Influencer. Curator. Blogger. Instagrammer. Key Opinion Leader. No matter how we refer to them, we can all agree these individuals have captured a place at the marketing table.

According to a survey by Linqia, 92 percent of marketers who used influencer marketing in 2017 found it to be effective. And 55 percent said they’d spend between $25,000 — $100,000 on influencers this year. However, we all define the term differently.

At Padilla, we feel that influencer marketing encompasses all of the above folks — from KOLs (like chefs, registered dietitians, academics and physicians) and celebrities, all the way to social media influencers (like What’s Gaby Cookin and Cookie and Cake). We also believe that most companies tap them incorrectly, expecting them to simply parrot brand messages word-for-word, resulting in inauthenticity across the board.

Before diving into any influencer campaign (food, consumer, B2B — you name it), we like to ask ourselves and our clients a few questions:

  • What is the purpose of the campaign and what are you hoping to achieve?
  • Which creative umbrella will this live under?
  • Who is your target audience?
  • Where do influencers live on your target’s path-to-purchase?
  • How does this fit in your channel strategy?

If you’re not sure of the answers to these questions, we have a fantastic Research & Insights Team that can help you map this out before diving in!

In addition to our questioning phase, we also spend time on one of the most critical elements to this process: influencer mapping. We don’t simply pull names out of thin air. Padilla has a systematic approach that draws on multiple sources and tools, in order to identify the right individuals to represent your brand.

If you’re curious how this all plays out, check out our case study on our work for the Highbush Blueberry Council. Our efforts, which included an entire suite of influencers, helped generate 2.7 million video views, 57,000 social engagements and a 7.3 percent volume sales increase. 

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Looking for advice on the best way to approach influencer marketing, or which influencers would be the best fit for your company? Contact us!

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