Jonathan Cherry considers how popular influencers impact the success of a brand's marketing campaign. He describes influencers, not necessarily as global superstars, rather as people with a very large or very niche following on social media.
Because of the content that they are producing, they have quite a substantial audience that brands would also want to build a relationship with.
Using connected influencers
Cherry says that the use of influencers to connect to audiences is becoming a growing trend with brand campaigns.
In 2013 Mercedes Benz launched a campaign called "Take the Wheel" and signed up 5 of the best Instagram influencers to test drive their CLA model for a week. The influencer with the most likes on Instagram at the end of that week walked away with the vehicle. According to Cherry, this campaign was very successful.
5 thing that makes influencers valuable to brands
- They can instantly relate with somebody with an existing reputation.
- By associating themselves with an influencer, brands immediately get access to their audience.
- It is relatively cheap to do business with influencers.
- It is a flexible relationship that allows brand to change the campaign message.
- It is almost a guarantee of going viral.
Jonathan Cherry's Pic of the week:
Cherry's pic of the week is an advert by Nike Golf, which features Tiger Woods and Rory McIlroy, that was released just before the 2015 Masters Golf Tournament started. He says the advert was well-timed and beautifully shot.
Jonathan Cherry's 'Not hot' of the week:
Cherry advised that he was not very impressed with the advert below by body and skincare company Dove. He say that it is not well executed and, as a result, it feels inauthentic. Watch below and decide if you agree.
Listen to the full conversation with Africa Melane below: