Here’s a curated roundup of the top influencer marketing news, compiled by RhythmOne’s influencer team. This week, we examine how two major corporations leverage influencers to help keep their marketing—and businesses—relevant for younger audiences.
CAMPAIGNS TO WATCH
Shell tapped The Big Bang Theory’s Kaley Cuoco to create a five-episode YouTube series, “The Great Travel Hack,” which targets younger audiences interested in travel, and examines what vehicles and fuel sources could improve transportation and emission levels. The campaign pits two teams of influencers against each other, to travel from Los Angeles to New York while producing the least carbon dioxide emissions.
Takeaway: By leveraging digital-first content, as well as celebrity and micro-influencer components, the campaign effectively reaches its younger, target audience. The longer, five-episode narrative around competition and cross promotion on influencer channels positions Shell’s focus toward renewable energy sources in a fun and engaging storyline.
Delta is also using influencers to bring out-of-the-box thinking to its customer experience, by uniting Delta commercial and operational representatives with a board of influential young entrepreneurs. The board and Delta team will discuss how they plan to reimagine innovative products, experiences and offerings across the entire Delta customer experience–from shopping online and traversing the airport, to in-flight and beyond.
Takeaway: The partnership highlights the many ways brands can benefit from working with influencers beyond marketing. The entrepreneurs tapped for the partnership provide insights from each of their unique customer bases, to make highly-targeted and strategic recommendations for Delta’s business.
Social Media Today detailed LinkedIn’s new partnership with Adobe, which gives LinkedIn data access to Adobe Experience Cloud users and vice versa. LinkedIn Ads’ customers will now receive more robust audience insights from LinkedIn, Marketo Engage, and Microsoft Dynamics 365, to gain greater insight into target audiences.
Takeaway: This new partnership provides brands a better way to target specific B2B customers through LinkedIn Ads, inclusive of influencer social ads on LinkedIn. In effect, marketers will likely observe higher levels of engagement on LinkedIn influencer content.
eMarketer reported that a majority of marketers use some variety of influencers on social networks, with a fairly even split among existing brand advocates, paid celebrities and micro-influencers. Choosing what social platform for an influencer campaign is highly dependent upon the target audience and product, although most surveyed noted Instagram as the most important social media channel for influencer marketing.
Takeaway: The effects of influencer marketing are most apparent among millennials and Gen Z consumers, who make up a large share of the audience on these platforms, but it’s crucial to identify the appropriate channel for your specific product and audience—there is no one-size-fits-all approach to influencer marketing.
This article contains forward-looking statements. In some cases, you can identify forward-looking statements by the words “may,” “will,” “expect,” “intend,” “plan,” “objective,” “anticipate,” “believe,” “estimate,” “predict,” “project,” “potential,” “continue” and “ongoing,” or the negative of these terms, or other comparable terminology intended to identify statements about the future. All statements other than statements of historical fact are statements that could be forward-looking statements, including, but not limited to, statements about the potential and effectiveness of influencer marketing. These forward-looking statements are subject to risks and uncertainties, assumptions and other factors that could cause actual results and the timing of events to differ materially from future results that are expressed or implied in the forward-looking statements. Factors that could cause or contribute to such differences include the dynamic and rapidly evolving sector, as well as the highly competitive industry that RhythmOne operates in, which make it difficult to evaluate prospects. These and other risk factors are discussed in RhythmOne’s Annual Report for the period ended March 31, 2018. The forward-looking statements in this press release are based on information available to RhythmOne as of the date hereof, and we assume no obligation to update any forward-looking statements.