As social media continues to evolve its theories, a growing number of businesses are turning to social networking influencers with dedicated followers, to spark word-of-mouth and for an increased organic reach.
Working with someone who’s influential over a certain group in order to promote brand or products amongst the influencer’s audience, is all that many brands around the world are focusing on.
Currently, about two-thirds of businesses are running some type of online influence programme, including brands like Nike, Sprite, Louis Vuitton, and even countries like Fiji, who have tied up with influencers and micro-influencers to promote their products.
While many influencers are solely celebrities, brands are now increasingly partnering with people with smaller social media followers to promote their products in a more authentic way, as compared to sponsored posts. And while these micro-influencers don’t have hundreds of thousands of followers, that is their USP – their audiences are often much more engaged and focused.
Here are some of the most simple yet powerful influencer marketing campaigns this year:
Mercedes Benz’s storytelling formula
With a 360-degree video featuring Instagram-famous wolf dog, Loki, and his owner Kelly Lund, Mercedes Benz attracted millions of people to their online storytelling this year. In the video, Kelly drives a Mercedes through Crested Butte in Colorado, giving the audience a glimpse of the landscape through Loki’s eyes. This type of marketing is often said to influence viewers the most, as it does not directly appeal them to buy the product, following the formula of a sponsored post, but portrays their influencer using the product – compelling the viewers to think about using the product.
Boxed Water’s ReTree Project
Boxed Water – a company that sells water in sustainable packaging through its campaign ‘ReTree Project’, in partnership with the National Forest Foundation, promised to plant two new trees for every Instagram photo posted with the hashtag #Retree. In order to spread the word and highlight the cause, the company collaborated with social media influencers like influencers like Julianne Hough and Alyssa Milano.
The campaign appears authentic with the influencers posting pictures of adapting the bottles for their everyday use, and also because people getting involved due to a personal interest in the cause rather than paid-for sponsorship.
Parle’s festive recipes
Celebrating #ApniDiwali with these delicious and easy to make Crunchy Parle Bakesmith Marie Choco Ladoos from @parleproducts Diwali is all about bonding with your loved ones. I made these simple and delicious ladoos with my grandma this festive season using the much loved Parle Bakesmith Marie Biscuits. So how are you celebrating #ApniDiwali? Want the recipe? Click on the link in the bio. #thecrazyindianfoodie #Diwali2017 #Parle
As a part of their Diwali campaign, Parle launched #ApniDiwali, collaborating with food bloggers, who shared Diwali recipes using Parle ingredients. Various influencers whipped up dishes such as Parle Kaju Barfis, Crunchy Parle Bakesmith Marie Choco Ladoos, Choco Chip Shakes, etc.
The makeup challenge by Nykaa
Nykaa – the online cosmetics website, released a series of videos with comedian and influencer Rohan Joshi. The videos showed him taking up #MakeUpChallenge, made for a fun piece, as he struggles with all the makeup hilariously.
Kiehl’s product placing
Kiehl’s – the American cosmetics brand retailer edged its way into the beauty, fashion, and health scene on Instagram with help from key influencers in the space. Lifestyle bloggers like Kate Lavie share sponsored posts featuring snapshots of their daily outfits and beauty essentials – including a strategically placed Kiehl’s product in the mix.
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