Influencer Marketing Case Study

Improved Essays
These days, the Swedish watch company Daniel Wellington is doing fairly well for itself. Earlier this year, it was named the fastest growing private company in Europe, with a 3-year revenue growth amounting to 4,695%. Impressively, this seemed to happen almost overnight – the company was founded in 2011. What's their secret? According to owner Filip Tysander, it's all about influencer marketing.

Completely bypassing traditional marketing strategies, Tysander instead focused on a digital strategy centered around thousands of lesser-known micro-influencers. In exchange for a Daniel Wellington watch, these influencers posted photos of themselves wearing it – along with a unique discount code for their followers. The strategy proved to be a complete
…show more content…
However, that doesn't mean you should jump in head first and try to take advantage of it. Though influencer marketing can be a game changer in most industries, some businesses will benefit from it more than others. If you're not sure whether this marketing strategy is a smooth fit for your business specifically, here are 4 ways to find out.

1. Building Trust

Do your products or services require the customers to trust them? If the answer is yes, then influencer marketing becomes almost necessary. For example, consider a random supplement. If nobody's vouching for its safety, you'd never consider buying it, right? Even when it comes to products such as clothes, most consumers want to hear a second opinion before opting for a purchase.

By engaging with the right influencers, you can effectively nip this problem in the bud. In trust-based industries such as nutrition, automotive and pharmaceuticals, influencers wield a surprising amount of power. If a consumer has some concerns, they will always turn to the people they can believe – in this case, their favorite influencers.

2. The Cool
…show more content…
Simple: he took advantage of influencer marketing in order to make his Daniel Wellington watches a household name. If your product is recognized as a luxury item on the market, people will be willing to pay the price for it. As we've previously established, utilizing social media influencers is one of the easiest ways to make your product a part of a successful brand.

3. The Importance of Ads

Where B2B (business-to-business) transactions are concerned, marketing often takes second place to interpersonal relationships. It's still important, it's just not a priority. However, B2C (business-to-consumer) transactions are another story. If you're selling products or services to consumers, having a good marketing strategy is of paramount importance. The only real question is whether you should opt for traditional or modern tactics.

Generally speaking, any ad is designed to tick the following boxes: frequency, exposure and resonance. Influencer marketing does fine with the first two factors, and it absolutely shines when it comes to resonance. If you want to focus on making sure your product will resonate with the target market, go ahead and start hiring some influencers.

4. Competitive

Related Documents

  • Improved Essays

    Lesson 2.1 Which type of business takes resources from nature to make its products? Name several examples. The business that gets their resources from nature is Extractors. Some examples are oil refineries and mines.…

    • 1294 Words
    • 6 Pages
    Improved Essays
  • Improved Essays

    The Hollywood film industry is constantly expanding, creating a competitive atmosphere that continues to grow and change through the years. The entertainment industry especially. The process of launching films is risky due to the number of different film options to choose from. How a film is marketed, determines its success or failure. When trying to position a film, research is a crucial tactic throughout the entire process.…

    • 510 Words
    • 3 Pages
    Improved Essays
  • Decent Essays

    DeShawn Young Section 4305 October 19, 2015 Introduction I. Attention Getter: In 2014 111.5 million people watched the Super Bowl. (Riccobono, 2014)In 2015 114.4 million people watched the Super Bowl. (Riccobono, 2015). How many people watched the Super Bowl this year?…

    • 639 Words
    • 3 Pages
    Decent Essays
  • Decent Essays

    Annotated Bibliography Pardue, Tim. " Measuring Ethics. " Law Enforcement Technology 42.5 (2015): 6-8. ProQuest.…

    • 505 Words
    • 3 Pages
    Decent Essays
  • Improved Essays

    Using a social media influencer increases awareness of a brand and promotes the service to their audience. Picking the best influencer for a brand will form a relationship with a unique audience. (“What is Influencer Marketing?”) Focusing on the importance of social media will allow members of this industry to connect with a larger audience and separate themselves from their competition. Client/Competitor Profile…

    • 484 Words
    • 2 Pages
    Improved Essays
  • Decent Essays

    Mkt 271 Reaction Paper

    • 811 Words
    • 4 Pages

    What expectations do you have about the class? My expectations for MKT 271 are to learn and gather as much knowledge as possible. While completing my AAS in Organizational Management degree, I took a retail marketing class and realized that marketing was interesting to me. I am looking forward to increasing my knowledge with every aspect of marketing.…

    • 811 Words
    • 4 Pages
    Decent Essays
  • Improved Essays

    Hello Mr. Costello, My daughter has ADHD. She’s also very talented in math. And she’s been accepted at some of Chicago’s most challenging schools including Northside College Prep, IMSA and UofC Lab school. I don’t say this to be boastful, but to show my understanding of what a parent of a “doubly-gifted” child is looking for.…

    • 331 Words
    • 2 Pages
    Improved Essays
  • Decent Essays

    Marketing geniuses in recent times have engaged in much debate about the effectiveness of traditional and digital marketing. Both methods have their respective advantages and disadvantages, and choosing a form of marketing is often down to individual choice. Traditional marketing may be more expensive, but definitely achieves its results. On the other hand, digital market is less expensive and incredibly easy if you have the right digital marketing platform. So it can be quite hard placing a distinction between which form of marketing is more effective.…

    • 795 Words
    • 4 Pages
    Decent Essays
  • Improved Essays

    Snapchat Essay

    • 661 Words
    • 3 Pages

    It’s important that the influencer selected is a good fit for the brand that is being promoted. The credibility of the influencer using the specific product needs to be thought out carefully. The takeovers can last a few hours, or a whole day. The influencer has the ability to show how the brand is used in their life and that resonates with many individuals. It no longer feels like advertising but an entertaining way to glimpse into the lives of people.…

    • 661 Words
    • 3 Pages
    Improved Essays
  • Improved Essays

    Nike is the leading brand for athletic apparel and footwear in the world. Nike’s core marketing strategy is to use the “pyramid of influence” approach. In that approach, Nike looks to small number of top athletes to promote the use of their product. In the early years, running legend and international track star, Steve Prefontaine, became the first spokesman.…

    • 899 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    The company discovered how powerful a recommendation is from a well-known individual on the internet can be. They harnessed this type of consumer communication for their “social sales approach”. Dastmalchi achieved this by contacting YouTube celebrities and other prevalent social media influencers and offered to send them free products to review and display online. Employees search the internet looking for people who they believe will be successful in driving sales for the firm. These individuals then recommend the products to their audiences, creating a nearly free marketing and advertising force for the firm.…

    • 711 Words
    • 3 Pages
    Improved Essays
  • Improved Essays

    Should There Any Judgement Limitation of Testimonial in Social Media ? Social medias are computer-mediated tools that allow people or companies to create, share, or exchange information, career interests, ideas, and pictures/videos in virtual communities and networks. Social media is a wonderful channel for brands to engage with their target tribe.…

    • 754 Words
    • 4 Pages
    Improved Essays
  • Great Essays

    During this course I was able to see many different aspects of management. As a business major I was excited to finally take a course that I felt really related to the topic. My business communication and writing skills have vastly improved after taking this class. I am extremely thankful for the knowledge I gained, as I know it will help me throughout my life and career. I know so much more about business and everything that is associated with it.…

    • 776 Words
    • 4 Pages
    Great Essays
  • Great Essays

    Social media's effect on social behavior has been met with mixed emotions, but the influence on consumer behavior has resulted in mostly positive, but some negative, outcomes. The emergence of social media, as related to consumer consumption, includes the development of new channels of communication, new ways to engage and interact, and new ways to research products and services. With these new conveniences consumers have become increasingly connected, demanding, and conscientious. If utilized correctly, marketers can significantly influence consumer behavior through social media channels.…

    • 3248 Words
    • 13 Pages
    Great Essays
  • Improved Essays

    INTRODUCTION Marketing is everywhere. Formally or informally, people and organizations engage in a vast number of activities that we could call marketing. Good marketing has become an increasingly vital ingredient for business success. And marketing extremely affects our day-to-day lives. It is enclosed in everything we do from the clothes we wear, to the web sites we click on, to the ads we see.…

    • 1222 Words
    • 5 Pages
    Improved Essays