Phạm TúLet’s take a look at some of the most successful Influencer Marketing campaigns.
Tyson Foods – Sold out all Chicken Nuggets in just 4 weeks with the participation of mommy bloggers
Excessive chicken nuggets inventory during the holiday season led Tyson Foods to launch the “Why should cookies have all the fun?” campaign. With 1/3 of bloggers being housewives, and 36% of them often shopping online through reviews from social networking sites, along with the taste of children’s target customers, Tyson Foods chose images decorated from everyday chicken nuggets as a tool to boost consumption of the item. The Chicken Nuggets campaign was widely shared on bloggers’ personal pages with interesting family stories alongside everyday meals.
The campaign attracted more than 8 million people through social media channels and brought Tyson Foods 42% of revenue.
Karen Doan, Senior Customer Marketing Manager at Tyson Foods, shared: “Our campaign was successful because it connected and engaged customers with a call to action. We chose influencers that fit our target audience to spread the message more effectively. That’s what built brand awareness for customers with a more cheerful image.”
Downy – #Softside of Life touches consumers’ emotions
Downy fabric softener launched the #Softside campaign to help customers see the value of softness bringing a gentler life to everyone. As Brand Director Carolina Rogoll shared: “We have the ability to soften the toughest situations in life.”
The campaign launched a week after International Labor Day because it’s the busiest work week of the year as people get back to work and summer is coming to an end. So, as life seems to get harder, #Softside will help people become more comfortable with the difficulties in life.
Influencers shared their feelings through the phrase #Softside, bringing the idea “Softside of life means” to those interested in following their accounts and receiving the attention of more than 50 million people. From there, it created a wave of sharing #Softside moments on social networking sites.
The phrase “#Softside” has received many shares from social networks because of the emotions it brings and achieves great effectiveness in this Influencer Marketing campaign.
The campaign is considered successful not only because of its coverage but also from the wave of authentic sharing that the campaign has created in the social media user community, touching the real soul in the “virtual” world and bringing the brand image closer to consumers.
Acura – #WeekwithILX brings Acura a turnaround in the campaign to promote the new ILX car
Automaker Acura launched the Acura ILX aimed at affluent customers, however, from its launch, this car line has not been able to reach its target customers. With the Influencer Marketing campaign, the product consumption situation has completely changed.
Acura offers a free 1-week test drive with famous bloggers in the fields of food, radio, fashion,… Experiences shared by influencers through social networking sites have brought the Acura message to the right target customers. Each influencer introduced 40 other people to participate in the test drive and brought the #WeekwithILX campaign to a coverage level of 2400%, while attracting 18 million people interested every day through social networks.
The #WeekwithILX campaign delivered 750% ROI after 4 months of implementation.
Jason Metz, founder and CEO of Brand Influencers, shared: “We identify influencer trends with each of Acura’s customer segments, and based on social data analysis, we work with influencers to share experiences that their followers will be interested in, based on evidence of influence from the behavior of the Influences themselves.”
Influencer Marketing has spread across all fields, from food, fashion to technology, transportation… and brought great success to many brands. According to a statistic from Tomoson, up to 59% of marketers believe in influencer marketing strategies and plan to increase their budget for this strategy. Besides, 11% of marketers will still maintain a constant budget level. Just by taking advantage, this campaign will be a magic tool for any brand.
