Too often influencer campaigns are considered in isolation from the rest of your marketing strategy.
But what we’ve seen over the years is that with a little bit of creativity, the value of influencer partnerships can be amplified through other areas of your marketing mix, lifting results across the board.
In this article, we wanted to share some creative ways we’ve helped brands integrate their influencer strategy with their other marketing efforts to activate more of their audience and drive greater growth across channels.
FOUR CREATIVE WAYS TO MAXIMIZE YOUR INFLUENCER CAMPAIGNS
A well-rounded, scaled influencer marketing program includes elements from a variety of areas, all intertwined & designed to complement each other to create the ideal full-funnel approach.
Here are four great areas to start:
1. COORDINATE WITH OFFLINE MARKETING
The first great way to amplify the effects of your offline marketing efforts is by incorporating influencers in anything from pop-ups, to OOH ads, to live events.
We amplified Grubhub’s partnership with NYC’s Gov Ball by having our influencers (contestants from ABC’s The Bachelor) promote their presence. We drew crowds to the Grubhub tent through these influencer appearances and a giveaway that included a private lunch with America’s favorite Bachelor contestants.
2. LEVERAGE USAGE RIGHTS
The next great way to maximize your influencer campaign is by deepening your partnerships with your influencers by acquiring rights to their name/image/likeness.
To dip your toes in the water, you could acquire usage rights to their content for use on brand socials, paid media & other forms of marketing, but you don’t need to limit it to that.
For example, in celebration of Pride Month, we helped freelancer marketplace Fiverr partner with social media icons, The Old Gays, to create a Fiverr freelancer written/illustrated children’s ebook featuring the four creators. The book revolves around inclusivity, bravery, and the beauty in true self-expression.
During the campaign, the book was available for download through Fiverr’s website and was pushed out to The Old Gays’ audience via TikTok and Instagram. The content was then amplified through paid media (Spark Ads) on TikTok to expand the reach, garnering an additional 2.5m views.
3. PROMOTE PR WORTHY INFLUENCER CAMPAIGNS
A third way we’ve helped our brand’s influencer budgets go further is through PR. Oftentimes, if you’re working with a noteworthy influencer, we’ve found it can be newsworthy as well. We recommend working with your internal PR team to promote your noteworthy campaigns to publications for extra reach.
For example, to promote Grubhub’s partnership with MasterChef Table, we created a unique experience that brought the MasterChef-inspired food and luxury dining experience to people’s homes.
As part of our partnership, we worked with Bachelor alum Abigail Heringer and Noah Erb. They were able to sit down with the media and explain how they are able to enjoy date night with Grubhub and MasterChef Table.
That resulted in this fun write-up in US Weekly.
4. RUN INFLUENCER PAID SOCIAL CAMPAIGNS
Finally, if you’ve acquired the proper usage rights to influencer content, a great way to maximize it is with paid spend.
By putting paid spend behind your best-performing organic content (coming from the creator's account), you'll be able to reduce your acquisition costs by using creative that has already been proven to work effectively.
For example, Notes Candle, a sustainable candle brand, launched this past season and looked to Outloud to develop a strategy that drove awareness and conversions.
We partnered with Tiktok influencers to develop content that would resonate with sustainable candle lovers and layered in influencer paid social to drive audiences down the purchase funnel.
The result? We saw success on both the organic and paid portion with one of the organic TikToks going viral.
Notes also chose creators who exemplified the brand’s value of sustainability leading to true authentic content that Notes ended up using on their own social channels.
WHAT STRATEGY DO YOU WANT TO START WITH?
Now that you’ve seen these examples, can you see how with a little bit of creativity, you can take your own campaigns to the next level?
Ask yourself, “what am I currently doing to integrate my influencer campaigns with my other marketing channels?”.
Did one of these strategies stick out to you?
Don’t worry about trying to do all of them. Just start with the one that makes the most sense for your current goals and build from there.