How do you get the most out of wine influencer partnerships?
In most cases, we design influencer partnerships with the goal of attracting prospective consumers into our clients’ digital ecosystems. Creating and executing a campaign is only part of the process. If you really want to spike the results, here are some post-campaign recommendations.
Maintain a relationship with your influencer partner
Partnering with a social media influencer yields a multitude of benefits for a wine and spirits brand including one that might go unnoticed at first glance – ongoing relationships. Just because the campaign is over does not mean the relationship is over. Continue to engage with the influencer and reach their audienceby liking and commenting on their social channels to increase impressions. It maintains the association with your brand and keeps the door open for future partnerships. Your brand will gain reputation benefits among other influencers (potential future partners) by being in your partner’s inner circle.
Case study: After a campaign with the 100 Layer Cake blog, our client has continued to be mentioned on the blog, and therefore, continued to generate brand impressions and engage prospective consumers. It was the right influencer for the right wine, and vice versa.
Repurpose influencer content
Include reposting and linking back to influencer-published content in your editorial calendar. Repurpose materials that were already published, such as by re-posting photos in different social media channels, cropping photos for a new perspective, or editing text to match the season. Repurposing and re-imagining your new content makes the influencer investment even more worthwhile.
Utilize unused content
Make use of the assets created by the influencer partnership that may not have been used during the initial campaign run. A strategic influencer partnership plan has clear guidelines for asset creation and if your plan included extra deliverables beyond the campaign needs, incorporate them into your future editorial calendar. You chose a partner based on the brand fit and quality of the influencer work, so revel in the success of your selection and utilize those assets.
You bought it; you own it. Your campaign agreement should include a stipulation that all work, regardless of whether it is posted, is a “work made for hire.”
Prepare for the ripple effect
In some cases, influencers’ friends become a part of the campaign simply by being in their orbit. We have a winery client whose partner invited her influencer friends to an event at the winery. These influencers wrote unsponsored blogs about the experience and the brand was able to comment on these blogs to increase impressions. In other instances, influencers are so captivated by the campaign that they will write about your brand on their own. Expect this amplification and engage with the influencers who are the right fit by liking and commenting on their posts.
Case study: One of our clients partnered with over 60 influencers in 2018. As a result of their great reputation and product, many influencers hope to work with this brand – and they feature the brand in unsponsored posts in hopes of gaining that opportunity.
Strengthen your digital community
Liking and responding to the comments from the followers gained during the campaign will further cultivate trust with your new audience. Actively engage with your growing community because social media is, after all, social.
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