Bigelow Tea is one of the most well-known and recognized brands in the tea industry.
Like many other big brands, Bigelow Tea is in for the fight to retain customers and hold its brand position in this highly dynamic marketing mix that has become the new standard nowadays.
With craft tea and coffee houses on every corner, and the rise of social media marketing, Bigelow decided it needed to stand out and adapt to the modern era.[caption id="attachment_513" align="alignnone"] Fig: Successful Influencer Marketing Strategies and Campaigns and Budget[/caption]
The company partnered with lifestyle bloggers like Ashley at Cherished Bliss who provided a recipe for Bigelow Iced Tea with Lemonade Ice Cubes. That article put Bigelow on the front page of Google for relevant and competitive search terms like “ice lemonade drink” and “ice cube iced tea,” and has been linked to by hundreds of other lifestyle blogs, expanding Bigelow’s reach even further than the Cherished Bliss audience.
Bigelow Tea successfully leveraged the power of influencers to get more sales, and along the way acquired the trust of a blooming millennial audience as well.
Influencer campaigns can be used not only to increase sales but also for building awareness and fundraising for non-profit causes.
The crisis in Somalia, brought on by famine and drought, left millions of people in need of food and water.
Snapchat star and influencer Jerome Jarre partnered with Turkish Airlines, which happens to be the only international airline flying to Somalia, to bring humanitarian aid to the people there.[caption id="attachment_514" align="alignnone"] Fig: Successful Influencer Marketing Strategies and Campaigns for E-Commerce[/caption]
Within the first few days, Jérôme’s post on Twitter was reposted 83,000+ times and was liked 58,000+ times on Instagram.
With the help of notable influencers like Casey Neistat and celebrities like Ben Stiller, Jerome was able to raise one million dollars for Somalia in just 24 hours.
The campaign went on to raise $2 million over the first five days and saw 80,000 contributors.
With that money, Jerome didn’t just fill the one plane he originally intended to- he ended up filling ten!
Over the next six months, Turkish Airlines agreed to aid Somalia with over 200 tons of food.
While the exact effect this had on Turkish Airlines’ sales is unknown, the brand awareness and reputation built by this wonderful humanitarian cause is undoubtedly priceless.
GoodFoods is an all-natural and environment-friendly food producer known for its guacamole dips, snack dips, salad dressings, and drinks.
The company wanted to boost brand awareness and lift sales of its guacamole and other dips.
This influencer campaign was structured with three flights:
Each flight was to include mouth-watering and innovative recipes utilizing GoodFoods products.
Each recipe, like the GoodFoods Guacamole Shrimp Appetizer posted by Life Currents, would also link to GoodFoods landing pages where the audience could find local retailers carrying the products.
The end result was the influencers producing more than 2,000 pieces of original content that included recipes, photographs, blog stories, social media posts, and videos.[caption id="attachment_515" align="alignnone"] Fig: Successful Influencer Marketing Strategies and Campaigns[/caption]
Luckily, influencer marketing isn’t going anywhere anytime soon. The great thing about influencer marketing is that you can kill three birds with one stone- create great content, earn credibility, and gain exposure through the influencer’s network.
As long as your influencer has a solid reputation and genuine clout, follower numbers are relatively unimportant.
If you want influencer marketing to be more influential, then have a ‘less is more’ mindset. Look closely at true brand enthusiasts.
Work on cultivating a rock-solid relationship with them and leave room for them to be the genius creators they are at their core.
Then and only then will their true talents shine through and influence their following, allowing you to embrace your audience in an authentic voice that provokes emotion, and, more importantly, action.
Digital Piloto, July 5, 2021
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