If you’re here you probably read our previous article which covered the first 4 strategies on how to work with influencers. In Part 2, we move on to market penetration and campaign-specific tips.
💡 Market Penetration
5 – PR Lists & Giveaways
Everyone loves presents, and there is no better way to show your followers that you appreciate them than by the act of gifting.
“PR Lists make followers and/or consumers feel like they are seen and valued by the brand. It says: I don’t just want to gift you products, I also want your opinion on them.”
ColourPop is a great example of a brand that consistently does giveaways. Their post announcing a chance to be on their PR List was their Top Liked and Top Commented Post the whole of 2019, and the winner of this opportunity has given ColourPop so much exposure.
By gifting your products, people will be incentivised to use them to create looks and tag your brand account in their posts/IG stories. This creates necessary noise on social media which allows your brand to penetrate the industry and stay on top.
To read more about ColourPop’s strategy click here.
6 – A Good Hashtag
Hashtags can truly make or break a campaign so it is important to think of one that is easy to remember and is unlikely to be misspelt. There are two ways hashtags can work. The first way is to ensure that people who are searching up certain hashtags see your content, but at the same time being sure to avoid overpopulated hashtags like #beauty or #makeup. On regular posts, use something like #[brandname][item] — e.g. #hudabeautylashes. 1-4 hashtags per post can get you where you need to go.
The second way is a campaign-specific hashtag so that you can keep track of all the traffic that your campaign is generating. Ariana for Givenchy was a really successful campaign, and the hashtag #ARIVENCHY was both apt and catchy. Apart from the official accounts involved, other accounts (magazines, celebrities, fashion influencers) who were reposting also used the hashtag and it was used more than 20K times.
7 – Disciplined Content Strategy
If there’s one thing we know about Huda Beauty, it’s that a product from the brand appears in almost every makeup tutorial on Instagram. How did Huda Kattan achieve this?
The brand account posts an average of 3 times per day, which guarantees that some of the content will appear on the top of people’s feeds, no matter the algorithmic configuration. Out of these posts, at least one is a video (or IGTV) and they usually rank at the top of all her content in terms of likes, comments, and views.
Videos, which generally consist of tutorials or speeded up get-ready-with-me style content, are especially important for beauty brands. 70% of her content is video related, and there is an obvious, consistent effort to create and post this content daily. With Huda Beauty creating so much noise on their own behalf, market penetration is almost a given.
Interested in how Huda Beauty rose to the top so quickly? Click here for 3 more secrets from Huda Kattan herself.
8 – Campaign Related IG Filters/GIFs/Stickers
Interaction is the key to engagement. Currently the ‘prediction’ filters are trending wildly on Instagram stories and include filters like “which Disney princess are you?”, “in 2020 I will be…” etc. Even celebrities have taken to using them.
While currently these filters are mostly being created by regular Instagram users, the immense jumps that they are experiencing in terms of follower count and account exposure is incentive enough for brands to jump on board. People love a good filter, and this could really help to spread brand awareness, or prime audiences for a product launch.
Pepsi was fairly ahead of the game last year when they launched custom GIFs for their #summergram campaign, which capitalises on experiential marketing.
“Millennials love GIFs and filters—watch the IG stories on your feed right now and one of them is bound to contain a filter and/or a GIF. What this effectively makes room for is user-generated content with a higher rate of being shared by followers of Pepsi, and therefore being viewed by people who do not follow Pepsi”
Read our complete analyses on the #summergram campaign here.
9 – Incentive to Participate
Oftentimes social media is used very passively, so to ensure that your hard work doesn’t go to waste, provide an incentive so that your campaign can reach its maximum potential.
E.L.F. Cosmetics ensured that people would be incentivised to join their TikTok campaign by instating a prize element.
“This is clever because they are casting the net for an audience as wide as possible by reaching out to people who might not have joined a TikTok challenge just for the sake of it.”
Read more about their #eyeslipsface challenge here.
Another way to go about this is to provide consumers with material that might encourage them to talk about the product on social media. This is a little more old school, but Benefit Cosmetics included samples of their product and selfie cards (which read #rollerlash) in popular women’s magazines. Want to know how this strategy unfolded? Click here.
10 – Backing a Social Cause / Inclusiveness
Diversity and representation should never be put on the backburner when planning a campaign. It is no longer a strategy to set brands apart, inasmuch as it is a necessity to ensure that everyone can see themselves using your brand.
A great case study to reference is the SKIMS campaign which made $2M in minutes, primarily for this reason. By hiring models of various body types and skin colours, SKIMS displayed the versatility of their product, and opened the possibility of purchasing and owning it to a much wider target audience.
Kim K also used this campaign to back her social cause of releasing Alice Johnson from prison. Giving your campaign a heart tells people that their dollar is going somewhere meaningful.
Our full breakdown of the SKIMS campaign is here.
A combination of any number of these strategies should get your next marketing campaign bangin’.
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