Influencer Marketing is disrupting the 21st century selling model, and I doubt the way we receive information will ever be the same. But it hasn’t always been this way; after all, 8 years ago Instagram didn’t exist!
To talk about influencer marketing, it’s important to take a step back to the earliest form by Debeers diamonds, Believe it or not, back in the 1930’s, diamond rings were not a traditional feature of a proposal, and the one’s that were, certainly weren’t of the same value that they are today. This came in 1948 from a genius marketing ploy by Debeers and their Advertising firm Ayers, centered around Marilyn Monroe’s version of Diamonds are a girl’s best friend.
Prior to this, Diamonds were fairly common, and Debeers, who at the time controlled a vast majority of the world’s diamond trade, sought out to change that, given the 50% drop in sales after the second world war. Their “Diamonds are forever” campaign reshaped and shifted public opinion and told men that they need to spend a minimum of 2 months wages on a diamond ring, otherwise you’d risk embarrassing your significant other. It was this stellar campaign that showed the advertising world the power that celebrity endorsement/someone with significant influence can have over buyer behaviour and social norms!
Putting that up against a more recent campaign, let’s look at Pacsun and their #findyour campaign; their social feeds boast premium influencer content with a high level of engagement, how does this differ from Debeer’s bid to sell through influencers? First and foremost, the most obvious difference being they’re on social media (though I’m sure Marylin Monroe’s socials would have been just as good if they were available back in the day); this provides them with global reach, having a significant effect on the fight for people’s attention.
The second being the Influencers, Pacsun used the likes of Jordan Sannicks, Cindy Mello, and Luca Fersko. Now a vast majority of their audience won’t know who these guys are, and that is partly to do with why the campaign was so successful; they took 8 micro influencers (who historically have a higher engagement than larger influencers) with a variety of different passions e.g. photography, fashion, styling, and allowed them to interpret the product and the #findyour tag in a way that suited their audience on instagram e.g. #findyour look, #findyour view, #findyour style. This level of diversity in influencers lead to Pacsun growing their audience significantly. This allowed them to segment their audience, target niche’s, and reach a wider audience, whilst maintaining that high engagement.
Lastly, were you completely aware of the campaign whilst it was going on? We weren’t, and that’s not a bad thing! The beauty of influencer marketing is that it allows you to better target your campaigns at niche markets and demographics, without it affecting your brand’s overall image, thus not needing to worry about risking having an effect on your loyal customer base with every campaign you put out!
Influencer Marketing has come a long way since the 40’s and 50’s, and here at Filli we put it down to understanding who your customers really are; in today’s industry we target people based on demographics (age/gender) , psychographics (interests, attitudes) etc. and this depth of understanding our customer, as well as being on social media, leads to heightened involvement with a brand, leads to more successful advertising.