How Changing Course Helped These Brands Stay The Course
Our mission at Influencer is to build meaningful relationships between brands and creators
When planning a campaign, we must be aware of consumer behaviour patterns. This has never been more true than it is currently, as consumer’s patterns of behaviour have changed hugely as a result of Covid-19. Taking time to understand statistics around increased screen time or app popularity has allowed us and our clients to make informed decisions around how to pivot their campaigns, as opposed to cancelling or postponing them. Below, we’re exploring three key case studies from brave brands who chose to pivot their strategy and are reaping the benefits!
By changing campaign objectives and messaging, we have been able to successfully run influencer marketing campaigns without being insensitive or naive to the situation. For example, changes might include fashion brands focusing on e-commerce sales as opposed to footfall. Others have even altered their products, for example, adapting dating apps so that they can incorporate virtual dating. The message to consumers is that they are able to still access and benefit from their products during this uncertain time.
A case study, which highlights how brands have been able successfully to pivot their strategies is a campaign we ran in partnership with Superdry. For the earlier stages of Superdry’s #FitnessMyWay campaign, we had been working with creators to share static Instagram content shot at the gym. However, as lockdown began, gyms closed and we saw the popularity of Instagram Lives increase, we decided to incorporate Instagram Live Streams into the campaign. Not only was this a great way of showcasing the sportswear range in action, but it was also an interactive way for Superdry to remind their customers that they care for them at this time, by providing them with free fitness routines from their favourite creators. This was a real win-win for everyone involved!
Another incredible example is Too Good To Go. Too Good To Go is the world’s largest food waste fighting app, allowing consumers to purchase surplus produce from restaurants, cafes, supermarkets and other food businesses, which would otherwise be thrown away. With many restaurants and food services now closed, the brand decided to create a campaign around its #SaveTheFood poetry competition. Having launched to primary schools in February, extending the competition entries until May meant they were giving people something creative to do during lockdown, while also promoting their messaging around food waste. This campaign is a great example of adapting the brand’s KPI to match the current climate. While a previous campaign aim was to drive downloads of the app, the new campaign focused simply on increasing brand awareness and brand messaging through some wholesome creativity and fun.
Our campaign with the amazing Woodford Reserve Whiskey in partnerships with Spark Foundry was originally focused around the creators attending a whiskey tasting experience with a Woodford Brand Ambassador to showcase how to best appreciate Woodford Reserve. As the event was unfortunately cancelled, we had to adapt in order to give the creators this experience from the comfort of their own homes. Instead, we invited creators to attend a cocktail class via Google Hangouts to encourage creators to produce their content around a ‘Night in with Woodford’, in this class, they learnt how to make an Old Fashioned cocktail from a Woodford ambassador. This was a great opportunity for the creators to meet each other and the brand directly - albeit virtually - and gave them more insight into the focus of the campaign and the important messaging behind it, of course reminding their audience of the importance of drinking responsibly during this difficult time.
Creators provide brands with an incredible way of connecting with both new and existing customers and showing them that they are there for them during this period. By making simple adaptations to their campaigns, brands have the opportunity to build meaningful relationships with their customers while having an incredibly positive impact and contributing to the current conversations.
At Influencer, in spite of the anticipated difficulties, we are really looking forward to seeing how things evolve over the next few months and how we can assist our clients in adapting to further changes before they return to normality...bring on the travel campaigns!
By Becca David, Senior Campaign Manager at Influencer.