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Influencer marketing
Home Influencer marketing Page 9

Category: Influencer marketing

Influencer marketing

How to run successful influencer marketing campaigns in the summer?

Vacation season is here! It can be a low season for marketers. However, even the low seasons let marketers experiment and try new ideas on influencer marketing campaigns when the majority of contents are usually covered travel tips and guides. But like social media itself, influencer marketing is also capable of adapting to new trends and flow of ideas. So this time can be useful to try various areas of influencer marketing like the food and beverage industry.

Influencers have already changed the way we approach social influence, particularly in the food and beverage industry. The predictions are that influencer marketing is here to stay because recommendations of these strong social personalities carry a lot of weight than the brand itself. You can infiltrate the whole summer with a sustainable idea powered by influencers for broader reach. Here are some famous examples of lucrative summer influencer campaigns.

“Malibu Drinks campaign”

Malibu is a rum-based beverage brand with a budget as tiny as a cocktail umbrella. In 2016 it was tapping into influencers all around the world to target young adults in summer via “The Malibu Games” campaigns. So Malibu created a large festival on a tropical island resort and turned summer fun into a competition of Olympic proportions.

According to the owner brand – the Absolut Company, the goal of the campaign was to focus on daytime drinking while addressing a shift in consumer behavior towards richer experiences and average alcohol consumption.

The campaign was manifested through the phrase “Your summer you is your better you” – meaning summer makes people do things they usually wouldn’t do; it makes people became their better-selves.

They needed a group of influencers whose personalities were in line with Malibu’s, but not typical influencers. Malibu collaborated with 32 influencers from 9 countries, including Dominican recording artist Natti Natasha and model/comedian Hannah Stocking, who have all participated in different summer-inspired games. They featured a series of videos and shared during the summer with the hashtags like #BecauseSummer and #MalibuGames.

infographic-statistics-malubu-drinks

In 2018, the campaign generated 155 million video views, 2.1 million website visits, and finally, 5.4 million engagements. Besides this, influencer marketing campaigns established Malibu as an icon of summer.

“Halo Top’s ice-cream campaigns”

halo-tops-summer-influencer-campaigns

Halo Top was a low-calorie ice-cream company which was founded in 2011 in the UK. It’s famous for its health low-calorie ice-creams. Five years ago the company was hanging by a thread, but now each box of ice-cream is flying off the shelf.

In the beginning, for building up its name, the brand was using traditional in-store sampling and demonstrations at trade shows. But sooner they found out that this method simply was costly and not working.

So what type of marketing strategy helped Halo Top to make their way to the top?

It merely bred “buzzword” around influencer marketing. Halo Top sent free samples of newly released ten flavors to YouTube influencers, such as fitness gurus are ideal for a healthy ice-cream brand.  

As these influencers made a top-rated review of products, it may safely be said that their strategy gets a success. By tapping influencers into their strategy, Halo Top managed to build its name at an affordable cost.

youtube-reviews-halo-top-summer-influencer-campaigns

In addition to this, Halo Top focused on increasing social presence as well. It emphasized its distinction from regular ice-cream brand and spread positive reviews across mainstream media outlets like USA Today, Popsugar, Spoon University, and Buzzfeed. It tempted consumers to try out brand’s products. Now, according to figures of IRI, by September 2018, it had already sold roughly 3.3 million pints of ice cream, which means roughly 1 pint every 9 minutes.

Tips to influencer campaigns for summer

What kind of campaign techniques should you use to ensure delivery of important results?

Events

It is the best way to showcase your product thoroughly by inviting influencers to an event so they can network. If you aim to raise your brand’s awareness, stories, and posts covering the event on mainstream social media platforms would especially work well.

As in the case of “Malibu Games,” they chose a location boasting summer sun, sand, and water, as this was in line with the summer vibe that Malibu wanted to promote.

Product reviews on mainstream social media

crazy-review-guru-instagram-profile

This is a classic word-of-mouth technique. Bold reviews of the product on mainstream social media platforms will not only increase brand awareness but also makes consumers note the product for future consideration. In Halo Top’s example, what made it a center of top-rated recommendations is its focus on unique features such as natural and healthy ingredients.

Recommendations from professionals (e.g., fitness gurus)

Nowadays, we usually turn to social media when we seek recommendations and advice from professionals. These people are considered as a trusted source of recommendations. According to the study, 40% of people depend on their recommendations and decide to purchase something after seeing it on social media channels. If consumers are confident about their reviews, they will make decisions accordingly.

fitness-apps-recommendation-2018-youtube

Besides, these influencers are niche focused specialists with a like-minded audience – meaning targeting those audiences is highly likely to drive more conversion rates.

Collaborating with micro’s

Micro-influencers seem to be all the rage right now. We’ve discussed in the past the pros and cons of micro-influencers. So, depending on your brand and how specific your target market is, micro-influencers can be very beneficial if you are relying on strong conversion rates. Try running a small campaign with micro-influencers in the 1000 to 10.000 reach range.

Influencers at this size will sometimes post in exchange for some product. So there might not be much to lose, and in return, you might find your own perfect influencer campaign. Of course, the big “con” for micros is content quality and control, so if you do choose to trial a campaign and have important brand guidelines, you may be better of with the semi-pros in the mid-level range.

Explore beyond YouTube and Instagram

We know Instagram and YouTube influencers are dominating in this influencer marketing game. The way these social platforms are set up makes for compelling campaigns and easy-to-track engagement and conversion rates, but it might not hurt to explore other areas. TikTok, in the past several months, has seen a huge growth in numbers and could be the perfect platform if your target is in the under 18 age range.

There are also streaming platforms, like Twitch, which bring in an insane amount of viewers and incredibly influential users.

twitch-ninja-profile

The popularity of podcasts has even exploded in the past year causing many marketers to turn there for influencers. We aren’t saying to ditch Instagram and YouTube altogether, but be aware of the impact of other social channels. Especially if your audience is Gen Z.

Go long-term

Summer could be the perfect time to begin long term influencer campaigns that’ll last throughout the remainder of the year or even into 2020. Maybe you are unsure of which way to go in influencer marketing–this is your chance to test the waters with different types of posts or a variety of influencers to see what works and what doesn’t.

You also have the chance to start building long term relationships with influencers with the goal of them becoming brand ambassadors. This season is a great opportunity to experiment so that when the busy months and holidays come along, you’ll have set your campaign up for true success.

Read More
Gulnar Ismayil June 17, 2019
118
Influencer categoriesInfluencer marketing

How to be a social media influencer on Instagram, Facebook, YouTube, TikTok, and others

If you spent a lot of time on social media channels and create some content for your followers, you’ve probably thought of being a social media influencer. Why not? You are already doing it without any compensation. Why not do it as a full-time job and get discounted or free products from well-known brands?

(more…)

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Gulnar Ismayil June 13, 2019
212
Influencer marketing

The power of Influencer Marketing for Hotel Industry

In 2019, any industry that does not benefit from influencer marketing is missing out on an excellent opportunity to increase visibility and brand awareness. Influencer marketing is here to stay.

As stated by the report of the Association of National Advertisers in 2018, 75 percent of marketers already use influencer marketing for hotels. With the help of the right platforms, it opens doors of possibilities to reach the right audience and increase engagement rate. Among the plethora of social media platforms, Instagram appears to be the most popular one for influencers.

 

In 2016, it became the top choice, as the platform excellently showcases travel contents, with inspirational images aspiring natural interest in new cultures, locations, and experiences. Instagram is the most rapidly growing platform so far, with over 1000 monthly active users.

 

 

satatistics-number-of-monthly-instagram-users

 

As it’s business model is based on visual imagery, it’s more suitable for advertising purposes. User-generated content (UGC) and video contents quickly take over the user’s attention. These contents also reflect the artistic personality of influencers. Along these lines, influencers offer a unique, creative, and fun perspective to hotel experience while keeping the users entertained.

Besides their own amenities, marketers should focus on content around their locations. Displaying the spirit of the destination is a key to win the hearts and minds of the target audience, it doesn’t matter if you are a hotel, car rental, a tour company, airline carrier, or car rental provider.

 

 

Can hotels benefit from influencer marketing?

 

 

 hotels benefit from influencer marketing

 

There isn’t any substantial reason why the hospitality industry couldn’t take advantage of the influencer marketing strategy. It is an excellent way to increase your online presence and boost your level of popularity in online spaces. It’s worth noting that, well-optimized website and strong reviews across social media is also crucial in the hotel industry.

 

As social media grew, it changed the way travelers make their travel purchase decisions. However, those who are prone to traditional ways of digital marketing should know that 47% of online consumers use ad blockers against these digital ads and the majority of paid advertisements simply don’t perform as it was expected. It’s the fact that, in today’s modern world, consumers are more interested in genuine content that describes the service or product.

 

 

Travel Influencers are widely used by leading hotel brands

 

Influencer marketing is the latest trend in digital marketing for top hotel brands. Leading hotel chains have used travel influencers for their influencer marketing campaign. Let’s see some examples of how hotels have leveraged influencer marketing to drive engagement around their brands:

 

 

Marriot’s “Moxy brand”

 

 

Marriot’s “Moxy brand”

 

In 2015, Marriott used influencers on Snapchat for a campaign around its own brand Moxy Hotels. Together with a group of comedians, Taryn Southern created a series of videos called “Do Not Disturb” and put Moxy on the maps with their followers in Snapchat. Also, Marriot encouraged four social media influencers such as Diipa Khosla, Sara Hopkins, Tom Jauncey, and Jen Levinson to produce weeklong videos covering their trips to Dubai, Seoul, New York, and Berlin. They shared Snapchat stories on both hotels and their personal accounts to promote Marriot’s Reward Program.

 

 

Hilton’s “Live Music events”

 

 

Hilton’s “Live Music events”

 

Hilton recruited young travelers for its Hilton@Play initiative, which produces live music events in Hilton’s various properties across the USA and UK. Events were geared towards only HHonors Rewards members. The hotel gave access to artists such as Nick Jonas to take the stage, who did live stream videos on Periscope. The message was that even if they weren’t members, Hilton provided the opportunity for fans to visit its properties so influencers can be invited to the next live event.

 

We can mention the other well-known names like The Ritz Carlton, Starwood Resorts which leveraged travel influencers for their campaigns, which lead to successful outcomes.

 

 

Modern challenges of hotel marketers

 

 

hotel marketers and influencer marketing

 

In a world, where traveler makes their purchase decisions based on internet search results, it is a real challenge for marketers to grab their attention in traditional ways. To convert those internet users into potential customers, Marketers struggle by using traditional methods of digital marketing, such as ad blockers and the rising popularity of accommodations like Airbnb which is going to be the preference of millennials.

To overcome these challenges, the hotel brand needs to develop an influencer marketing strategy that will increase awareness of the brand. So, how to use influencer marketing for this purpose? With the help of Travel Influencers!

 

 

How to benefit from travel influencers?

 

 

benefit from travel influencers

 

In a social media-obsessed world, Instagram travel bloggers became an inspiration and credible source of travel recommendations for millennials. Why Instagram? It was reported that 698.7 million individuals used Instagram in 2018; 97% of them were millennials who share their travel snaps across social media, and 87% were inspired about a place to visit using social media. When used accurately, professional and trustworthy travel influencers are an effective way to promote your hotel, generating leads to your website, and build a loyal community around the property. Most of all, this method can boost direct bookings of about 18%.

 

 

Wondering how do they do it?

 

They are usually micro-influencers with small followings but they also have the highest metrics in critical areas like engagements, number of followers, level of authenticity, and interaction with the audience.

 

As a quick example, Lisa Linh quit her full-time job to be a full-time traveler who had up to 100,000 followers three years ago. She has stayed in luxury hotels from Mexico to the Cook Islands, usually for free. She is one of those who call her followers to travel the world, often in luxury. Hotel marketers take advantage of elite and luxury-loving influencers like Lisa Linh by providing them with all-expenses-paid vacations in exchange for inspirational social media posts.

 

 

lisa-linh-instagram-profile

 

According to Kate Jones, the marketing manager of Dusit Thani, a five-star hotel in the Maldives, the hotel gets a minimum of six messages from self-titled influencers each day who want to collaborate. The context simply describes that they want to stay in the property for 7 to 10 days in exchange for two Instagram posts. These requests often come from people with 600 Facebook friends, she said. But nearly 10% of the requests she gets are deserving of reviewing.

How marketers can determine that the particular influencers are the right fit for their brands?

 

 

Considering our following tips, they can benefit from influencers boom:

 

 

  • Dig deep to avoid fake follower traps
  • Know the brand, choose someone more relevant
  • Build your own social media strategy
  • Be authentic

It is a popularly known fact that influencer marketing drives a 7x higher ROI, and first influencer marketing campaigns resulted in a 17% increase in direct bookings. The advantages of Influencer marketing for hotels are crystal clear.

Besides, it is more affordable than traditional methods like billboards or social media ads. It allows targeting a particular audience, which is potential guests of your hotel. This marketing trend is the best bet to build authentic campaigns with real partners.

 

Read More
Gulnar Ismayil June 10, 2019
127
Influencer marketing

5 Things you should know before starting a micro-influencer marketing campaign

It’s no longer a secret that companies collaborate with social media influencers as an effective marketing method. We live in a world that 70% of consumers ask social media before deciding to buy something or not. A survey carried in 2016 revealed one of the most interesting facts about micro-influencer marketing that will grab the interest of every marketer.

(more…)

Read More
Gulnar Ismayil June 3, 2019
116
Influencer marketing

How Gamers are rolling Influencer Marketing of 2019

Influencer marketing is a professional bond between a brand and an influencer. But who are those gorgeous creatures? Influencers are able to operate independently, creating their own beneficial contents and integrating a company’s advertising specifications into it.

(more…)

Read More
Musa Afandiyev May 21, 2019
93
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