Case Storyy

Social Media, Mighty Influence

We found YouTube influencers to help a brand connect with Generation Z.

youtube play button logo

Summary

Fuel finds talented influencers who bring charisma, expertise and a following to team with brands.

Aceable, makers of a popular driver's ed app, asked for pitches on the dangers of driving while texting, which is known as distracted driving. They wanted trustworthy content to engage people learning to drive and new drivers.

We pitched the concept of interviewing YouTube influencers who can reach teen and young adult audiences better.

Challenge

Aceable aims to grow revenue from online driver's education available on desktop and mobile. Their strategy is to use content marketing to increase engagement on some websites they own, including DriversEd.com and IDriveSafely.

The campaign's key audiences include teens, new drivers and young adults (ages 15 - 24).

Solution

Fuel pitched the concept of interviewing YouTube influencers who have sway with younger, Gen-Z audiences. We selected influencers in Fuel's network who could relate to young people and their parents.

Our editorial style and content strategy was to create interviews that didn't just repeat key safety messages, but also gave a glimpse in the lives of these successful adults.

Strategies
  • Influencer outreach
  • Pitches
  • Interviews and follow-up
  • Content creation
  • Promotion

Talk selfies & safety

Fuel asked videographer Jeff Grant to discuss selfie safety and distracted driving on Driversed.com. Jeff is a professional videographer and YouTube content creator. He uses his skills to tell stories about his life and passions.

As a YouTuber, tech nerd, tattoo enthusiast and new Dad, Jeff Grant is a relatable role model.

Jeff gave an insider view on how social media stars get awe-inspiring shots without risking their lives. Rather than being preachy, the content is practical.

videographer Jeff Grant with camera

Jeff Grant, videographer and YouTuber

ER nurse and YouTuber Kaynen Brown

Kaynen Brown, BSN, RN

Consequences of distracted driving

Kaynen Brown, an emergency department nurse, gave a frontline view of the devastation of teen accidents for IDriveSafely.com.

As part of the content strategy, Aceable asked for content to tie into AAA's message that summer is the "100 Deadliest Days.

Brown is more than an expert, he's a relatable role model. He is candid about his nursing career and sometimes a tough day inspires a video.

Brown founded the ER Forum in 2016 and the YouTube channel has had a meteoric rise. His videos have gotten over 500,000 views and the channel is a leader in nursing content.

Results

Aceable published content to forge new and deeper connections among teens, young adults and parents. Aceable adopted our idea of interviewing influencers and experts into their content strategy.

The influencers we worked with saw value in their voluntary contributions in return for exposure with a national brand. Fuel's relationships with influencers on this project yielded new ideas and opportunities.

Here at Fuel, we were excited about connecting social media influencers and a new brand.

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