Influencer Marketing

1. Influencer
Marketing
As Digital Trend
Influencer:Niki and Sammy
Instagram: https://www.instagram.com/nikinsammy/?hl=en
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Submitted By: Mansi Nareshkumar Israni
ID: 158068205
MKM (SAA)
Submitted To:
Professor Christopher Briggs
MKM 915
3rd November 2021

2. What is Influencer Marketing?
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• Influencer marketing is a digital trend or social media marketing that involves
product placement and endorsements from influencers or people and organizations
with known professional knowledge or social influence in their field.
• In other words, Influencer marketing is a combination of new and old marketing
tactics that uses the concept of celebrity endorsement into a modern
content-driven marketing campaign to promote the brand, product, or service.
• Influencers have the power to influence others' buying habits by posting sponsored
content on social media platforms like Instagram, YouTube, Snapchat, and other
websites.

3. 3
Influencer Marketing Metrics
"77% of purchasers
will act on buying a
product, after receiving
favourable comments
from an influencer."
"On average, 70% of buyers are more inclined
to make a purchase based on influencer ratings
or social media recommendations."
"90% of buyers trust
internet reviews as much
as they trust personal
suggestions."

4. 2
1
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Value of Influencer Marketing:
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By 2020, influencer
marketing is set to
reach the worth $10
billion.
65% of marketers are
planning on increasing
their budgets and are
willing to invest more in
influencer marketing.
89% of marketers feel
that ROI from
influencer marketing
is better than other
promoting activities.

5. Influencers have a greater rate of engagement with the general
public than celebrities. For example, Kylie Jenner has a massive fan
base, yet she has little effect on individuals. On the other hand, UK
influencers Niki and Sammy have made a strong impression on the
market with their #HereIAm campaign.
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Why is Influencer Marketing Effective?
● Advertising through influencers allows brands to promote themselves
through a niche audience following, which interacts and trusts them
regularly.
● Research has shown that the engagement rate with the audience
depends on the number of followers of the influencers. The higher the
followers, the higher is the engagement rate.
● Influencer marketing can significantly impact a brand or company if it
finds an appropriate influencer who shares the same value as the
brand or company.

6. Point Of View:
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● Influencer marketing, often known as 'word-of-mouth' marketing, focuses on employing
leaders with a strong social media presence to spread a brand's message to a larger
audience.
● Influencers on social media are typically Facebook, YouTube, or Instagram personalities.
Still, they may also be celebrities with a large following, such as Kim Kardashian, Kylie
Jenner, Ronaldo, and so on. They enhance a brand's visibility across the social media
market.
● Micro-influencers have an enormous potential to affect the behaviour of their niche
audiences. People following them regularly engage with them and admire them a lot,
making them a great tool to influence the consumer's behaviour.
● Influencers have benefited from the pandemic, which has also favoured digital marketing
to the point that individuals now solely rely on digital and online trends, as well as
influencer ratings and comments.
● With this, influencers can work from home and are gaining confidence for using social
media in much more effective ways, as it has become their home lifestyle. It's reasonable
to conclude that these tendencies aren't going away anytime soon and will continue to
exist as long as the internet does.

7. Pedigree
Influencer: Kristyn Cole
“Buy a Bag Give a Bowl.”
Marketing Campaign.
A strategy inspired by the company's altruistic
goal of providing food to needy dogs at animal
shelters for every bag of dog food sold.
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8. 8
About Campaign:
Pedigree's goal was to humanize the company, so they
launched to buy a bag, give a bowl campaign, give food to
homeless dogs, and treat them nicely.
PEDIGREE SLOGAN:
WE’RE FOR DOGS.
THEME:
BUY A BAG GIVE A BOWL.
CAMPAIGN:
To assist a nationwide effort, the company launched the "Buy a Bag,
Give a Bowl" campaign, which was expanded with the help of
influencers. Influencers pushed the campaign on social media
through blog pieces and video material.
Influencers like Kristyn Cole promoted the campaign on Instagram by
posting heartfelt tales about their dogs to elicit emotional responses
from their followers. They urged their followers to buy a bag of
Pedigree from Sam's Club since the company would provide a bowl of
food to a shelter dog for every bag purchased.
IMPACT:
Pedigree's overall media value increased by 1.3
times due to the campaign, which generated more
than 43 million impressions and 62,800+ content
views. Pedigree received 9,300 blog page
interactions. The brand was able to achieve its
campaign's objectives by appealing to customers'
emotions and responsible character.

9. 9
Thank You!

10. References:
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What is influencer marketing: How to develop your strategy. Sprout Social. (2021, September 21). Retrieved
November 4, 2021, from https://sproutsocial.com/insights/influencer-marketing/
Influencer marketing: A comprehensive piece about influencer marketing. Influencer Marketing: A Comprehensive
Piece about Influencer Marketing. (2019, September 30). Retrieved November 4, 2021, from
https://www.markigence.com/blog/influencer-marketing/
Nisbet, L. (2019, January 17). 5 influencer marketing campaigns that got it just right. Inbound Marketing Agency.
Retrieved November 4, 2021, from
https://www.responsiveinboundmarketing.com/blog/5-influencer-marketing-campaigns-that-got-it-just-right
Influencer marketing in 2021: Strategies + examples. The BigCommerce Blog. (2021, October 11). Retrieved
November 4, 2021, from
https://www.bigcommerce.com/blog/influencer-marketing/#how-to-build-an-influencer-marketing-strategy