Why Finding The Right Influencer Can Be A Game Changer For Your Brand
It’s the year 2020 and influencer marketing continues to take partnerships, brand ambassador programs and brand representation to the next level.
Before the concept of influencers, many companies constantly turned to celebrities to represent them and their products. Now with the world of influencers, brands are changing the narrative and taking a different approach when choosing someone to represent their brand.
Why is influencer marketing such a game changer for brands? One thing that really separates influencer marketing from anything else is that a lot of these influencers have been able to build a personal connection with their followers, so they have gained their trust.
Joel Matthew said it best in this Forbes Article Understanding Influencer Marketing And Why It Is So Effective, “It [influencer marketing] allows brands to locate and advertise directly to their target audience. Consumers are becoming increasingly skeptical of brands and their marketing tactics, and building trust is crucial. Advertising through influencers allows brands to promote through someone that a niche community watches, engages with and trusts on a daily basis” (Matthew, 2018).
A brand that could truly benefit from implementing influencer marketing is Runway Rogue. Runway Rogue is a makeup company that was started by 90s Supermodel Patricia Hartmann. Runway Rogue currently focuses on applying their brand tagline “Runway worthy — made for real life” to their social content. Not only does this tagline emphasize how these products are used on the runways of fashion shows, it is a way to describe how these products will make you feel, wearing a high quality product that is perfect for everyday use. Runway Rogue is all about giving people an extra layer of confidence with an amazing lip product!
There are a number of influencers that Runway Rogue could potentially partner with, but there is one influencer in mind that could be the game changer Runway Rogue needs.
Serena Kerrigan was born and raised in New York City, she is a video producer and digital creative specializing in personal brand building, social media strategy, and engaging video content. Serena has four years of hands-on experience from her role as a video producer at Refinery29, overseeing short-form digital content and long-form narratives across several verticals including Facebook, Snapchat, Instagram and YouTube.
Serena is a talented 26 year old content creator and has built a community of her own on Instagram with 79.3 K followers and has a 5.97% engagement rate, she is know as the “Queen of Confidence” and gives her followers advice and words of encouragement, and covers topics from dating, fashion, beauty, makeup, job hunting and everything in between.
During this past year in quarantine she has created the first reality IG dating show on a separate Instagram page called “Let’s F**king Date”. This is her second Instagram page where she airs her show on Instagram Live and on her show she goes on dates with men over video chat. This page has 23K followers already. It’s entertaining, real, authentic and her followers get to chat in real time. She uses both pages to cross promote any of her announcements or brand partnerships as well.
Runway Rogue and Serena Kerrigan would make the perfect team to get Serena ready for her dates, giving her the perfect last minute makeup touch with a gorgeous liquid lipstick. A partnership like this would greatly benefit Runway Rogue, because Serena is exactly in their target market, has a good engagement rate and she has a following of mostly women around the same age as well.
A blog post from Grin covers why collaborating with influencers is so effective by stating, “Collaborating with influencers helps you cut through the noise and attract their followers to your brand. It gives increased visibility to your brand and helps start meaningful online conversations about it.
In fact, according to the previously cited study, 37% of the respondents used influencer marketing to increase brand awareness” (Grin, 2017)
An influencer like Serena Kerrigan, most likely would be someone that would have a higher price point for collaborations, but with the right budget and marketing execution plan, it could be well worth it for Runway Rogue to team up with the “Queen of Confidence”!
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