Influencer marketing: It’s contagious and there’s no cure. Your brand’s either eagerly embraced it, built up a possible tolerance for it, or is hiding in quarantine! Love it or hate it, influencer marketing is a powerful marketing and public relations tool which could be the golden nugget your brand needs to improve its bottom line.
Through influencer marketing, Legacy Brisbane was able to reach an un-tapped audience of over 1.3 million people, driving users to Legacy’s donation portal site domore.org.
P4 Group assisted Legacy Brisbane in obtaining support from some fairly notable Queensland faces, including:
• Australian Olympian: Mitch Larkin
• HIT105 breakfast presenter: Abby Coleman
• Former Cowboys NRL player: Matt Scott
• Members from the band, Sheppard: Amy and Emma Sheppard
• Channel 7 presenter: Kendall Gilding
• Channel 7 presenter: Sammie O’Brien
• Paralympian and former soldier: Curtis McGrath OAM
• Brisbane entrepreneur: Tim Johnson
• Aboriginal Artist and Designer: Rachael Sarra
So what were some key factors to gaining the support of influencers for this campaign?
Know the influencer you’re targeting and understand their tone of voice, their audience and if it’s a suitable fit for your brand and the audience you’re hoping to target. Research takes time but finding the right fit (for both parties) is the highest priority before ever engaging with potential supporters.
Authentic content drives success. Influencers are not merely a voice for your brand, they are creators and come with their own narrative. Allow them to work with your messages and content so they can adjust as necessary to suit their preferences and audience. Of course, some parameters need to be set and key messages/facts/CTAs understood, but if influencers are trusted and given the freedom to create their own content, they’re more likely to go above and beyond for you.
Most NFPs promote very worthy causes, but don’t assume that people won’t ask for payment. Questions around budget will always be brought to the table, especially if the talent is signed with an agency, so consider this in the campaign budget before engagement commences.
Consumers are increasingly wary of once-off brand collaborations and are consistently seeking authenticity. If there’s an opportunity down the line to form formal partnerships and ambassador agreements with influencers, this is the best way to build familiarity, trust and advocacy with consumers.
Do you have a campaign coming up that could benefit from influencer marketing? Get in touch with P4 Group today to see how it could transform your brand.