Killer campaigns for you to steal!
It always works and gives shoppers a feeling of opening the box themselves. The excitement and happiness from receiving something new should be apparent and the influencer should mention specific features of the product. Obviously, this type of content works best as a video.
Giveaways work in pretty much all forms – simply because shoppers like free stuff, especially if they don’t have to work hard to participate. Having said that, you don’t want to make it too easy, as you will surely get many reactions which are not relevant for you in the first place. Let the influencer ask their audience a question. The answer must then be found on your site. For instance; “When did Brand X make their first collection?” (it goes without saying that the answer must be somewhere under the “About us” section). Remember! don’t be greedy with the prize! Show the world that you care about your influencer and their audience.
The influencers show a diversity of items together then highlight the brand’s product. For instance, if the product is a bag then show what they carry around in their bag during a day and involve their audience in their everyday life. Making the content less “polished”.
If the brand is in the food category it has good effect to highlight the specific product as part of something finished. E.g. cream becomes part of a finished cake, a herb-juice becomes part of a cocktail etc. Try to make the product part of a desired end-goal.
Brand feature for a shopper persona
If the product appeals to a specific persona then make the product features known by promoting them through the influencer. For instance, moms would react positive to “baby-safe” products, vegans will be triggered by sustainable and meat-free products etc. Make sure the audience of the influencer also share the same interests and preferences.
The influencers create content when trying on or out the product for the first time. Details about features and benefits of the product and brand values should be in the description section. If it is video content the features can be highlighted in the video of course. The influencer must show enthusiasm for the product or service.
Shoppers seem to react positively to consistency and having something delivered when they expect it. For instance, you could do a “Friday outfit suggestion” (every Friday obviously). “Monday office joke” (yes humor works and gets your brand on the radar). “Wednesday fish-dish” or “Sunday chill-tune”. The idea is that you create a weekly expectation through your influencer and will stay top-of-mind with their audience.
In some cases, influencers might have already purchased the brand’s products, even before they work with the brand. In such case, the influencer will have solid experience with the product, and it will also highlight the product’s durability, e.g. a pair of jeans which only get better with time. It is more authentic and works well both as video and static content.
Sustainability seems to be the next big thing. Make sure your influencers scream it to the World if your brand has sustainability in its DNA. Use images and content which is close to nature and mention the positive impact your brand has on our planet.
The “odd” size
Show the product on different body types (that are not necessarily skinny) to show how it looks in real life. Don’t always use “run-way” like models, as you are moving away from authenticity, and audiences will notice this straight away. It’s a very delicate balance of course as you also want to inspire and show your products from the best possible “angle”. Do some tests on when you get the best engagement rates, and scale up once you have your results in.
Get virality going
Create a hype around the product. Let influencers post pictures with the product on at different events such as fashion week, music events, traveling etc. with a specific hashtag. Let the influencers encourage their followers to use the same hashtag as well, thus creating a hype around it.
Behind the scenes
Audiences love behind the scenes access. Invite your best brand ambassadors to a photo-shoot, to get a glimpse of the design process or pre-launch sneak peek. You could even consider using the influencer as the model in a photoshoot to give it even more authenticity.
Give the influencers some space for creativity. Perhaps if the brand has a shop let the influencers pick the items and let them create the post without directing them too much. Agree with the influencer if you want to approve the post beforehand.
Make the influencer post with someone else (mom-child, BF-GF, dad-son) wearing similar outfits in color or pattern. Both of the products should be from the same brand, and you can even consider a price-combo.
Who wore it better?
Let influencers ask a friend to put on the same clothing and ask the audience who wore it better. This way the audience will be activated as well and might get inspired to try the same outfit to see if they can get to the same result themselves. Usually, high engagement works well!
Product in action
Put the brand’s product into a context to show the features of it. For example, if it is a pair of running shoes the influencers should make content while doing sports in the shoes and talking about the benefits of the product.
Let influencers show how they personalized the product either through the brand or made by themselves. It also encourages people to be creative, and the influencer could encourage their audience to show how they have personalized their own styles.
Find places that match with the clothing pieces visually. E.g. geometric patterns or matching colors, making Instagram’s true nature come to life (sharing good visual content).
Scandinavian design in the spotlight
Challenge influencers to get inspired by other industries’ Scandinavian designs (architecture, art, furniture etc.) and make them pair it with a brand’s styles. Creating some context and creative content. If Scandinavian design is not your thing, you can of course use something else which is close to your brand.
Before and after
Always works really well, especially because it usually answers the big question on all of our lips “does that product really work, and how?” It makes it really clear what the brand and product benefits are.
Never fails to activate shoppers, especially if they are already far down the conversion funnel and just need the final push over the edge. Downside is that creativity is lost and there are limits to how engaging the content can get. Make the discount look exclusive – e.g. by only offering it to the followers of your influencers.
You’re offering something which has high perceived value either for free or at a good discount. “Buy 3, pay for 2”, or “Get a pair of sneaks for Mom and a free pair for her child”. The key here is that you are offering something which is hard to resist.
At least 25% of shoppers abandon their shopping carts because of unexpected shipping cost. Give out free shipping through your influencers to avoid cart abandonment.
Loyalty & membership
The audience has to make an initial purchase to become a member of an exclusive club. Consider giving away free gifts, sample products etc. to loyal members, and advertise this through influencers.
Let influencers create a story on Instagram and have the scroll up call-to-action at the bottom to redirect people to the web shop (requires a minimum of followers). This is a very effective way of activating shoppers whilst they are in the right mindset.
The faster you push your shoppers through the funnel, the higher the chance of them converting. It’s sad but true! This why Amazon have their “one-click checkout”, credit cards now have contact-less payment etc. Don’t make shoppers think too much about the choice they are about to make, as they might reconsider. Use influencers to create a sense of urgency, e.g. “Buy before midnight and get an extra pair of socks with your shoes”, or “The faster you act the higher the discount”. The point simply is to activate shoppers now when they are in their buying-mindset.
The influencer shows how he/she is shopping either online or in the shop explaining his or her buying journey, whilst talking about the products and their features.
Shoppers like special treatment and getting exclusive access to “hard-to-get” products. Therefore, offer limited edition products to the influencer’s audience, such as limited-edition packaging, t-shirts that are only made in 100 pcs etc. Make their audience feel special and generate loyalty for your brand.
Never forget the seasons of your business. Are you a toy brand, then make Christmas big, a jewelry store, then Valentine’s is your thing. And in these days, it is almost impossible to get around Black Friday, Cyber Monday, Singles Day etc. Get in and get tactical!
Discount on future shopping
Shop over a specific amount and get x% off at the next purchase. Make this available only to the influencers’ followers to make them feel more special – meaning you will convert them to become very loyal customers.
A simple yet effective use of content. Connect the influencer’s post to the web shop through a link, making a direct connection between the product and purchase intent.
Gift with purchase
Shoppers love free stuff or what we call “added value”. They feel they are getting something of high value, or something they would have to spend money on anyways. Best effect is gained if you offer a GWP which is related to the “main product”, for instance of you sell shoes, give away shoe polish or shoelaces.
If it is relevant to the brand, customers could trade in their old items to get a discount on a new purchase. This would require the help of the influencers to show their audience how it works, and to inspire with their own items they want to trade in.
Let influencers get a product a few weeks before it hits the shelves, and let their audience place pre-orders. Making them some of the first to get their hands on it.
Product starter kit
Let influencers put together a customized product kit for an event or trip. This could be a birthday-kit, festival-kit, beach-kit and so on. It is important that the influencer gets some creative freedom in terms of which products are chosen, so the background to why these choices have been made will be more trustworthy.
You cannot get around competitions. The influencers’ task in this campaign is to let their audience know about the competition and prize. Try to make the audience engage as much as possible – e.g. ask a question which can only be answered by searching your web shop. This usually results in sales.
10 days trial
Let influencers advertise that shoppers can get a X day trial on a product (has to fit the category). If they like it, they get to pay and keep it, otherwise return it. You would be surprised how many choose to keep it.
Donate to charity
Let the influencer choose a charity organization they would like to support and let them explain why they have made that choice. The choice should ideally fit your brand’s values. A fixed percentage of all sales within a given period will be given to the charity (and make a story around that as well). You can also consider limiting it to one collection or style.
If you work with popular influencers you can consider them writing a personal message to the first X amount of sales. This gives some “star quality” flavor to your campaign, and also creates a sense of urgency – since only the next X sales will get the personal message.
Every lucky 15th buyer that shopped through the influencer link will get a min of x% off. This mechanic can obviously be very different if needed, but the important part is that every X shopper can be the lucky one.