Making connections in your marketing strategies

By: Caroline Berryman, CMMP

When a brand launches a campaign that can connect with people on an emotional level, most people want to be a part of it. To connect with people, it is important to create a one-on-one interaction with them, by creating an opportunity to join the conversation with a hashtag, by reposting images, and replying to comments. Being associated with a powerful and inspirational message, which is extensively shared, leaves a lasting impression on everyone who sees it and everyone who is involved.

At the beginning of this year LinkedIn created a social media campaign that changed the focus from their site to their audience by asking, “What are you in it for?” LinkedIn created a video ad campaign from member submissions that launched during the Golden Globes. The ads featured professionals in their respective fields with the message that members, of all unique professions, have a community in their platform. “Whatever you’re in it for, we’re in it together,” according to LinkedIn.

When you incorporate User Generated Content (UGC) in interesting ways, your UGC allows you to not only include your audience in your content (which helps form lasting loyalty) but it also gives a brand credibility by letting customers praise you rather than doing it yourself. Wayfair, an online furniture store, has a UGC campaign that lets customers showcase their online shopping sprees. Using the hashtag #WayfairAtHome, users can post photos of their Wayfair purchases, as set up in their homes. Then, Wayfair reposts UGC and provides a link so users can shop for the items featured in a real customer’s home. This is a unique targeted strategy that combines customer testimonials and Wayfair products together.

Most marketers realize the importance of relationships between influencers and brands and one of Weight Watchers’ campaigns reveals what can happen when brands decide to partner with a well-known spokesperson. At the beginning of 2018, musician DJ Khaled became Weight Watchers’ official social media ambassador. Throughout the campaign, DJ Khaled’s fans can follow along on social (Snapchat, Twitter, Instagram, and Facebook) as he participates in the Weight Watcher Freestyle program. He has a huge audience that is young and very active on social media channels and it’s a whole different target audience that he is bringing to Weight Watchers which will help to transform their brand. A recent report from CNN reveals that Weight Watcher shares immediately rose by 6% after they announced their partnership with DJ Khaled.

Finding an influencer who can bring in new audiences while also fitting with your brand is a marketing win/win. However, make sure the partnership is with somebody who truly embodies the values of your brand.

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