Our latest 8-part sequence on influencer advertising and marketing defined the idea and key techniques. My article “4 Profitable Influencer Advertising Campaigns” then provided compelling examples.
On this publish, I’ll discover 9 kinds of influencer advertising and marketing campaigns appropriate for ecommerce.
Giveaways are a cheap lead-generator and branding car. Additionally they entice viewers members to share with mates and colleagues.
A great instance is the teen-focused style model Colourful Natalie. It collaborated with teenager Emmy Butcher and eight different micro Instagram influencers to advertise its giveaway contest: an opportunity to win a $100 present certificates and a pair of Nike Air Jordans.
Observe beneath how the foundations are clearly said. The intent is to tag as many mates as potential to extend one’s likelihood of profitable.
A separate publish showcased the Nike sneakers. The marketing campaign generated tens of hundreds of likes and feedback throughout all 9 influencers — 4,200 likes and 700 feedback on Butcher’s profile alone. Each participant adopted Colourful Natalie’s profile.
Occasion activations promote meetups, gatherings, campaigns, and related. The objective is to companion with influencers who can drive model consciousness and lasting relationships. The suitable influencers might help an occasion seem credible, which is able to improve gross sales afterward.
Revlon’s Mascara Day marketing campaign with Walgreens is an effective instance. Revlon labored with 32 influencers, together with magnificence blogger Lynne Cain. Every developed content material — textual content and pictures — round Revlon’s mascara.
The marketing campaign reportedly generated a 671% raise in Revlon and Walgreens mentions whereas driving in-store site visitors and unit gross sales.
Social Media Takeovers
Social media takeovers permit influencers to “take over” your feed, giving them posting privileges for a set interval. Any such marketing campaign can expose your small business to new audiences and drive engagement. The important thing to a profitable social media takeover is influencers with loyal followers.
Attire retailer Everlane selected Teen Vogue editor Michelle Li to advertise its new bootcut denims. Li is a style knowledgeable with a devoted viewers that adopted her Everlane’s Instagram Tales in regards to the new product.
Sponsored Social Posts
A social media publish from the fitting influencer can drive gross sales and construct belief. Search for influencers with excessive engagement, high quality content material, and authenticity. For instance, try how Köe, a beverage producer, tapped a well being and health influencer on Instagram, @joyfullygreen, to construct model consciousness and promote the natural Kombucha drink.
Sponsored Weblog Posts
Blogs written by influencers are one in every of my favourite marketing campaign sorts. Carried out appropriately, they don’t really feel like a gross sales pitch. Take the instance of Shari’s Berries, a retailer of chocolate desserts. It companions with small, trusted publishers to construct a narrative round its merchandise. Right here is an instance from Spot of Tea Designs, a craft-idea weblog.
This marketing campaign was for Mom’s Day. However as a substitute of specializing in the product, Spot of Tea Designs instructed a narrative about having fun with a decadent deal with together with her mom and household. The sweets introduced everybody nearer collectively for a day.
Visitor Weblog Posts
Visitor weblog posts are written by the service provider, not the writer. The objective is to construct authority, develop an viewers, and drive site visitors to your web site. Write one thing that provides worth to readers’ lives. And don’t suppose small. A visitor weblog could possibly be in Enterprise Insider or on Cultural Day by day, a small group board. I used each to drive site visitors to my digital gallery with nice success.
Pre-release influencer campaigns exhibit an upcoming product to construct anticipation and buzz, driving a “worry of lacking out” mentality. On-line attire model Vici does this by partnering with dozens of style influencers on Instagram. Utilizing their Tales, Vici teases new merchandise earlier than launch and provides influencers’ followers an unique low cost code to purchase.
Unboxing movies are self-explanatory: influencers unbox your product after which critique the method. Any such content material might help excellent your model story for brand new prospects and audiences. Unboxing isn’t about promoting your product as a lot because the expertise of receiving and utilizing it.
Select an influencer in your area of interest who can clarify the product in use. And search for excessive engagement charges. An influencer with fewer followers however excessive engagement is all the time higher than the other.
Ridge Pockets could also be one of the best instance of an ecommerce firm that has mastered influencer unboxings. The instance beneath is with YouTuber @RegisKillbin. He introduces his viewers to Ridge’s merchandise and explains what he likes about them.
Model ambassadors are influencers who signify your small business and merchandise for an prolonged interval — elevating consciousness, belief, and gross sales. The chances are seemingly limitless with the fitting ambassador.
For instance, Gymshark, the fitness-focused attire firm, constructed an ecommerce empire through genuine, real-life model ambassadors with a ardour for health.
Stephanie O’Neil, Gymshark’s head of public relations and model partnerships, instructed Style and Magnificence Monitor, a PR service, “It’s all about being genuine. The overwhelming majority of Gymshark ambassadors had been as soon as followers and shoppers of the model. Who higher to signify the model than those that really love Gymshark?”
Keep in mind that when contemplating your individual model ambassadors.