![]() The day before the big launch, Zara was the top trending name globally, thanks to the highly engaged audiences of their chosen micro-influencers. The fashion brand launched a #DearSouthAfrica campaign to coincide with the official opening of their online store in South Africa. In 2019, Zara experienced the benefits of using micro-influencers. We are officially shopping □ online with #DearSouthAfrica □□♂️ /3mAkvupnqc- IG: September 18, 2019 Therefore, if you want to improve your brand awareness, focus on increasing positive brand awareness. ![]() They may have a more limited reach but, according to that same Econsultancy post, “micro-influencers overtake top-tier talent, and 61% of consumers say they produce the most relatable content”. In an age where authenticity is valued most in retail, micro-influencers are the way to go. However, that approach won’t necessarily bring you the most value. Naturally, if you want to increase brand awareness, you’ll try to partner with the influencers who have very large followings. ![]() Love it or hate it, influencer marketing is a necessity - especially if your brand is targeting younger consumers.Ī 2020 study by Econsultancy on influencer marketing reported that “61% of consumers, aged 18 to 34, have at some point been swayed in their decision-making by digital influencers.” Now, influencer marketing does suffer from a bit of a catch-22. Build Awareness With Influencer Marketing Other department stores then followed suit, including Manor in Switzerland and Galeria Kaufhof in Germany.īy collaborating with Sephora, these department stores opened themselves up to a clientele who may not have been previously aware of them. ![]() By 2016, there was a Sephora in more than 1,000 locations nationwide. began opening Sephora concessions in their department stores to attract younger consumers. The most important part of any brand partnership is to ensure you chose the right counterpart: a brand that offers a product or service complementary to your own or one that offers something that you don’t.īack in 2006, J.C. Keep in mind, smaller brands will also have access to consumers who aren’t currently aware of your brand. However, don’t restrict your brand to partnerships with big companies alone, as they can be hard to get. This association will then help increase your brand awareness.Īdditionally, big companies like Apple have thousands of employees - all people who are now aware of your brand (and perhaps potential clients?). The end goal being: when they think of Apple, something in their brain will spark and they’ll think of your brand, too. Why? Because your association with a big name like Apple means you are now “validated”. And, if they find this brand trustworthy, they’ll be more likely to view your brand in a favorable light.įor instance, if a consumer sees your brand in partnership with Apple, they will feel more at ease buying from you. This way, consumers will start to associate your brand with a well-known one. The Takeaway? If your brand has the opportunity to work with a well-known and trusted brand, go for it. Only nine hours after the competition was launched, the post had a reach of 3,630 impressions, roughly 100 likes, and 50 shares - meaning this post performed 95% better than any other post on their page. Using this tactic, Claudi & Fin have increased their brand awareness, which can be seen clearly in their recent brand campaigns.įor instance, the brand teamed up with fellow food company Little Dish to give away a package filled with goodies from each brand. One of their most successful means of collaboration has been Facebook competitions - as they find them “an inexpensive way to reach lots of people, build great relationships with other brands and they are also very targeted.” A small business on a budget, they decided to try out brand collaborations on various social media channels. Claudi & Fin is a food company that sells Greek-style frozen yogurt lollies. To demonstrate, let’s look at an example. Why not partner up to leverage their strong trust signals for your own brand? Think of brands like Toyota, Apple, or Nivea - most everyone knows these brands and finds them trustworthy. Partner With Companies That Emit Strong Trust Signalsīig-name brands have worked incredibly hard to have achieved the level of loyalty and trust that makes them successful.
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