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Millennial Marketing: Time Inc. Buys Lifestyle Blog HelloGiggles

Millennial Marketing Time Buys Zooey Deschanel Blog HelloGiggles

images via Cosmopolitan

Time Buys Lifestyle Blog HelloGiggles To Leverage Millennial Marketing

Last week, Time Inc. announced that they have acquired HelloGiggles, a web-only lifestyle blog and community for young women. Why? Because since its founding in 2011 by adorkable and influential “it” girl, Zooey Deschanel, the website exploded in popularity though its clever use of social media and digital influencer star power. In the time between then and now, the website has developed a active and devoted readership. Its success is profiled in Forbes’ 2011 article, “How Great Word of Mouth Went Above and Beyond for HelloGiggles.”

Time Inc. is undoubtedly an established and powerful organization, and HelloGiggles is certain to benefit from the established resources that the company offers. It’s not a one way street, though. By absorbing a young, tech-savvy organization like HelloGiggles, Time stands to draw in a whole range of advertisers who never would have purchased space in one of its print publications. Time will also bring on a slew of new, social-media-conscious employees. The purchase signifies Time’s embrace of fresh, new media and a desire to appeal to younger crowds. As AdExchanger puts it, Time Inc. "expects HelloGiggles to help infuse its other brands with knowledge about how to thrive in a digital world."

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3 Best Instagram Marketing Tips

Best Instagram Marketing Tips With Instagram Influencers

Looking for more tips on how to market with Instagrammers? Subscribe to our industry digest newsletter: the latest authoritative marketing news, trends, and stats on social media stars!

Best Instagram Marketing Tips For Brands Working With Top Instagrammers

Although Instagram has progressively unveiled more ad options and user targeting tools for brands, many top brands in the automotive, fashion/beauty, food, subscription-based (see this Forbes article "How Birchbox, Blue Apron, and BarkBox Are Creating Connected Experiences With Millennial Consumers"), financial services, travel/hospitality, and more are actively marketing on Instagram with social media influencers (Instagram content creators with hundreds of thousands of followers) in order to execute strategic high reach/return marketing campaigns.

To provide a jumpstart on how best brands market on Instagram, here are 3 best Instagram marketing tips for brands creating sponsored content with top influencers:

First, find the correct influencers:

For an in-depth step-by-step look at "How To Find Instagram Influencers," check out our dedicated post here

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Influencer Marketing Case Study: Airlines

Influencer Marketing Case Study Airlines Tuula Vintage Jessica Stein

In 2015, Airline companies Cathay Pacific, Air New Zealand, Air France, and Air Nippon collaborated with leading travel and lifestyle influencers including Tuula Vintage and Song of Style to develop rich content while integrating their brand messaging to new audiences online. The influencer marketing campaigns are not solely focused on travel-specific blogs, rather they seek to incorporate the brand within several categories, resulting in an innovative, engaging approach for increased audience exposure.

This case study is part of our ongoing Influencer Marketing Case Study Series.

Influencer Marketing Case Study:

Goals
  • Primary Objective - Build and drive brand awareness by partnering with aspirational lifestyle tastemakers in order to reach affluential audiences
  • Secondary Objective(s) - Leverage top social media influencers' social, creative direction, and audience base to elicit engagement, ultimately driving up profitable action
Approach
  • Partner with top bloggers in multiple lifestyle categories (fashion, travel, food, wedding) including Tuula Vintage, Song of Style, and 100 Layer Cake
  • Authentically develop aspirational campaign messaging
  • Organic, timely, and relevant integration within influencer's storyline
  • Market to new audiences through adjoining blog categories

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How To Create Sponsored Content With Instagram Influencers

Sponsored Content With Instagram Influencers

Subscribe to our industry digest for the latest news and trends on top Instagrammers, YouTubers, bloggers, & Snapchatters!

3 Tips For Creating Sponsored Content With Instagram Influencers

Sponsored content is a great way for brands to target and engage their ideal audience. When executed properly, sponsored content via social media influencers is a highly effective way to broaden brand awareness and promote social media engagement (see our post here for why social media engagement matters for sponsored content). Top influencers can have hundreds of thousands to millions of followers. Although there is a constant influx of new social media platforms, Instagram has established itself at the top. With 300 million active users, and 70 million average uploads a day, marketers are looking to tap into the platform’s reach.

Instagram’s premise is simple: it is a user-generated photo and video social sharing app where its users can also follow accounts based on their aspirational lifestyle interests, including brands. Many brands, such as Chandon, are targeting Millennials who, earlier this year, have become the most populous demographic in the United States. Within a year, Instagram use has risen 16% among young adults (19-29) which makes it an ideal platform for marketing to Millennials.

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Marketing To Millennials Through Social Media

Marketing To Millennials Through Social Media Influencers

For the latest authoritative marketing news, trends, and stats on social media stars and influencer marketing, subscribe to our industry digest newsletter!

Marketing to Millennials Through Social Media Networks, Channels & Platforms

The days of reaching Millennials through traditional print and television advertising are quickly dwindling - as reported in Wall Street Journal, many TV networks are quickly pioneering digital strategies involving top "YouTubers" (YouTube video bloggers or "vloggers") in an effort to retain millennial viewership. In a 2015 census report, Millennials (18-34) have outpaced Baby Boomers to become the most populous demographic in the United States, spending an approximate $1.3 trillion annually. Millennials are highly tech-savvy and socially conscious consumers. They choose to align with brands that reflect their own set of interests, lifestyle aspirations, and expect the brand to be responsive to what the consumer wants.

At the start of 2015, Adweek published research from Salesforce reporting that a vast 70% of marketers will spend more on social this year with special emphasis to mobile and content. Brands are augmenting their marketing strategies to focus on social media and are able to target highly specific audiences through the digital or social media influencers Millennials follow (YouTubers, Instagrammers, Bloggers, Snapchatters, Viners, et al.), with top accounts featuring follower counts in the millions.

As such, brands are successfully marketing to Millennials through the use of social media by partnering with these top influencers to create engaging, aspirational, and authentic content. Here are best examples of how brands are marketing to Millennials through social media on channels they prefer the most:

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Influencer Marketing Case Study: Chloé

Influencer Marketing Case Study: Chloé

How Chloé's Valentine's Day Fragrance Campaign Inspired "Love Stories" With Top Fashion Bloggers

In order to drive awareness and brand favorably with target consumer audiences, French fashion house and online retailer Chloé orchestrated an online campaign featuring several blog sponsored placements with top fashion bloggers. Not only did Chloé's influencer marketing campaign succeed with eliciting favorable audience sentiment, but did so by asking the world's most influential fashion, beauty, and lifestyle bloggers to create exclusively branded content on their "Love Story" fragrance theme. 

Influencer Marketing Case Study:

Goals

  • Primary Objective - to brand and drive awareness for the launch of Chloé's new fragrance, Love Story, by targeting high-end clientele via top fashion bloggers' audiences
  • Secondary Objective(s) - leverage top fashion bloggers' social, creative content, direction, and readership base as a jump off point for audience engagement

Approach

Results

  • High levels of audience engagement including 100+ comments on Gal Meets Glam's single post
  • Immensely favorable consumer social sentiment regarding fragrance
  • Invaluable consumer feedback from distinct, target consumer audiences
  • Elevated brand awareness and messaging
  • Combined social reach (Instagram, Twitter, Facebook, Pinterest) - 4,620,000+
  • Total blog audience reach (total page views, monthly uniques) - 7,000,000 page views; 1,400,000 monthly uniques

Influencer Marketing Case Study Chloe Love Story

Founded in 1952, Chloé was one of the first brands to debut high end made-to-wear "prêt-à-porter" fashion collections. Since it's inception, Chloé has worked with many well-known fashion luminaries including Karl Lagerfeld, Stella McCartney, spokesmodel and actress Chloë Sevigny, and can count several celebrities such as Natalie Portman and Kirsten Dunst as high-profile clientele.

Though Chloé's storied history is both impressive and longstanding, the traditional fashion brand is one of many companies marketing to coveted demographics only available on digital, mobile, and social media networks. As demonstrated by their Love Story campaign, Chloé has adapted its marketing and advertising strategy to prominently feature top fashion bloggers and therefore ensure the dissemination of their brand amongst high-traffic sites and adjoining social media publishing channels.

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Top 10 Lists: Celebrity Bloggers 2015 Edition

Top Celebrity Bloggers Lauren Conrad via Cosmopolitan

Top Celebrity Blogger, Lauren Conrad of www.LaurenConrad.com

10 Top Celebrity Bloggers

While vlogging on YouTube, Instagramming, Vining, Snapchatting, and now Periscoping on newer social media platforms have taken center stage, blogging remains the original classic for sharing and documenting life’s events.
Many celebrities including Beyonce, Vanessa Hudgens “blog” by aggregating their Instagram content or Twitter feeds towards a Tumblr or WordPress template. In this instance, fan or follower engagement tends to occur primarily on the originating platform (i.e. comments, interaction primarily within originating platform with few on aggregate blog site).

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How Do Bloggers Make Money?

how to bloggers make money sponsored post atlantic pacific bergdorf goodman new balance

How Do Bloggers Make Money?

Since 2004, bloggers have been sharing their favorite topics across the internet with like minded people. Bloggers were the original digital influencer. Though they remain the quintessential online influencer, in some respects top bloggers are quickly being superseded by popular YouTubers, Instagrammers, Viners, and Snapchatters. Some of the best bloggers have transcended the shakeup in the influencer space, while others have evolved and migrated to new social publishing platforms. Incredibly, some of the top fashion bloggers, are among the most followed top Instagram accounts.

Originally, blogging was a hobby and avocation. The most widely recognized bloggers devote themselves full-time to their efforts; however they began their blogging journey part-time until they secured enough sustainable income from their blog to make it their primary endeavor. Now, top bloggers and influencers (like Danielle Bernstein of fashion blog, We Wore What and Emily Schuman of Cupcakes & Cashmere) can command six figure partnership and sponsorship deals.

Read more here to see how bloggers make money:

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Influencer Marketing: 5 Steps To Picking The Right Influencers

Influencer Marketing: 5 Steps To Picking The Right Influencers

For the latest authoritative marketing news, trends, and stats on social media stars and influencer marketing, subscribe to our industry digest newsletter!

Influencer Marketing Strategy: How To Pick The Right Influencers

Whether you're building an influencer marketing campaign with YouTubers, bloggers, Instagram influencers, or an emerging social channel like Vine ("Viners") or Snapchat ("Snappers"), the first step to getting started is picking the right influencers who are the best match for both your brand and campaign goals. The concept of finding an influencer to drive more traffic and sales to your brand may seem secondary, but in many ways it's tantamount to the success of the campaign (also see our post on 5 questions to ask yourself when choosing an influencer).

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The Rise of Top Fashion Bloggers at New York Fashion Week

Fashion Bloggers NY Fashion Week

Top Fashion Bloggers Sit Front Row & Center At New York Fashion Week

As expected, this year’s NY Fashion Week was rife with stylish trendsetters and fashionistas, however there was one noticeable change in attendee demographics. No longer are the top fashion designers, print magazine editors, and worldly socialites the first names invited to the biggest-name fashion shows. A new set of industry leaders, the stylish fashion bloggers, sat in the coveted front row seats.

Whether it was the modelesque personal style influencers, the editors of top online style publications, or the well-known YouTuber beauty gurus, these top fashion bloggers were placed front and center, fully decked out in the brand’s newest designs. The strategic seating chart guaranteed that these top fashion bloggers had access to shoot and share those perfect Instagrammer photos.

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