An influencer is a celebrity or social media personality with a significant presence who will promote your product or service to the people who follow them.
While tried and true marketing tools like remote sales tools will never go out of style, influencer marketing has become an essential part of brand development in the modern age.
Just look at the stats of the most popular platforms. The percentage of marketers who use influencer marketing is as high as 93%.
This means that influencer marketing has a substantial presence in every marketing strategy and plan. Social media copy, surveys, and SEO optimized landing pages linked to social media influencers’ posts are some of the most sought-after elements in a social media marketing strategy.
When developing an influencer marketing campaign and before you start looking for campaign management tools, consider a few things.
- Who is your influencer?
- What kind of audience do they appeal to?
- What kind of media will you feature them in?
- What kind of media resonates with your audience?
Here are some of what we feel are the best influencer marketing campaigns that we’ve come across.
The GAP – Styld.by Campaign
The GAP ran a very successful influencer marketing campaign called Styld.by.
Several social media personalities with large followings were included in this campaign. Some of them included massive bloggers that could make good money through their blog, like Refinery 29 and WhoWhatWhere.
The influencers in question showed off how they use GAP clothing in their personal lives and wardrobes. This included photos with captions that featured link options titled “Shop this Look.” That link would take the user to a page where they could purchase the items modeled in the picture.
This campaign had a massive reach and improved customer experience considerably. This is proven by the fact that the campaign was hugely successful for the clothing retailer.
The GAP campaign shows us the importance of guest posting, where your content appears on the pages of highly trafficked blogs and social media profiles. This tactic gets you more views and potential customers coming through to your site, but it also generates a series of backlinks from respected sources, which is vital for SEO success.
Sometimes, large blogs like those who participated in The GAP’s Campaign will allow you to feature articles on their page that their fanbase (and yours) might find interesting. These are opportunities you should always take, as they have several benefits associated with them.
Even if you are writing the guest content, you’re still receiving a seal of approval from the blogger who allowed the content to be featured on their site.
Preply – YouTube Influencers
Preply, an online language and tutor company, goes above and beyond in the influencer world.
Influencer marketing is never out of reach, not even when you don’t have the advertising budget of a large company like GAP.
You simply need to become more creative with the platforms and influencers you choose to work with:
Preply works with countless content creators on YouTube and various other social media-based platforms.
Because Preply’s service is online, it’s effortless to connect with online creators to promote it.
Using these influencers who have an already curated and established audience is highly beneficial, as people put their trust in creators’ recommendations.
Diageo – My Tales of Whisky with Nick Offerman
Diageo is the parent company for Lagavulin and Oban, two Scottish whiskey brands.
In a genuinely ingenious influencer marketing move, they found a celebrity who was famously associated with their specific product to serve as an endorsement ambassador.
Nick Offerman is an actor who portrayed Ron Swanson on the enormously popular NBC situational workplace comedy Parks and Recreation.
Ron Swanson was known for many things on the show. He had little patience for his co-workers, he loved meat, and he routinely talked about Scotch.
Using Offerman as an influencer for a Scotch company was a stroke of genius. Although he was being himself and not Ron Swanson, it isn’t hard to think of Offerman’s recommendation as one of Swanson himself.
Offerman was featured in a 44 minute “Yule Log” video released in December of 2015. He sits beside a roaring fire, sipping Scotch and not talking. This meant to serve as a replacement for the traditional holiday Yule Log video that people usually fire up (no pun intended) on Christmas Morning. The caption made sure to note that he was sipping on Lagavulin Single Malt Scotch Whisky.
The fact that Offerman doesn’t speak in the video works even better, as once when Ron Swanson was asked on the show what he’d bring with him to a deserted island, he responded, “Silence.”
Video can be a highly effective medium for influencer marketing. It’s important to put work into your web video production or hire an outside firm specializing in creating high-quality video content. Visuals like this increase engagement in a campaign and can be hugely impactful.
Loeffler Randall – LR Ambassadors Campaign
Loeffler Randall is a high-end accessory and footwear company. Because they understand that 3.84 billion people worldwide use social media, they chose to run their ambassador campaign on social media platforms like Instagram.
79% of Americans in 2020 have a social media profile, making it one of the most popular influencer marketing platforms. The Facebook family of apps alone, which includes Facebook, Instagram, WhatsApp, and Messenger, have a whopping 6.314 billion monthly users.
Loeffler Randall’s series of “ambassadors” included painters, writers, florists, and other creative women in business who would show off photos “leading dynamic lives” while modeling the company’s products.
Loeffler Randall profiled these influencers on their official blog but also (and more importantly) featured images of them on social media profiles for the company using the hashtag #LRambassador.
The inclusion of high-quality images like this is incredibly important. Instagram marketing is very popular because of some of the platform’s built-in features: you can use filters to beautify pictures, making them more appealing for prospective customers. Sometimes, you have to go the extra mile and optimize them in-house.
There are several tools that businesses can use to edit images in-house and ensure that influencer marketing efforts are putting their best foot forward (pun intended that time!).
When you consider that more than half of Americans live paycheck to paycheck, and keeping in mind the current massive post-COVID recession striking at the global economy, you’ll see that people are a lot more selective in how they spend their money.
To that end, you have to go above and beyond in your marketing efforts to prove to your prospective customers why your product or service is deserving of their time, attention, and money in such a troubling time.
Influencer marketing is beneficial for your company to expand brand awareness and inspire trust in your target audience. Each of the three examples above approaches influencer marketing differently. There is something to be learned from all of them.
Take the right lessons away from these successful campaigns, and increase your brand awareness through the proper use of influencers.
**About the Author: Virginia Zacharaki is the Marketing Communications Associate of Moosend, a highly competitive Email Marketing, and Marketing Automation platform. Passionate about knowledge, art, teaching, and creating. Tends to live as a ballerina bookworm.