Hitch Your Wagon to an Influencer’s and Grow Your Reach

 Lindsey Lowe

Influencer marketing involves collaboration with individuals who have cultivated a large following for increased brand exposure. This strategy can be an artful way to promote your brand and is becoming a more popular endeavor for a variety of businesses, but is it right for you? 

A Breakdown of Benefits

A whopping 72% of marketers used Instagram for influencer campaigns in 2022, and 45% used TikTok. Though your success with efforts like these comes down to your strategy (duh), there are a slew of benefits you can potentially reap with a well-crafted campaign. Some of those advantages include:

  • Instant Brand Awareness– When an influencer posts about your product or service, it’s immediately put in front of thousands, even millions, of eyes. 

  • Boosted Trust and Credibility– By partnering with an influencer who followers trust, you can piggyback on their established credibility to bolster your own. 

  • Quality Leads for Better Conversion– If solid strategy lands you with the right influencer for your brand, you’ll have an easier time converting with an audience that aligns with your offerings.

  • ROI Potential– Again, if your strategy is sound, there's an opportunity to generate a great return on investment when you partner with the right influencer. 

Influencer Marketing Use Case

Our Maycreate team has designed and implemented influencer campaigns for clients in the past with successful results, including the work we did for longtime client, Happy Feet International, to promote their high-quality LVP flooring products. Influencer collaborations have proven a great tactic for their business, the first of which we kicked off with a search for DIY home improvement influencers. We went this route for two main reasons. One, because the product is high quality but also easy to install yourself, and two, because we know this LVP is a great solution for affordable luxury.

We partnered with two different influencers, both of which had more than a million followers on TikTok and notable engagement on other platforms so we could take advantage of cross posting opportunities. Since our strategy involved engaging with the DIYer audience, we knew TikTok was a fitting platform for this effort. The campaigns were very successful, and we attribute their efficacy to intentional planning and solid methodology.

Unique, campaign-specific landing page our team created for current influencer partnership with April Wilkerson.

Paige Johnson, owner of Happy Feet International, said their team would never have known how to go about this work on their own. “Maycreate found numerous influencer options who were interested in partnering with our brand, all of which had an extensive online following, and could help get the Happy Feet name in front of hundreds of thousands of new customers,” she said. “Each influencer campaign we’ve done with Maycreate resulted in huge surges in website searches for our company and, most importantly, in increased sales. What more could you ask for?”

These influencer campaigns for Happy Feet were so beneficial, we currently have our third partnership in the works with other efforts in the planning stages.

Measuring Campaign Success

It’s important not to discount influencer partnerships simply because you do not sell direct-to-consumer. Even B2B companies can benefit and grow their reach while getting their products or services in front of new audiences through these types of partnerships. Happy Feet International doesn’t sell their products directly to flooring customers, but even so, this particular marketing effort was absolutely consumer focused. 

The goal of the campaign was to encourage consumers to go into Happy Feet dealers’ stores asking for Happy Feet flooring, and to cultivate more website traffic for Happy Feet’s two websites. In the weeks that followed these DIY influencer partnerships, we saw a 53% increase in new users to Happy Feet’s main website, a 98% increase in new users to their Black Label site for their higher end products, and an impressive 180% increase in interactions with their Dealer Locator, a tool designed to help users find stores that carry Happy Feet products. To put it plainly: mission accomplished.  

Find Your Ideal Influencer

Partnering with the right influencer for your brand and your unique campaign goals is imperative, and working with an agency can help you clearly identify your objectives and line up the ideal influencer to help you achieve those goals. It’s also important to note that social platforms matter. Though the TikTok space made sense for our work for Happy Feet, it may not be the optimal choice for you or your brand. This is another area in which we can help. Beyond defining campaign goals and strategy, our Maycreate team can help facilitate a partnership, handle the details, help negotiate the most favorable terms, and also act as a comfortable barrier for you while protecting your brand identity. 

Considering Your Own Influencer Campaign?

Our team would love to help determine if influencer marketing is a good fit for your brand or business. To get the ball rolling, call our office at 423.634.0123 or reach out to one of our Brand Strategists, John Wagoner or Aaron Petticord.