tHE aGE of iNfluENcE
(coNtINUEd FRoM PAGE 50)
developing an influencer Marketing campaign
Once you have selected the right influencer to work with,
develop a campaign that will successfully promote your brand
while keeping in mind the influencer’s audience and their
creative preferences. Ultimately, campaigns must be executed
in a way that properly represents your brand’s image but also
respects the influencer’s individual voice so that they are able
to connect authentically to their audience when promoting
your brand.
Begin by establishing and communicating your Key
Performance Indicators such as views, engagement, click-
throughs, increase in followers and sales. Request clear
deliverables from the influencer, such as the specific number
of blog and social media posts, lifestyle photos, hashtags,
geotags, and mentions that you expect.
HasHtaG
it!
dove’s #speakbeautiful
cathay Pacific’s #lifeWelltravelled
starwood Hotels’ #sPGlife
accorHotels #feelWelcome
ritz-carlton’s #rcmemories
Glossier’s #GlossierPink
shangri-la Hotels & resorts’s #Myshangrila
PULSE
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September 2017
(coNtINUEd oN PAGE 54)
One simple and cost-free way of expanding your influence and developing
user-generated content is to create and promote your brand’s unique
hashtag on Instagram and Twitter. Users can tag their experiences and
provide their unique perspective on your brand through content that you
can easily repost. Some successful examples include:
benefit cosmetics’ #realsies campaign
52
There are many ways to engage influencers with options
that are low cost and require little involvement on the brand’s
end such as sending products for review or inviting an influ-
encer to spend a day at your spa. Other more involved
options are available as well, such as planning sponsored
events. Packer says that The Four Seasons Bora Bora has
hosted influencers on an individual basis, as small groups and
in conjunction with resource partners.
Meanwhile, Caudalie has worked with a number of influ-
encers including Natasha Oakley and Devin Brugman of the
popular lifestyle blog A Bikini A Day. To celebrate the launch
of their swimwear brand’