- December 24, 2020
- Posted by: Samira khodaee
- Category: Digital Marketing
1. Bigelow Tea.
Bigelow Tea is one of the most well-known and recognized brands in the tea industry.
Like many other big name brands, Bigelow Tea is in the fight to retain customers and hold its brand position in this highly dynamic marketing mix that has become the new standard. With craft tea and coffee houses on every corner and the rise of social media marketing, Bigelow decided it needed to differentiate and adapt to the times. To do that, the company chose influencer marketing as its mechanism and reached out to lifestyle bloggers to promote the benefits of tea, healthy living, and of course, Bigelow tea bags. The company partnered with lifestyle bloggers like Ashley at Cherished Bliss who provided a recipe for Bigelow Iced Tea with Lemonade Ice Cubes.
That article put Bigelow on the front page of Google for relevant and competitive search terms like “ice lemonade drink” and “ice cube iced tea,” and has been linked to by hundreds of other lifestyle blogs, expanding Bigelow’s reach even further than the Cherished Bliss audience. That blogger influencer campaign went on to generate 32,000+ blog engagements with 44 million impressions and boosted Bigelow Tea sales by 18.5%. Bigelow Tea successfully leveraged the power of influencers to net more sales, and along the way acquired the trust of a blooming millennial audience.
2. Turkish Airlines.
Influencer campaigns can be used not only to increase sales but also for building awareness and fundraising for nonprofit causes. The crisis in Somalia, brought on by famine and drought, left millions of people in need of food and water. Snapchat star and influencer Jérôme Jarre partnered with Turkish Airlines, which happens to be the only international airline flying to Somalia, to bring humanitarian aid to the people there. Jérôme built awareness by using the hashtag #TurkishAirlinesHelpSomalia and set out to fill a plane full of food and water to help the cause.
Within the first few days, Jérôme’s post on Twitter was reposted 83,000+ times and was liked 58,000+ times on Instagram. With the help of notable influencers like Casey Neistat and celebrities like Ben Stiller, Jérôme was able to raise one million dollars for Somalia in just 24 hours. The campaign went on to raise $2 million over the first five days and saw 80,000 contributors.
With that money, Jérôme didn’t just fill the one plane he originally intended to – he ended up filling ten. Over the next six months, Turkish Airlines agreed to aid Somalia with over 200 tons of food. While the exact effect this had on Turkish Airlines’ sales is unknown, the brand awareness and reputation built by this wonderful humanitarian cause is undoubtedly priceless.
GOODFOODS is an all-natural and environmentally-friendly food producer known for its guacamole dips, snack dips, salad dressings, and drinks. The company wanted to boost brand awareness and lift sales of its guacamole and other dips. To do that, it partnered with 60 influencers in niches ranging from food, home, parenting, and lifestyle verticals to produce original content and recipes using the GOODFOODS product line.
This influencer campaign was structured with three flights:
Christmas and Hanukkah customs
Each flight was to include mouthwatering and innovative recipes utilizing GOODFOODS products.
Each recipe, like the GOODFOODS Guacamole Shrimp Appetizer posted by Life Currents, would also link to GOODFOODS landing pages where the audience could find local retailers carrying the products. The end result was the influencers producing more than 2,000 pieces of original content that included recipes, photographs, blog stories, social media posts, and videos. That content generated 70,450 online engagements ranging from clicks and likes to comments and shares. The campaign also touted an impressive conversion rate that held between 34.2% and 44.5% depending on the platform.