This is a sponsored post written by me on behalf of Tomoson. All opinions are 100% mine.
Influencer marketing campaigns are hot right now as brands try to leverage online audiences to generate awareness and capture product buzz. As someone who has been on the receiving end, I can attest to the fact that too many brands simply do not know how to launch and run a successful influencer campaign and waste time, effort, and product as a result. Today, I want to provide you an analysis of 3 Tomoson influencer campaigns that will give you insight about how to run these campaigns successfully.
1. The Adventure Blogger
We all know that, when it comes to pushing product, inspiration and aspiration are huge motivators. That’s why I love what Tomoson did with this campaign for the smart solar charger. Not only did they have a comprehensive page created of product statistics that showcase what the solar charger does and why it’s awesome, they realized that collaborating with the right bloggers and not just any blogger was essential. After all, influencer marketing is more complex than a simple popularity contest!
The idea of finding influential bloggers who are outdoor camping or recreation enthusiasts and are also preparing for an amazing trip is a perfect scenario. Anywhere where there’s a real need to keep devices charged, both for the sake of safety and snapping travel pictures, and where keeping that device charged is difficult, works perfectly. Then, the influencer can take amazing pics and publish them with a story all about how the solar charger saved the trip and allowed him or her to capture these breathtaking photos. This is exactly how the campaign unfolded.
See, it would have been all too easy to just send the product to a bunch of random tech geeks or mommy bloggers and then have them take the product on a family vacation, use it on a car trip, or whatever. Yet, if the mommy blogger took pics from the car and posted them on her blog with a photo essay about the family reunion weekend and a copy of the promo blurb, would that really have motivated anyone to buy the product? Probably not.
To adopt this approach for your own product, you could take anything related to portable electronics or emergency preparedness and use the same tactic. Then pick the right travel blogger or adventure geek and connect with them.
2. The Fitspo Blogger
If there is one trend to capitalize on today, it’s fitness inspiration, usually shortened to fitspo. From yoga leggings to lifestyle sweats, athletic wear and accessories are having a major moment inspired by the fitness inspiration trend. Fashionable yoga bloggers and yoga instructors are a natural fit for companies looking to sell fitness-inspired products.
So let’s see how to approach Tomoson fitspo bloggers using the example of a yoga towel with free matching hand towel set. Yoga mats get dirty, so yoga towels cover up the mat and make it more comfortable and more sanitary for practicing yogis.
To get mileage from this influencer campaign and potentially go viral, you have a few options. One is to connect with major Instagrammers in the yoga sphere who are always posting pics of themselves doing amazing things. People love to share and like those similar to the one below, and if you could get a photo with your product included in it, you’re golden.
Another approach would be to find inspirational or fashionable teachers or coaches who have a major blog or vlog following and would consider demoing the product in one of their videos. Then just ask for pictures or videos of them using the product alone or when teaching class to generate word of mouth buzz from their community.
This could work for all sorts of fitness inspirational products from yoga mats or yoga towels to workout clothing and healthy snacks. Tomoson has a large list of influencers that are into yoga and related fashion that can help you get this campaign off the ground.
3. The Travel Blogger
The travel industry is so hugely competitive, but influencers can be a great way to grow your brand and reach through trusted traveler networks. Whether you have a guesthouse or B&B, or a travel accessory or product, fashionable travel bloggers can really help you sell it.
I like Tomoson‘s approach of identifying fashionable travel bloggers who take image-heavy posts and share them socially by offering them a free weekend stay on behalf of their travel client. In return, the influencers must socially post at least one image asset per day and conclude with a wrap-up post on their site. Photos taken can turn into brand awareness and traffic-generating posts for you, while YouTubers can create long term content assets among the inspirational travel set. This could work the same way for premium travel products like luggage.
There are some great travel bloggers out there, like the ones pictured above, who can really help your campaign take off to the next level if you’re willing to offer a premium product. While it can seem like a lot of money to invest in an influencer campaign, this sort of campaign works much better than the old-school idea of sending a business blurb to any and every travel blogger. Sure, they might post it on their site, but if they aren’t really getting anything out of it from you, are they really going to put much effort into showcasing your opportunity?
Stop Pitching – Start Collaborating
As each of these examples illustrates, it’s not only about finding the perfect influencer for your campaign, but it’s also the unique content created by the blogger or vlogger of them actually using the product that is going to engage consumers and drive sales. To succeed in the influencer sphere, you must adapt your approach in this vein and stop copying and pasting a pitch to anyone and everyone.
Has your influencer marketing evolved from “spray-and-pray” pitching to targeted collaboration?
This post is sponsored via Syndicate Ads.