People trust people. It seems like a simple statement, but as marketers, we talk a lot about how to develop trust between brands and consumers, revising copy in print ads to be authentic and adjusting imagery of TV spots to “reflect the target audience.”
One persuasive way to deliver a brand message (in an authentic manner) is to place that message in the hands of a voice the audience trusts, from bloggers to celebrities or even a friend or neighbor.
The numbers are fairly staggering with 92% of consumers trusting recommendations from peers or trusted authorities. Compare that to the fact that only 33% of consumers trust ads, and these influencers become a compelling way to create that coveted trust that brands desire.
Balancing awareness with impact
Leveraging the power of influencers can strengthen a brand, drive awareness, and create deeper engagement (and favorability) with consumers. But influencer marketing isn’t just about awareness and developing trust – this approach also has the ability to drive sales. In fact, one study showed that influencer marketing averages a better ROI than any other online marketing channel with an average of $6.50 gained for every dollar invested. There is truly an affinity that exists among influencers and the brands they represent, which outweighs any monetary value that a brand could pay for.
Niagara Starch – an influencer strategy in action
Niagara Starch makes ironing faster and easier, but as clothing trends and styles change and fewer and fewer people actually own an iron (let along iron frequently), the brand was experiencing a steady sales decline.
As MBB collaborated to develop the strategy to turn sales around, it was clear we needed to reintroduce the brand and make it relevant again, specifically to a younger audience. So we turned to influencers, tapping into three levels to create content for the brand.
The complement to content creation was distribution. We needed to get this content in front of the right people, people who are active in the workplace and wanting to stand out and be noticed – for the right reasons. So we syndicated the content across all media platforms – from high- impact display units to Snapchat filters and video pre-roll in an effort to amplify the impact and ensure the content was seen.
All media and social media posts drove to a custom microsite housing inspiration and educational content for ironers.
The results? The campaign is still live, and while it’s too soon to see the impact on sales, all early indicators are pointing toward success. Engagement rates on social media have been phenomenal – even as high as 36% on Twitter. Users are also spending over two minutes on average on the microsite. And the high-impact units are beating engagement rates by 32%.
Want to brainstorm about how to use influencers to create impact for your company? Give us a shout: firstname.lastname@example.org