For my marketing class I choose a firm that is using creative influencer marketing in a creative way that stands out from other companies.

1. Crushing It!
Marissa Capone

2. Influencer Marketing
 What is it?
 a type of marketing strategies that firms use to build
relationships with people who have influence over a
target audience of potential buyers
 Who is an influencer?
 Could be celebrities, bloggers, athletes, or anyone who
has the ability to impact the way people think

3. Influencer Marketing
 Why influencer marketing?
 Social media is one of the biggest opportunities companies
have to market their brand to a large audience
 Influencers have a lot of followers/views and are able to
inform them on products & ideas
 Influencers are hired to talk about certain products or just to
be seen wearing or supporting the brand
 Where can it be seen?
 Social media (YouTube, Snapchat, Instagram)

4. How to Crush it!
 Partner with influencers who understand your brand
 Quality over quantity
 Include tracking tags

5. CESAR AD
https://www.youtube.com/watch?v=n_z-ayFP1Uw

6. Cesar #Twinning: The sweater collection
designed by dogs
 During Christmas time Cesar wanted a way to make family dogs
more involved during the holidays.
 The company came up with a way that dogs can create sweaters for
themselves and their owners
 Sweater Color  Determined by dogs speed
 Sweater Icon Design  Determines by number of wags per minute
 Sweater Pattern Determined by the path dogs took through ball
pit
 Sweater stitching on arm  Determined by the sound waves of the
dogs bark
 Sweaters additional color  determined by the dogs high jump

7. Taking it a step further…
 Cesar started their campaign by creating a video on how their
product works.
 By actually watching the dogs go through every step into
creating their sweaters makes customers more connected to
the product
 Cesar then took the campaign over to social media and created
the hashtag #Twinning
 Allows every dog owner to engage with Cesar and share
pictures of them twinning with
their dogs and also their stories

8. Influencers: Clinton Kelly and Mary
 Clinton Kelly was first known for his show What Not To
Wear followed by hosting the TV show The Chew
 Cesar teamed up with Clinton Kelly and his Jack Russell
Terrier, Mary, to spread the word of the campaign.
 Clinton was the perfect influencer to partner with because
he cares deeply about his dog Mary and often includes her
in many of his posts on Instagram
 (which many people see which is also a great plus and
gets the word out!)

9. Picture Clinton Posted to his Instagram

10. Clinton Kelly and Mary
 Clinton Kelly was first known
for his show “What Not To Wear”,
which he even referenced in his
caption on his Instagram picture of
him and Mary in the Cesar
matching sweaters.
 He wrote “At one point Mary and I might have said these
#TWINNING sweaters were what not to wear, but now they're
the perfect addition to any holiday party”
 He engages with his fans who are familiar with his past TV show
and also engages with anyone who is a dog owner or even a dog
lover!

11. How Cesar Crushed it!
 Partner with influencers who understand your brand
 Clinton was the perfect person to partner with for this type of
advertisement. In his show he always gave fashion advice and kept up
with the newest trends. In his caption he approved of this Twinning
Trend and encouraged people to enter a contest to win.
 Quality over quantity
 Clinton may not have millions of followers on Instagram but his fan base
is loyal and most likely into fashion and creativity, which is what Cesar’s
campaign is all about
 Include tracking tags
 By including a hashtag, Cesar can easily see all of the posts that people
have posted wearing the sweaters and participating in the campaign

12. More influencers

13. Even Dogs!!

14. Cesar's Challenges
 Main challenge was getting the
technology right for the obstacle
Course the dogs ran through
while designing their sweater
 Part of the course was to see what path the dogs were taking through
the ball pit to determine the sweaters pattern
 To keep up with them and find out which exact balls they went
through, Cesar’s technology crew came up with the idea that the balls
would light up when activated, allowing to easily see the path.
 Caesar also had to make sure they were partnering with the right
person to help them spread the word,

15. Benefits resulting from #Twinning
 Cesar paired with with coveted canines,
which is a non profit organization that
help dogs who are at high risk of being
euthanized and those who are being abused
 Cesar held a holiday portrait pop-up with
Coveted Canines where gust can come
in their matching sweaters and get a free custom holiday card
 When guests donated they could take home a Cesar twinning
sweater of their own

16. Sources
White Page:
 https://cdn2.hubspot.net/hubfs/476531/Influencer%20Marketing%20and%20Content%2
0Creation_whitepaper_Mitchell_Ripple.pdf
Additional Websites:
 https://www.campaignlive.co.uk/article/cesar-builds-studio-lets-dogs-design-jumpers-
christmas-campaign/1498164
 https://www.adweek.com/brand-marketing/dogs-can-now-design-holiday-sweaters-and-
the-high-tech-process-is-absolutely-adorable/
Instagram links:
 https://www.instagram.com/p/BpzTclyBBmO/
 https://www.instagram.com/p/BrpndmbgwAO/
 https://www.instagram.com/p/Brhy2_BA2p-/
 https://www.instagram.com/p/BralYpigAUp/
 https://www.instagram.com/p/BqLE9LqggCX/

17. THE END