This post was originally published on The Drum. We're syndicating it here for our audience.
Brands are clamoring to jump in on the experiential world of music festivals. Everyone knows that Coachella, Lollapalooza, and amazingly/ironically even Burning Man, are big events on the calendars of millennial-targeted brands. But unless you were smart or lucky enough to jump in on the first wave of brand sponsorship for these events, you’re probably just going to fall in among the noise of many, many other brands fighting for space and influence at these super popular festivals. The smarter move? Be the most important brand at a smaller, more relevant event. Bud Light snapped up Buku festival in NOLA and Miller Lite has a top-level presence at Bunbury in Cincinnati, but it’s not too late to find the festival that attracts your prime demographic.Here are some great examples:
The Super Bowl is like the Olympics of TV commercials. As the most-watched TV event in the US year after year, even non-football fans join in on the spectacle to enjoy a laugh or cry at some of most the innovative commercials. Every advertiser is gunning to be the topic of conversation amongst Monday morning quarterbacks. But making something 30 seconds long last in the minds of consumers isn’t an easy task… especially when the competition is so high. We thought Tide’s spot was brilliant and we think that it borrowed from influencer marketing’s basic principles.
Here’s how Tide nailed influencer marketing with the #BradshawStain
Sometimes when we run amazing influencer campaigns for brands, we find ourselves at the end wondering...where does the content go? Marketers frequently understand the benefits of having influencers create and share about brands on their personal channels-- to get the amplification-- but they can fail to realize the opportunities for repurposing that influencer-created content after the campaign has ended. We think it is important (and cost-effective!) to get as much mileage out of influencer content as possible.
This bonkers election season has come to an end just in time for the insufferable Holiday campaigns to appear. Every year major brands summon their inner Frank Capra and create campaigns featuring smiling families gathered around glossy turkeys. It’s always the same.
But for a generation of people who watch American Horror Story and True Detective for fun, this “charm-fest” seems to miss the mark. Want to get young people excited about your holiday campaign? Try some of these ideas… we make zero guarantees that they will work.
Influencer compensation and how it is determined has been a hot-button issue lately. If you’re new to the industry, the different compensation rates can seem random. You’ll find very little consistency across follower ranges or content verticals. Each influencer wants a different rate. This can be overwhelming for brands trying to initiate and manage influencer campaigns. First things first, influencer marketing is not a media buy. If you’re trying to justify influencer marketing spend the same way you measure TV, radio or billboard buys, you’re going to come up short handed. Make sure that you’re ready for influencer marketing.
Whether you swear by it or think it is just a passing fad, you’ve definitely heard of influencer marketing. And no doubt you’ve been exposed to it multiple times per day-- either professionally or just scrolling through your Instagram feed. While the social media incarnation may be vogue, visual influencer marketing is nothing new. These marketing tactics have been with us since the beginning of the industry, marketers are just learning to execute these programs on the channels where audiences live. First, it was radio, newspaper and magazine print, and then the long standing reign of the TV ad, now we’re dealing with a digital and user-generated social world. Thus the rise of the social media influencer: the newest archetype of the visual marketing paradigm.
We always talk about the right and wrong ways to do influencer marketing. We’ve outlined the steps to take, the things that can go wrong, the best practices for getting excellent content from your participants. But we thought, wouldn’t it be helpful to show examples of brands who are doing a great job?