People all over the world are becoming more and more influenced by the thoughts or actions of opinion leaders. The traditional advertising is becoming less popular and trusted, and the reviews of particular influencers on some product or service are gaining more popularity. Be it YouTube, Instagram or Twitter, every social media has its users, and the bloggers and professional writers are right here ready to advise.
Influence marketing is a relatively new kind of marketing which provides the collaboration with some particular blogger or opinion leader. This type of marketing has become very popular amidst beverages brands, as the main purpose of it is a personal influence by someone trusted to create the positive opinion about the brand amidst thousands of followers.
Influencers can speak about products in different ways and on the different social media. They have an impact on people’s decision on what to eat, what to drink, which hotel to choose, where to go and along those lines. That’s why it is crucial for brands to pick the right influencer who can be associated with the style of the brand.
It was defined, that the collaboration with opinion leaders has three main advantages: it helps during the decision-making process, builds the positive image of the brand and speaks to the right audience.
Today, with the new beverage brands raising on the market every day, catching the attention of a potential customer isn’t that simple. Much less persuading him (her) to buy the product. That’s why collaboration with bloggers and opinion leaders have become a new trend used by many beverage companies. We studied some examples of such collaboration and highlighted the most interesting below.
Recently the Coca-Cola invited 14 Instagram bloggers to participate in the Instagram campaign #ThisOnesFor, focused on raising the popularity of classic Coke drink in Western Europe. The opinion leaders created 22 posts during this campaign, and in every post, they mentioned the person they would share the Coke with.
The brand of coffee called Peet’s used in their campaign Coachella festival as an opportunity for promotion of cold coffee. The brand invited millennial bloggers that have a different lifestyle and, therefore, different followers to show that their cold coffee suits every lifestyle.
Similar to Peet’s coffee, the Heineken was aimed to promote their beer amidst millennials. So they created the whole house at Coachella with their own musical performances and free beer for guests. For this campaign, Heineken invited the whole range of millennial Instagram bloggers.
When launching the Absolut Elyx, the Absolut brand set a range of VIP parties for opinion leaders of different types and industries: business executives, musicians, social media bloggers, etc. After every party, the influencers gave feedback about the new drink and created buzz over it.
So, how to use influencer marketing effectively and what impact can an influencer have on the marketing strategy as a whole?
Influencers are the new celebrities, and they promote nearly everything – from food and drinks to car services. That’s why beverage companies have started to collaborate with bloggers and opinion leaders years ago. How do they do it?
These are the main ways to collaborate with an influencer. But there can be much more of them created in terms of the marketing strategy. Depending on the purpose of the marketing strategy, a company can choose only a couple of macro bloggers with the defined audience to collaborate with or to cooperate with macro and microbloggers, host events for influencers, buy the “review posts” etc.
Nevertheless, being one of the most effective promotion methods in the 2018 year, influencer marketing cannot be neglected.