Influencer based marketing and why does it resonate? It’s almost like Gonzo based marketing, taken from the style of writing that catapulted Hunter S Thompson to notoriety. Approaching a topic and applying humor and using shock to engage. While not all the influencers interviewed have a shock value, I mean Logan Paul did recently this year and lost all his affiliations, the marketing is quick and quirky. These people are trusted or reputable and are in the same demographics of the markets they are appealing to. The platforms these influencers mention, YouTube, Snapchat, Facebook, and Instagram allow them to interact and are easily sharable by whoever is consuming this content.
The role of the influencer is a dual role, from brand advocate to awareness of a product or brand. They often work with brands and products them themselves believe in or use so followers are n=more likely to engage and buy, because they see them as trusted resources. The strategy is also that they post frequently to stay top of mind and that they understand content needs to be different across channels. For example, Andrew Bachelor aka King Bach, has done the opposite actually he shares the same images from Facebook to Instagram and but he posts funny content from memes, videos, photos and mixes it up. Influencers can also be a force for change
Social media has changed how people interact with brands, from being just told about a brand and having a one-way dialogue, consumers are now driving the conversations with brands. Influencers are helping leverage and create brand loyalty where there might have been none previously. With traditional PR it was who you knew and pitching ideas, now with social its throwing an idea out there and watching it gain traction. This also means its more cost effective than traditional media and what company doesn’t like saving money? And they do they heavy lifting, build content, sharing and become the face people can trust. More and more people take to social platforms to research and gather feedback before deciding. Using someone they deem as trustworthy or knowledgeable ranks your product higher.
Whirlpool created a campaign called Every Day Care, which was an attempt at changing the dialogue they were having with consumers from just responding to negative complaints. They realized that they needed t change comsuners perception of them nad the best way to do that is create brand ambassadors, and the best are those that are not sponsored or paid. If you go to their website there is a tab called Every day, care where you can watch short videos and read various stats about simple acts that whirlpool helps with. The success of this is based around real consumers sharing their experiences with whirlpool products in a positive light. In the submission for the shorty awards this was brought on by helping raise awareness that sometimes what are perceived as the most thankless chores, often have the biggest impact on someone lives from clean clothes, food, or other mundane tasks.
They created a dedicated URL (whirlpool.com/everydaycare) which allowed consumers to upload and share their stores and gave whirlpool access to authentic content from users that could be shared. They also had a robust digital strategy including broadcast media spots and social awareness to drive awareness and consumer engagement. According to the shortyawards.com site “Following the campaign , Whirlpool saw 12% year-over-year unit growth and a 6.6% lift in sales. For context, the brand outperformed its category in both unit growth (+6%) and sales growth (+4.9%), respectively”. This is effectively showed that by created an emotional connection with consumers whirlpool could in fact increase sales and company growth. By creating loyal consumers they in turn created consumers who acted as brand advocates.
YOu can see by visiting their Facebook page the amount of UGC that is uploaded and the engagement that is happening with the posts. Even on twitter they are keeping the conversation going and they use the same hashtag across the platforms they are on, #EveryDayCare. Which allows them to pull any content loaded with that tag into a platform so they can reshare it. Instagram seems to be a bit challenging for them as the engagement is low but I think overall they did a great job with this and are still promoting this as its been so successful. The recent everydaycare focuses on getting to graduation and what work goes into that. By getting consumers to think about experinces that are tied to emtional moments they created a dialouge and gave a place for consumers to realize those thankless chores really arent so thankless.