Finding the right influencer for your business or brand is an effective way to create an association and or partnership between an established personality and your brand, thereby creating confidence, trust and excitement, taking your brand to another level and generating conversions.
It is important that any key influencer is a natural fit with your brand and really connects with your brand’s DNA – we don’t believe in blanket influencers – this is something that needs to be tailored to your business and brand specifically, creating an authentic, seamless experience and association.
Consumers are now aware of the influencer tactic used by companies – and they will look at mass influencer campaigns with a raised eyebrow. Where once bloggers and influencers were approached for their own personal opinions, the monetisation of this new field has meant that the brand associations can carry some risk.
Where once bloggers and influencers were approached for their own personal opinions, the monetisation of this has meant that the brand associations can carry some risk…
In a recent NZ Herald article Impact PR was asked to comment on the brand partnership involving Richie McCaw and Gemma Flynn. We highlighted the fact that sportspeople were popular choices as brand ambassadors in the New Zealand marketplace, given our reputation as a sports-mad nation. The McCaws appeal to a wide demographic; an embodiment of a fun, athletic, down to earth pair – attributes we traditionally aspire to as Kiwis. There is a collective, national pride in our sporting heroes – they are respected, revered and most importantly, trusted. It is these qualities that help bring immediate attention and value to a brand – the brand is able to trade off the equity they already have with the public and consumers.
Bottom line – the fit has to be natural – there is nothing worse than watching someone endorse something there is not a natural association with, where the space is filled with a number of awkward puns added in to the script!
We ensure that our clients have very specific contracts which clearly outline the expectations for the celebrity. It is important to be mindful of their other commitments – often they may be travelling overseas when you need them. Take into account whether they are planning to work with any other brands in the future which may see them overexposed. Another factor can be competitors they have worked in the past five years that could potentially affect the credibility of endorsing your product.
WE’VE HELPED THESE BRANDS ALIGN WITH PROMINENT INFLUENCERS