If you have a big marketing budget and can allocate substantially to influencer marketing, you can strategically plan your campaigns to maximize the results over the long term than a single spike in traction. Here are some tips:
1. Don’t skimp on your goals
A large budget means more accountability to justify your spending on influencer marketing. So before you start contacting big influencers, take two steps back and outline your goals. Look over your analytics, and see which platforms are performing best for you. And set up a cross-functional meeting with customer success, sales, and product to anticipate the scope of the campaign and what you’re trying to achieve.
Instead of setting far-fetched, vague goals like “blow up the internet”, see what matters most to you—is it reaching a specific audience segment based on their ticket size or a new offering you’re launching? Based on this set of precise key performance indicators (KPIs), look at your historical data and forecast the expected results to set realistic goals.
2. Be picky about your influencer
Your campaign’s objective and goals should define the influencer you pick instead of going with the influencer with the biggest following on social media. Start by defining some parameters that best describe the influencers for your campaign to narrow down your search and pick the closest fit.
Dior’s award-winning campaign, 67 Shades of Dior, which celebrated the launch of its Forever foundation that blended 67 unique shades of foundation, partnered with 67 influencers to celebrate the diversity of the product, where they shared the content on their channels for 67 days consecutively.
Some of their criteria for choosing influencers apart from engagement and follower cash app database levels included meeting authenticity tests, being in specific consumer territories, having audiences interested in beauty, and creating high-quality beauty-related content that the brand could share on their channels.
Dior's 67 Shades Campaign | Gallery of beauty influencers
Thus, planning the campaign and then carefully cherry-picking influencers that best suit its objectives and intended results is essential.
3. Get creative
With a large budget, you can move beyond the standard product endorsements and explore unique experiences that align well with your brand’s identity and values. The idea is to craft a memorable experience that strikes the right chord with your audience, creates a lasting impression that builds brand equity and gets you results long after the campaign starts wearing out.
For example, Tarte Cosmetics takes influencers on overseas trips sponsoring their stay right from the flight in business class to stays in 5-star resorts. Influencers have access to all products, even those that aren’t available to the public yet. Thus maintaining exclusivity and compelling the influencers’ audiences to follow along with the journey. Their recent trip to Dubai was shared on TikTok with the hashtag #tartedubaitrip. It generated over two million views and has been a hot topic of discussion on social media, like each of their 20 influencer trips.