DEVENEY is well-known for its public relations and crisis capabilities, with roots in the industry spanning the past two decades. But in recent years, as the company evolved into a fully integrated engagement agency, our services have expanded to include creative and digital. Within our digital division, influencer marketing is just one tactic offered to clients to elevate their marketing campaigns.
According to TapInfluence, 84 percent of consumers trust peer recommendations over brand advertising, and a consumer’s peer set continues to expand. Social media has democratized relationships and led to a greater ability to influence others. The equalizing nature of social media has led brands to pursue relationships with those doing it “well” – those building relationships with their followers in ways that influence their behavior on a daily basis.
DEVENEY utilizes research to identify the right influencers for each project as there is no “one size fits all” influencer campaign. Each influencer campaign is developed to reach the client’s goals. For example, there are FAM trips, social media takeovers, special event invitations as well as national campaigns that have a wide reach.
Furthermore, there is a common misconception that audience equals influence. This confuses the very principles of influencer marketing – influence isn’t the number of eyeballs that a brand’s message sees, but rather the amount of people who subsequently act on that message.
DEVENEY is constantly identifying, vetting and building relationships with influencers who are well-suited to our clients’ goals. Each campaign is unique, and each client has different goals and objectives for their campaigns.
Our LifeStyle team just wrapped a six-month influencer campaign with Louisiana Tourism Association (LTA). DEVENEY identified and managed two themed trips with four influencers to eight parishes across the state. The goal of the campaign was to position Louisiana as a destination for quick weekend trips by highlighting unique experiences and activities.
DEVENEY managed all aspects of the campaign including researching, identifying and vetting influencers; securing deliverables and signed agreements; coordinating customized itineraries with convention and visitors bureau partners; and monitoring and reporting coverage.
The campaign proved to be successful for the client, and as the numbers and coverage continue to roll in, we are already discussing how to incorporate another influencer campaign into LTA’s 2018 marketing plan.
While there is no “one-size-fits-all” influencer campaign, DEVENEY sits down with each client to discuss your marketing goals and develop a customized approach. In the meantime, think about what influencer campaigns resonated with you and the audience you are trying to reach. Review your social channels to see if there are any influencers you are already following who might be the right fit for your brand.
Are you considering incorporating an influencer campaign into your marketing plan? For more information about influencer campaigns, tweet us @DEVENEYMKTG.