Best Use-Cases for Influencer Campaigns
Today, it’s difficult to visit any social media platform without seeing some level of influencer marketing at play. When implemented effectively, influencer marketing has the potential to provide an excellent ROI (especially when it comes to micro or nano influencers). Unfortunately, some brands struggle to identify the types of marketing campaigns best suited for influencer involvement. It can be a tricky business, which is why we’ve outlined the best use-cases for influencer campaigns to demonstrate just how well it can complement (and improve) your next marketing campaign.
1. Product Launch
Hands down one the absolute best times to launch an influencer marketing campaign is leading up to a major product launch. Why? It’s quite simple, the goals of a traditional product launch align perfectly with what influencer marketing can provide. Influencers have the ability to boost brand and product awareness, educate consumers about a product’s new features, and help your brand gain a significant foothold in the market. This can be amplified when launch campaigns are combined with influencer “sneak peek” content, exclusive early access, and product giveaways. Chanel’s launch of the Chanel №5 L’Eau perfume provides a wonderful example of the promotional power of influencers. Ahead of their launch, Chanel wanted to increase awareness around the fact that they use real flowers in their fragrance development. So, they invited several fashion bloggers to France to see how their perfume was made and produce their own unique content. The campaign (and product launch) reached over 9 million people, demonstrating just how effectively influencer campaigns can boost brand and product awareness.
2. Crafting Compelling Brand Narrative
Every brand needs a story to connect with consumers and no one tells a story quite like a micro-influencer. They help brands create compelling stories that consumers actually want to hear about. We’ve tooted Nike’s storytelling capabilities before, and we likely will again – they’re just so dang good at it! While Nike does partner with mega athletes and celebrities, their ‘Nothing Beats a Londoner’ campaign was a story about the people. They enlisted over 250 athletes and performers of varying capabilities to voice how hard they train. The theme was to playfully one-up each other and prove how each influencer’s training regime was more hardcore than the next. The innovative campaign was wildly successful and even helped them snag a top Cannes Lions Award in the Social and Influencer category. Not too shabby, Nike.
3. Targeting Niche Demographics
Social media has a spectacular ability to connect brands directly with consumers of all demographics. As such, brands have the ability to create and share campaigns geared towards specific demographics that they’ve previously been unable to reach. Let’s consider, the health insurance company, Oscar. Now let’s be honest, most of us don’t jump for joy when the word insurance is mentioned. It’s a dull topic, but Oscar enlisted micro-influencers to change that. Oscar implemented a video testimonial campaign aimed at different demographic segments. Each segment included a testimonial by a real person (micro-influencer) who belonged in that category. A message is more easily absorbed when it comes from someone ‘like’ you, which is why these videos resonated with the segments Oscar aimed to target.
4. Event Promotion
Many brands have found that enlisting the right influencers to promote an event can be massively successful and can even make an event go viral. Most often this takes the form of posting specific types of images and/or using certain hashtags. Maison Mumm (a major champagne producer) executed this to a tee through their Kentucky Derby campaign. As the official sponsor of the Kentucky Derby, Mumm wanted to create a massive buzz specifically right before the event began. To execute this, they enlisted 30 influencers to create ‘the biggest virtual toast ever’ by posting user-generated videos of themselves toasting with Mumm’s champagne and encouraging their followers to do the same. This influencer led call-to-action created social media buzz immediately leading up to the race, which is exactly what Mumm’s had intended.
While there’s no one-size-fits-all model when it comes to marketing, influencers can play a pivotal role in promoting events, product launches, and crafting compelling narratives aimed at broad or specific demographics. Micro-influencers (and nano-influencers) have an extraordinary ability to take marketing campaigns to the next level, which is why we’re thrilled to be able to connect brands with the perfect influencers for the job.
Gatsby created an easy way for brands to capture customer influence. It provides them with social context on their customers, auto-delights the influential ones, and grows genuine word-of-mouth on social.