Timing is Clutch
Programs work well when tied to a new product launch/re-launch or moments in pop culture like Super Bowl or the Oscars. The best approach is aligning campaigns with the brand’s PR calendar to ensure there is a reason for the influencer program. For example, as influencer marketing was beginning to gain momentum, The Marketing Arm worked with Blake Lively at a time when cupcake bakery Sprinkles was launching its first New York location. Lively created a new S’mores cupcake for the bakery and all proceeds were donated to charity. Sprinkles ultimately raised $35,000 for Oxfam while generating huge visibility for its new location.
Personalization and Customization is a Must
A way for brands to target and connect with celebrities and influencers is to seed influencer kits that contain hero products in a special and meaningful way. These people receive brand requests daily, so the package needs to stand out above the rest. For example, 5 Gum wanted to reach teens through bold and popular influencers they follow. The Marketing Arm identified Gigi Hadid as a perfect fit to receive the brand’s influencer kit. She aligned with brand criteria and had the social influence we were looking for. Upon receiving it, not only did she tweet a picture of her kit to 150K+ followers, but The Daily Mail snapped a picture of her carrying the gift into the gym and published it online. In total, one opportunistic seeding effort generated more than 8 million earned impressions for 5 Gum. Consumers follow celebrity trends and having a celebrity been seen with the product provides a perceived endorsement that can increase brand awareness amongst consumers and impact sales.
Authenticity is Key: Ensure the brand or product has a true connection to the influencer(s) participating in the program in order to reach consumers in a more meaningful way.
Messaging and Communication: Keep it Simple: When brands and agencies reach out to influencers, it’s important they keep it short and sweet. Talent and influencers are inundated with brands requests on a daily basis so keeping messaging simple and concise helps ensure the talent can quickly understand and digest the rationale behind the product or program.
Relationships are Everything: Sustaining relationships with the talent and influencers is a must. In the advertising industry, more often than not, influencers are seeking long-term, trustworthy partners, not one off requests.
When done right, the brand is able to see a true return from the influencers who decide to participate on their own accord making the result that much more impactful. These results mean the brand found a way to connect with the influencer in a real way that compelled them to share with their fan base.”
Kate True is Sr. Manager, Influencer & Talent Relations, at The Marketing Arm and has been with TMA for almost nine years.