How Influencers & Celebrities Are Creating For Good Amid Coronavirus

influencer-during-COVID

With lockdowns, shelter-in-place orders, and quarantines in effect around the world, people are confined to their homes passing the time online and on social media. Statista estimates that social media usage during the month of March rose by 32%. Coronavirus may be the first global pandemic chronicled across social media — people are looking to online news sites and social media to find updates, voice their opinions, and entertain themselves.

Many brands have already taken the initiative to launch coronavirus influencer marketing campaigns. Most have been met by positive reactions while some influencers have made headlines during the outbreak for the wrong reasons.

Many influencers are using their social presence to aid, encourage, and inspire others. We share how influencers are responding to Coronavirus and share examples of influencers who are taking the extra step by creating charitable content for social good.

3 Primary Ways Influencers Are Responding To Coronavirus

COVID-19 has caused many influencers to rethink their social content strategy and re-align sponsorships. The lockdown presents an opportunity for influencers to engage differently with their followers, have well-being and mindfulness conversations during times of adversity, and for some, use their social clout to generate donations for COVID-19 relief charities and nonprofits.

1. AMPING UP CONTENT

  • Many influencers are using their time in isolation to up their content by creating IGTV tutorials, hosting Instagram LIVEs, and posting more frequent Stories.
  • Influencers are taking the opportunity to create specific at-home tutorials including loungewear clothing hauls, DIY crafting for kids, self-care routines, etc.
  • Goodwill Content: A study shows that 88% of influencers are actively seeking ways their content can help small businesses during economic hardship.
  • Coronavirus Influencer Trends: Boredom is bringing influencers to TikTok. Many Instagram-focused influencers have created TikTok accounts in the wake of the national lockdown.
  • Fitness influencers are energizing followers by posting at-home fitness workouts and challenges.

2. Business As Usual

  • While nearly 50% of influencers recommend brands acknowledge COVID-19 in current campaigns, some influencers are partaking in campaigns with a “business as usual” approach.
  • The same study shows that while influencers are worried about seeming insensitive during the pandemic, they are more concerned about a lack of collaboration opportunities.
  • In a transparency effort, most “business as usual” influencers are careful to clarify any posts that include content taken before the quarantine — especially travel influencers.

3. Social ‘Media’ Distancing

  • Some influencers are taking this period to take a social media break altogether. These influencers are welcoming the systematic downtime to escape work and also possibly avoid creator burnout.
  • While many influencers are postponing partnerships that may come across insensitive during these times, some influencers like Sina Duvinage of popular account @happygreylucky are pausing content altogether before deciding how to best serve their quarantined followers.

How Influencers Can Continue To Adapt During Coronavirus

  • Leverage their platform(s) to share a socially positive voice
  • Utilize ‘Swipe up’ links in Instagram Stories to share health information, donation links, etc.
  • Take the time to connect with their followers without “capitalizing” on the moment

12 Influencers And Celebrities Creating For A Cause During Coronavirus

Health officials have repeatedly stated that the millennial generation is the core demographic that’s going to help stop the spread of coronavirus around the globe.

Well managed, close relationships with influencers can help companies and brands continue to deliver high-quality content during uncertain times. Influencers work as ambassadors for brands by providing valuable exposure and trust through relevant and appealing influencer content.

Here are 12 examples of influencers and celebrities using their influence to address and aid communities:

1. DR. LESLIE KEEPS KIDS SAFE ON TIKTOK

Dr. Leslie was one of the first TikTok influencers to address the coronavirus back in January and has since grown her platform to over 560K followers. Her first coronavirus video generated over 4.2 million views and her light-hearted humor resonates with her Gen Z audience.

Dr. Leslie answers health questions, busts coronavirus myths, and incorporates TikTok challenges in her content to stay relevant and peak viewer interest.

2. COLOR ME COURTNEY PROMOTES SMALL BUSINESSES

Macro-influencer Courtney Quinn was quick to shift her usual content to focus on COVID assistance creating a small business movement where her followers promote their favorite businesses and business owners could share the best ways to help.

Her audience praised her for her quick thinking initiative and Courtney received more than 3x the average number of comments on her post. The candid influencer known for her motivational captions also launched a #ColorMeChallenge to help her followers through quarantine.

3. TIKTOK QUARANTINE CREW TELLS BACHELOR FANS TO WASH THEIR HANDS

Reality TV star and influencer Tyler Cameron forms TikTok supergroup @TheQuarantineCrew keeping over 560K Bachelorette fans entertained.

The crew made headlines when Hannah Brown, Tyler’s famous Bachelorette-ex joined the quarantine party fueling romance rumors. The friend group creates comical TikTok skits, many of which provide users with relevant health information.

4. BEAUTY YOUTUBER CARLI BYBEL PLAYS FANS’ MONTHLY BILLS

Early on in the Coronavirus outbreak beauty guru Carli Bybel took to her YouTube channel to give back to her fans. In the “Get Ready With Me” video Carli announces the worldwide giveaway will have two winners, and each will have all of their bills paid for the month of April.

The contest took place on Instagram and YouTube and Carli further promoted optimism by requiring giveaway contestants to each share “a positive thing they are taking away from this scary time.”

5. DUDE WITH SIGN ADVOCATES BEST HEALTH PRACTICES WITH WHO AND INSTAGRAM

Seth Phillips, aka dude with sign is a @fuckjerry influencer who captured America’s heart by sharing first world grovels on a cardboard sign. His simple content garners millions of likes per post and has allowed him to work with Jimmy Kimmel and Justin Bieber.

On March 16, he partnered with Instagram and the WHO to create a 6 picture post to publicize best health practices to his over 7 million followers. His blunt approach was well received with a 32% engagement rate, 12% higher than his average.

6. INFLUENCERS JOIN TV ROSTER FOR NICKELODEON LIVE! SPECIAL

kids together coronavirus influencers

A study shows that 75% of Gen Z and Millennials want to become YouTubers when they grow up. With the line between celebrities and social media stars becoming increasingly blurred it is not a huge surprise that social media influencers account for almost one-fourth of Nickelodeon’s LIVE programming talent.

YouTubers David Dobrik and Emma Chamberlain, and TikTok stars Addison Rae, Annie Leblanc, and Charlie D’Amelio were some of the influencers included in the children’s channel event. The “#KidsTogether Nickelodeon Town Hall” sought to answer children’s questions about COVID-19, and share how kids can make an impact during the health crisis.

7. DAVID DOBRIK AND HIS VLOG SQUAD SHOCK THE INTERNET WITH CORONAVIRUS GIFTING SPREE

The recently crowned “Favorite Male Social Star of 2020” returned to YouTube after a month break only to surprise fans with one of his biggest giveaways. The star drove around Los Angeles gifting families in need video game consoles, $10,000 checks and even cars!

David’s generous video immediately started trending worldwide on Twitter. Fellow YouTube vlogger @RyanAbe tweeted, “David Dobrik shooting $10,000 checks out of a t-shirt cannon at random people from his car is the kind of energy I needed to see in the world right now.”

5 Celebrity Influencers Rising to the Cause During Lockdown

1. ARNOLD SCHWARZENEGGER TEAMS UP WITH TIKTOK TO FEED FAMILIES AROUND THE U.S.

With a $3 million donation, TikTok announced a new partnership with the former governor’s charity to provide relief to families during the virus outbreak. His After-School All-Stars program was quick to modify their operations to help children and families affected by the nationwide school closures.

While the partnership may take some by surprise, TikTok has long been a fan of the Terminator. In April 2019 TikTok excitedly welcomed Mr. Schwarzenegger to the app in a newsroom post that launched the #LikeArnold trend.

2. @STASSIEBABY AND DOORDASH ENDORSE #DOYOURPARTCHALLENGE FOR @FEEDINGAMERICA

Anastasia Karanikolaou better known as @Stassiebaby, is a celebrity influencer whose high-profile friendship with Kylie Jenner has helped her amass to near 8 million Instagram followers.

Using her platform for good, Stassie posted a video starting the #DoYourPartChallenge. The challenge has since collected over 1,082 posts and caught the attention of @doordash who eagerly assisted by gifting meals.

3. SELENA GOMEZ TAKES TIME TO SHOW FANS HOW TO HAVE #SAFEHANDS

In a video post notably different from her usual content, Selena Gomez showed her 176 million followers how she washes her hands. The actress/singer got candid with her followers in the one-minute long video, showing she too is abiding the stay at home orders.

Her raw approach to the #SafeHands hashtag challenge was viewed more than 5.6 million times and the star tagged a chain of celebrities friends to help continue the health-conscious trend.

4. JOHN KRAZINSKI SPREADS SOME MUCH NEEDED ‘GOOD NEWS’

John Krazinski created ‘Some Good News’ in hopes to make people smile amid the chaos of COVID-19. While the one month old channel has only 12 videos, it has raked up 2.3 subscribers with an exceptional average of 4.3 million views per video.

Synonymous with its name the channel features uplifting, positive news stories and is filled with celebrity guest appearances. Oprah, Steven Spielberg, and Martha Stewart are just a few of the big names who have virtually joined the news show.

5. KYLIE JENNER ALTERS COSMETIC OPERATIONS TO FOCUS ON CREATING HEALTHCARE NECESSITIES

Kylie Jenner joins a posse of business owners who are switching operations to make COVID-related products in wake of the health crisis. The CEO announced that her cosmetics brand will be producing hand sanitizers to be donated to emergency and healthcare workers. The makeup mogul is just one of the many celebrities who are giving back to the community by making considerable coronavirus donations.

Case Study: EOS Lip Balm Marketing With Instagram Influencers

eos-lip-balm-marketing-influencers

The cosmetic industry has always felt most at home on Instagram, and influencer campaigns for beauty brands often bring in enviously high engagement rates. Rising beauty influencers have become the foundation of many brand campaigns, giving a much-needed personal touch to marketing. In short, they’ve become a central part of the beauty industry’s attempts to better resonate with consumers.

Instagram Influencer Marketing Case Study: EOS Lip Balm Marketing Tags Beauty & Lifestyle Influencers

In the latest EOS lip balm marketing campaign, the brand features six new additions to their Flavor Lab lip balm line. A total of 19 influencers were involved in the creation of the new flavors, with many more involved in the wider influencer campaign.

The precautions EOS took for this campaign are worth noting—though they helped create them, the 19 influencers are not featured on the product packaging in any way; and the influencers involved were all trusted, long-term partners on EOS’s books. Perhaps wary that audiences are pushing for more transparency from beauty brands and influencers, EOS employed a strategy which was conscious of this trend.

Goals

  • Drive awareness of EOS’s six new lip balm flavors for their Flavor Lab range.
  • Drive positive engagement using a diverse roster of various influencers tiers.

Approach

  • Channel: Instagram
  • Influencers: Beauty and lifestyle influencers
    • Sample of 35 influencers: 15 micros; 6 megas; 5 mid-tiers; 5 macros; 4 nanos

Preview Of Influencers

Themes

  • Hashtags use among influencers was consistent across the campaign, with #eosgift and #eosflavorlabs the most prominent. Other hashtags included:
    • #eosproducts
    • #eosflavorlabs
    • #eosgift
    • #eosgifted
  • Each influencer shared one post in June announcing the product line launch; two influencers in our sample uploaded two posts.
  • Instagram caption varied in length; some were long while others were medium-length. The vast majority had a unique slant to them as opposed to being cut-and-copy branded messages.
  • Caption content varied with some doing giveaways, others unboxings, gifts, or standard promotions.
  • All posts were tagged with @eosproducts and #EOSFlavorLab.
View this post on Instagram

Anzeige | 🎉GEWINNSPIEL🎉 ✖️Wie schnell die Zeit vergeht: Vor fast genau einem Jahr war ich mit meiner lieben @olesjaswelt in New York & das spannende Projekt mit @eosproducts begann🥰 Wie ihr ja mittlerweile wisst, durfte ich im #eosflavorlab an den neuen Geschmacksrichtungen mitwirken & meine persönliche Meinung in den Entwicklungsprozess miteinfließen lassen☺️ Was für eine unglaublich schöne Erfahrung!👍🏽 Ein Jahr später halte ich nun die Endprodukte in den Händen & bin total happy was dabei rausgekommen ist🤩 Euch erwarten 6 neue Geschmacksrichtungen, die auf jeden Fall Lust auf den Sommer machen☀️ Klickt euch gerne mal durch die Galerie durch & sagt mir, welchen Lip Balm ihr am spannendsten findet😁 Außerdem hat eine von euch die Möglichkeit, alle neuen eos Lip Balms aus dem Flavor Lab zu gewinnen! Yay!😍 Erfüllt folgende Teilnahmebedingungen & schon hüpft ihr in den Lostopf: 1️⃣ Folgt mir (@madeleineschoen) & @eosproducts 2️⃣ Liket dieses Bild 3️⃣ Kommentiert den ☀️-Emoji & verratet mir, welches Bild ihr am schönsten findet☺️ 4️⃣ Das Gewinnspiel geht bis zum 24.07.2019, 23:59 Uhr ✖️Der Gewinner wird von mir per DM benachrichtigt. Keine Barauszahlung des Gewinns möglich. Instagram steht in keiner Verbindung zu diesem Gewinnspiel ➡️ Ich wünsche euch allen ganz viel Glück🥰💕 ________________________________________________________ #eosproducts #eosflavorlab #blogger_de #stuttgart #0711

A post shared by MADELEINE SCHÖN (@madeleineschoen) on

Results

Social Reach

  • Instagram followers targeted: 15,312,216

Engagement

  • Likes: 757,618
  • Comments: 17,833
  • Engagement rate: (overall average): 3.30%

Aspyn Ovard Hosts Giveaway For Customized Box

YouTuber Aspyn Ovard has the second-largest following of the influencers in our sample, with 2.2 million followers on Instagram in addition to her 3.4 million subscribers on YouTube. Ovard uploaded two posts; one was a standard promotional post more in-line with others; one was a promoting a giveaway for one of her fans to win a customized box of the whole range of lip balm products.

Ovard scored an impressive 8.39% engagement rate for the post, the highest of any one upload for the campaign. She garnered 162,869 likes and 5,016 comments. As a demonstration of how successful giveaways can be, the increase in likes between this post and her other post was 4%—for her comments it was a 1,267% increase.

Adelaine Morin Steps Her Campaign Up A Gear

Adelaine Morin is another of the six mega-influencers for the EOS lip balm marketing campaign, but wasn’t one of the 19 influencers involved in the creative process in establishing the line. Her post features her using EOS’s lip balm while cheekily posing out the window of her car.

With 83,999 likes and 8,995, she accrued an impressive engagement rate of 7.75%. It’s worth noting that the comment count was the highest of the campaign—without the added incentive for followers of a giveaway of any kind. That’s a truly significant number and a good example of an influencer who commands substantial loyalty from her fan base.

Adri Reynoso Draws Fans In With EOS Gift

Adri Reynoso is the smallest influencer of our sample—a nano-influencer—with just over 2,000 followers. Her post is more personal than many others, with the product featured next to her illustration of a lavender latte to complement the Flavor Lab flavor of the same name.

Reynoso drew 71 likes and 22 comments for an engagement rate of 4.29%, performing better than the 3.3% campaign average. It’s important to point out that the post features the tags #eosgift and #eosproducts but not the required #ad or #sponsored. Marketers should take precautions to ensure there’s no complications arising from a campaign.

Julia Fodor Serves Up Fruity Flavors

With 51,000 followers, Julia Fodor is an emerging mid-tier influencer with what would be considered a modestly substantial following. Her post consisted of her showing off three flavors of lip balm in various settings, including being served on a plate accompanied by fruit.

Despite her efforts to inject some personal creativity into her post, she only got 541 likes and 16 comments for an engagement rate of 1.09%—the lowest of the campaign. In addition, it’s worth strongly considering the inclusion of sponsorship tags to keep all the bases covered.

Takeaways

  • EOS lip balm marketing was successful in leveraging a wide variety of influencer tiers.
  • Mega-influencers performed well, with three of the six performing higher than the campaign engagement rate average.
  • Nano- and micro-influencers performed better on average (3.2%) than mid-tier and macro-influencers (2.4%).
  • Many of the influencers were long-time collaborators, with EOS likely recognizing the importance of associating the right personalities with their brand over time.

Case Study: Pantene Influencers Highlight Gold Series In Instagram & YouTube Influencer Marketing Campaign

Pantene has shown some significant forays into influencer marketing in the last few years. In 2016, the brand partnered with Chiara Ferragni, one of the top fashion bloggers in the world, making her a brand ambassador and official Pantene influencer.

Late last year, Pantene marketing coordinated a campaign around the tag #BadHairDay and #GreatHairDay, encouraging Instagram and Twitter users to use Pantene products and post before and after experiences using their shampoo and conditioner.

They seized on an already popular trend of people self-deprecatingly posting images of bad hair days. It’s not the first time owner P&G has shown an aptitude for social media—last year they hosted user-controlled live obstacle course on Twitch, YouTube, and Facebook Live for it’s Old Spice brand.

Pantene Instagram & YouTube Influencer Marketing Campaign: African American Pantene Influencers Flaunt Gold Series Collection

For this Pantene marketing campaign, it’s Gold Series Collection was front and center. The Gold Series line was first unveiled in early 2017, so this appears to be a reminder advertising push to build on awareness of the existing products.

Pantene influencers were exclusively people of color to reach their target audiences. The campaign focused on the Gold Series being developed by a team of African American scientists, a message which played a prominent role in the captions of many of the influencers’ posts.

View this post on Instagram

If you follow me since some time, you know I’ve been hiding & protecting my natural hair under protectives styles since some time now. And when I wash my hair & want to let it breath & rest a few days, I like to do a casual high puff using the #Gold Series from @pantene , a line imagined by a team of black scientists for black women’s hair. Natural, relaxed, curly, or coily, this line has been developed to embrace & refresh hair textures. It’s not my first time using the Gold Series and what my hair likes about is the intense moisture & the protective conditioning & repair agents which couldn’t help better after months of protectives styles. – – These big twists out were done the same day and dried out for 4 hours, I usually let them more when I have more time but I actually enjoy better my puff to be more between natural relaxed than super coils, cause I can play more with the texture among the days . – – When styling my hair here, I’ve used the Sulfate Free Shampoo, two favorites that I’ve been using since I discovered the line : the Leave-On Detangling Milk, the Hydrating Butter Crème & I ended with the Edge Tamer Infused with Argan Oil, a newbie which I’ll definitely use again for finitions. – – Have any of you already try some products of the Gold Series from Pantene ? Let me know in the comments below which ones are your favorite ! The collection is available at @amazon, swipe the link in my bio to check it out ! #ad #PanteneHair #SoulBehindTheScience #GoldSeries

A post shared by Oriane Adjibi (@myfashionbreak) on

Goals

  • Drive awareness of Pantene’s Gold Series Collection.
  • Utilize mid-tier and lower influencers to drive strong engagement among smaller, loyal audiences.

Approach

  • Channel:
    • Instagram: 25 African American female influencers in the beauty, hair, and lifestyle categories.
    • YouTube: 4 influencers are also mid-tier YouTube creators who also made sponsored videos for the campaign.
  • Each influencer posted at least one sponsored post.

Preview of Pantene Influencers

Themes

  • Hashtag use across the Pantene marketing campaign was relatively consistent: #PantenePartner; #GoldSeries; and #PanteneHair were commonly used. The campaign-specific tag was #SoulBehindTheScience, which was used in a total of 30 posts.
  • Most Pantene influencers opted for the tag #PantenePartner, instead of the typical #ad or #sponsored tags, which is usually recommended for influencers in order to toe the line with FTC regulations.
  • Captions varied by influencer, but virtually every one had a call-to-action that either suggested where products could be bought or asked followers to share their own experiences through comments.
  • Targeting people of color was a key part of Pantene’s marketing campaign strategy—almost all posts mentioned that the Gold Series was formulated by a team of African American scientists, leveraging an understanding of hair from African ancestry.

Results

Social Reach

  • Instagram followers targeted: 1,286,500
  • YouTube subscribers targeted: 1,313,096

Instagram Engagement

  • Likes: 56,819
  • Comments: 1,603
  • Views: 249,780
  • Engagement rate (overall average): 12.26%

YouTube Engagement

  • Views: 287,001
  • Comments: 1,069
  • Engagement rate (overall average): 4.56%

Chizi Duru Shows Fans Her Hair Routine Across Platforms

Chizi Duru is the biggest Pantene influencer in our sample. She has 122,000 Instagram followers and her YouTube videos average 25,000-100,000 views, putting her firmly in the mid-tier of influencers. Her Instagram video was a short montage of her hair routine, while her YouTube video featured a more extensive tutorial. In addition, she also posted an image on Instagram of her posing with a Gold Series product.

Chizi’s Instagram video received 4,988 likes and 228 comments for an engagement rate of 10.21%. Her YouTube video garnered 96,801 views—above average for her channel. The captions in her Instagram posts were both consistent in their brand messaging, both including the campaign tag #SoulBehindTheScience.

Nneoma Acts Out Comedy Skit For Pantene

Beauty and style influencer Nneoma is one of the larger personalities in the campaign, with an Instagram following of 100,000. A mid-tier influencer, she typically posts about fashion and cosmetics, with a little comedy mixed in too. For her post, she performed a skit with someone massaging the product into her scalp. Her caption was medium-length, featuring a CTA and the campaign tag #SoulBehindTheScience.

Her post received 4,650 likes and 185 comments for a total engagement rate of 4.84%. Micro-influencers in the campaign achieved on average a percentage point more than the mid-tier influencers, indicating relatively more success for the smaller Pantene influencers.

Harris Janae Flaunts Her Natural Style

Harris Janae is a natural hair influencer—a suitable Pantene partner for this campaign. She has a following of 65,800 on Instagram and her video similarly featured her hair routine using Pantene products. She used her caption to describe every step of her routine, to the extent that it has several characteristics of a long-form written caption.

View this post on Instagram

#pantenepartner Have you ever tried out the Gold Series Collection form @pantene? Their line is so amazing! 🙌🏾 The collection is designed by a team of black scientists to provide strength and moisture for women with relaxed, natural, or transitioning hair! While washing my hair with the Deep Hydrating Co-Wash it left my hair feeling very moisturized and soft without stripping away any natural oils. Next I used the Leave-on Detangling Milk which is very lightweight and made it easy for me to detangle my hair without it feeling so weighed down. To help with my styling I had to use the new Thermal Heat Protector which helped protect my hair from frizz and heat while conditioning my hair when applying my blow dryer. Lastly I used the Curl Defining Pudding which helped lock in moisture and define my curls without having a lot of frizz! With all of the products combined together it left my hair feeling so soft and had my curls bouncing! I’m so in love with this line y’all! This collection is now available @krogerco Click link in bio for full video • • • • #soulbehindthescience #pantenegoldseries #flexirod #flexirodset #Blackbombshells #unconditionedroots #amazingnaturalhair #hair2mesmerize #protectivestyles #cwkgirls #naturalhairblogger #naturallyshedope #naturalchics #myhaircrush #myhairtexture #blackboldandnatural #curlbox #2curls1mission #nhdaily #bighairdontcare #berrycurly #naturalcurly #naturallyshedope #4ahair #3chair #naturalhairdoescare #bignaturalhair #kinks2curls

A post shared by Natural Hair Influencer (@_harrisjanae_) on

With 57,225 views, her Instagram post had the most views of any Pantene influencer in our sample. She racked up 6,149 likes and 137 comments, meaning an impressive engagement rate of 10.98%.

Lisa Jean-Francois Reviews Gold Series For Fans In Video

Lisa Jean-Francois is a micro-influencer with 36,000 followers on Instagram. Her posts typically feature her and her family, in addition to her fashion, beauty, and lifestyle uploads. Her Instagram post is framed as a product review, as opposed to a tutorial or routine. Her caption is positive about the products, featuring a call-to-action to buy Gold Series products from Walmart.

She massed 3,556 views, 713 likes, and 59 comments for an extremely impressive engagement rate of 21.65%, the highest of any influencer involved in the campaign. This once again points to the common trend of micro-influencers being useful assets in campaigns, providing marketers with great engagement among loyal followings.

Takeaways

  • Pantene influencers were exclusively persons of color in order to reach their target demographic.
  • Pantene utilized micro- and mid-tier influencers for the campaign, with no macro- or mega-influencers.
  • Micro-influencers outperformed their mid-tier peers on average.
  • Pantene influencers also used YouTube as a platform, with Pantene likely recognizing the thriving cosmetics scene on the platform as a good opportunity for cross-platform marketing.

Case Study: Fabletics Marketing Strategy Flexes Style And Comfort With Fitness & Fashion Influencers

fabletics-marketing-strategy

In a push to secure more of the athleisure market, Kate Hudon’s brand is linking up with Fabletics ambassadors. To better understand the Fabletics influencer marketing strategy, we sampled a set of Instagram sponsored posts featured in their campaign and evaluated the effectiveness of Fabletics influencers.

Instagram Influencer Marketing Case Study: Fabletics Influencers Get Active On Instagram And IRL

Co-founded by award-winning actress, Kate Hudson, Fabletics is a women’s activewear company aimed at offering stylish, quality clothing at an affordable price. An “athleisure” company with a strong e-commerce presence and 34 North American retail locations, Fabletics has grown year-after-year, boasting an annual revenue of more than $300 million.

Having a Golden Globe winner at the helm of your brand is an incredible asset for any company, but Fabletics marketing strategy includes partnering with many influencers across various social platforms to reach their target demographic. Fashion and lifestyle blogger, Amber Feldman, of Trendy & Spendy, writes that she showcases two outfits per month as part of her Fabletics ambassador partnership. Offering an influencer application on their website, Fabletics has a finely-tuned influencer program that’s been successfully collaborating with influencers for years.

Fabletics Influencer Marketing Campaign Encourages Followers To #KickButtLookCute

The front page of Fabletics.com features the hashtag #MyFabletics, where fans and members are encouraged to upload and share their styled-out photos. #MyFabletics has been used across Instagram 53,013 times, while the less brand-specific #KickButtLookCute has been tagged 4,491 on the platform.

Fabletics influencers using these hashtags often feature themselves wearing the brand’s latest styles, while detailing aspects of the gear inside of the caption. Many Fabletics influencers offer workout and/or lifestyle tips, with some using the space to open up about their own hopes and struggles.

Goals

  • Raise awareness around the Fabletics brand, clothing offerings, and consumer options.
  • Communicate Fabletics’ brand values.
  • Promote engagement by inspiring fans to join the Fabletics movement.

Approach

  • Channel: Instagram
  • Influencers: Sample of 12 female influencers in fitness, fashion, and lifestyle categories.
    • Three were nano-influencers, while nine were micro-influencers.
    • Most of the sampled Fabletics ambassadors also had their own blog.
    • Influencers represented a diverse range of women with different backgrounds, ethnicities, body types, and personal styles.

Preview Of Influencers

Themes

  • All Fabletics influencers are active on Instagram. Their sponsored posts featured high quality images that emphasized the influencer wearing a Fabletics outfit.
  • Captions tended to be long, with many Fabletics influencers offering personalized messages that included inspirational tones and encouraging words.
  • Hashtags featured in the sampled posts included #MyFabletics, #KickButtLookCute, and #MoveInFabletics.
  • The influencers didn’t include promo codes in their posts, but some referred followers to shopping links within their bios.
  • Fabletics influencers denoted the sponsored nature of their post with the hashtag #ad.
  • Each Fabletics influencer posted approximately one sponsored ad per month, with some influencers posting more frequently.
  • Fabletics used their official Instagram account (1.1 million followers) to engage with their influencers in the comments section of the posts.

Results

Combined Results (56 posts)

  • Social Reach
    • Instagram followers targeted: 177,212
  • Engagement
    • Likes: 59,981
    • Comments: 3,426
    • Engagement rate: 9.41%

Sarah Vadnais Takes Fabletics For A MotoX Spin

Fashion influencer, Sarah Vadnais, brings her personal style to 3,812 followers through her finely-curated Instagram feed. Vadnais’s May 23rd post stood out from many other Fabletics promotions, showcasing the nano-influencer on a motocross bike in a blooming wild-flower field.

The one with the fewest followers of the sampled Fabletics influencers, Vadnais was able to procure the campaign’s highest engagement. Generating 1,791 likes and 24 comments with her MotoX post, Vadnais achieved an impressive engagement rate of 47.61%.

Frances Flores Shows Off Bold Fabletics Solids Against A Weathered City Backdrop

Frances Flores, better known as Shaped by Frances on Instagram, posts creative and dynamic yoga photos for her 20,000 followers. Noting that she’s a Fabletic ambassador in her bio, Flores is most often pictured in athletic wear throughout her feed.

With a commanding and graceful stance, Flores shows off her Fabletics gear while looking into the camera. Captioning the image in both English and Spanish, Flores encourages her fans to “step up your game” and “evolve.”

Flores garnered 3,471 likes—the highest among sampled posts—with her May 15th photo. Her post also attracted 14 comments, resulting in an engagement rate of 17.43%.

Madison Fichtl Praises Morning Yoga As A Remedy For Jet Lag

Lifestyle blogger, Madison Fichtl, offers fans a wide range of content through both her Instagram feed and blog. Showcasing stylish clothing and “must have” items, as well as giving lifestyle, travel, and shopping tips, Fichtl’s posts are eclectic, enchanting, and engaging.

In her July 17th post, Fichtl is pictured in Fabletics gear walking with dog, Charlie, as she shares tips for beating jet lag and extols the virtues of her Fabletics leggings.

With 25,300 followers, Fichtl was the most-followed influencer of those samples in the Fabletics influencer marketing campaign. Garnering 1,808 likes and 58 comments, Fichtl achieved an engagement rate of 7.38% with her July 17th post.

Takeaways

  • The Fabletics influencer marketing campaign boasted a high overall engagement rate of 9.41%.
  • Complimenting the influencers’ tastes and lifestyles in areas such as fashion, travel, and fitness, Fabletics influencer posts feel organic and authentic.
  • Long-form, personalized captions that speak candidly to an influencer’s audience can help drive higher engagement.
  • Instead of focusing on one-off partnerships, Fabletics influencer marketing seems intent on investing in long-term relationships with their ambassadors.

The Growing Trend Of Influencer Events

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By now we’re familiar with many of the most common techniques employed by brands in influencer marketing. Whether it’s a long-term partnership with an influencer or a push on a special day, competitors are always looking for campaigns with variety to stand out in a crowded space.

What Are Influencer Events?: How Brands Dedicate Events To Influencers

With budgets for influencer marketing increasing year-over-year, brands and marketers are wondering what the next big type of campaign is for the industry.

This brings us to influencer events; an increasingly popular type of campaign in which influencers are invited to exclusive gatherings, getaways, or mainstream events in order to promote products and services for brands.

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The primary appeal of these campaigns lies in the influencer A-listers which power them, brought together by brands looking to maximize potential reach by getting big-hitters on social media in the same room. Why this trend has picked up more recently and the different kinds of influencer marketing events you can expect to see is what we investigate below.

Types Of Influencer Events By Category

Beauty Influencer Events

These are the types of influencer events that are among the more established in the industry. Makeup brands are keen to get influencers in the same posts for extra bang for their buck. They often have the means to bring together mega influencers to feature in sponsored posts.

Influencer marketing events can be extravagant. Tarte Cosmetics, for example, are well known for gifting their sponsored influencers elaborate all-expenses-paid trips to Bangkok or Hawaii, to name a couple. Naturally, these trips lend themselves well to video formats beyond Instagram, with YouTube beauty vloggers enjoying the benefits too.

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Aloha🌺 #trippinwithtarte

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Fashion Influencer Events

Similarly, influencer events in fashion is a common occurrence, as you might expect. You’ve got the usual suspects, such as Revolve Festival at Coachella—an event organized by the online retailer which attracts some of the biggest names in the industry.

Such was the popularity of this year’s event, Revolve rented out an entire hotel, hosting 140 influencers. Chief Brand Officer Raissa Gerona refers to it as their “Super Bowl”, with co-founder Michael Mente noting it’s a bigger event for the brand than Cyber Monday. Revolve’s influencer marketing events don’t end there either, with the brand noted for flying influencers all over the world for fashion shoots.

Other brands are getting in on the act too. Outdoor clothing company Backcountry recently hosted a 4-day influencer event in Moab, Utah, for sponsored creators. From climbing to yoga, some of the biggest influencers of the outdoors and travel scenes were invited to the event, giving Backcountry a ton of exposure.

Fitness Influencer Events

Fitness brands have been comfortable with influencer marketing as long as any fashion or cosmetic retailer. Companies like GymShark lead the way with gathering the industry’s biggest stars to act as their ambassadors.

As opposed to other industries, GymShark’s gatherings, as with other well-known fitness brands like Myprotein, often involve meet-ups or challenges, mixing influencers with the public for exposure.

This strategy is evident with other brands too, such as Lululemon and their large-scale events promoted on Instagram. Their ambassadors can typically be found heading up smaller events like hosted classes. There is certainly an emphasis across fitness brands on more interaction with the public than aforementioned beauty or fashion brands.

Gaming Influencer Events

Gaming lends itself perfectly to influencer events. Large mainstream events, like TwitchCon, provide the perfect opportunity for brands to pair up star influencers of the gaming industry for big promotions.

It’s worth noting that many of the brands who engage with gaming events are non-gaming brands, like Hershey’s and Doritos—an indication of the mainstream appeal of gaming influencers.

In a sense opposite to fashion influencer events, fans flock to massive stadiums to watch their favorite gamers streaming at events.

Larger mainstream brands are keen to make influencers, particularly top streamers, the main attractions at expos. Expect to see this trend continuing at gaming conventions by partnering top pro gamers and brands for events like the upcoming Evo 2019 and BlizzCon 2019.

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Blogger Influencer Events

Aside from influencers who distinctly fall into categories, there are also campaigns launched by brands not necessarily seeking to target a very specific audience. These will typically involve bloggers who don’t fall so readily into one industry or another. Lifestyle influencers are a good example of this and are popular with brands for their wide appeal across a range of sought-after demographics.

For example, Macy’s, in a recent launch of limited edition watches, sponsored influencers from a variety of backgrounds to help promote the line. Models; shoe designers; software designers—diverse disciplines brought together by a brand to promote a product typically outside of their field.

Other Influencer Events

There are some influencer events that don’t really fit into any of the established events that we might be used to seeing. Instagram’s Kindness Prom, for example, invited influencers to an event in Venice, California to raise awareness of cyberbullying. It also follows the company’s enhanced bullying feature, a new algorithm which aims to combat bad behavior on the platform.

How To Throw An Influencer Event

There are several considerations to make before organizing an influencer marketing event. The elephant in the room is the cost. This, of course, depends on the industry and the type of event needed. Those Tarte getaways, for example, were estimated to set them back a cool $300,000. Be prepared to set aside an appropriate budget to pull off an influencer event.

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Tips For Hosting An Influencer Event

  • WiFi – Get off on the right foot by having a reliable wifi connection for your influencers. At the end of the day, the whole point of them being there is to create content and upload to social media, typically at specific times. Don’t rely on their unlimited data plans!
  • Agenda – Have a clear and detailed plan for when and where you need your influencers during your event. As you can see, despite flying its ambassadors halfway around the world, Tarte still has a clear and specific itinerary for its influencers. Don’t be too constrictive, though, they’re not going to want to feel like their on the job 24/7, so allocate downtime.
  • Giveaways – If you’re familiar with the sight of influencers having giveaway competitions for their fans, it’ll be because a brand is keen to have a longer-lasting campaign than could reasonably be expected with an event. Events are short, but influencers can continue to do giveaways long after its ended, meaning more exposure for the brand.
  • Location – This can be make or break for an event. And it doesn’t necessarily mean flying your stars to a tropical island. It just means having a finger on the pulse of what your audience wants to see. There’s a good reason cosmetic brands fly beauty influencers to Tahiti and gamers have just as much impact in-front of a computer monitor.

How To Plan An Influencer Event

  • Have the audience in mind: It’s no good planning an incredible event for your influencers if your target audience is not interested in it. As we just touched on, location is everything; there would be little point in flying a gaming influencer livestream to Hawaii for a shoot.
  • Make it stand out: Influencers are spoiled for choice, with invites to events left and right. Make your event interesting and shareable. Remember; they’re content creators—if they haven’t got their phones out and engaging with the event then it’s not interesting enough for them.
  • The hashtag: Give your event a specific hashtag for influencers to use and be clear about what your expectations for it are during the campaign.

How To Get Influencers To Come To Your Event

You likely know the answer to this one already, but if you want to attract influencers to your event you’re going to have to pay up to get them to attend. Don’t rule out inviting smaller influencers to your event (especially if they’re local), as they often provide great ROI and are eager to get involved.

Once attendance is sorted, be prepared to foot the bill for other expenses too—hotels, flights, activities, food and drink. Be prepared to have swag bags on standby to keep them interested and engaged.

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What To Expect With Influencer Events In 2019 & Beyond

It shouldn’t come as too much of a surprise that the biggest influencer events and meet-ups are led by the biggest brands. They are typically invite-only for influencers and can be very exclusive even in those spheres.

These events will likely continue to be headed by big brands; particularly the more extravagant ones, but events of all sizes are likely to increase in popularity. Expect to see this trend increase in popularity as brands look to improve their strategies and look for new avenues to expand their influencer marketing output.

Case Study: Away Influencer Marketing Campaign Takes Flight With Inspiring Travelog Content

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Instagram Influencer Marketing Case Study: Influencers #TravelAway With Affordable Luggage Brand, Away

Travel brand, Away, has been hugely successful at disrupting the luggage industry with its direct-to-consumer suitcases and travel goods. After a recent Series D investment round, the New York-based baggage enterprise was valued at an estimated at $1.4 billion.

Away has taken several novel approaches to enlivening a stale and steady marketplace. One of these has been its use of influencer marketing, which has given the brand a strong following on social media. A finalist for the Shorty Awards Best Overall Instagram Presence two years in a row, Away’s Instagram account is now approaching half a million followers

Away Influencer Marketing Packs Its Bags With Travel-Savvy Instagrammers

Partnership with celebrities like Dwyane Wade, as well as prominent travel and lifestyle influencers, have signaled that Away isn’t a typical luggage brand. The #TravelAway hashtag that accompanies much of Away’s Instagram content even appears within the company’s product packaging.

Away’s influencer collaborations have also inspired a stream of user-generated content, adding to more than 58,000 Instagram posts tagged with #TravelAway.

Goals

  • Raise awareness around the Away brand and its line of luggage and travel accessories.
  • Encourage engagement and user-generated content through Away influencer marketing posts.

Approach

  • Channel – Instagram
  • Influencers – Away influencer marketing worked with travel, lifestyle, and fashion personalities from around the world. Of the 13 influencers sampled, two were male and 11 were female. Seven were mid-tier influencers, while five were micro-influencers, and one was a macro-influencer.

Preview Of Influencers

Themes

  • Backdrops for the sampled posts ranged from outdoor destinations, to hotel rooms, to transportation spots and beyond.
  • Away’s products took center stage in some of the posts, while others incorporated the luggage in a more subtle way.
  • Twelve of the Away influencer marketing posts were single-photo, while one was a multi-image post that included a video.
  • All but one influencer tagged @away in their posts, and the majority denoted sponsorship via hashtags #ad and/or #sponsored, with a few using the more vague term “gifted.”
  • #TravelAway was the dominant campaign hashtag, while a small number of influencers used #awaytravel and one influencer used #travelwithaway.

Results

Combined Results [13 sampled posts]

Social Reach

  • Instagram followers targeted: 1,691,100

Engagement

  • Likes: 58,089
  • Comments: 1,090
  • Engagement rate (overall average): 5.22%

Phil Cohen Lays Out His Stylish Travel Wardrobe

Art director and style aficionado, Phil Cohen, is a 2017 Shorty Awards fashion nominee with 747,000 followers on Instagram. One of two male influencers in the campaign, Cohen was the only macro-influencer and the most-followed Instagram personality of those sampled.

In his trademark aesthetic, Cohen’s #TravelAway post featured Away’s The Weekender bag among a neatly-organized layout of clothing. Describing some of the bag’s hidden features in the caption, Cohen referred followers to his Stories and the link in his bio for more details.

Cohen’s post received 11,354 likes and 98 comments, generating an engagement rate of 1.53%. The image simultaneously yielded the most likes and lowest engagement rate among the sampled posts.

Hegia de Boer Brings Her Followers On A Journey

The Netherlands-based, Hegia de Boer is a mid-tier influencer who broadcasts to 96,700 followers on Instagram. With a background in architecture, Hegia offers classical design and fashion content throughout her meticulously-curated feed.

Hegia also highlighted The Weekender duffle in her #TravelAway post, featuring two images and one video. The sequenced portrait showcased the bag in different settings and situations, making the content play like a mini-travelog.

With an impressive 10,585 likes, Hegia’s post received the most comments in the campaign at 261, and had the highest engagement rate at 11.22%.

Fatima Abdallah Highlights Travel Ease and Versatility

New York-based Fatima Abdallah is a mid-tier fashion and lifestyle influencer who offers more than just trendsetting images to her 111,000 Instagram followers. A social advocate, Fatima encourages fans to “embrace what makes you different” in her bio, while also including a fundraising link to aid Syrian refugees.

Fatima’s #TravelAway post also featured Away’s The Weekender bag. Pictured at a train station with an on-the-go vibe, Fatima’s post is an organic-feeling alternative to some of the other more polished and stylized photos from the campaign. In her caption, Fatima also departs from highlighting the duffle’s material features in favor of recommending the bag for various kinds of journeys and travel.

With 3,161 likes and 41 comments, Fatima’s post garnered an engagement rate of 2.88%.

Bayley Junes And Oly Take to the Road

Bayley June Stevenson—Bayley Junes on Instagram—is a lifestyle photographer and videographer based in the Pacific Northwest. With 17,100 fans to her Instagram, Bayley June was had the least number of followers among sampled influencers.

For her #TravelAway post, Bayley June snapped a photo of a traveling companion next to an Away duffle bag in the back of her Volkswagen Westfalia. Mentioning how much she enjoyed road-tripping with others (and her Vanagon “Oly”), Bayley Junes ended her caption by crediting The Weekender with helping her to stay organized.

While Bayley Junes was the least-followed Instagrammer for Away’s influencer marketing campaign, the lifestyle influencer received 1,228 likes and 27 comments, which produced a higher-than-average engagement rate of 7.34%.

Takeaways

  • Away influencer marketing has found a way to turn product photos into captivating content.
  • Campaigns with a strong theme can utilize a wide range of influencers without seeming unfocused or wayward.
  • The size of an influencer isn’t necessarily indicative of the number of likes or comments a post will receive.
  • Posts that tell a story have the potential to create higher engagement.