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The Million Dollar Dilemma

The Million Dollar Dilemma

We’re all wondering: are mega influencers really the answer? With more than 113 million followers, Kylie Jenner is the most famous and expensive mega influencer on Instagram. But is the price of $1.000.000 per post a lucrative deal?

Sure, she’s a super successful woman. She has a ton of followers and probably the widest influence in the world. But is she really the holy grail of marketing, or is there a cheaper way to get the same or potentially better results?

We think there is.

Let’s talk about engagement rate for a second. This is the percentage of followers who interact with the content and shows an interest in the post. Teami Blend recently paid Kylie 1 million dollars to post a single picture of their drinking bottle. The post got a 3.0% engagement rate, which is 4.000.000 likes and comments. That’s a lot of people engaging with the post. But we believe it’s possible to reach the same exact segment with better engagement and higher authenticity.

Micro influencers are typically people with less than 5.000 followers who have an average engagement rate of…. wait for it – between 5 – 18.3% (influencermarketinghub). So, not only are micro influencers much cheaper to work with, they also get more engagement.

This means that it’s possible to get the same reach (113 million people) with higher authenticity and more personal diversity as Kylie Jenner with 8.000 micro influencers followed by 5.000 people on average. At Brandheroes, a price for an influencer post is €90, which means you can make the same campaign with micro influencers as Kylie for only $828.800. That’s 17.12% cheaper, and you would end up with 8.000 posts of high-quality content to use later on.

Wait, there is more: the 8.000 influencers would actually also buy your bottles – so you better stock up on all the goodness 🙂

Think about it. It’s food for thought.

The Simple Man

The Simple Man

Men are generally the hardest to communicate skincare and grooming products for, but the solution is simple.

When it comes to grooming products, it’s very important to dedicate products to them alone. The market has seen a growth in specific male grooming products by 37% since 2010. That’s because men have fallen in love with the packaging experience that talks directly to them-simple and masculine.

Skincare firm Kiehl’s know that one-third of their customers are males. So, they’ve tailor-made a part of their store for men – free from roses and pink mirrors.

Danish BeautéPacifiquehavealso fueled their men’s skincare with an all-black packaging that will much more likely be shareable to men on social media.

What can we learn from that? Play with raw textures and dark colors. Spark masculinity into products, men can be sensitive about.

Fabergé Dinner

Fabergé Dinner

The Danish home décor company Juna has transformed the famous Russian Fabergé eggs on their newest Easter tablecloths for a super shareable Easter dinner.

In the mid 1800, the Russian Emperor was married to Princess Dagmar of Denmark – whom he gave jeweled silver eggs for décor.

These eggs are truly an Easter staple for many in Europe to signify wealth and love.

Juna now offers this special Fabergé tablecloth and have together with Brandheroes presented the world for the ultimate Easter dinner table to Instagram.

See for yourself how this cloth makes the difference.

Gifts With Purpose

Gifts With Purpose

The Body Shop Christmas calendar gift-set of 2017 made you step out of the comfort zone with daily tasks like “smile at the first person you see today”  

The Body Shop named their Christmas calendar “The 25-day game-changing advent-ure”. The goal of the calendar was to impact the world, around each consumer, by positive reminders to do good on a daily basis –together with a sample-sized product.

This is a brand-new take on the annual advent calendar, which all brands could be doing to stay on top of the demands. Introducing a daily “dare” to spread the Christmas spirit and become better at doing good towards others, will eventually create an emotional remembrance of the brand. By evoking an emotional reaction from the customer, the brand will create a much bigger and deeper impact toward a solid lasting relationship.

 

Find an emotional goal for your product. 

If you asked someone to name what The Body Shop is selling, they would most likely say ‘a good shampoo, a wonderful mask and maybe even a hand cream’. But is there more? By explicitly implanting their company purpose on packaging by positive encouragements and call-outs, The Body Shop brings their mission to life through thousands of people.

 

What is your purpose? Can you make it actionable? Can people join in? Then you can start a movement. Reach out for emotional connections with your customers, and see how much more your brand can do for people.

 

See for yourself how well this advent calendar made it, together with Brandheroes via the power of ONMI influencers HERE.

 

 

Break Open Your Product Launch

Break Open Your Product Launch

 

Chokolate

The Chocolate heart, which Kim Kardashian used to promote her new fragrance.

Its never been more fun to break a heart.

The queen of Instagram Kim Kardashian West has recently developed a new line of female fragrances, as a follow-up to her incredibly successful “KKW Beauty” line. At the launch, she shipped boxes out with giant chocolate hearts shaped as her new fragrance to celebrities and influencers.

The heart came with a hammer with a logo imprinted, which were meant to be smashed into the hard chocolate heart to reveal the fragrance that was hiding within the shell. This whole experience shipped to the influencers where so meaningful and fun that it generated many viral videos of people unboxing this product by Kim Kardashian herself.

This is experience marketing – with life and excitement. Chase your consumers with something spectacular, and wait for your great reaction like Kim Kardashian did.

Credit: “Kim Kardashian West, KKW Beauty”

What’s your brand’s intimacy potential?

What’s your brand’s intimacy potential?

The marketplace is constantly evolving and we see a change in how consumers interact, buy and use brands. One of the biggest indicators of purchase today is how we feel about a brand, and that’s why it has never been more important as a brand to be interacting, relatable and engaging in order to create long-time bonds with their consumers.

By incorporating micro influencers into your marketing strategy, you can meet consumers’ growing urge for intimacy. Micro influencers are great at creating relevant and trustworthy content that will strengthen the emotional connection between the consumers and your brand.

Likeable, relatable and shareable content.