Executing an influencer-based campaign sounds simple enough. Get a few influential people, get them to participate in the marketing of your product, and watch the sales come in. Right?
Actually, as with most things digital, there are so many ways it can go absolutely wrong. If you do not have your finger on the pulse of the cyber population—which changes constantly—your campaign could end up reaching next to no one and generating miniscule sales.
However there are massive rewards for getting an influencer-based campaign right. You not only help move your product or service, but you can also improve your brand equity and get people really talking about your brand.
If you are just about to launch your own influencer-based marketing campaign, you need to have a clear idea of what works. And the best way to know what works is to see what has worked.
Here are some influencer marketing examples that you can keep in mind when starting your own campaign:
BMW’s Drive for Team USA
BMW partnered with the USA Olympic and Paralympic teams for the London Olympics in 2012. More than 300 BMW dealerships from across the country participated in events to test drive their 3 Series model. Each event had a member of Team USA to meet and mingle with people and encourage them to take a car for a test drive. BMW also donated $10 to Team USA for every test drive taken.
The result: The campaign drove more than 20,000 people to test drive BMW cars, with around 25% of these people buying new vehicles. There was also a 26% increase in visitors to BMWUSA.com, 14,000 new fans on Facebook, and 80,000 new views on the company’s YouTube channel. Overall, it was quite successful.
Boxed Water’s The ReTree Project
Most people probably haven’t heard about Boxed Water, which is a shame because it is such an innovative product that aims to reduce the waste that human beings leave on our planet.
For their ReTree Project campaign, they partnered with the National Forest Foundation and a few influencers on Instagram, namely Jaime King, Megan DeAngelis and Aidan Alexander, who all have considerable reach over the social media platform. These influencers helped with their Instagram campaign to get people to post photos with the hashtag #ReTree. For each photo posted, the brand would plant two trees.
The result: There were over 2,600 Instagram photos that used the #ReTree hashtag were posted and shared. Not to mention, there are a whole lot more people who are familiar with this cool product.
Tyson Foods’ Why Should Cookies Have All the Fun?
Mothers control such a commanding portion of household expenses, so speaking to mothers when marketing a product is crucial. That’s why Tyson Foods made a good move by enlisting the help of influencer moms to help sell their chicken nuggets for Christmas 2012. They invited these moms over to decorate these Christmas trees, reindeer, and snowmen. Moms then shared their creations over various social media platforms, letting moms everywhere see the fun in chicken nuggets.
The result: The campaign resulted in 8.8 million online impressions, spread out among Facebook, Twitter, YouTube, and blogs.
As you can see from these influencer marketing examples, all it takes is research and creativity. Know your market well and discover the online voices that speak to them. With a little push in the right direction from a trusted personality, consumers could be drawn to buying your product or service.