Top 5 brands that invest the most in Influence Marketing: product placements, ambassador program
e-influence is a communication strategy that consists of using influential people on social networks to gain visibility and increase the sale of products and services. Given the increase in the rate of use of social platforms, brands have not hesitated to invest in this campaign.
The major brands were the first to take an interest in it, seeing the interest that consumers have in the content published by influencers. Indeed, the latter offer honest information in a more humane way and closer to consumers. Whether it is a big company or a small business, working with an influencer can be very profitable at the moment.
Which brands are adopting influence marketing in their marketing strategy?
In order to interfere with their potential customers, most American marketing professionals use social networks to reinforce their strategies. Small businesses often cannot afford to invest in this process. They are thus confronted with using a powerful marketing tool.
Nike partners with influencers to encourage the promotion of its products and also its "just do it" credo that encourages people to be active all the time. Indeed, the increased interest in fitness and healthy living has brought many sports coaches and influencers to the social media. Several of them have been
hired by Nike for its Master Trainer program, which offers training on Instagram by promoting its products.
Moreover, the big brand does not hesitate to work with all types of influencers and often organizes interactive events where the public is put forward. Gilda Ambrosio, a famous blogger, and Chiara Ferragni, a streetwear designer, are two very popular influencers with whom Nike has been working for several years. A partnership that is proving to be profitable due to the considerable expansion of its audience and a less expensive remuneration compared to celebrities.
The make-up artists used NYX products in their videos and were talking about them even before the brand launched an influential campaign. NYX Cosmetics has a close relationship with its influencers because, according to them, the brand belongs to the public. It therefore decided to invite influencers and consumers to simplistic events such as a breakfast or grand events such as international trade shows to promote the
sharing and human contact.
What makes NYX special is that it never pays its influencers in monetary terms, but rather either through invitations to popular parties or through complete lines of beauty products. A method that is always gaining in popularity, because its guests are not asked to post their return on social networks. Both parties therefore gain visibility, as Nyx bases its collaboration on sharing and exchange.
The American ready-to-wear chain Forever 21 wanted to change the traditional photo shoot with models for its digital marketing campaign. Seeing the increasing use of social networks, the brand took the plunge and started a collaboration with influencers. A collaboration that was an immediate success. The natural and authentic way of presenting influencers' tools has indeed influenced consumers.
The principle was simple, influencers would try on clothes and give feedback to their subscribers. The feedback was not always positive, but the franchise was appreciated and even gave the brand more visibility. Playing the sincerity card and showing imperfections proved to be a winning strategy, as it established a
friendly relationship between the brand and consumers.
Adidas is the precursor brand of influence marketing according to Benoît Ménard, head of the Adidas Newsroom in Paris. Indeed, in 1986, still far from the great revolution of social networks, the Run-D.M.C. group were the first to wear and promote their product without being sportsmen, but were sponsored by the brand. Wishing to reshape and update their communication strategy, Adidas developed "Create the new" which consists in opening up to the world and broadening their consumer base.
The release of the new Glitch tennis collection in several countries with the effigy of PSG player Kimbepe was an immediate success. The launch was unusual because the purchase of the new shoe is only done via an application and with a code that has to be asked to pre-selected influencers. It is therefore no longer necessary to go to the store. A winning strategy, because the brand with three bands is no longer a "one-size-fits-all" brand.
obliged to disburse for the points of sale.
In addition to Puma's collaboration with celebrities such as Rihanna, it also actively collaborates with diverse influencers. The brand contacted the Trend agency to increase its audience on social networks. In 2019, Puma launched Cali sport dedicated to a women's audience and collaborated with fashion influencer Shera Kerienski and his 1.4 million followers on Instagram to promote this new pair. Previously, Shera had already shown interest in Puma, so the partnership was a natural fit for Puma.
The brand also recruits micro and macro-influencers to reach a variety of targets. Moreover, Puma shows no hesitation in the fact that the network stars with whom it partners also work for a competing brand. Indeed, the principle of influence marketing is to be closer to consumers and to convey true and honest information, because this strategy confirms the credibility of influencers.