11 Dec A Masterclass in Influencer Marketing [case study]
There have been books written on influencer marketing. Long and complex books. Books that talk about context, strategy, the buying cycle, monitoring, evaluation, ROI and much, much more. In this post, I’m going to save you the time of reading them* with one, powerful example.
Emily Leary is one of the very top parent bloggers in the UK. In the two and a half years since she launched A Mummy Too, she’s established herself as the go-to person for all things family and food.
On Tuesday, she received this tweet:
@AMummyToo Hi Emily. We just had a go at making your filo quiches! Perfect with our Rioja. What do you think? https://t.co/HA5pX0NAAx
— Ramón Bilbao Wine (@RamonBilbaoWine) December 9, 2014
Many (dare I say it, ‘most’) brands and organisations should take a long hard look at this and compare it to their own ham-fisted, impersonal and lazy approaches to contacting influential individuals. So what can we learn from this?
It’s Personal
It’s very clear that Ramon Bilbao did their research. They knew that Emily’s audience is the same as theirs, they identified that she is influential in her niche and they approached her on a one-to-one basis.
It’s Focused
Central to Ramon Bilbao’s approach, they read Emily’s blog. They spent time investigating her content to find a link between meals for families and red wine! To their detriment, too many brands skip this step.
It’s Original
The use of Vine in the outreach is not something I’ve seen before. This sort of thing normally takes place through email or a tweet. Which is fine. But Ramon Bilbao grabbed attention by doing something different using a different medium.
It Goes The Extra Mile
The fact that the brand went to the effort of actually making one of Emily’s recipes to pair it with the product is outstanding. It tells Emily that they really value her as a potential partner and would love to work with her. It’s what makes this example of influencer engagement so special.
There’s No Hard Sell
No email saying ‘try our wine’. No ‘we’ll send you a bottle if you do XYZ’. A gentle, personal approach that resulted in offering a bottle of wine “if you’d like to try it” only after Emily had responded to the tweet to say thank you. Spot on.
In summary, Ramon Bilbao’s approach made Emily feel valued. And for someone like Emily, who I know gets approached on a pretty much daily basis by brands wanting to work with her, that’s quite some achievement. Kudos.
* I jest. The book Influence Marketing by Danny Brown and Sam Fiorella is a must-read if you’re serious about influencer engagement.
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Posted by Paul Sutton
