37% of individuals aged 18-34 say they’re more likely to trust brands after being exposed to sponsored posts from influencers. With undeniable data like this pointing to the power of the most authentic member of the digital marketing mix, it begs the question: how can brands best leverage influencer marketing in 2019?
Our CEO, Danica Kombol, tackled this very topic alongside a panel of experts at the American Marketing Association Atlanta’s keynote luncheon last week. From bolstering ROI to generating precious and timeless collections of user-generated content (UGC), attendees learned how influencer marketing can be – and is becoming – the true marketing industry darling.
One of the biggest questions of the day was around how brands measure success when it comes to working with influencers. “We have a few ways we measure ROI. It really boils down to the overall engagement we have with our community and how authentic it really is,” said Tracey Del Moral, Director of Marketing at OshKosh B’gosh.
A great example of a brand increasing sales using influencers is the #BreakforSpring campaign we launched with OshKosh in 2016. We worked with mom bloggers and influencers to write stories of planning and packing for spring break with their children, while sharing a coupon code for OshKosh. The coupon code ended up going viral, and we generated over 42 million impressions and a 8,000% return on investment.
LAND THAT BRAND
How can influencers stand out among their competition to ensure they get opportunities to work with brands they admire? “When I’m looking for influencers, I really want someone who takes their time telling their story,” said Nichole Mrasek, Senior PR Manager at Cox Automotive.“When I realized how important it was to find brand ambassadors that could tell our stories multiple times, that was a big ‘Aha!’ moment for me,” she added.
For the last two years, we’ve helped Autotrader with just this, amplifying their annual Dog Day campaign using beloved pet influencers and their owners. Our influencers used engaging stories to demonstrate how Autotrader helps dog-lovers pick the best vehicle with their four-legged friends in mind. It was so successful that they decided to make it an annual campaign.
AGENCIES ARE #BAE
The biggest benefit of working with an agency when it comes to influencer marketing? You’ll always get hand-curated, hand-selected campaigns – and the results will speak for themselves. “Working with an agency is the most effective way to get buy-in for influencer marketing,” said Sarah Smith, Social Media Manager at Floor & Decor.
While influencer marketing helps drive everything from UGC to engagement for brands, it’s important to remember that it’s most successful when combined with a digital strategy, rather than as a standalone tactic.
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