3 Examples of Discover and Accomplice with Prime Influencers I Traackr

Influencers are highly effective allies for manufacturers trying to drive consciousness and gross sales. In truth, 70% of US shoppers usually tend to purchase a product from a model in the event that they work with an influencer they know and belief. 

Even higher? Influencer companions can assist entrepreneurs attain differing kinds of audiences in an genuine approach.

Under we stroll you thru three examples that illustrate discover prime influencers that aren’t solely a superb match on your model, however have the potential that can assist you attain new and engaged audiences.

3 Examples of Discover and Accomplice with Prime Influencers

Use information and a performance-driven mindset like BFGoodrich

BFGoodrich is an American model based 150 years in the past that has at all times positioned two values on the heart of what they do: efficiency and fervour. The model sells each off-road and on a regular basis client tires, however is definitely greatest identified in motorsports like rally raid (a kind of off-road racing).

Whereas the BFGoodrich is well-known in motorsport, the model wished to broaden its model consciousness by reaching a youthful and bolder viewers. 

To slender their search, the staff determined to search for influencers that embody its model values of “efficiency and fervour”, ultimately deciding to concentrate on Purple Bull athletes in non-automobile sports activities.

To pick out the precise influencers for its marketing campaign, the model combed via Purple Bull athletes, figuring out these in excessive sports activities that match the model’s values. Then, they analyzed their social media profiles utilizing Traackr to choose and validate their selection companions based mostly on efficiency metrics like: 

• Viewers credibility and high quality – the staff wished to seek out influencers that had audiences of actual, engaged individuals. Utilizing Traackr, they had been capable of see whether or not potential companions had followers which can be bots, spam accounts, or individuals who comply with so many accounts that they’ll by no means see that influencer’s content material
• Engagement price over time – the staff wished prime influencers which have a confirmed monitor document. Utilizing Traackr, they regarded for influencers that had excessive common engagement charges from months of content material, thus making certain they’d constant efficiency.
• Viewers demographic information and affinities – the staff wished to prime influencers which have audiences which can be related to its model and product. Utilizing Traackr, they had been capable of seek for influencers which have followers which can be fascinated by sport and different manufacturers within the business. 
• Historic content material – the staff wished to make sure that its influencer companions would really feel genuine to the model. Utilizing Traackr, they had been capable of search via previous content material with a view to consider whether or not their messaging and tone are in step with the BFGoodrich’s picture and values. 

To search out out the outcomes of this technique, learn the complete case research about BFGoodrich and discovering prime influencers.

Faucet into real-life networks and make use of a multi-tier technique like hims & hers 

hims & hers is a multi-specialty telehealth platform that allows entry to remedies for a broad vary of situations, together with these associated to sexual well being, hair loss, dermatology, psychological well being and first care.

Whereas the model has discovered success with one-off partnerships, it wished to shift in direction of an “always-on” technique the place influencers function ambassadors and voices for the model. 

With a purpose to determine influencers that may make nice long-term companions, the staff acquired inventive, counting on a mix of knowledge analytics and good strategic choices. This included:

• Tapping into real-life networks. hims & hers supplemented its thorough influencer search (utilizing information, viewers demographics, and historic content material) with real-life networking. In any case, influencer advertising and marketing is all about relationships! The model requested the brokers, entrepreneurs, and others in its business community in the event that they knew any influencers who had been passionate or fascinated by their mission/theme.
• Using a multi-tier technique. hims & hers knew it was necessary to not depend on one sort of influencer, however as a substitute intention for range. The staff developed a multi-tiered method, partnering with influencers who’ve massive followings, and likewise together with decrease tiers (nanos, micros, mids) of their roster as effectively. Tip: this technique is information confirmed! Traackr’s Influencer Advertising and marketing Impression Report confirmed that nano and micro influencers are posted extra in 2022 with growing outcomes.  
• Specializing in the tie between buyer persona and influencer sort. Variety means way more than simply having broad tier protection. The hims & hers staff knew that partnering with influencers from all totally different life phases, conditions, and backgrounds was essential for inclusive illustration, and for making certain that influencer content material would resonate with all forms of clients.

“Influencers typically instantly relate to their followers, which opens up the door for manufacturers to succeed in their complete buyer base — not only one persona. There are numerous tales that tie right into a product, so begin with a holistic understanding of why a buyer would care. When you determine these parts you’ll uncover simply what number of tales and views there are to share.” — Bette Ann Fialkov, Influencer & Leisure Advertising and marketing Marketing consultant (hims & hers, Google, Lyft)

To study extra about this technique, learn the complete story about hims & hers and discovering prime influencers.

Dig into model values and voice like Beekman 1802

Beekman 1802 is a status goat milk-based skincare model, identified for its inventive advertising and marketing, constructed on a powerful model of kindness and belief. As an indie model it has its work reduce out for it because it has a smaller staff and fewer assets than a few of its greater rivals. 

The model wished to discover a inventive solution to entry millennial audiences – not solely elevating model consciousness, however constructing its authority within the skincare business and driving in-store gross sales for 2 new product choices at Ulta Magnificence. 

From the onset, the staff determined to focus its vitality on TikTok. Why? As a result of after conducting analysis they felt that TikTok had the best potential to assist them rapidly construct model consciousness and adoption amongst millennials. With a purpose to discover prime influencers, the staff:

• Outlined its model voice on TikTok. Earlier than the staff even began searching for influencer companions, it determined it was key to know what labored for the model on TikTok. So, Beekman 1802’s various worker community spent a number of months creating and testing content material. They discovered that the content material that resonated probably the most with audiences was genuine, unfiltered, and value-packed which gave them a way of what to search for in potential companion’s content material.
• Outlined its model values because it pertains to influencer companions. The staff additionally determined that it was necessary for influencer companions to have the ability to signify the model’s playful and inventive model persona, and have its core values – resembling kindness and belief. Because of this, the staff developed an “Influencer Rubric” that was utilized in all partnership evaluations.  
• Developed particular objectives and classes for influencer companions. The staff then outlined 4 classes of content material with a view to decide which influencers they’d companion with. The classes included: academic, entertaining, value-specific (that includes messaging round kindness), and gross sales driving. This led to the staff deciding on a mixture of magnificence and non-beauty influencers — some had been new and up-and-coming (e.g. Katie Beth Miedenar) and a few had been effectively established within the magnificence business (e.g. Dr. Dustin Portela).

To search out out the outcomes of this technique, learn the complete case research about Beekman 1802 and discovering prime influencers.