May 18th, 2017
Influencer marketing has already proved itself to be a powerful tool for brand promotion, as well as fertile ground for creative minds. But as with most new ideas, there has been a lot of trial and error. Although not every campaign is successful, there are many excellent examples of how to build a strong brand and increase return on investment.
By now, marketers are able to outline a pattern and figure out the basics of what works and what should be avoided; this, however, does not decrease the number of opportunities when it comes to implementing out of the box ideas. Regardless of the company’s size – with the right approach and proper tools, everyone can greatly benefit from a well thought-out campaign. Let’s take a look at some companies that definitely got it right.
Reebok and CrossFit
Reebok, founded in 1895, has enjoyed its status as one of the top sports brands for decades. However, starting in the 1990s, its sales and presence in the collective consumer consciousness started falling. Today, Reebok is once again a top brand with devoted followers, one of the most prominent online presences in the sports brands world, and has posted steadily increasing sales. So how did that happen?
It was almost certainly a result of a well thought-out, long term marketing campaign, as well as being in the right place and at the right time – the dawn of the healthy lifestyle and fitness boom. Reebok hit the jackpot with its exclusive licensing rights to CrossFit’s trademark. It is also a title sponsor of the CrossFit games, which started in 2011 and have since grown immensely in popularity.
Reebok understands how an engaged audience is key when it comes to building brand awareness and fandom. From top influencers such as Gigi Hadid through well-known athletes such as Dmitry Klokov to thousands of micro-influencers, Reebok has managed to build an incredible network of advocates and engaged followers. With officially licensed gyms, or Boxes, as they are known, Reebok has a whole community devoted to the sport, and at the same time, the brand. The community constitutes active promoters of the lifestyle and products.
MVMT is another brand that used just the right combination of top and micro-influencers. The company came up with the #jointhemvmt hashtag and used it to promote their watches with the help of relevant Instagram accounts, mostly in the fashion and lifestyle genres. The influencers post enticing photos which focus on the watches.
MVMT has already gathered hundreds of appealing photos for followers to marvel at – with attractive people in beautiful locations, in expensive cars, in fashionable places etc. As in most of the successful Instagram campaigns, many of them are taken by the followers themselves.
The company relies heavily on its influencer campaigns and as much as 60% of their traffic comes from mobile views. As icing on the cake, the brand came up with unique discount codes provided by different influencers, which additionally turns lookers into buyers.
Putting the Fyre Festival on the list of great influencer campaigns may come as a surprise, especially if you’re familiar with the latest developments of this now infamous undertaking. For those of you who are not acquainted with the event – Fyre Festival was a luxury music festival which was scheduled to take place on the Bahamian island of Great Exuma over the course of two weekends in April and May 2017. The whole enterprise collapsed spectacularly and is now subject to quite a number of lawsuits.
Amidst the fire and ash of what was supposed to be an unforgettable experience, the influencer campaign is probably one of the few things the organizers got right – they hired the most influential models and celebrities, such as Kendall Jenner, Bella Hadid and Emily Ratajkowski who were supposed to appeal to well-heeled millennials. They certainly succeeded in doing so, and attracted hordes of young people dreaming of being a part of the millionaires club, and who were ready to drain their credit cards to feel included.
The not-so-great part is that most of these influencers did not label their promotion on social media as an ad, which is a violation of the Federal Trade Commission guidelines. Either way, this was one of the few times where splashing out hundreds of thousands of dollars on top reality TV celebrities may have actually been worth it.
It’s sometimes difficult for top corporations to keep up the pace in the ever changing, digital world of the 21st century (vide the recent Pepsi and Kendall Jenner fiasco), which makes Adidas’s success all the more noteworthy.
The company launched an Instagram campaign to promote their new clothing line – NEO. The idea was simple – Adidas wanted to promote their brand through top celebrities, such as Selena Gomez, as well as user generated content. They opened a contest in which anyone could submit their own content with the hashtag #MyNeoShoot, and win a chance to meet one of the models used in the campaign.
Kickstarting the contest with top influencers and getting the fans involved was a perfect combination. Adidas received 12,000 entries for the contest, while the hashtag received over 71,000 mentions.
Lagavulin’s My Tales of Whiskey Yule Log
On a much smaller scale than some of the aforementioned campaigns, but still one of my favorite examples of a great choice of influencers, is My Tales of Whiskey Yule Log with Nick Offerman.
The whiskey brand wanted to appeal to a younger audience, and subversively hired a man well into his 40s – Nick Offerman. The actor, however, is no ordinary man – he is the star of Parks and Recreation, a popular US sitcom, in which he plays a very masculine, conservative, government-hating director of the Parks and Rec department. The whiskey-loving character developed a cult following and is widely commented about online.
In Lagavulin’s brilliant move, the single malt company had Offerman do a 45-minute video, where he just sits in silence and sips whiskey. The video got a million views on Youtube in the first two days and garnered a whopping 840 million earned media impressions.
As you can see, a good influencer marketing campaign can be just about anything – a huge undertaking implemented over a couple of years or even an easily executable, simple idea with a small budget.
Whatever it is you decide to do for your next influencer campaign, Assembly can help you meet your goals, and measure success each step of the way. Book a demo to learn more!