Influencer marketing is a buzzword that is used to refer to a type of marketing that uses the power of social media to harness and attract new and returning customers. Many previously unknown people -- and brands -- have found themselves enjoying a surge of popularity -- and, in turn, sales -- as a result of influencer marketing. But not every type of influencer marketing is successful for brands -- so what makes for a good influencer marketing campaign? In this blog post, we're going to discuss some of the most successful influencer marketing campaigns, and what made them so successful.
Birchbox and Instagram: A Successful Partnership with Beauty Bloggers
Birchbox is a NYC-based subscription box company that sends their subscribers about four or five samples of beauty products -- usually makeup and perfume -- each month. The company was started in 2010 by two graduates of Harvard Business School, and currently has over a million monthly subscribers.
But, of course, it wasn't always this way. In order for Birchbox to be the successful company that it is today, it had to engage in influencer marketing, and they did this in a few ways. First, the company engages in "Instagram takeovers," which is where popular beauty bloggers take control of the Birchbox Instagram, with the idea that the blogger's Instagram followers will subsequently follow Birchbox's Instagram (more followers, as any marketer will tell you, translates to more opportunities for more customers). Second, in October 2014, they partnered with the popular app Soldsie to create the first-ever Instagram shop, which gave the company the opportunity to turn all commenters into instant buyers with an appropriate hashtag.
The example of Birchbox's success illustrates how important it is for companies to immediately find their niche, and subsequently partner with influencers that are able to push the company's brand to the dedicated audience.
Boxed Water and Instagram: Banding Together for A Common Cause
One of the best ways to get people behind your brand is to band together for a cause. The cause, of course, has to be in line with your brand as well, but if you can find something to get behind, and you can find people to get behind them, they'll rally together, not only to get behind your cause, but to show loyalty to your brand.
Let's take the example of the Boxed Water company: they have partnered with several Instagram influencers to spread the word about their product, but also to spread the word about their preferred charity, The Retree Project. Thanks to their partnership with these several influencers, more than 2000 photos with the hashtag #TheRetreeProject emerged.
This is yet another example of how partnering with the best influencers can lead to your brand's continued exposure. If you partner with an appropriate charity, in fact, many influencers will post about your product either for free, or for a reduced fee, or for a tax-exempt receipt.
Madewell and Instagram: Encourage User Partnership
Finally, but certainly no less importantly, one of the most important things to remember about influencers is that they got to where they are today because they encourage user participation. If you use your influencers as partners, rather than as paid participants in your program, you'll be able to encourage other users to do the same with your partnership.
Take, for example, the case of Madewell, who used Instagram to "regram" (that is, repost with a link back to the influencer's Instagram) some pictures that showed appropriate influencers wearing their goods.
This is just a few of the many examples of brands who have used the power of influencer marketing for the great success of their brands. For more information about us and our services, contact us today to see what we can do for you.