After the summer break, we are back with our marketing newsletter Bystro and in this edition we look at the interesting facts about influencer marketing, which is the fastest growing segment in brand communication. And since we just passed the autumnal equinox a few days ago, we thought we'd also balance this issue out nicely by offering examples of successful and unsuccessful collaborations between influencers large and small.
Brad Pitt in the DeLonghi campaign
Coffee maker DeLonghi has launched its first ever global campaign called Perfetto. Since it is the leader in its category, they chose Oscar-winning actor Brad Pitt as the ambassador. According to CEO Massimo Garalaggio, the actor embodies the spirit of the brand. He is elegant, cosmopolitan, sophisticated and, last but not least, bold. The commercial is essentially a short film and was directed by another Oscar winner Damien Chazelle. Interestingly, DeLonghi has also been making coffee machines for the Nespresso brand for many years, of which actor George Clooney is an integral face.
We put Brad Pitt in the Celebrity category. The following are mega-influencers, followed by tens to hundreds of thousands of people. Increasingly popular are micro-influencers, who usually have up to ten thousand fans. Below them is the nano category, where a few hundred or a few thousand people follow the profile. They are used for targeting niche segments. The most commonly used platform for collaborations is Instagram.
Jennifer Lopez is a brand visionary according to AdWeek magazine
She has been in show business for over 20 years and in that time she has convinced the world that she can do anything she sets her mind to. The actress and singer has many successful films to her credit, 8 studio albums, her own fashion label and collaborations with Versace, Dolce & Gabbana, Pepsi and many more. This year, she is launching her own cosmetics brand, JLo Beauty, whose development began 20 years ago, but the last 3 years have been the most crucial for its creation. In short, J.Lo is a global lovebrand and according to AdWeek, her star is set to continue to rise. Another famous Jennifer with the last name Aniston, also recently announced her own cosmetics brand, LolaVie, on Instagram.
When the collaboration goes completely wrong
It is not a rule that the more famous the celebrity, the more professional the collaboration. We are talking about Oprah Winfrey and her 2011 collaboration with Microsoft. The moment she wrote on her Twitter account that Microsoft's Surface tablet was her #favoritething and that's why she bought it for her whole family, she forgot a crucial point. Twitter has a feature in which it tells followers from which device the post was published. In this case, it was an iPad, an Apple-branded tablet. A similar slip-up happened to Jared Jagr when working with Huawei. However, the hockey player was betrayed by an ordinary mirror in which he took a selfie on an iPhone, again an Apple product.
Micro influencers - a lot of music for less money
Micro-influencer marketing, where companies and brands collaborate with multiple influencers who have between 3,000 and 10,000 followers, is experiencing a major boom. This is because these influencers have a stronger connection with their followers and companies engage with them in a barter format, which saves costs. If the right profiles can be reached, ads are more authentic and effective. The micro influencer strategy has been used very effectively by Tom's of Maine, a natural health and beauty products company. They sent out their products to approximately 1,000 influencers and reached over 1.72 million people. The only costs Frima incurred for the campaign were those for product distribution, as not a single dollar was spent on media support.
How to choose the right ambassador for your brand?
It is very important to choose a personality that will represent your brand and reflect its values. That's why, when we were brainstorming with our client OKsystem which well-known personality could become the face of the company's 30th birthday celebration, we looked logically in the IT sector. In the end, we managed to secure Steve Wozniak, co-founder of Apple and one of the most prominent figures on the global IT scene, to attend the OKtalks conference. Due to the pandemic, the event has been postponed to May 2022 and if you follow us, you will learn in time about, for example, a charity auction, thanks to which you will be able to bid for tickets to this spectacular event and, in addition, contribute to a good cause.
And if you're looking for the right personality for your brand, we'd be happy to help you choose and approach them.
