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Crafting Impactful Partnerships Through Influencer Marketing

Influencer marketing has taken the world by storm. With the industry’s market size set to reach a whopping $21.1 billion in 2023, it is evident that influencer marketing is more important than ever for brands to connect with their key audiences.

When it comes to influencer marketing, it can be hard to know where to start but fear not – we’ve gathered some insider tips on how to collaborate with influencers that align with your purpose.

The Power of Influence

The power of influencer marketing has been known for decades. A historical masterclass in influencer marketing was recounted in the recent Ben Affleck film Air which tells the story of Nike’s iconic partnership with Michael Jordan.

With the release of the Air Jordan, a sneaker tailored to the rising basketball player’s style and image, Nike earned $126 million in revenue in its first year. Today, the Air Jordan line brings in $4 billion annually for Nike and $400 million a year in passive income for Michael Jordan.

Since this trailblazing partnership deal took place in 1984, influencer marketing has become more commonplace in organisations globally. It shows that if you invest in influencers aligning with your values, your organisation can benefit from increased brand awareness, social proof, credibility, and new business!

The Benefits of Influencer Marketing

However, you don't have to pay the premium of an influencer like Michael Jordan to achieve outstanding results! The good news is that you can find an influencer that fits within your budget and resonates perfectly with your target audience.

When you receive a recommendation for a product or service from a friend or family member, you tend to place a lot of value on it. Similarly, when an influencer makes a recommendation to their followers, it holds the same value as word-of-mouth but on a much larger scale.

Organisations are increasingly recognising the power of influencer marketing as a surefire way to keep their brand top of mind among their target audience. As a result, the Influencer Marketing Hub reported that 82% of marketing agencies and brands surveyed plan to dedicate a budget to influencer marketing in 2023.

Lwindi Ellis, PR and Communications Director of Raise Communications, says that carefully curated influencer partnerships can make all the difference in increasing brand awareness.

"Credible and well-aligned influencers can be the ultimate brand advocates because they don't just push products. They use them and genuinely recommend them,” she says.

“A successful influencer partnership can mean having an advocate in your corner who can tap into an audience segment you didn't have access to before."

Tips for Nailing Working with Influencers

With so many influencers and varying levels of expertise and authenticity, it can be tough to know where to start. Don't worry, we've got you covered with these top tips for navigating the partnership process to ensure a successful outcome!

Finding Your Perfect Match

The first step in the process is to choose an influencer who aligns with your brand’s values and purpose. Here are some guiding questions to get you on the right track:

  • What subject matter is relevant to your brand, and which influencers have expertise and knowledge in those areas?

  • How engaged is the influencer’s audience, and what is the quality of their content?

  • What is the influencer’s reputation and track record? Are there any potential controversies or issues that may affect your brand’s reputation or clash with your purpose?

  • What is the influencer’s follower demographic, and does it match your target audience?

  • What are the influencer’s rates, and does this match your budget?

After creating your shortlist, it is best to seek feedback from your team, a trusted colleague, or ask for expert advice, just in case there are any red flags you may have missed.

You don’t have to navigate this process alone! Lisa’s, a brand well-known for their hummus, enlisted Raise Communications to compile a shortlist of influencers that could authentically drive the sales of their new pesto dips.

The nine influencers chosen in this process over-delivered on the expected reach, casting the net far and wide to a massive audience of 270,000 people!

Before you secure your perfect match, ensure that your expectations and goals are aligned before you press go on any content creation. Provide a clear brief outlining key messages, content format (e.g., static post, story, reel), platform (e.g., Instagram, TikTok) and timings.

If everyone is happy and on the same page, it’s time to unleash the creativity of your chosen influencers!

Creating Together

If you give the influencer a crystal-clear brief, you can sleep easy knowing they will create beautiful content that aligns with your brand purpose and followers.

Lwindi Ellis of Raise Communications notes that it is important to allow influencers to have creative freedom within the guidelines of your brief.

“If the brand exercises too much control over the content, it becomes overly scripted and loses authenticity – which is key to a successful influencer marketing campaign,” she advises.

Raise Communications organised an influencer marketing campaign for their client, 1839 Honey. In allowing the influencers to create content true to their signature style and topics, the content delivered remarkable results for the quality honey brand.

“We were blown away by the results,” Lwindi says. “The content was successful in terms of results, but also visually stunning.”

“The content perfectly captured the brand's essence and unique selling points, resulting in an impressive and memorable campaign that resonated with their target audience.”

The influencer content created for 1839 Honey reached over 104,000 people and received over 4,000 interactions.

Measuring Success

So, you’ve got some stunning content of your brand live in the social media stratosphere. Surely by this point you’re dying to see some numbers!

The influencer will provide a report detailing the results, including the content’s reach, engagement, and interactions. Beyond that, nurturing long-term relationships with influencers that blow you away with their work can help you continue to grow and succeed together.

By continuing to work with influencers who align with your brand's values and purpose, you will strengthen your brand’s connection with their followers. And the cycle of word-of-mouth goes on and on!

Playing by the Rules

When working with influencers, it is crucial to play by the rules to avoid complaints, penalties, or legal action. As the rules and regulations surrounding influencer marketing constantly evolve, ensure you stay informed and your collaborations are compliant.

It is required by law to disclose any brand partnerships, so make sure the influencer you are collaborating with does so transparently.

In New Zealand, the Advertising Standards Authority (ASA) regulates advertising, including influencer marketing, so visit their website regularly to ensure you are up to date.

In conclusion

Congratulations, you're one step closer to unleashing the power of influencer marketing and taking your purpose-driven organisation to new heights.

By partnering with influencers who believe in your brand and share your values, you can connect with your target audience and amplify your mission like never before.

So go forth, my friend, and start collaborating with those influencers!


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