In this two-part series, I am going to share and explain 10 Influencer Marketing Strategies using case studies as examples. While a lot of these tools are predominantly being used by the beauty and fashion industry, they can be adapted to suit the needs and goals of nearly any brand. Using these tools, brands are better poised to work with influencers and/or ambassadors, execute a successful campaign, and penetrate the market through brand awareness.
💡 Working With Influencers
1 – Capsule Collections
Launching a Capsule Collection with an influencer whose niche aligns with yours is an amazing way to thrust your brand to the forefront of what is trending. Having staples is always great — people who enjoy and rely on your product want to be able to repurchase items — but what sets you apart and starts a conversation is limited collections. Launching these with influencers creates more hype and can leverage on their audience to increase sales.
The James Charles x Morphe Palette in November 2018, for example, was Morphe’s most successful product launch in the history of the brand. In the UK, the palette sold out in 5 minutes. Morphe picked one of the most influential beauty gurus on the Internet to work with so it is unsurprising that together with his audience of 16M followers, the Capsule Collection fared so well. In the weeks leading up to the launch, 18.7M people were talking about the brand, which shows us how powerful a single collection with an influencer can be for brand awareness and eventually sales.
Take a closer look at this strategy here.
2 – Employee Ambassadors
We love this strategy for 3 reasons: (1) Loyalty to the brand is not a question, (2) Ambassadors are familiar with the product and company values by default, (3) It is cost effective and guarantees a low CPE.
These are boxes that all brands look to tick when they work with nano or micro influencers to represent their brand. Of course, employee ambassadors cannot replace influencers entirely, but they are a good supplementing tool. Another reason why this is a successful strategy is because it shows the public (and potential consumers) that your brand values your employees and sees them as more than just backend staff. This creates a lot of positive PR for your brand, which sets it apart in whichever industry you are in.
H&M did an excellent job with their ambassador strategy last September. Read about how each employee brought value to the brand here.
3 – Nano Influencers
The appeal of the nano influencer lies in the fact that their endorsements are credible, and they connect with their audiences on a more personal level. Working with nano influencers is incredibly useful for brands, especially if they are looking to capture the attention of Gen Z audiences. The key takeaways from working with a nano influencer are as follows:
- Better engagement rates
- Target niche audiences
- Larger local following
- Cost less, so brands can engage more at one time
ZAFUL is an e-commerce site that works with nano influencers very often. Read about how they make it work to their advantage here.
4 – Influencers with Different Niches
Just because you are, say, a skincare brand doesn’t mean you have to work solely with skincare influencers (or skinfluencers). This is especially if your product is generally used by a lot of people. Working with influencers who have different niches and target audiences can help you to capture as large an audience as possible.
When Daniel Wellington was promoting their Classic Ring, they engaged with fashion influencers, travel & lifestyle influencers, mommy influencers, and book and interior design influencers. The idea behind this is that each one of these people would wear a ring, regardless of their niche on social media. That being the case, there is immense value in expanding influencer demographic so as to expand audience reach.
Check out our full case study of Daniel Wellington’s campaign here.
These 4 strategies are very important to bear in mind when working with influencers, who are undoubtedly at the core of each Influencer Marketing Campaign. Tips 5-10 in the next article will dive into market penetration and campaign-specific tips.
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