So you’ve built a network of microinfluencers to promote your products, but you’re not quite sure how to tailor an effective campaign. You might be on a tight budget, and would like to make sure that you get the best results. Well, in this article we’re going to take a look at 4 successful microinfluencer campaigns, and see what we can learn.
Daniel Wellington is a watch-maker based in Sweden. This company places a high emphasis on influencer marketing, foregoing all traditional advertising. In general, a microinfluencer campaign targets certain niches, so a fashion company will hire microinfluencers who are prominent in that field, but Daniel Wellington decided to expand into new territory.
In a recent campaign, instead of working with fashion and lifestyle Instagrammers, Daniel Wellington reached out to microinfluencers such as Scuba and Shadow, an account that focuses primarily on pets. By expanding into different niches, and offering account-specific discount codes, the company was able to determine which initiatives brought in the best results, and then focus later campaigns within those niches.
There is also the hyper focused campaign, which works best for niches that have widespread audiences, such as the fashion niche. Banana Republic hired several microinfluencers within the fashion niche, and created a campaign where they would model the company’s clothing in different settings. Using a combination of campaign-specific and seasonal hashtags, the company was able to create a network of products throughout Instagram that could be explored by inquisitive users.
Tom’s of Maine
The beauty of a microinfluencer campaign is that it can be more than just an advertising service. Tom’s of Maine, a natural personal care products company, worked with social media users that had anywhere from 500 to 5,000 followers. These users provide something highly relevant to a microinfluencer campaign: authenticity.
By carefully targeting microinfluencers that could engage their followers on relevant topics, Tom’s of Maine managed to run a campaign that generated over 6,000 interactions for every 1,000 micro-influencers it engaged. The campaign also generated large amount of genuine reviews, feedback and surveys.
Glossier, a skincare products retailer, focuses most of its efforts on influencer marketing. However, instead of targeting influencers based on follower count, it targets them based on engagement rates. This has led to highly effective campaigns over the years. It routinely sends over products to each influencer, and in some campaigns, it actually flew 13 microinfluencers to the company headquarters in New York City. This excursion was filmed, and documented on YouTube, with accompanied Instagram and social media posts. The content generated a considerable amount of views and engagement, and it lead to a stronger brand and higher sales.
So if you are planning on a microinfluencer campaign, just know that there are plenty of avenues to explore, and that aiming for personal engagement with both the microinfluencers and the audience leads to the best results.