikTok.
One of our most successful partnerships is with Machinery Nation, managed by James Hayes. We supported James with an ‘EGO SOS’ video that aimed to support those in need and demonstrate the power and performance of EGO’s tools. Together, we headed to Devon, UK, to renovate two overgrown gardens for people that needed a bit of extra support and of course, this was done solely with EGO’s battery-powered garden tools. James’ video received 33k views on YouTube – one of the channels best performing videos with 215 likes and 63 comments.
As a result of this video, Wyatt International grasped more opportunities for EGO. This included granting James an exclusive first look at the 2024 range and establishing an agreement that he would get first sight of upcoming launches and projects. James has also filmed his own vlogs on his own accord – this is something we’re immensely proud of as it is a reflection of the relationship we have built with him.
As a result of our B2B influencer marketing strategy and the relationships we’ve worked hard to build, each of our influencers have generously created bespoke content for their channels and EGO’s social media channels. And, in broadening our influencer relationships, we have been able to move into new markets such as home, renovation and lifestyle. For example, @KateAndHerHome is a core influencer in the space and interested in battery-powered tools – naturally we have begun to build a relationship with Kate and issued a range of tools for her to experiment with.
Results.
We have seen great results from our B2B influencer marketing activity across international markets, including 314 pieces of content throughout 2023.
We’ve also seen our chosen influencers significantly grow their own social media followings and increase engagements since working with us and EGO. Ben Atkins (@AtkinsGardening), for example, has seen his followers quadruple this year after his promotion of the POWERLOAD™ reached almost 13 million views and gained over 250,000 likes on Instagram. Since we began working with Ben, his Instagram audience has grown by over 350%.
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“I have had the privilege of working with Ellice and the Wyatt team on three occasions including an influencer ‘new product day’ where we viewed a new product range for 2023 alongside other influencers. ‘EGO SOS’, where we assisted local people struggling to maintain their gardens. And a new product range video where we created a promotion for the new 2024 product lineup. It has been a pleasure working with Ellice. She has been one of the best people I have worked with when it comes to communication. She makes sure everyone is aware of what is going on and how the days will run. She is always quick to respond and punctual when questions are raised. The whole Wyatt team is all very proactive and enjoyable to be involved with.”
James Hayes (@Machinery_Nation)