At Tier3 Agency, we work extensively with clients to set up and run influencer marketing campaigns. If you are unfamiliar with the term, influencer marketing is essentially a marketing strategy where you leverage someones audience or network to drive sales or a call to action for a business. If you are active on Instagram and have ever came across a super fit person promoting a detox tea, then you have seen influencer marketing in action.
Influencer marketing is powerful because it leverages the perception of trust to eliminate concerns in the consumers mind when purchasing a product or service. It is so powerful, in fact, that celebrities have been paid hundreds of thousands of dollars for a SINGLE Instagram post.
McDonalds has became the newest case study for executing an influencer marketing campaign that has yielded some incredible results. The campaign was brilliant for a multitude of reasons.
- They used someone famous who made McDonald's “Cool”
- They pulled from “sneaker coulter”
- They added a SKU that doesn’t require new raw materials.
If you are unfamiliar with the campaign, you can check it out here.
The first aspect to this campaign that made it successful was that it is built around a celebrity artist, who really drives the “cool” factor for McDonalds. All of a sudden, you have a range of customers who are fans of Travis Scott, and can feel that much more connected to him by eating what he orders at McDonalds.
The other brilliant aspect to this campaign, was that you had people reselling the meal for an absurd amount of money, just like what people do with sneakers associated with celebrities. The rarity factor certainly plays a part here.
The final excellent component to this campaign is that it required zero additional work from McDonalds. Everything in the Travis Scott meal was already on the menu, they simply repackaged it. They needed to air a new commercial, but this true regardless of the promotion they are pushing at the time.
We don’t have the sales figures yet to see how financially successful this campaign has been, however, McDonalds has received millions of dollars in free advertising due to the collaboration.
Are you interested in learning how influencer marketing can take your business up a few tiers?
Book a discovery call with our team today to learn more!
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