Our long years in this game have taught us that the success of any marketing campaign stands and falls on a simple principle.
Relevance beats reach. Every time.
And when it comes to (ahem) influencer marketing, it is even more crucial. If you avoid the classic mistake of chasing the celebrity-tier of million-plus followers, and instead target people with smaller numbers from highly-passionate communities, you can have much more success — at a fraction of the cost.
That’s been our experience of working with influencers within the outdoor adventure and action sports communities. And that’s exactly the approach we used when it came to organising a campaign for our client Danner.
Firstly, we identified a group of small-scale outdoor-loving adventurers who perfectly fitted the Danner ethos. If they balked at the thought of being referred to as influencers, they were in.
Then, we gave them the right kit to help facilitate their adventures and asked them to record the results.
The results were as expected — a grassroots campaign that dramatically improved the quality of the outdoor experiences for our adventuring friends, while also sympathetically showcasing Danner to exactly the right market.
It really isn’t rocket science.