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Brands are turning to influencer partners to talk to customers

What we're reading: Via Vogue Business

Key Takeaways

  • Brands are leaning into influencer marketing to deliver relevant and consistent messages that keep their audiences engaged amid the coronavirus crisis.

  • Working directly with influencers has paid off for brands that now have content banked from past trips and access to new creative outside of photo shoots.

  • Carefully managed, close relationships with influencers can help companies continue to deliver higher quality content during uncertain times.

In the midst of this disruption, brands are still clamouring for consumer attention, but it’s difficult to know how to talk to customers under the current circumstances. Leaning into influencer marketing through organic partnerships has helped.

Driving engagement

Some retailers are looking to influencer partners to boost engagement with audiences while they stay home and comply with shelter-in-place laws. Outdoor brand Dakine, for example, launched a digital campaign called ‘Mind Surfing’, spotlighting how its influencer athlete partners are keeping busy at home and getting outdoors responsibly while doing things like cooking meals, making art or doing yoga. Since the brand began leveraging this content via brand-owned channels and the partner athletes’ profiles mid-March, it's already seen solid results: year-over-year engagement is up 6 per cent, Instagram reach is up 1,707 per cent, and website visits from social sources are up 26 per cent.

Read more Via Vogue Business



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