Advertising, public relation management, and marketing campaigns play an important role in brand building and other elements associated with the business and its development. However, digitalization and online economics have flipped traditional advertising, PR, and marketing campaigns completely. Several new and potential platforms have come up in the digital ecosystem which can influence the brand image in a very quick span of time.
Influential marketing is one such tool powerful enough to influence a brand’s image overnight. Digital marketers can harness the power of influential marketing and use it for the purpose of brand building or brand salience in a very quick span of time. However, if its power is not harnessed properly it can have devastating effects. Let me give you two examples that would show both the positive and negative effects of influential marketing over a brand’s image.
Example 1: #TurkishAirlinesHelpSomalia
During the crisis due to famine and drought in Somalia, Jerome Jarre, a famous Snapchat personality and influencer, had instantly partnered with Turkish Airlines to help the victims. Turkish Airlines was the only international airline at that time that was flying to Somalia. So, Jerome approached Turkish Airlines to help him in bringing humanitarian aid to people in Somalia. Jerome spread the awareness of his new campaign using #TurkishAirlinesHelpSomalia hashtag to build awareness and for fundraising. Within a couple of days, Jerome’s tweet on #TurkishAirlinesHelpSomalia was retweeted 83,000+ times and he also received 58,000+ likes on Instagram. He also partnered with celebrities like Ben Stiller and famous YouTubers like Casey Neistat and he was able to raise over $2 million in the first five days. He was able to help the victims with food and water with the money. Also, the reputation and brand awareness of Turkish Airlines has touched the skies.
Example 2: #BoycottAirAsia
Gaurav Taneja is a pilot at Air Asia. The pilot also has a YouTube channel named “Flying Beast” with 2.99 million subscriber base where he talks about fitness. He was facing some issues in the company around employee sick leaves, the company not following the flight safety norms, and the target given to land the flights in 3 flaps, etc. The influencer discussed this matter on his channel through a 27 minutes long video. The video clocked 2.5 Million views in a few hours with about 60k comments. Hashtag #boycottAirAsia started to trend as no. 1 on Twitter. As a result, Air Asia’s stock price slashed by 11% in a day and brought down its reputation and the image of the brand. Interesting, isn’t it?
Yes, that’s how influential marketing works. If you are a business owner then you should think to harness the power of influential marketing to build your brand. You must also ensure that your client satisfaction efforts are running at full flow 24×7 or else someone will call you out for sure. We hope you liked this post and found it useful!