Running influencer campaigns to modernize the perception of your brand.While instant worldwide name recognition is nothing to scoff at, sometimes legacy brands find themselves pigeonholed into a single category or exclusively defined by the original products that brought them success. This can be a tough bind for companies trying to revitalize brands that seem ancient in the ever-changing world of social media, online shopping and the tides of changing taste. Some brands have found that influencer marketing can be an effective strategy to help change millennial perception of their products and inspire new consumption. Here are some ways that The Campbell’s Soup Company brands have used influencers to breathe new life into legacy brands through social media.
New Product Launch or Specific Product Focus
When you think of V8 juice, odds are that you think of the red, tomato-based drink your grandparents had with their white toast and grapefruit. V8 understands this perception problem and a lack of awareness for their newer products, so they decided to use influencers to help promote their V8 Veggie Blends juices as well as their V8 + Energy drinks. We helped them recruit influencers from two verticals-- millennials who lead healthy, vibrant lifestyles and busy, young parents raising kids with good nutrition who could use an energy boost themselves. The response was immediately apparent in the comment sections. People were unaware of the way that the V8 brand had grown and changed over the years and were excited to give the new products a try:
Additionally, V8 provided lots of education to influencers so they could be informed advocates for the products. Here you see an influencer answering questions about the products for their followers, showing the influencer as a true brand believer and increasing the likelihood that these followers will try the products:
Innovative Product Use
Another way to inspire people to reconsider your legacy product is to break the mold for how it is normally used. Remember that V8 red juice breakfast? Well, how about using it to create a delicious bloody mary mix? Or sneaking secret veggies into your kids’ morning smoothies? Or instead of that chemical-filled midday energy drink, why not reach for a more natural kick to get you through the afternoon slump? V8 let influencers propose ideas for featuring their products in innovative ways. This real perspective can inspire usage of your product with the influencers’ followers. They’re able to see themselves using the product in the same fashion they see the influencer using it. Audiences responded positively and were inspired to try the products in new ways themselves.
A little #TBT never hurt anyone. Sometimes a legacy brand just needs to remind people that they’re around to inspire a nostalgic hunger for the product. Spaghettio’s did a great job of using influencers to remind people of the comforting taste of their favorite childhood treat. They recruited millennials and millennial parents who enjoyed the snack as kids and invited them to share that same treat with their own kids. In this way, the brand tapped into the emotional connection that many people shared with their products.
Positive Brand Perception
A common side-effect of influencer marketing is learning about your brand perception from the public. When V8 started their influencer campaign the swell of brand love was almost immediate. The campaign helped identify additional brand advocates through their positive comments, the brand can reach out to these people in the future with surprise and delight, product offers, or even engage them in future brand campaigns to continue to nurture and reward their brand loyalty:
One surprising side-effect of influencer marketing on these products is the positive sentiment about the advertisements themselves. During the V8 campaign, we noticed that many people were happy that the brand was changing with the times and reaching out to their consumers in the ways that consumers like best. Young Americans are tired of advertisements talking at them and dictating the ways that products should be incorporated into their lives. They also react negatively to legacy brands trying to be hip in their ads. Influencer marketing takes a subtle and more genuine approach. Ultimately it asks consumers instead of telling “show us how our products fit into your life.” Followers appreciate this evolution from the brand:
Is your legacy brand struggling to keep up with changing tides? Could it use an infusion of creative thinking? If so, influencer marketing could be a good way to put your toe in the water, learn more about public perception of your brand, and reignite the passions of consumers who have strayed.