Influencers are driving and amplifying trends, but most researchers aren’t using them for research. We’ve found that this is mainly for two reasons:
- Researchers aren’t sure where to start
- Researchers still have misconceptions about influencers’ authenticity
We put together three case studies of how leading edge brands are using influencers for market research to give you ideas on where to start! (For more information on the types of influencers and why they’re important, download our white paper).
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CASE STUDY
Research to Optimize Influencer Marketing Strategy
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The Business Opportunity
A global MedTech company wanted to optimize its influencer strategy and expand to a new, larger target audience to boost product awareness, trial, & retention for a new wearable device.
The Research
Vital Findings first conducted IDIs with health and wellness influencers and uncovered what they look for in brand partnerships, trends they’re seeing in their fields, and the kinds of content their followers were most drawn to.
After that, an online community with health and wellness consumers explored what kinds of influencers and content they follow—and trust—and why, and how both influencers and brands can show authenticity on social media to inspire trust and encourage product trial & continued usage.
The Impact
What resulted was a comprehensive guide for how the brand could attract and work with influencers, including content strategy, as well as what would make their influencer partnerships most effective in both gaining consumers at launch and retaining them a year out.
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CASE STUDY
Using Influencers as Lead Users
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The Business Opportunity
When a global fashion brand hosts a seasonal pop-up brand activation in different markets every year, they engage influencers to help grow awareness for the brand’s seasonal lines. Early on, the brand’s insights team recognized the opportunity to tap into these influencers as lead users, providing feedback on early stage designs.
The Research
In invite-only “lunch & learn” sessions, hand picked influencers are treated to a catered lunch and are featured in a high-energy panel discussion on their approach to style, how they navigate their personal vs. public persona, and their evolving perceptions of the brand. The influencers get exclusive looks at in-progress campaigns, product concepts, and upcoming product lines to give their feedback and help the brand refine their offering.
The Impact
This research has become a key part of the brand’s annual insights activities. Influencer research participants have gone on to become brand ambassadors and even collaborators for product lines.
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CASE STUDY
Influencers as Global Trend Experts
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The Business Opportunity
Each season, a global footwear brand’s product and marketing teams visit a different location around the world to solidify a global mindset for the brand, tap into local trends & culture, and ultimately inspire their upcoming product, marketing, & strategy.
The Research
This brand has partnered with Vital Findings in key cities globally like Seoul, Paris, Munich, and New York to connect with relevant influencers in that market. In tailored tours, influencers reveal the roots of emerging culture and trends and foster connections with local artists, designers, and businesses to deepen local understanding and even spark extended relationships.
The Impact
The work gains high visibility, including the brand’s board of directors, and is continually used to inspire brand, product, and marketing teams to keep consumers around the world at the root of their campaigns and product lines.
It’s a really beautiful way to inspire our teams from a design perspective and a seasonal direction perspective, while tapping into the expertise of these key influencers. Inspiration always comes out of it, and in some cases, some extended relationships as well.
– Senior Director, Global Consumer Insights & Strategy
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READY TO DIVE DEEPER?
Join our webinar for a live session with our client at Deckers Brands (makers of the iconic UGG brand) and hear firsthand how they leverage influencers to uncover emerging trends and meet evolving audience needs.
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Join Jennifer Fleming and Ivey Crespo for practical tips on finding the right influencers and how to use their insights to enhance brand strategy.
Date: December 10, 2024
Time: 11:30-12 pm PT/2:30-3 pm ET
Don’t miss this chance to discover how influencer research can strengthen your connection with customers.
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