Nothing highlights the versatility, reach, and all-around efficacy of influencer marketing like reviewing a few recent and successful case studies. We can get new ideas, see how specific strategies fare, and try to match up with like-minded brands. Let’s examine why these clever campaigns did so well, and how you might be able to use a similar path to success.
Flipping the Script
Every brand can benefit from influencer marketing…it just takes some creative strategy to make it work for you. Whole Foods has a great reputation for all-natural quality ingredients, and one might expect they would go after food bloggers that create tasty recipes and a lavish spread. Yet, for their recent Easter campaign, they opted to target overwhelmed hosts by offering their order and pick-up service. They used a variety of lifestyle bloggers, including several mid-level influencers, to show off their table-ready and Instagram-worthy spreads that emphasized amazing food, saving time, and spending more time with family and friends. The smaller reach sparked higher engagement rates, which is always a plus, and sharing identifiable problems with easy (and tasty) solutions led to huge brand awareness and web traffic swings for a relatively unknown service that Whole Foods offered.
Laughter is the Best Medicine
When you’ve established your brand as a quirky and funny advertising presence, your social feeds and influencer programs need to follow suit. Old Spice has set the bar with their off-the-wall commercials, so you’d expect nothing less from their strategy. They designed an app where runners can map their routes, and try to track a design that resembles a gift they desire. They employed a few celebrity influencers to kickstart the action, and gave the average fun-loving runner the ability to be creative and crack a few jokes…all in the name of the brand. It produced some hilarious entries and interpretations, like an inflatable shark and a turkey helmet, and subtly promoted its new deodorant amid all the giggles. Crowd-sourced content that can be used in a variety of ways while generating brand awareness all along…cue the laugh track!
No Showroom? No Problem!
One of the best parts of using influencers is the ability to address specific marketing issues and limitations in an organic and natural way. Leesa, a direct sale online mattress brand, wanted the world to know how incredible its luxury mattresses were…all without any showrooms for potential customers to try them out. Mattress buying is difficult; you, of course, want to lie on and test out the product you’ll be spending all of your sleeping hours on, but showrooms can be awkward and salesmen can be pushy. The challenge was to get trustworthy reviews out to readers who are ready to buy, which is challenging indeed. They went after smaller market bloggers with high engagement, big conversion rates, SEO-savvy content, and a history of genuine brand affinity. Tall order, but with expert agency assistance, a few YouTube sponsorships and unboxing videos, and a limited customer email campaign, Leesa found the right influencers for the job. Plus, they pledged to donate one mattress to a shelter for every ten sold, providing the company with some social proof. Over 100,000 clicks on website links and 400 mattress purchases shows the power of the campaign, and there’s no limit on how long this content will continue to convert.
A Good Cause
We’ve talked before here about how effective and powerful cause marketing can be. Here’s a case study that combines it with influencers, and it’s easier than you think. Boxed Water is a simple concept: pure water in an environmentally conscious package. To promote themselves and to give back to the causes they believe in, they offered to plant two trees in national forests for every Instagram post that promoted them and shared their hashtag. This offers a simple and free way for everyday users to help out and feel good about their actions. It also appeals to a younger, more socially conscious generation that also happens to spend a lot more time on Instagram. As for the influencers, they did enlist a few celebrities to start the movement…but, as with many social causes, many will elect to promote for free if it aligns with their own personal beliefs. There’s a lot of attention on the global effect of discarded plastic, so this brand stepped in at a time where awareness is at an all-time high. To date, they report well over 75,000 trees planted. Good news, and better marketing; reporting progress and hitting various goals gives everyone who participated a good feeling, and, due to their three month campaign, gives others a chance to get on board as well. It’s a win-win all around.
Did one of these case studies make sense for your brand? Got any others you’d like to share? Leave a comment, and let’s chat!