Influencer Marketing: A Case StudyCarlton Bynum II
In this digital age, owing to the advancements in technology, marketing campaigns have found many new concepts and ideas some of which are social media marketing and content marketing. In this article, we are going to look at Influencer Marketing and try to understand what it actually is. We will also undertake a case study in order to understand this concept more clearly.
However, before we move onto the case study, I would like to add a few words about Influencer Marketing. You may be asking yourself if you don’t know: “what is Influencer Marketing?” Well, it is a hybrid form of marketing strategy, which includes various elements from social media marketing and content marketing. The idea here is to use influencers to spread the word for your brand to their social followers. Thus, without marketing directly with the consumers, you as a marketer would hire/pay an Influencer, an individual with a strong social footprint, to do the work for you.
This is possible due to the fact that these influencers have a very loyal and trustworthy following, for example a celebrity will always have a huge following in the social media platforms and when this celebrity would spread the word about the various features of a brand’s product, then his/her followers would be more eager to buy the product.
The value of Influencer Marketing
As technology advanced, more and more social networking sites and platforms started to emerge. And today, there are a number of such sites including Instagram, Facebook, YouTube, Twitter, Snap chat, TikTok and many more. And with the growth of these social media platforms, Influencer Marketing has found a strong foothold in its niche. As Influencers for Instagram are many in number, this has made Instagram Influencer Marketing a well-known strategy for many organizations. However, the idea is no longer confined to only Instagram and Facebook; Influencers for YouTube are also emerging in numbers. Statistics reveal that about 82% of the consumers are more than likely to purchase a product that was recommended by an Influencer.
A recent market study at the end of 2018 reveals a number of facts and figures:
- 89% of marketers believe that ROI from Influencer Marketing is much better than other marketing strategies;
- 65% of the marketers surveyed, added that they will be increasing their budget for Influencer Marketing campaigns in 2019.
Thus, from such statistics, we can correctly assume that the future of Influencer Marketing is very bright. All you need to do is find the right influencer as per your needs and the target audience. Of course, you need to give time behind it. You can try considering this Influencer Marketing Platform for finding the correct influencer for your brand. You can buy shoutouts from this agency.
Misconceptions about Influencer Marketing
Like with every other good thing, myths and rumours surround the world of Influencer Marketing. In this section we will clear out some of the misconceptions about the whole idea of influencer marketing. Building success means a lot of hard work and no shortcuts. People always try to look for shortcuts, in this case to create valuable content that can change the way you have been looking at the whole marketing concept. However, this will only create more chaos. There is no easy answer. This is why you must dedicate your time and effort to connect with your target audience that too, meaningfully. Here are some of the common misconceptions surrounding this branch of marketing:
- It is way too manual: A well-planned and strategized influencer marketing campaign can reduce up to 90% of your manual work;
- It is only for the big brands: in practice, it is just the opposite; it is a huge opportunity for brands with shallow pockets;
- It cannot be measured: It is not at all true, there are various metrics that help marketers and statisticians to measure the quality of the marketing campaign;
- It is all about Celebrity Endorsement: Not any longer; celebrities are now only a small and fading part of the Influencer community; anyone with credibility and resonating contents can be an Influencer nowadays;
- It is the same as the various digital programs: In reality, it is much better than them; surveys and statistics are there to prove it and not only that, consumers themselves put their faith in influencer-driven product endorsements.
A Case Study on Influencer Marketing Campaigns
On April 5, 2016, TapInfluence and Nielsen Catalina Solutions (NCS) collaborated together and produced a first of its kind Influencer Marketing sales effect study working with White Wave Foods. The main aim of the study was to measure the real-time impact of the Influencer Marketing campaigns undertaken by the collaboration based on the in-store purchase data from over 90 million households in the US via more than 18,000 major drugstore and grocery retailers.
They are one of the leaders in this niche. Their domain is focused on influencer marketing automation, and connecting brands with influencers and consumers with the help of trustworthy contents. They are based out in Boulder, Colo., and have collaborated with some of the leading brands like Horizon Organic, P&G, Silk, etc and are partnered with various known agencies like RhythmOne, Ignite Social Media and many more.
About Nielsen Catalina Solutions
NCS is a ROAS measurement and purchase-based ad targeting firm involved in the CPG industry. One of their biggest tasks is to integrate purchase data from over 90 million households in the US and help consumer packaged goods advertisers to get their message across the fold. They have worked with over 200 advertisers and helped optimize ads for over 450 brands.
About White Waves Foods
They are one of the leading consumer packaged goods company. They manufacture, market, distribute and sell various branded plant-based foods and beverages and many such packaged consumer goods across North America and Europe. They also have a 49% share in one similar company from China. Some of their widely recognized brands distributed are Silk, International Delight, Wallaby Organic, etc.
The first study was conducted to measure the sales lift for an Influencer Marketing campaign for one of the leading brands, Silk. The study was fielded in September 2016. For the campaign, about 250 top fitness Influencers in the field were chosen for creating effective and true contents with an aim to market the brand.
As a result of the campaign, the study revealed that there was an overwhelming increase in the sales over the control group of $285 per 1000 pageviews. The study also shows that consumers exposed to the campaign have purchased 10% more Silk products in comparison with the control group. The statistics of the study revealed a return of $1.98 for every $1 spent on the campaign.
One of the most important contributing factors behind the success of the study was the effective selection process for the influencers. Another factor behind the success of the campaign was that TapInfluence allows audience insights that allowed the brands to select the influencers based on consumer demographics.