As a brand, you need to choose the right influencer for your campaign. You can do this manually or through platforms that find influencers for you. Once you choose your influencer, you must clearly communicate the goals and expectations of your campaign. For this, you need to create a campaign brief that describes what you want to achieve through influencer marketing. It should include details about your brand, your platform and profile, your messaging points, and a clear CTA for your influencer.
Dior Forever Foundation
Influencer marketing is a key component of Dior’s strategy for building a sustainable brand. They work with a variety of celebrities to promote their products and services, and this extends to video storytelling. Using influential voices in the industry like Winnie Harlow and Jorja Smith, the brand is leveraging the power of familiar faces to create powerful stories.
Many celebrities have used influencer marketing to promote products and brands, including Natalie Portman, Robert Pattinson, and Bella Hadid. Dior has also worked with a number of global creator influencers to promote the brand. These influencers were chosen to create content with the brand’s message, and Whalar aimed to create a campaign that would appeal to a broader audience.
Influencers can influence a brand’s image and increase sales. For instance, a campaign to promote Dior lipstick was highly successful. Influencers wore different shades for a week, and Dior Forever Foundation used the influencers’ posts to drive sales.
Tom’s of Maine
A company can use a variety of methods to boost its marketing efforts, and one example is to leverage influencers. Tom’s of Maine, a personal care company based in Maine, decided to partner with micro-influencers and regular customers to spread the word about their products. For example, they partnered with YouTube star Ryan McMichael, who has a YouTube channel with over 25.7 million subscribers. His content includes educational videos, cartoons, and videogame Let’s Plays. Besides the YouTube channel, his YouTube channel also sells toys.
In order to increase brand awareness, Tom’s of Maine worked with more than 20,000 micro-influencers. These influencers each have an average of 500 to 5000 followers. By partnering with them, Tom’s of Maine was able to increase brand awareness and customer engagement by 600 percent. In the process, it learned a lot about their customers, gaining valuable information about their preferences and buying habits.
By leveraging micro-influencers, Tom’s of Maine was able to reach 1.72 million additional consumers. According to Insider Intelligence, brands will spend $15 billion on influencer marketing by 2022. Using micro-influencers, such as bloggers, can be a highly effective marketing strategy.
A brand that specializes in a niche audience may have a harder time obtaining large-scale influencers, but micro-influencers can still do wonders for a brand’s marketing strategy. Tom’s of Maine, a natural health brand, was able to find micro-influencers who shared its values. The company also gave the influencers incentives, such as early access to sales and discounts. This helped the company tap into a loyal audience and increase their brand’s exposure among a niche audience.
Another way to use influencers is through sponsored content. Many influencers work with brands to create products and endorse them. The result is a blog post or video that demonstrates the brand’s credibility with its target customers. This is an excellent method for building trust and influencing customer decisions. The company can also benefit from partnerships with established celebrities or institutions. For instance, in 2017, Tom’s of Maine teamed with National Geographic and travel photographers to launch a new line of lipsticks.
Pura Vida Bracelets
Pura Vida Bracelets used a unique strategy to increase their reach. They leveraged the power of social media to connect customers to products. The use of the Nosto platform, which is a mobile-first app, is a powerful tool that enables the brand to automate the creation of homepage recommendations and product page cross-sells. By using the platform to automate the process of tagging multiple products, Pura Vida was able to reach millions of users and drive one million visitors to the Pura Vida store.
Pura Vida wanted to turn passionate, one-time buyers into repeat buyers. To do so, they created a membership program called the Pura Vida Club, which includes an exclusive monthly box of Pura Vida bracelets. To implement the program, they used Shopify+ subscriptions and Bold Subscriptions.
The brand leveraged the power of social proof to build a loyal following of 296,722 subscribers, and 10X ROI. In addition, Pura Vida Bracelets created a unique hashtag for its brand name, so it could be tracked by search engines. The hashtag also serves as a place for followers to post pictures that relate to the brand’s theme. It also directs fans to purchase the product through the link in their bio. The strategy has generated results for the company and its products, which have increased their social media reach by 125% year over year.
By tapping into the power of social media, the company also leverages a diverse set of influencers. This means working with influencers of all shapes, sizes, and ethnicities. Since the brand believes in the power of peer connections, it focuses on diverse groups of users to increase brand awareness.
The Pura Vida brand is known for its colorful, string-and-bead bracelets, which have been embraced by celebrities such as Rihanna and David Beckham. The company was founded eight years ago in Costa Rica by two college friends. The entrepreneurs encountered two young Costa Rican artisans who made bracelets using a sliding knot design. Since then, they’ve been able to source products from 850 artisans in Costa Rica, India, and El Salvador. They expect to reach one thousand artisans by the end of next year.
Pura Vida Bracelets has become a multimillion dollar brand that is still growing year after year. This growth wasn’t a matter of luck, though. It followed a tried-and-true recipe for success. Goodman and Thall founded the brand in 2010 with the mission of helping artisans create a sustainable income and giving back to society. Since then, the brand has partnered with 200 charities around the world and donated $3.5 million to charitable causes. Although new brands struggle with marketing myopia, Pura Vida Bracelets understood their target audience from day one.
The Becca Cosmetics brand has been a huge success in terms of influencer marketing, but the company did face some challenges. The brand was not immediately popular, as it did not have a strong online presence and lacked a distinct brand identity. But the company was able to leverage YouTube and other social media to create a positive impression of its products and brand. Its partnership with Jaclyn Hill, who became a cult favorite, helped boost sales.
In addition to collaborating with celebrities, the brand has also partnered with a number of other companies. For example, Jaclyn Hill and Becca Cosmetics recently collaborated on a highlighter palette that sold out fast. Their collaboration on social media allowed them to interact with their audience and build relationships.
Using the power of influencers to launch new products is a popular strategy for companies to increase brand awareness. By collaborating with influencers who have huge reach and a relevant audience, companies can generate engagement and create hype around a new product. This approach can work for existing products as well as new products.
In the early days of Becca, the brand was distributed through Sephora. However, the company struggled with operations. Its founder, Rebecca Morrice-Williams, lived in Australia and was away from the company’s distribution in the United States. So, to avoid these problems, the company shifted their distribution to drugstores like Duane Reade. The company’s range ballooned to over 350 products, and the company decided not to go for mass distribution in the U.S.
Another example of influencer marketing is Daniel Wellington. This brand used influential lifestyle and fashion influencers to promote its 2017 swimwear line. The campaign aimed to create awareness of the brand and highlighted a variety of shades through its influencers. As a result of this, the brand received more than 1.85 million impressions and 592K engagements.
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