Chicago’s Candy Game Got a Sweet Boost from Influencer Marketing
In the bustling city of Chicago, candy lovers and marketers alike are buzzing over a recent trend that’s sweetening the pot for brands. The innovative candy manufacturer, Ferrara, has taken a bite out of the influencer marketing realm, and their strategies are starting to pay off in a big way!
Taking Influence to the Next Level
Back in February at the highly-anticipated Super Bowl, Ferrara’s ad featuring TikTok sensation Addison Rae was a showstopper. Known for her infectious dance moves and relatable charm, Rae had previously expressed her love for Ferrara’s Nerds. This perfect match sparked a conversation at the Ad Age’s Business of Brands conference. Here, Keith Bendes from Linqia (a leading influencer marketing agency) and Ferrara’s Brian Camen shared their insights on how their collaborative efforts are reshaping the way brands leverage influencers.
Riding the Influencer Wave
Influencer marketing isn’t just about flashy posts on social media anymore; it’s a multi-channel affair! According to data shared by Bendes, a staggering 94% of marketers are using influencer content outside of the influencer’s own channels. This means that influencer content is popping up everywhere—from email campaigns to product pages and even billboard ads—to grab the audience’s attention.
Bendes stated, “Creators and creator content are busting through the walls of social media, and are making their way into everything, including Super Bowl ads.” With so many brands incorporating influencers into their marketing strategies, it’s a reminder that there’s great value in the content they produce.
Spotting Stars in the Candy Universe
But how did Ferrara discover Rae and other influencers? Through their new social-listening program called Sugar Rush. This initiative monitors social media to find out which influencers love their products. A delightful discovery was that even Michelle Williams from Destiny’s Child had a sweet tooth for Brach’s candy corn!
With insights driven by passion rather than mere follower counts, Ferrara shows that influencer love trumps numbers. Camen pointed out, “When we find out influencers, micro to macro to celebrity, love our brand, it produces some of the greatest work that we have seen from a creative standpoint.”
Preparing for Success
Of course, while the fun and creative side of influencer marketing shines bright, there’s a necessary backend game that needs to be in tip-top shape. Both Camen and Bendes stressed the importance of having the right structures and policies in place—to keep everything running smoothly. “If you don’t have a well-defined system in your organization, one department might end up duplicating efforts or even working at cross-purposes,” said Camen.
The ultimate goal is to measure success effectively. Bendes highlighted that many marketers face obstacles when determining the Return on Investment (ROI) for influencer marketing. He emphasized, “This theory that influencers can’t be measured for lower-funnel results is wrong.” Brands can utilize various metrics such as social engagement and brand lift studies to paint a clearer picture of performance.
Connecting the Dots
Being able to link influencer campaigns to broader marketing strategies could offer significant insights. A successful influencer campaign can rejuvenate an entire marketing content ecosystem. “A single influencer campaign could feed an entire marketing content ecosystem,” Bendes said, reminding everyone of the untapped potential influencer marketing offers.
The Bigger Picture
As we navigate this exciting new trend in marketing, it’s clear that the sweet spot is not just the candy itself but the unique ways brands are engaging with their audiences through the magic of influencer partnerships. In Chicago, Ferrara is paving the way for brands looking to innovate, connect, and build a loyal following—one gummy, one creative post at a time!
So, the next time you spot a familiar face promoting your favorite candy or snack, remember the behind-the-scenes teamwork and passion that fuels these campaigns. It looks like influencer marketing is a rush worth savoring!
