How could an authentic influencer marketing campaign for a laundry detergent look like? No, I don’t have a perfectly planned campaign at hand for you, but Coral Germany (part of Unilever) offers at least some good learnings.
Instagram: @thefashionfraction
You know the basics: One or more agencies are pitching for creative ideas on how to reach Millennials on Instagram. Good news first: The selection of lifestyle influencers is not bad with a good mix in terms of reach (from 15k to 638k follower) including female as well as male influencers. Bad news: Some of the influencers published the weirdest content ever…
Images aside the text copies (German language only) are rather boring and staged. And sure, they have to add #coralcares as part of the deal. First, why do companies always create their own hashtags nobody else is using? Track your campaigns smarter... Secondly, why do they have to translate the the hashtag?
But let’s have a look at some examples. I don’t think a translation is necessary as you get the idea.
Hey there, Me and my (empty) Laundry Detergent going for a bike ride. Want to join?
Instagram: @gracecapristo
Dirty girl! Luckily enough the laundry drum is not big enough for her and the clothes
Instagram: @fionaerdmann
Interieur design on fleek. Everybody should keep laundry detergent on the living room sideboard
Instagram: @laura_xvii
Admiring your laundry detergent after a long shopping trip in the city!
Instagram: @giveherglitter
Outfit of the day!
Instagram: @clea_lacy
Netflix and Chill with your laundry detergent!
Instagram: @julesvogel
To be fair: There are also some really good and authentic looking posts from other influencers as part of this campaign (see first screenshot). This could be an indication of a weak influencer briefing provided by the agency and/or Coral combined with a bad understanding how to position (sponsored) products within your content plan from an influencer perspective.
What to do? I think Marketing Managers need to understand how to engage with influencers in the first place, built a personal relationship (not only a monetary relationship via agencies only), communicate expectations clearly, discuss your idea and be open for feedback as influencers are closest to their audience. Influencers on the other hand should have clear rules on whom to partner with in order to stay authentic and they should only work with companies where they see an added-value for your audience. Don't sell your audience for short-term gain. Go in for the long run and build a strong community.
What do you think?