The ultimate brand influencer marketing campaign that anyone who has ever watched television or read a magazine in the past three decades can identify is the “Got Milk” campaign by the California Milk Processer Board. Transforming the image of milk as a healthy children’s option into an adult performance beverage, the company used credible celebrities, athletes, bloggers, nutritionists, and more to bring awareness to their brand. The campaign had everyone talking about, and mimicking, that famous milk mustache.
Choosing the Right Brand Influencer
Influencer marketing identifies and targets individuals who have influence over potential buyers. An influencer is an expert in their field who has a relationship with their followers. Dr. Oz and Reese Witherspoon, for example, are two experts in their respective fields. Marketers are finding that using influencers enables them to target their customer differently than traditional media can, because these celebrities’ opinions mean something to the individual. Associating a face with a brand is very helpful in building brand trust with the consumer. Rebecca McCuiston, SVP of Influencer Marketing at 360i, elaborates on what makes a successful influencer marketing campaign:
“Brands should strive to find credible and authentic personalities who can talk about campaigns in ways that are genuine to the influencer and the product. A great example of a more genuine interaction this year was Skittles’ partnership with Marshawn Lynch, a huge Skittles fan and popular NFL player. It was a natural and believable campaign because Lynch was already a known Skittles enthusiast before the partnership.”
Tips for Building Brand Trust Through Influencer Marketing
- Create quality content: Make sure the message you’re sending is GREAT, as there are thousands of marketing messages being sent out every minute!
- Focus more on your audience and communities: A customer is more likely to buy when they have a connection with your brand. Customers can band together after a positive (or negative) review.
- Storytelling is KEY: Your brand influencer shouldn’t come off as a paid advertiser, but more of an actual consumer telling his or her story. Let your marketing efforts flow like a fairytale as opposed to be read like a lecture!
- Stay tuned in to social media and mobile: Social media is ever-evolving, and consumers continue to want quick and easy to access information. 60% of all emails are checked on mobile devices, and people are always using their apps. It’s vital to track social media metrics to know when to post and where.
Social media platforms like Facebook, Twitter, Instagram and Snapchat allow for influencers to connect with the consumer naturally. Communication becomes a two-way street between brand and customer, as opposed to a one-sided delivery. Because of the organic relationships that brand influencer marketing encourages, many brands looking to target millennial consumers opt to go this route.