It’s the beginning of 2020 and we have all heard the stories of successful influencer marketing campaigns using huge influencers or celebrities to headline their campaigns, Serena Williams for Bumble, Hailey Bieber for Daniel Wellington or Kris Jenner for TikTok.
But huge brands that choose micro influencers to turn their influencer campaigns into successes are less spoken off. Dunkin’ Donuts, a brand mostly known for their…well yes donuts, turned to micro influencers in 2019 to help them position the brand as the go-to for a good coffee experience. Dunkin’ Donuts strategy was to keep the postings in the campaign realistic and relatable for the audience, and their motives for choosing micro influencers before macro was their aim to reach an authentic audience and create high engagement rates.
Keywords for the campaign were natural, authentic and positive energy. What was shown from the campaign was that the influencers with the smallest following often performed the best results. And their aim to go for authentic and genuine influencers and postings made it possible for Dunkin’ Donuts to reach their goals and organically grow their support base for their coffee ambitions. Last year they made 300 million in coffee sales alone. Another contribution to the campaigns big success was that even though the brand message and hashtags were consistent throughout all the content, the brand still left room for the influencers own interpretations and artistic freedom.
So in 2020, let’s leave all these big unpersonal campaigns behind and start focusing on making campaigns that feel authentic, genuine and true to both influencers and followers. know we’re excited to see more of this trend ahead.