part 1part 2

We continue to talk about how to conduct a competent advertising campaign with bloggers.

When you already have a list of bloggers willing to cooperate on mutually beneficial terms, it's time to move on to detailed campaign planning. It is necessary to choose the days and hours that are most suitable for posting advertising posts, and coordinate with each of the bloggers the date, time and content to be posted.

At the same time, it is very important to preserve the nativity of the publication. Photos and text should look natural, in a manner familiar to the blogger and his audience.

The results for each publication are summed up within 3–5 days, this helps to avoid counting non-targeted engagements.Detailed statistics reflect the exact number of views, the coverage of the publication, the number of engagements.

International fashion brands also collaborate with bloggers. Perhaps the most striking example is the Swedish company Daniel Wellington. In their advertising, they, in addition to traditional channels, relied on working with opinion leaders. At the very first stages of development, the company set a goal to increase the awareness of its product on social networks, as well as increase the number of subscribers on each of the platforms, the main one of which was Instagram. The campaign is based on a classic barter relationship: a blogger receives one of the models of a wristwatch in exchange for a post. The result of such a marketing campaign did not take long to wait: in 2015 alone, the brand's turnover amounted to $ 220 million. At the time of writing, the company's Instagram account has more than 3.5 million subscribers.

The trend of recent years has been long-term cooperation with opinion leaders and an increase in demand for micro-influencers. In case of successful long-term work with a blogger, companies often offer him the status of an ambassador. Opinion leaders not only become an additional platform for advertising, but also broadcast brand values through their posts and videos. If earlier companies had enough of two or three millionaire bloggers, now they want to see 20-30 influential people with fewer subscribers, but at the same time with a more loyal audience.

Influence marketing is a powerful tool for attracting customers and increasing brand awareness. And you need to use it wisely.

Read more about influence marketing, micro-influencers and blogger search platforms in the next issue of the magazine Fashion magazin.

Photo: < a href="http://shutterstock.com">shutterstock.com