Ordinary folks aren’t the only ones dreaming of summer. Brands, too, look ahead in anticipation as droves of vacationers come in search of adventure and excitement. The occasion, however, isn’t all good news for marketers: While it makes people more inclined to spend, it also makes them more difficult to attract as they choose between competing products and services. But fret not. With bloggers by your side, you can get better chances of drawing in customers to your brand.
Bloggers are among the top influencers of the web, their opinions being one of the first things that people search for when struggling with a purchasing decision. In the Philippines, top blogs enjoy a readership of over a hundred thousand people—more than a third of what the venerable Philippine Panorama gets. This makes them necessary for brands. But how can they help boost your summer campaigns?
Sweet Made Sweeter
Let’s take a look at Wendy’s. In the US, the fast food chain recruited hundreds of mommy and lifestyle bloggers to write about their childhood memories of eating a Frosty by giving them complimentary coupons of the dessert. Nostalgic readers followed suit, buying Frosties for themselves and their families. By stirring fond memories of youth, bloggers can aid your brand in appealing to the summer-loving child in all of us.
Another inspiring campaign comes from Cape Town. In 2011, the South African city invited four bloggers to take a week-long tour and post about their trip at the same time. A week before the tour, a social media campaign was launched asking the locals for suggestions on what the bloggers should do and see. The Capetonians responded with enthusiasm by sharing tips and interacting with the bloggers throughout the event. All in all, the tourism campaign reached 1.4 million people worldwide through 44 million tweet impressions, on top of the thousands of likes and shares generated. The takeaway: By capitalizing on a blogger’s rapport with his or her followers, you make it easier for your brand to stick to your target audience’s minds.
Grendha Fashion Walk
The last example comes from one of M2Comms many blogger projects. Fashion brand Grendha persuaded bloggers from the M2.0 network to cover its new collection. But instead of watching models on a runway, the bloggers decided to try the clothes for themselves, mixing and matching pieces based on their personal styles. Everyone had fun, including their readers. This just shows how bloggers can help brighten up your campaign if you let them take the initiative.