Using influencer marketing to showcase a product or service can be high-risk, high-reward. Certainly if a demographic is niche. Apparently, 49% of consumers depend on influencer recommendations (DMI). So what better way to advertise its capabilities, than to capture it in real-time, posting to thousands of followers? Momentum manage the entire influencer process, with no reliance on third parties. With our experience, we’d like to highlight some highs and lows, discussing real-world cases.
Nike’s what’s inside Nike Air VaporMax?
Nike take showcasing a product’s functions to the next level. They collaborate with established YouTube channel, ‘What’s Inside?’. Creating a series of sponsored videos to really show what the product’s made of. This let potential consumers see inside and out, thereon influencing purchasing decisions. After all, quality and durability are key factors in buying sporting goods. The video campaign did very well, generating 6M views and 47k likes. It successfully helped Nike create hype along the product range. An example of successful influencer marketing with healthy RIO. However, it’s not all sunshine and rainbows…
Man City’s attendance & atmospheric booster
Although Nike saw success, Man City’s recent efforts fell short. They sought the help of influencers to boost the attendance and atmosphere of their European home games. They drew some less known teams in the Champions League this season. Naturally, this is an attempt to improve ticket sales and the overall experience. However, their agency posted something City were quick to distance from, falling short of the club’s social standards. The brief displayed above with the accompanying post were created without their permission. A lesson learnt in that taking initiative isn’t always the right call. High-profile brands rely on professionalism at every stage, something that we at Momentum are extremely proud of.
Both cases highlight the highs and lows, showing that influencer marketing is high-risk, high-reward. When done right, the benefits outweigh the drawbacks. We guarantee ROI, proven with our growing portfolio of global brands, and track-record of successes. We’d love to discuss your ideas, so please get in touch.