Gifting influencers can really throw gasoline onto your social media efforts, if you are smart about your approach. Tactically, we are always looking for exposure opportunities to expand our reach and engagements for our clients and people with influence (fans and followers) in tow, afford brands an opportunity to land grab a bunch of both, with very little effort.
Above you can see the impact of just one tweet for our client, Black Halo. They gifted the actress, Jennette McCurdy @jennettemccurdy and then tweeted out an image of her wearing their product. She went ahead and retweeted it to her 6.3million+ followers and it earned a ton of exposure and interactions. Just look at the metrics in the shot above and you can see the power of this one piece of communication.
We have advocated before that you shouldn’t sleep on Twitter as a powerful marketing tool. Every platform has its own place in your messaging plan and it just comes down to understanding how to natively communicate and navigate each. If you remain committed to the long game and don’t get lost in the clutter and confusion of the short game, then you will reap the benefits.
Above and beyond the amazing reach and exposure this brought us, we are especially interested in the small ball, one-to-one engagements it surfaced. You see the goal was not just to get eyeballs, the hope was to drum up a dialogue that could lead to sales on the website.
To round out the strategy, you need to have someone closely monitoring Twitter on the daily to seek our conversations like the one above. This user (who has 4800 of her own followers mind you) engaged with our media and is clearly interested in the product. Important to note that she is a follower of Jennette’s and not Black Halo, which means that our gifting and Twitter game played out perfectly. This user most likely knew nothing about this brand prior to this interaction, but as a fan of the influencer and how our client’s product looked on her, we now have created a positive impression with this user, for their products.
Who needs TV commercials and magazine ads, when you can make that happen with just one Tweet?