Our current 8-part sequence on influencer advertising and marketing defined the idea and key ways. On this put up, I’ll cite examples of manufacturers which have used influencer advertising and marketing to promote services and products.
Daniel Wellington is a Sweden-based on-line watch retailer. In keeping with Bloomberg, the corporate prevented typical advertising and marketing channels and as a substitute targeted on collaborating with micro-influencers on Instagram. The corporate provided influencers free merchandise, not cash. The technique labored. Having launched in 2011 with simply $15,000, Daniel Wellington now earns roughly $200 million in income.
• Why it labored: Shoppers belief smaller influencers for his or her authenticity. Daniel Wellington succeeded due to word-of-mouth promoting and the social proof offered by the micro-influencers. Each are essential features of social media advertising and marketing, and each energy the corporate’s social technique even at the moment with campaigns akin to campus influencers that focus on its core youthful demographic.
One other watch model, U.S.-based MVMT, relied on mid-tier Instagram influencers within the style and way of life business to construct model consciousness and belief. Partnering with advertising and marketing company Mediakix, MVMT created the #jointhemvmt hashtag and launched the marketing campaign with 62 influencers starting from 30,000 to 500,000 followers. Mediakix mentioned this resulted in 100,000 likes, 2,800 feedback, and an total engagement charge of 6%.
• Why it labored: MVMT’s advertising and marketing staff discovered influencers who created lovely content material that drew consideration to the product and had the proper viewers demographics. Contemplate this when constructing your personal influencer marketing campaign. Choosing the proper folks is as essential as the proper viewers.
Leesa proves that not all influencer campaigns should be on Fb, Instagram, or TikTok. This U.S. luxurious mattress model sells primarily by way of its ecommerce web site. As an alternative of counting on people, Leesa has targeted on notable blogs akin to Mattress Readability and Sleepopolis that present unbiased critiques and earn affiliate commissions when driving gross sales. Shoppers belief the blogs, which have generated over 100,000 clicks to Leesa’s web site.
• Why it really works: Promoting mattresses with out a bodily showroom is tough if consumers don’t know the model. Partnering with respected blogs helped Leesa construct belief and interact prospects in an genuine, non-biased method.
California-based Loot Crate is a pop-culture subscription service that gives customers with month-to-month packages that embrace unique content material, motion figures, and product gear. The corporate targeted its advertising and marketing efforts on top-tier YouTube pop-culture and gaming channels akin to PewDiePie and Jacksfilms. From 2012 to 2016, Loot Crate attracted 650,000 subscribers. A lot of that progress was influencer partnerships.
• Why it really works: Loot Crate targeted on understanding its viewers and partnering with related influencers to drive paid subscribers.