Think influencer marketing is not for you? Think again!
With the rise of social media over the past decade, it’s safe to say that you’ve probably heard of a little trend called Influencer Marketing. But have you considered utilising it for your business? Join us as we delve into some of the best examples to show you what, and what not to do!
What is influencer marketing?
Put simply, influencer marketing is a combination of traditional celebrity endorsement with the added element of content-marketing that utilises social media. Instead of solely using celebrities to endorse products, social-media influencers are now hugely popular too (and for good reason!)
There are many levels of influencers, from mega-influencers who have over 1 million followers to micro-influencers who have around 10-100 thousand. There are advantages and disadvantages to the different levels of influencers out there and the ones you choose will hugely depend on your brand identity, campaign goals and the ideal customers you are trying to reach. Without further ado, here are some of the best examples we found!
Using a mixture of influencer marketing and user-generated content, Adidas managed to increase their sales by 25%, whilst their biggest competitor Nike, suffered a drop of 9.5% during the same period.
Over the years, various celebrities and mega-influencers have been brought in to spread the word to a world-wide audience. The aim of using these mega-influencers is to reach as many people as possible, whilst pitching the brand as aspirational and inspirational. Adidas hasn’t solely used sports personalities as you might imagine, but included celebrities from various industries because they share their brand values. This is a great technique to reach new audiences whilst keeping their strong reputation in tact.
Adidas also leverages strategies focused on micro-influencers. The main advantage of collaborating with micro-influencers is that they have smaller audiences which are naturally more engaged. Think of it like being at a party with all of your close friends; these are the kind of relationships that micro-influencers build. Hence, their followers are generally more likely to trust the opinions and choices shared across their social channels.
If you want to jump on the influencer marketing bandwagon, we suggest you look to Adidas for inspiration!
Back in 2011, influencer marketing didn’t just roll off the tongue like it does now, but that’s when Daniel Wellington began pioneering this marketing strategy. Rather than collaborating with celebrities and big names, the brand took the decision to work with micro-influencers to get the word out there about their new watches. Alongside this, they also focused efforts on encouraging Instagram users to generate content that could be shared across their social media channels; Demonstrating how customers wear their watches and what they do whilst wearing them!
After some time spent building credibility and trust, the brand is now working with mega-influencers and celebrities such as Hailey Beiber and is turning over more than 1 billion every year. Daniel Wellington only started working with mega-influencers when the timing was right, and had built a strong reputation and brand loyalty before doing so! The brand highlights just how successful influencer marketing can be when it is utilised wisely.
Another example of influencer-marketing a little closer to home is from a small business called CrimpiT. The brand leveraged influencer marketing when they got in touch with mega-influencer Mrs Hinch, who boasts over 4 million followers on Instagram. When she posted videos of herself using the funky new sandwich making tool on her stories, the brand saw their engagement and followers rapidly increase.
This campaign was so successful because both the brand and the influencer share the same values and the audience could clearly see it was an authentic match! The audience believed that Mrs Hinch would use this product in her everyday life and therefore, built credibility for the brand. CrimpiT also encourages followers to share images of their creations which are then shared on the brand’s website.We’re starting to see a pattern emerging!
Leveraging influencer marketing can be a great tool for building your brand and business, when utilised wisely!
Here are the key takeaways from what we’ve learnt:
- Influencers can enhance your brand’s reputation but only if you choose the right influencer for your audience (viewers can spot inauthenticity a mile off)
- Don’t fall into the trap of using any influencer! No matter how many followers they may have, they need to be a good fit for your brand
- A combination of influencer marketing and user-generated content is the key to ecommerce success
We’d love to hear about your favourite influencer collaborations, drop us a message over on our socials!