Influence That Matters
In an age where we have access to millions of products with one or two-day shipping at our fingertips, consumers have more options for spending their hard-earned dollars than ever. How do brands convince their target audience they deserve those dollars? Influencers.
Leveraging Brand Presence
We spend hours online every day, whether we are shopping, scrolling through social media, streaming a podcast, or sending emails. Brands, including the Chinet® brand, have adapted to the digital age by implementing influencer marketing to leverage their presence on the social platforms where today’s consumers live.
Embracing a New Approach
The Chinet® brand has been highly dedicated to influencer marketing this year through 22 partnerships with a variety of influencers. Our Earned Media team sought out individuals with a variety of ages, interests, and locations around the country to broaden audience appeal.
Although the brand’s target audience generally ranges from ages 25-54, influencer marketing primarily targets a younger demographic. After all, your mother or grandmother may not be scrolling through multiple social media platforms like your 26-year-old sister.
Infiltrating a New Target Market
Younger millennials, like your 26-year-old sister may be living in a one-bedroom apartment, making quick-and-easy meals, and spontaneously inviting friends over for drinks. She may follow a lifestyle influencer that will give her inspiration for the next girls’ night in using Chinet Crystal® products.
A different millennial may have just purchased her first home with her partner and feels excited to host get-togethers with friends and family. She may follow influencers dedicated to posting home, kitchen, or lifestyle content. Keeping a stylish and tidy home that will become the get-together go-to for every occasion is important to her. She feels inspired to stock up on the Chinet Classic® collection for football gameday and the Chinet Crystal® collection for mess-free holiday parties.
Some millennials may have children and want to follow influencers who post about their lives as parents. It’s no secret that parenting can be tough but rewarding. After a long day of work and taking care of the needs of the children, the last thing anyone wants to do is dishes, right? The Chinet® brand’s disposable tableware is the perfect solution.
Breaking Barriers and Making it Matter
Although these imaginary consumers lead different lives, they all follow influencers whose content they can trust and relate to. Since establishing influencer partnerships, the Chinet® brand has seen:
- Nearly 3.5 million impressions
- Over 137,000 total engagements
- Earned media value of over $3.4 million
- 4% engagement rate versus standard 1%
These numbers would not have been possible without the creativity and expertise of our Earned Media Team. Each of the Chinet® brand’s influencers, whether an Olympic athlete with millions of followers or a micro-influencer with under 10,000 followers, has helped the Chinet® brand gain brand awareness and credibility.
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