Here is a small story of a dog, which became a micro-influencer to millions. It was in those years when there was hardly any social network on the Web and Television ad campaigns were popular.
It was in 2005 that the advertising campaign in TV for the Vodafone brand came out in India. Vodafone was called Hutchinson Essar then and it was a company buyout. In the ad, a small dog (a Pug) follows a small boy wherever he goes, to all the unlikely places, the barbershop, playground, bath and to the school. It was hilarious and at the same time touching. It caught the interest of the TV audience across the country. Vodafone used the analogy, “Wherever you go, our network follows” and conveyed it through the advertisement. Ogilvy and Mather the famous advertisement company was behind that TV ad campaign.
The ad was a huge hit. The pug raised the popularity of the Vodafone brand in India. The pug was so much of an influence on the Vodafone brand that when people saw it on the posters they immediately recollected that it was the “Hutch dog” brand. The sale of pug dogs also increased during those years. In fact, customers had even downloaded wallpapers of the pug on to their phone screens further creating an indirect endorsement. The pug dog was a good example of a micro-influencer.
Now fast forward 10 years and what we have is the latest band of micro-influencers, who are actually users of popular social media platforms like Instagram and Facebook. The micro-influencers have thousands of followers, who send in their likes and comments for their posts.
Micro-influencers are different from celebrities. Micro-influencers in social networks are individuals with smaller fan base groups and they specialize in a specific vertical or subject area. There is usually high level of engagement on their activities from their fan base.
Infact, many of the digital marketing professionals agree that you cannot apply a blanket ad campaign across the entire population of the audience. Managing the millennial crowd is different.
What professionals say is that it would be more effective if the ad campaigns were used on smaller groups with ranging consumer interests and lifestyles. This is exactly where the micro influencers play a very effective and important role in spreading the word and their role is cut out in the world of digital marketing.
Product brands can leverage micro-influencers to their advantage. Offering free goods and services to your customers in return for good will is one excellent gesture. A restaurant on a brand awareness campaign can offer free dinners to couples on certain days. The couples most likely would spread the good word to their friends and relatives.
This simple gesture not only increases the brand awareness of the restaurant but also will have a strong positive impression in the minds of people in that locality. It helps build a loyal customer base.
We have been seeing the increasing usage of micro-influencers for brand awareness campaigns. They are genuine and sincere and they connect with their audience unlike celebrities who may sometimes be passé with changing times.
Please do comment on your perspectives.
This article first appeared on Warwick blogs by the same author.