Just take a look at Rudy Mancuso’s lofty froth of pompadour hair—and his 1.8 million YouTube subscribers—and you’ll understand why Axe Hair partnered with the social media sensation as an influencer to promote its men’s hair styling products.
Mancuso is one of 30 digital influencers that began creating and pumping out content last month with a message to guys that styling is not over-complicated and can be a simple skill once they settle on a look.
The influencers, known as the Axe Hair Creators, cross a wide range Axe Hair’s target demographics, including sports, music, epicurean, gaming, technology and comedy. Each day during March, a different influencer took over the Axe Instagram page to answer guys’ styling questions and explain why everyday styling is important. Other influencers included Josh Peck, Josh Elkin, Tyler Ward and Brodie Smith.
A digital content hub, Instagroom.com/StyleHacks, featured a three-step quiz for guys to figure out what style might be best for their hair type and offered video hacks on how to get it done.
Piyush Jain, vice president of Haircare at Unilever, talked to Chief Marketer about influencer marketing, finding the right match, measuring the effects and wrangling 30 social media stars.
CM: What was the goal of the program?
JAIN: To most guys, styling seems over-complicated, and they don’t want their friends to judge them for “trying too hard.” We are setting out to that prove that not only can every day styling be easy, it can impact your confidence and make you more interesting. We believe there is no one better to help us spread the message about how easy, yet rewarding, daily styling can be than the 30 AXE Hair Creators who guys are already following and looking up to.
CM: How important are influencers as a marketing strategy?
JAIN: While our brands have been working with influencers for years (celebrities, social media stars, stylists), we’ve learned today’s 18-24 year old guy trusts influencers more than brands—and specifically those influencers that are in his top areas of interest.
CM: How do you select influencers?
JAIN: They were selected not only because they have great, relatable style, but also because they have unique talents within the areas guys are most passionate about.
CM: How do you measure the impact of these partnerships?
JAIN: One of our key objectives with this campaign is to change guys’ perception about daily hair styling. Success is progress against breaking down the barriers that are currently keeping guys from styling every day. We will not only look at quantitative measurements such as how the influencers’ content performed, but we will also look qualitatively at how guys have responded to the message in their ‘Instagrooms’ and other AXE social content.
CM: Were there challenges working with these 30 influencers?
JAIN: The AXE Hair Creators have received an overwhelmingly positive response since our launch. All 30 influencers are trusted brand partners who we believe embody what it means to have great, everyday style that inspires confidence—and their fans are responding to it.
CM: Are you also trying to also reach guys outside of the influencers’ fan bases?
JAIN: Outside of reaching our target through his top passion areas, we’ve also created tools and educational resources to help all guys find an easy, everyday style, including Instagroom.com/StyleHacks.
CM: As a marketer in a very crowded category, what keeps you up at night?
JAIN: AXE is always innovating and our products are evolving to match the needs and tastes of the modern guy. We’ve seen unprecedented growth in the men’s grooming category as men become more active and passionate about their styling and grooming routines. As the leader in men’s grooming, it’s our responsibility to champion all the ways guys can express themselves every day, including styling their hair.
Consumer trust in brand advertising continues to wane. The new marketing world is ruled by authenticity, transparency and credibility, which is why influencer marketing is gaining so much attention. Some 84% of marketers said they plan to launch at least one influencer campaign within the next 12 months, according to Inc. Indeed, the most credible advertising comes straight from the people we know and trust.
So how do you effectively work with influencers in an increasingly skeptical culture? Here are five key considerations:
1. Credibility Matters No matter how many followers a so-called expert has, know who you are dealing with. Are they a professional or some unknown who has risen to social fame without a proven history? There are stories of influencers who manipulate their metrics and use services to accrue fake followers. Successful influencers understand what their audience needs and truly earn their followers. And their followers respect them because they add value to their lives. To be effective, influencers must be perceived as independent, as authentic fans of the brands they talk about.
2. More Followers Does Not Equal Greater Engagement How do you know the right size of influencer following for your specific program? What’s the right follower base profile? In this new marketing model, metrics of reach and impressions become just one measure of program effectiveness. At times the most effective programs are partnerships with what we call the Power Middle. These medium-sized influencers, with 50,000 to 150,000 followers, have deeply engaged audiences who value the influencer’s opinion, much more so than connection to social celebs. Look at the influencer’s content. Are they naturally having the same conversation that is important to your business? Is their relationship with their followers based on shared values, and the same values of your brand? The influencer world requires this human touch, not simply looking at reach metrics. Once you’ve identified the right influencer and base followers, engagement as a metric becomes just as—if not more important than—the number of impressions a program delivers.
3. Retain Authenticity. Embrace Transparency You hired the influencer because of their voice, expertise and visual style. Now let the influencer be him or herself. Respect their credentials. Each influencer knows their audience and how to engage them with a partner brand without turning people off. Trust their judgment to deliver your message in their voice—an essential principle for authentic content. This goes hand-in-hand with transparency. Simply put, the FTC requires “effective communication, not legalese.” Influencers have room to clearly disclose any paid partnerships in their own conversational voice.
4. Build Brand Advocates Ask yourself a few questions that compare the influencer with your brand equity pyramid. Is the influencer aligned with your principles? If the answer is yes, you’ve found a partner that can tell your brand story in a meaningful way. And, as such, should be considered an advocate for your brand, a partner that is deeper than a one-and-done “pay to shout” transaction. Instead of a simple media buy, you can end up with a community of brand advocates who demonstrate your brand beliefs in their lifestyle. Consider making these advocates a part of your marketing mix throughout the year to reinforce your messaging across multiple channels. The weight of an influencer’s sincere and continued brand advocacy is cogent.
5. Achieving Scale Historically, marketers believed influencers couldn’t provide enough reach to make it an important part of a brand’s marketing mix. But the consumer-driven push for ad blockers combined with the user growth of social media platforms has changed the playing field. More influencers across verticals reach larger audiences of committed followers, who often get their news and education directly from social media. Improved technology enables effective management and tracking of influencer campaigns, so experienced influencer marketing companies can now deliver larger numbers of influencers, and greater reach and engagement numbers in a more timely and efficient manner. For added scale, the sponsored content being developed by credible influencers can be amplified through highly targeted digital and social media channels, providing even greater impact.
In many way, today’s marketing model has been flipped, with influencers controlling access to the audiences. It can be a difficult situation for brand marketers not used to ceding control. But with the right influencer, the right fit and the right brand brief, the influencer will earn your trust and, in turn, the consumer’s trust in your brand as well.
Karen Koslow is a managing partner at Wellness Amplified Inc., an influencer marketing company focused on the health and wellness verticals.