They probably used that specific vlogger because he does do content creative stuff which would appeal. He’s probably cheaper than going to an agency, cheaper than using in-house talent, and probably doesn’t have a huge portfolio to warrant charging a high price to produce such content. He’s also invested in the event, so I wouldn’t be surprised if he did it for near enough peanuts.
Marketing is a lot bigger than just using content creators to do your work. It’s also bigger than a few videos and then saying ‘that’s it, we’re done’. The content is great, but it’s how you use that content which underpins how successful your marketing strategy is. E.g. your ability to talk to leads (potential customers), acquire new customers, retain existing customers, etc. You might use the content as a hook, but it’s how you position that content in front of different customer groups (e.g those who haven’t transacted in a while, lapsing customers, new potential leads, etc).
As rightfully said already, getting vloggers to do all your marketing for you would be a very stupid move. But using them to make content which you can then use to promote the event through different communication channels with a good audience strategy is probably quite a cost-effective one.
