Brands utilising nano-influencers see macro results

 

The alcohol category is known for large budget advertising campaigns utilising local and international celebrities and personalities. While macro influencers are incredibly beneficial for mass reach, one alcohol brand is utilising the polar opposite of the influencer spectrum, nano-influencers, to great effect. 

“SKYY Vodka had a few objectives when we initially initiated a campaign for them,” says Johann van Zyl, Regional Director of theSALT, one of Nfinity Media’s Influencer Marketing specialist divisions. “These included promoting the versatility of the product as a mixer, educating consumers on the SKYY Vodka infusions range and maximising the trend of an increased at home consumption.”

Utilising nano-influencers, which are categorised as consumers with less than 1 000 followers on any social media platform, resulted in over 209 000 OTS (Opportunities to See), “This exceeded, by a massive 349% on the original OTS target,” comments Johann. The campaign’s engagement rate achieved 102% of its target (eight times the industry norm) and 120 unique pieces of user inspired content were created in the space of just three months from the chosen individuals.

“The campaign also resulted in 120 individual sampling occasions – and by that we mean the influencers introducing SKYY Vodka into relevant social situations in a very natural way where the correct occasion and consumer need states exist,” says Johann. “As opposed to macro or micro influencers posting several times per week, nano-influencers only shared organic content created by themselves, every two weeks. The resulting engagement, because of its authenticity, has been incredible.”

SKYY Vodka concurrently ran a paid media campaign behind the scenes which resulted in even further awareness. “We selected the top two performing posts from each influencer and boosted those. Our paid reach achieved a massive 297% over target with 936 217 OTS and 297% engagement. The client is over the moon and as a result has extended the campaign by a further two months.”

It just goes to show, that sometimes bigger, definitely isn’t better!