Whether your brand needs help with product launches, or keeping items from getting delisted, Collective Bias' new white paper breaks down the roles of social influencers in shopper marketing. Get your FREE copy: http://hubs.ly/H04MWLB0

1. The Role of
Influencers in
Shopper
Marketing
Social influencers are the best tool to have in your shopper marketing
toolbox. From launching new products to attracting new audiences, the
number of roles they can play along the path to purchase is truly effective.
Ready to make an impact?

2. Influencer marketing. Influencer marketing. Influencer marketing.
The phrase saw a massive uptick in searches in 2015 because of
its role in disrupting advertising, shaking up creative agencies
and causing brands, PR agencies and everyone in between to
jump in the fray to get their piece of the reported $6.85 made
in revenue per dollar invested. Studies have shown that 92
percent of consumers trust recommendations from other
people – even ones they don’t know- over branded content.
Social influencers are the bridge between branded content and
today’s hyper-connected, advertisement-shunning consumers.
Want to make the jump?
Influencer
Marketing
2

3. As much as 85 percent of new product launches in the CPG
category fail each year, according to Nielsen. That percentage
creeps even higher for the general market. With such a staggering
failure rate, how are brands to overcome this? Utilize
influencer-crafted content showcasing the new products and how
everyday people use them. Consumers are more motivated to try
new products when they can see how people like them are using
the products to make their lives better, easier, more entertaining, etc.
A shopper is as a shopper does.
New Product
Launches
one
Eureka partnered with Collective Bias to help spread the word about
Eureka Brushroll Clean, their new self-cleaning brushroll product, the
first of its kind for the vacuum industry. Eureka utilized influencers to
share those “OMG this technology is life changing” moments with their
audiences. Influencers encouraged their audience to drop the scissors
and stop manually cutting the hair and tangled debris out of their
brushroll. Influencers showed before and after shots, compared this
vacuum to their previous vacuum, and shared their overall excitement
about how they are now #CleaningUntangled.
#CleaningUntangled
Campaign
Eureka
Partner
Tonya of tonyastaab.com
Influencer
3

4. Everyone wants their products to stand out amongst competitors on
a crowded shelf, especially in utilitarian categories. When we inspire
consumers to use a product in more than one way, the need to buy
more product increases and we then see sales increase. Influencers
are champions at creating new usage occasions for products without
it being too outlandish for their followers to actually try.
New Usage
Occasions
two
Take Chobani for example: When the brand wanted to stand out
amongst competitors at Kroger’s Family of Stores, they activated a
Shopper Social Media campaign to incite new usage occasions for
consumers. The campaign focused on “Smoothie Week” with social
influencers being challenged to come up with new and creative
smoothie recipes using various flavors of Chobani Greek Yogurt and
fresh fruit from Kroger Family of Stores. Through the influencer’s
unique recipes and mouthwatering photography content, Chobani
Greek Yogurt products became much more than just yogurt in a
cup - it was the hero ingredient for a massive range of healthy
smoothie options. The campaign resulted in over 33K engagements
from 22 blog posts and a 2.4x mROI for the brand.
Talk about a smooth idea.
Chobani
Partner
Kroger Family of Stores
Partner
Influencer
saltycanary.com
4

5. download the whitepaper
Ready to learn more?
Social influencers are the best tool to have
in your shopper marketing toolbox. From
launching new products to attracting new
audiences, the number of roles they can play
along the path to purchase is truly effective.
Ready to make an impact?