Influencer marketing had it’s biggest year yet in 2016, and is now the fastest growing marketing channel.
While small to medium sized brands are quickly identifying the benefits of using the relatively new channel, we thought it would be worth taking a look at how huge international brands harnessed the power of influencers this year.
Here’s how Skype, McDonald’s, Primark and L’Oréal Paris used influencer marketing in 2016 – and how you can copy their ideas in your own sponsored content!
Skype sponsored this medium sized influencer to demonstrate its mobile application to video call multiple friends at once.
Vlogging about her holiday, the influencer took time during the vacation to call her friends back home and demonstrate the group chat messaging function of the app.
After the video was published, she also invited her viewers to take part in a group chat with her on Skype.
The content not only encourages viewers of the video to download and use the app, it also effectively demonstrates the product and some of its functions so Skype’s target customers know what they get if they install it on their own phones.
In this clever marketing campaign, McDonald’s identified influencers who regularly talked about them on social media to send them branded care packages.
The goal was to promote the launch of their All Day Breakfast menu.
McDonald’s chose several medium influencers they knew loved their products, contacting them directly on Twitter and asking for their address.
The fast food chain then sent them a box containing a hand written note, a McDonald’s branded pillow and sleeping mask and two free breakfast item coupons.
It worked very well because many of the influencers who were sent the care package did a video unboxing, or included it in one of their vlogs with a word of thanks to McDonald’s.
Here Primark opted for a more conventional product placement video.
The, again, medium sized influencer chose products from the budget fashion retailer and talked through her choices with her viewers.
She tried on a few of the items, discussing why she picked them.
The influencer also promoted a Primark giveaway, where viewers had the opportunity of winning a Primark voucher. She later announced the voucher recipients in the comments section under the video.
As discussed in a previous blog post, L’Oréal Paris’ UK marketing team hired five medium to large British beauty YouTubers to constantly represent their brand/showcase new products.
The concept of L’Oréal’s ‘Beauty Squad’ and re-using influencers who give good returns on investment is likely to be a game changer for influencer marketing in 2017.