In a digital landscape where consumers are bombarded with messages and content, it’s more important than ever to find innovative ways to reach them and keep them hooked before the next trend takes away their attention. That requires a keen understanding of who they are, where they reside online and how their behaviors can dictate your interactions. Enter: insights and influencers.
With flourishing communities and the ability to make your brand more authentic than even the best marketing pitch, it’s crucial now to find and work with content creators across platforms to help deliver your messages. Paired with consumer insights and social listening metrics, you can find both your passionate brand advocates and the influencers who most align with your brand voice and values.
Caroline Perman, global marketing manager, and Sofia Heuer, director of global consumer insights and planning for The Absolut Company, shows how to create excitement around campaigns that both aligns with your brand’s most important messages and goals as well as effectively reaches the next generation of consumers including Gen Z. They share how the brand clinched a finalist spot in the 2019 Shorty Awards and grabbed engagement and interest online through the influencer-led campaign “Malibu Games,” along with ways you can fuel your campaigns with consumer insights and takeaways for engaging new audiences with your brand.