The triumph of influencer relations: Why brands should rely on influencers
We are in the middle of summer and with it came countless sporting activities and events - such as the European Championships in your Germany or the Olympic Games in Paris - that can be perfectly utilized for influencer marketing. Influencers are not only digital opinion leaders, but also have the power to connect brands with their target group in an authentic and appealing way.
Building on trust: Influencers as like-minded people
Influencers have often built up relationships with their followers over many years and enjoy their trust. By working with the right influencers, brands can create a direct and authentic connection with their target audience. In an age where consumers value genuine relationships and personal recommendations, this connection is priceless.
Masters of storytelling
Influencers are true masters of storytelling. They know how to create engaging content that informs, entertains and inspires. Sporting events and activities offer an ideal opportunity to bring such stories to life. Through collaborations, brands can become part of these stories and present their messages in a way that is relevant and engaging for the target audience. Authentic storytelling sparks consumer interest and encourages long-term loyalty.
Measurable success and ROI
One of the many benefits of influencer marketing specifically is that influencers can help brands achieve impressive results at every stage of the funnel. Influencer marketing offers the ability to accurately measure results and determine ROI. By incorporating influencers into full funnel strategies, brands can gain more trust with their target audience at every level.
Influencer marketing offers the opportunity to accurately measure results and determine ROI. 45% of 16 to 34-year-olds in Germany have already purchased products promoted by a social media personality. Through targeted tracking of sales, conversions and engagement, companies can understand the effectiveness of their campaigns and adapt their strategies to maximise results.
Targeting specific groups in sport
Sports influencers have a particularly engaged and active follower base. They can help brands reach specific target groups interested in sports - be it through the promotion of sports equipment, fitness programmes or sporting events. Sports collaborations also offer the opportunity to create dynamic and energetic content that inspires the target group.
B2B influencers: appeal to experts
Influencer collaborations can also be extremely valuable in the B2B sector. Companies from different industries can benefit greatly from working with industry experts and opinion leaders. These B2B influencers often have in-depth expertise and a high level of credibility within their fields. For example, tech companies could work with renowned IT experts or consultants to promote their products and services in an authentic and informed way. B2B influencers help to communicate complex information in an understandable and appealing way, which is particularly beneficial in industries with products that require explanation. They also strengthen the brand's positioning as a trustworthy partner in the respective industry. By involving these experts, companies can not only increase their reach and credibility, but also gain valuable insights and feedback from the industry that help to optimise their products and services.
Case study: Google Search ‘Year in Search’
At PIABO, we developed a creative campaign to raise awareness of Google Search and ‘Year in Search’. With four food and cookery influencers, we created content that was shared across platforms on YouTube, Instagram and TikTok. The result was increased reach and awareness of Google Search.
Integration into other digital channels
Influencer marketing can be seamlessly integrated into other digital channels such as social media, content marketing and e-commerce. This integration allows brands to spread their messages across different channels and build a consistent presence.
Case study: Lieferando Pride campaign
One highlight is the Lieferando Pride campaign, in which we supported a major Pride campaign centred around the ‘Hör’ ich da Lieferando’ campaign in the areas of influencer marketing, PR and event management. The Drag Outfit Design Contest combined fashion, food and pride and was not only a tribute to the LGBTQAI+ community, but also a showcase for creative talent.
How PIABO can guide you through the creator economy
Our data intelligence team collects specific target group data to find the right influencers. Our influencer relations team develops customised strategies that are tailored to your KPIs and budget targets. From approaching influencers to the entire campaign handling including content conception, monitoring and reporting - we support you in generating successful influencer activations.
Make this summer sporty and use the power of influencers to take your brand to the next level - whether in the B2C or B2B sector!
Endless integration possibilities for your brand
Influencers come in all shapes and sizes, from nano-influencers with a few thousand followers to mega-influencers with a community of millions. This diversity allows companies to find influencers that fit their target audience and share their interests and preferences. By working with a variety of influencers, brands can maximise their reach and target different potential customers.
At PIABO, we developed a creative campaign and handled the full execution of the campaign to increase awareness of Google Search and specifically Year in Search. We worked with four food and cookery influencers to map Google searches for ‘food’ in 2023. To increase engagement and excitement, the influencers nominated other creators to take part in the challenge. The results spoke for themselves: not only did we reach a new audience to raise awareness of Google search in general, we also ended up generating creative content pieces across platforms via YouTube, Instagram and TikTok.
Another benefit is that influencer marketing can be seamlessly integrated into other digital channels, such as various social media channels, content marketing and e-commerce. This integration allows brands to spread their messages across different channels and build a consistent presence. In addition, influencer marketing campaigns can often act as a catalyst for other marketing activities, such as events, PR and influencer events.
A wonderful example of such an integrative communication measure is the Lieferando Pride campaign that we implemented at PIABO. We supported Lieferando with a major Pride campaign centred around the ‘Hör’ ich da Lieferando’ campaign in the areas of influencer marketing, PR and event management. The highlight was the Drag Outfit Design Contest, where fashion, food and pride were combined. It was not only a tribute to the LGBTQAI+ community, but also a showcase for creative talent.
How can PIABO guide you successfully through the creator economy?
Overall, investing in influencer relations is a worthwhile strategy for large brands and start-ups in various industries. Through targeted collaboration with influencers, companies can not only increase their reach and awareness, but also strengthen the trust and loyalty of their target group and ultimately demonstrably increase their sales.
The data intelligence team at PIABO enables us to use our tools to collect data on specific target groups, which helps us to research the right influencers. The Influencer Realisations team can use this data to draw up a strategic plan on how the integration of influencer relations can be a successful investment for your company - tailored and adapted to KPIs and budget targets. In general, we see ourselves as a partner in crime here - we provide support from sourcing and approaching influencers to the entire handling of the campaign, including content conception and support, monitoring and ultimately reporting. In this way, we generate targeted and successful influencer activations based on strategic groundwork. The creator economy is evolving daily and therefore offers endless possibilities. As a company, it makes sense to join the success train and invest in influencer relations.
If you would like to know how we can integrate influencer relations into your communication strategy, email Tida at tida.dossantos@piabo.net or connect with her on LinkedIn.
