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
This post is the second in a series of posts educating our agency partners on how to establish and cultivate the trust with their clients that is necessary for a successful influencer marketing campaign.
If you’re a brand marketer, you’ve probably asked yourself “where and how do I find the influencers to post about my brand?” Then you probably start where all Americans start looking for answers to life’s big questions: Google.
Over the years, we’ve heard marketers complain about how difficult it can be to manage an influencer marketing campaign. We can empathize, there’s lots of moving pieces, multiple people and posts to keep track of, addresses for shipping product… not to mention the payments and W9s… Many people turn to good old spreadsheets to try and organize all the info.
Trust seems to be at the center of our lives these days. From politics to purchasing to media consumption, we are questioning what is real and what is not. The influencer marketing industry has made tremendous strides over the last several years to reach its current scale. Today brand marketers of all industries and practices are considering influencer marketing as a viable tactic for their brands. And what has been propelling the growth of this strategy? Trust.
What do you remember about the last piece of advertising you saw? Do you even remember it? Do you know how many millions of impressions it earned? Most advertising doesn’t inform, let alone impress, anyone. Maybe we should rethink the language we use when we talk about advertising and consider using ‘exposure’ as a metric instead of impressions. To ‘impress’ is memorable, it’s weighty, it implies that there is an impact made on the viewer. Exposure is probably more realistic for most media these days.
It feels as though marketers have placed a priority on the safest bet. Lately, I have heard statements like: “We had amazing content and engagement that served our goals with your team, but these guys can measure impressions per image, so….” I can empathize with safe marketing logic like that. Not many marketers have lost their jobs pursuing the safe bet. On the contrary, not many marketers have driven real impact without having conviction, creativity, and instinct. But prioritizing the impressiveness of marketing content is not mutually exclusive with the need to measure impact.
My thesis is that the root cause of these decisions comes down to trust. Marketers who go with the safe bet don’t trust the vendor partner, the strategy, the creative content, the influencers themselves, or some other part of the system. Everyone is looking for the guaranteed win. Chris Farley taught us a great lesson on marketing in Tommy Boy when he was trying to sell Callahan brake pads to a distributor who wanted “a guarantee on the box”:
Finding the right influencers for campaigns is a common complaint we hear from our agency and brand partners. And rightly so. It can be one of the most difficult aspects of influencer marketing. It is often what holds marketers back from implementing the initiative in the first place. Because of the importance of this piece and the weight it carries with the rest of the campaign, the pressure to get this right is high. And because of both the abundance of influencers and the uniqueness of your brand, doing it efficiently is difficult.
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.
Want to hear a secret? I’m not a marketer by trade and that provides me an outside perspective to the industry. I like to take stock of a few observations that stand out each year. 2016 was an exciting year to watch the growing interest in this tactic that allows brand marketers and consumers to connect in more intimate relationships. Here are a few things that stood out to me this year: