Influencer marketing is more than just a marketing buzzword these days. More companies are utilizing this marketing method to boost sales and grow their brands.
For those still confused about what influencer marketing is, it's simply the act of promoting or selling products or services via influencers, or people who have the ability to affect a brand. Where the main influencers before were celebrities and industry leaders, today's influencers are more varied. Nowadays, top brands are seeking out bloggers, food critics, makeup mavens and celebrities who rose to fame on platforms like YouTube and Instagram.
Brands that Benefited from Influencer Marketing
Influencer marketing provides a lot of benefits. Brands can reach the relevant demographic and enjoy high levels of engagement. It's also affordable and can help retain a brand's authenticity. Numerous companies have already successfully leveraged these people to give their brand a boost.
Clinique for Men
Clinique is renowned for its hypoallergenic skincare for women. When the iconic cosmetic company launched a men's line, they raised product awareness by partnering with a disparate group of male influencers from various professions. These influencers consisted of filmmakers, outdoorsmen, stylists, and lifestyle bloggers, each representing a group of men who would be interested in using Clinique for Men. Every post used in the campaign was unique and defined the influencer. For instance, surfer Mikey de Temple posted a photo of himself wearing his surf gear, with his surfboard in the background, along with a Clinique product.
Clinique's campaign was golden for several reasons. One, the company's choice of influencers were so diverse that it expanded the product's reach. Also, the posts integrated the product smoothly into a setting that was so natural to the influencer. This helped create a more organic interest in Clinique's men's line.
One brand that has truly embraced influencer marketing is Fashion Nova. According to the company's founder and CEO, Richard Saghian, Fashion Nova is a viral store that works with 3,000 to 5,000 influencers. Its aggressive marketing efforts rely on lots of model and celebrity influencers, like Kylie Jenner and beauty vlogger Blissful Brii. The former has 93.8 million followers on Instagram while the latter has 93 thousand subscribers on YouTube. These two influencers alone have garnered millions of engagements, likes, and comments for the company.
While other brands go for low-key but very relatable influencers, Fashion Nova went for the celebrities. While this will obviously net a company high-levels of engagement, it can also be costly. But as Fashion Nova has proven, it's a worthwhile investment.
Lagavulin's Whiskey Yule Log
This is a magnificent example of how an influencer marketing campaign made a product culturally relevant to a generation. Young people might not have a taste for single malt whiskey, but Lagavulin's 2016 campaign featuring Nick Offerman changed that. Offerman's iconic Parks and Rec character, Ron Swanson, is known for his love of whisky. Lagavulin's 45-minute video took inspiration from YouTube's yule log videos and simply showed Offerman quietly sipping and enjoying his whiskey next to a fireplace.
The campaign was a success because Lagavulin found the perfect influencer for its brand. Offerman's character proved to be a critical match for the target audience. As a matter of fact, the campaign was so good that it won an award for Best Influencer & Celebrity Campaign.
Zafferano does not have the same name recall as Nobu or other famous restaurants. But this Singapore-based establishment is a prime example of how social media can be used to boost audience engagement. The company tapped 11 Instagram influencers who are popular in the lifestyle and food category. They invited them to the restaurant for a special meal and in turn, they shared photos of the dishes on Instagram. The influencers also described the dishes and their dining experience. Details like price and availability were also included.
Zafferano's campaign is notable because of the experience it created for the influencers. This, in turn, helped them come up with authentic and sincere reviews. Since the campaign had such a genuine feel, it encouraged followers to interact and engage with the posts.
Clothing powerhouse Zara was one of the most profitable companies in 2015, and that's partly because of its successful influencer marketing campaign. The company's social media marketing campaign got some help from several top fashion-forward Instagrammers. The Instagram posts shared by these popular influencers showcased Zara's clothing lines and their followers used these photos to get ideas on what's currently trending as well as tips on how to work a particular style.
Zara's campaign was a success because the company handed the control over to the fashion influencers, the people that customers looked to for fashion advice. The content that was used in the campaign was subtle and useful, which made it even more valuable to the influencers' thousands of followers.[Featured image via YouTube]