Perlu: Influencer Marketing Reimagined

When a crisis like COVID-19 puts your revenue in jeopardy, any shiny new prospective partner or campaign opportunity can look promising. But don’t let your guard (or your standards) down. How do you know if someone is genuine or looking for a profiteering opportunity? How do you know if a new partnership will be a good match in a time of adversity?

We asked these questions of Kristian Sturt of Colossal Influence Limited who, with hundreds of campaigns under his belt, has had plenty of opportunities to learn how to best handle the ups and downs of influencer marketing. Hit play to learn how he helps his influencers and the brands they work with navigate a crisis like COVID-19.

We’re quarantined. And if you’re anything like us, that means you’re snacking all day, every day (the kitchen is right there) and trying to find new ways to stay healthy. Why not hit two birds with one stone? That’s where CHOMPS comes in. CHOMPS has changed the ethical game in the meat snack industry and has partnered with influencers to do so. 

Listen in to hear how family-owned CHOMPS uses always-on influencer partners to drive brand awareness and showcases their dedication to clean sourcing and raising industry-wide standards for meat snacks through their influencer programs.

Affiliate marketing is the win-win approach all brands should be taking with their influencers. By incentivizing influencer partners who already love your product, you gain access to influencers’ loyal and trusting fanbases. Affiliate marketing rapidly grows your brand’s customer base and establishes a personable rapport with your customers.

Despite its efficacy, affiliate marketing is often overlooked when brands develop their marketing strategy. But Gabrielle Pajer and Corinne Travis of CJ Affiliate, one of the most established companies in affiliate marketing, know that affiliate marketing has the power to influence and educate a consumer during their purchase journey, increase engagement and drive sales. 

On this episode of the Perlu podcast, they describe how they combine their experience in influencer marketing, audience targeting and content to help build brands’ presence across multiple channels and monetize content through affiliate marketing. Take a break from your work-from-home routine to discover how you can do the same!

We’ve talked a lot on this podcast with brands, influencers, and agencies about influencer marketing success strategies. But we’ve yet to hear a consumer speak on their experience with influencers. Do the pretty photos and brand endorsements work? Even for the generations older than Gen Z or Millennials?

Jenn Leedy was a skeptic — wary of influencers and their platforms. In this episode, she shares with us how she found an influencer she feels close to, what makes one connection with an influencer last where others don’t and how influencers can lead your brand to more sales.

From micro influencers to celebrities, the question on every brand and agency’s mind is how to navigate paying your influencers. Check out this mini-episode to learn more about why it isn’t an exact science, and how a strong relationship with an influencer can save you money.

In a few short weeks, the world seems to have been turned on its head because of COVID-19. Everyone — consumers, agencies, brands, influencers — is being affected in some way, and most brands feel it’s necessary to pivot their marketing strategy to avoid sounding tone deaf. But how do you decide how to pivot when a crisis of this size is unprecedented?

Alison Kimble Charles, senior director of product marketing at CLEVER has spent nearly a decade working with influencers and brands like Dove, Capital One and Chobani. While she, like the rest of us, has never faced a crisis of this magnitude before, her experience with influencer marketing, her belief in influencers’ inherent worth and her passion for helping brands live out their values gives her valuable insight during a time like this. So sit back (at home, please) and hit play to find out the do’s and don’ts of influencer marketing during a crisis.

Ever wish you could be the person who taste tests new ice cream flavors? (Same.) For Amy Verhey, though, that’s not just an ice cream dream — it’s her reality. Along with being a member of Tillamook’s Supertasters, she also works as Tillamook’s senior marketing manager, where she applies her experience from Edelman, Starbucks, HP, Netflix, Ghirardelli and PayPal to make Tillamook one of the biggest household names in dairy through ingenious campaigns such as creating a national holiday.

So hunker down, whip up some Tillamook mac and cheese and hit play to make your quarantine a little more enjoyable.

*NOTE: This audio was recorded before social distancing regulations were implemented, and since the spread of COVID-19, your influencer marketing is probably looking a little different these days. We think you’ll still find Bruce's information valuable, and we look forward to seeing how you support your audience and your influencers and adjust your influencer marketing to stay safe during this crisis.

What exactly is the difference between a brand ambassador and an influencer? Well, according to Bruce Downes of Willie’s Superbrew, there shouldn’t be any difference at all. From the outrageous yet heartwarming origin story to their annual donation to an environmental charity, Willie’s Superbrew is all about passion, authenticity and fun. And they make sure their brand ambassadors reflect those values and have the product knowledge to speak in detail to consumers about what makes the company unlike any other brewery.

Crack open a cold one from Willie's Superbrew and listen in to the latest episode of our influencer marketing podcast.

If you haven’t downloaded it yourself, you’ve probably heard by now about the latest social media platform sweeping the nation’s youth. TikTok, the short-form video-sharing social networking app akin to the retired Vine app, has captured the hearts of Gen Zers. While many brands are still struggling to figure out a marketing strategy to break into TikTok and speak to Gen Z, Casey Smith, social media and influencer manager at Kroger’s family of stores, is wayyy ahead of the game. 

The Kroger marketing team was the first brand globally to run TikTok’s first-ever Hashtag Challenge Plus campaign, allowing users to shop for products they saw in the videos created by Kroger’s influencer partners.

Stay safe at home and do your grocery shopping online, and listen up! Casey Smith shares why she decided to use TikTok for Kroger Marketing and details how to execute your own viral marketing campaign. Just, please, don’t TikTok and drive. 

Ashley Ha is no stranger to the power of fashion and beauty influencers, often finding herself filling a virtual shopping cart after hearing a glowing product endorsement from a trusted source. In this episode of Perlu’s influencer marketing podcast, Ashley recalls her experience working with fashion & beauty influencers at agencies and in-house on the Sephora marketing team.