At this stage, the KOL's commitment to the company and compliance with the stipulations is made clear. This includes promoting the product, events, and providing information about the brand.
Assessment
Conducting an evaluation of the goals achieved, as well as the aspects to be improved, are necessary tasks in any public relations and marketing process. To measure the influence of the KOL on its audience, maps are usually used.
It has already been made clear how to choose an opinion leader, but it is also important to know where to find one. This is a relatively easy task, since one way to achieve it is to go to YouTube, locate the keyword related to your product or service and proceed to search the different accounts for the search results.
Another alternative is to use Instagram and search among the hashtags for that opinion leader who specializes in the target market you are looking for.
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To illustrate the power that influencers have in the marketing strategy of large manufacturing email list and small companies, we have compiled a list of ten effective campaigns driven by opinion leaders.
Ribena
Ribena is a beverage brand that created a pop-up café and, with the help of artist Alex Lucas, managed to attract fans. This brand managed to take advantage of the mandala trend and invited its visitors to color a mosaic.
They partnered with Giovanna Fletcher, a TV personality and a well-known blogger; the Confetti Crowd group on Instagram, who advocate for female empowerment; and 30 micro-influencers also from Instagram . They were all in charge of developing content that they shared with their audience.
With this action, they managed to generate 120 pieces of content, attract 66 thousand visitors, as well as a 10% increase in brand perception and 6% in sales due to the use of this influencer marketing campaign.
TaylorMade Golf
The company's mission was to produce the best golf products in the world. It was supported by professional golfers Justin Rose, Sergio Garcia, Darren Clarke, Dustin Johnson and Jason Day, among others.
The strategy consisted of combining long-form articles with short-form content published on social media, which resulted in the production of fresh and interesting content that managed to boost page traffic.
TaylorMade managed to triple the amount of time its audience spent on its website.
Birchbox
Birchbox is a beauty subscription service that provides beauty products that change monthly. It partnered with Cupcakes and Cashmere blogger and influencer Emily Schuman, who has over 382 thousand followers on Instagram.
