| Channel | Positioning | Strength | Goal / KPI | Best-fit products |
|---|---|---|---|---|
| YouTube | Consideration = Conversion > Awareness | Detailed reviews; long-tail views; shows up in search and AI answers | 1. SEO ranking 2. Organic clicks, conversion & ROI 3. Views & CPM | Higher price, complex installation, premium specs, feature-rich products that need in-depth comparison and review, e.g. Deco BE67 3-pack, Tapo C675D KIT |
| Awareness > Conversion > Consideration | Creative, attention-grabbing hooks; fast reach; viral potential; drives impulse purchases; can be reused as ads | 1. Ads ROI, views & CPM 2. Organic clicks, conversion & ROI | Affordable products that hit a pain point and spark anxiety or an impulse buy, e.g. robot vacuum Tapo RV50 (hands-free cleaning + satisfying before/after); e.g. security cameras Tapo C246D, C645D KIT, C660 KIT, C460 KIT (moments with pets and kids; worries about family and property safety; the "smart choice" of switching from subscription-heavy Ring and Wyze to Tapo) |
| Timing | Owner | What we do | Output |
|---|---|---|---|
| T-3 | PMM | Brief MarCom on the finalized master brief (new launch product / new campaign) | Master brief |
| T-2.5 ★ | Influencer team | Research our channel and build the influencer strategy (see next slide) | Influencer strategy: budget, keywords, topics, creator mix |
| T-2 | Influencer team | Strategy finalized: write the influencer brief, pitch influencers, send samples | Brief, confirmed creators, samples shipped |
| T-1 | Influencer team + PMM | Review drafts and scripts before the air date | Approved videos |
| After launch | Influencer team | Videos go live; track data; share data & insights in the MarCom weekly; adjust tactics in time | Weekly data & insights, optimized plan |
| Step | What we decide | Example | Note |
|---|---|---|---|
| 1. Competitor research | Competitor volume: # of videos, views, video ER; what comments care about; which topics perform and are worth borrowing; which creators are worth contacting | [Competitor]: [N] videos, [X] views, avg ER [X]%; comments focus on [what topics] | |
| 2. Budget & targets | Total budget, target CPM, ROI goal | Budget $50k · CPM ≤ $100 · ROI ≥ 0.4x | |
| 3. Keywords | Which keywords to target, based on how competitive each one is | "best dual lens baby monitor", "best baby monitor with homekit" | We recommend vidIQ, a YouTube-certified tool: it shows keyword search volume, a competition score, and related popular topics |
| 4. Video topics | Which formats to commission | 1) Dedicated review 2) Is it worth it – dual lens 4K? 3) Best 4K dual lens camera (PoE) 4) C575D vs Reolink OMVI 3i 5) How to (troubleshooting) 6) N months later | |
| 5. Creator & video budget matrix | How budget splits across creator types and video types | 80% smart home + tech / 20% off-grid, outdoor, van life (testing) · 80% YTD / 20% YTI |
| Step | Key points | Example |
|---|---|---|
| Influencer selection | Category fit (tech / smart home / networking), recent average views, past brand work; negotiate rate vs. expected views (target CPM) | |
| Influencer negotiation | The key is to make creators feel our sincerity. Instead of sending generic mass cold emails, pitch topics that fit their channel, explain why the idea could work, and go the extra mile to support them. This raises pitch success rates and gives us more leverage in negotiations. | [pitch examples] |
| Influencer brief creating | Align with creators on the overall goal and KPIs so we are on the same page Product sell points, target audience, must-say / don't-say, deal code, Tapo Store + Amazon links | |
| Video angles | Problem-led (slow Wi-Fi, no subscription), review, comparison, buying guide, deals roundup | |
| Draft & script review | Check facts, key messages and claims before filming and before publishing | |
| Data tracking | Pull views on a fixed schedule; calculate CPM; track link clicks and sales |
| Step | What we did |
|---|---|
| Influencer selection & negotiation | Security / smart home creators, e.g. Best Security Devices, Automate Your Life, Drifting Dreamers 5, Ty Talks Tech [add rates] |
| Influencer brief creating | 4K dual lens, solar + battery (wire-free), no subscription, works with H500 hub [add brief link] |
| Video angles | Solar "set and forget" install; 4K dual-lens detail; bundle with H500 for a whole-home security setup Show the Tapo app on iPhone and Samsung Galaxy side by side |
| Draft & script review | [add key changes made in review] |
| Data tracking | [add views / CPM / clicks] |
[TBD - example images]
| Step | What we did |
|---|---|
| Influencer selection & negotiation | Mix of networking reviewers and DIY / home creators [add rates] |
| Influencer brief creating | Wi-Fi 7 speed, whole-home coverage, mesh vs extender, budget vs pro model [add brief link] |
| Video angles | Problem-led: "Wifi Extenders VS Wifi Mesh" (DoItYourselfDad, 150K); comparison: "Cheap Vs Expensive Mesh WiFi" (NoodleNick, 134K); review: "It's finally time for Wi-Fi 7" (ShortCircuit, 230K) GTA 6 integration |
| Draft & script review | [add key changes made in review] |
| Data tracking | Networking batch: 35 videos, 2.1M views (as of 10/20) [add Deco 7-only total / CPM] |
[TBD - example images]
| Stage | Format | Examples |
|---|---|---|
| 1. Single product | Dedicated review | Tom's Smart Home – Tapo D260 review |
| 2. Two products | Comparison | Tech TRX – Deco BE25 vs BE77; Kip Hakes – Deco BE25 vs BE67 |
| 3. Multiple products | Ecosystem story or dedicated deals | Wanderer001 Reviews – H500 + D225 + D210; Toasty Bros – TP-Link Deals Day; landpet – Prime Big Deal Days |
[TBD - example images]