Our current 8-part collection on influencer advertising defined the idea and key ways. On this publish, I’ll cite examples of manufacturers which have used influencer advertising to promote services.
Daniel Wellington
Daniel Wellington is a Sweden-based on-line watch retailer. In response to Bloomberg, the corporate prevented typical advertising channels and as a substitute centered on collaborating with micro-influencers on Instagram. The corporate supplied influencers free merchandise, not cash. The technique labored. Having launched in 2011 with simply $15,000, Daniel Wellington now earns roughly $200 million in income.
• Why it labored: Shoppers belief smaller influencers for his or her authenticity. Daniel Wellington succeeded due to word-of-mouth promoting and the social proof supplied by the micro-influencers. Each are important features of social media advertising, and each energy the corporate’s social technique even as we speak with campaigns reminiscent of campus influencers that focus on its core youthful demographic.
Daniel Wellington’s campus-influencer program targets a youthful demographic.
MVMT
One other watch model, U.S.-based MVMT, relied on mid-tier Instagram influencers within the style and way of life trade to construct model consciousness and belief. Partnering with advertising company Mediakix, MVMT created the #jointhemvmt hashtag and launched the marketing campaign with 62 influencers starting from 30,000 to 500,000 followers. Mediakix stated this resulted in 100,000 likes, 2,800 feedback, and an general engagement price of 6%.
• Why it labored: MVMT’s advertising workforce discovered influencers who created stunning content material that drew consideration to the product and had the fitting viewers demographics. Contemplate this when constructing your personal influencer marketing campaign. Choosing the proper individuals is as essential as the fitting viewers.
MVMT relied on Instagram influencers within the style and way of life trade to construct model consciousness and belief through the #jointhemvmt hashtag.
Leesa Mattress
Leesa proves that not all influencer campaigns should be on Fb, Instagram, or TikTok. This U.S. luxurious mattress model sells primarily through its ecommerce website. As an alternative of counting on people, Leesa has centered on notable blogs reminiscent of Mattress Readability and Sleepopolis that present unbiased opinions and earn affiliate commissions when driving gross sales. Shoppers belief the blogs, which have generated over 100,000 clicks to Leesa’s website.
• Why it really works: Promoting mattresses and not using a bodily showroom is troublesome if buyers don’t know the model. Partnering with respected blogs helped Leesa construct belief and have interaction prospects in an genuine, non-biased manner.
Leesa has centered on notable blogs that present unbiased opinions, driving belief. This instance is from Mattress Readability.
Loot Crate
California-based Loot Crate is a pop-culture subscription service that gives customers with month-to-month packages that embrace unique content material, motion figures, and product gear. The corporate centered its advertising efforts on top-tier YouTube pop-culture and gaming channels reminiscent of PewDiePie and Jacksfilms. From 2012 to 2016, Loot Crate attracted 650,000 subscribers. A lot of that development was influencer partnerships.
• Why it really works: Loot Crate centered on understanding its viewers and partnering with related influencers to drive paid subscribers.
