Influencer Marketing: The growing trend in PR

As you can probably recall from my last post, I am fascinated by influencer marketing. The power and reach of social media never ceases to amaze me, which is why I’ve decided to go a little more in depth while we’re on topic

I think it’s important to first define/explain influencer marketing just so we’re all on the same page and have a basic understanding of it. At its core, influencer marketing is when companies work with social media leaders (those with a valuable following and the potential to influence their followers) to help spread their message. By “valuable” following, I mean an audience that is relevant to the company. For example, a makeup brand like ColourPop might collaborate with a beauty/makeup blogger because their following would align with ColourPop’s target audience.

I think influencer marketing is a great addition to PR practices because it can be especially effective when trying to reach millennials or people that are familiar with social media (specifically those who look to social media for help in the decision making process)

Just a few weeks ago I came across a brilliant campaign by Dolce & Gabbana. They had approximately 20 millennial social media influencers walk the runway in Milan. This generated a lot of buzz on social media because Dolce & Gabbana used the hashtag:  #DGMillennials. The hashtag was also shared by the influencers walking the runway, spreading the word to millions of followers. What this millennial-centered show did was take an out of reach brand (because it’s expensive and not very budget friendly), like Dolce & Gabbana, and make it relatable to millennials and their interests. They made a connection with their target audience, by incorporating what is part of their lifestyle: social media.

I’ve provided a link to Dolce & Gabbana’s page where you will find a brief background on a few of the millennial influencers:

http://www.dolcegabbana.com/discover/dolce-gabbana-ss17-mens-fashion-show-millennials-celebrities/

Below is an image of Cameron Dallas (social media royalty, hence the crown)  with more than 18 million followers on Instagram, leading the rest of the millennials at the Dolce & Gabbana fashion show.

screen-shot-2017-02-14-at-11-26-55-pm

Lastly, here is a link to Dolce & Gabbana’s website, where you can see photos of all the millennials who participated in the runway:

http://www.dolcegabbana.com/man/fashion-show/fall-winter-2017-18/catwalk/

Until next time ❤

-Giselle Adriana

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2 comments

  1. I also think influencer marketing is really cool because it has something that companies are only now beginning to realize the value of. Connecting with influencers is a great way for companies to reach new demographics and establish a youthful, cool image for its brand.

    Liked by 1 person

  2. margaretheck · April 17

    This campaign was very interesting to read about! It’s so smart of Dolce & Gabbana to take advantage of social media and how much millennials love it. It’s a great example of what to do to reach younger people!

    Like

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