Influencer marketing has officially taken centre stage and is quickly fossilizing traditional marketing strategies. Its powerful effects are almost mystical in that it seemingly making the impossible possible. Case in point; Kylie Jenner made Puma cool again. She may have even started a comeback trend for Von Dutch. Let’s nip that one in the bud, though, we need to maintain some dignity here.
While the return of Von Dutch should be enough to make you a believer, here’s a quick breakdown of what it is and why it’s trumping traditional marketing strategies.
Influencer marketing is a marketing technique that allows brands to tap into a community of engaged followers through specialists in their respective niches. These specialists, or “influencers”, have an already established high level of trust and respect among their followings. This trusted relationship between the influencer and their following allows brands to create marketing campaigns that are much more holistic.
Brands are leveraging the power of influencers to catapult their brands into higher and new directions that traditional marketing couldn’t do for them. Here is a list of 5 Kick-Ass Influencer Marketing Campaigns that have caught our attention.
When a brand only appeals to a market aged as old as the company is (they’ve been around 71 years), it’s time for a shake-up. Estee Lauder turned to the youngest (and least plastic) member of the Kardashian clan to help them appeal to a more youthful audience.
Kendall Jenner, who reigns over 81.2 million followers on Instagram, partnered up with the cosmetic company by sharing her favorite Estee Lauder products on her Instagram. This type of marketing has become so prevalent because of the trust between the influencer and their followings, but more importantly, their reach. After an identical photo was posted by both Estee Lauder and Jenner, the company’s photo garnered just over 1k likes whereas Jenner’s gained 1.2 million.
Gap’s Styld.by campaign recruited multiple influencers from across the board to implement a highly effective social media campaign. Bloggers, models, artists and fashion gurus showed off how they incorporated GAP clothing into their personal style.
By utilizing influencers and their followings, GAP was able to create a campaign that was widespread and simple to execute. The influencer’s networks and niches gave the brand a reach that they may not have been able to attain before.
Adidas, an already well-known brand, launched an influencer-driven social media marketing campaign to get a leg up on their competitors. The social media campaign focused on youth and was created to spark user-generated content with the hashtag #MyNeoShoot. With help from popstar Selena Gomez, Adidas encouraged followers to share shots of themselves wearing Adidas products. In return, Adidas offered participants a chance to be one of their 6 models for the official campaign.
After over 12k entries and over 71k #MyNeoShoot hashtag mentions, Adidas’ sales increased by 24.2% between January 2015 and January 2016. During the same time, Nike, their top competitor, experienced a 9.1% drop in sales.
Revolve is an e-commerce fashion retailer for the fashion-conscious consumer with money to blow. The explosive growth of this brand is largely due to their social media marketing campaigns with the top influencers in the game.
Besides influencers posting content daily, the brand created hashtags like #RevolveMe which gives Instagram users a chance to become featured. Each image is linked to a “Shop” button which helps track ROI.
Revolve joins forces with esteemed influencers such as Victoria Magrath (IntheFrow) and Chiara Ferragni (The Blonde Salad) to be exposed to millions of followers with just one post. While these mega-influencers are important, it’s the micro-influencers who are the unsung heroes. Often times, the micro-influencer has a much higher user engagement as their product suggestions and advice seems to be more genuine.
If you haven’t seen the Biebs or David Beckham in their Calvins, go check them out. Like, now. Calvin Klein’s #mycalvins influencer campaign is probably one of the most successful in 2016.
The campaign started with influencers posting photos of themselves wearing they Calvin Klein sports bra and underwear set. Mix the “athleisure” fashion trend with people posting pictures in their underwear and you have yourself a viral campaign.
Over 600 influencers from around the world were employed by Calvin Klein to promote the brand for this campaign. After the first wave hit the Gram, it became so cool to be in your underwear that drones of users started doing it for free.
Throughout the campaign, their Instagram following grew by the millions and wearing big, white underwear became cool again.