Partnering With Micro-Influencers Over Macro-Influencers

influncer blog

When it comes to choosing an influencer for your brand it is not a numbers game.

Micro-influencers have a niche audience of dedicated followers wherein quality trumps quantity.

Recently deemed the marketing force of the future, micro-influencers usually have between 10K and 500K followers on each of their social platforms.

A common misconception is that an influencer must have a following 10 times the actual amount needed to bring value to a brand, but this is far from the truth! In fact, the World Federation of Advertisers (WFA) found that 96% of brands placed “quality of followers” at the top of their influencer checklist. “Credibility and reputation,” was a close second.

Lifestyle blogger Jordan Santos @jordanrisa partners with brands like Michael Kors and Dolce Vita. OPI recently named her their “it girl.”  She also has a knack for social advocacy and is on a mission to help end drunk driving by any means possible.

In her Instagram post above, Santos sports Michael Kors sneakers and a D.A.R.E t shirt—seamless execution of combining style and social advocacy.

Fitness and wellness guru Michelle Carigma @_modernfit has partnered with nearly all of the big names in sports—Addidas, Nike, and Under Armor—to name a few. She has also worked with Victoria Sport, Wanu water, Beats By Dre and Panera Bread. Like @jordanrisa, Carigma also works to intertwine style and social advocacy. Carigma pioneered the #WCWoman social movement which strives, “to break conformity and introduce the influential power of the modern woman.”

Engagement plays a huge role when looking at the quality of an influencer’s followers. A smaller following means higher engagement rates which parlays into more influence by said micro-influencer. Conversely, a macro-influencer with a larger following likely has lower engagement rates.

Not only is engagement measured in likes and comments but also by the ultimate trust an influencer must gain from their followers. Micro influencer, Nicholas Pakradooni has an average engagement rate of 6.57%. To put that in perspective, Kylie Jenner who is also in her early 20s averages at 3.84%.

Fashion influencer Nicholas Pakradooni @cholpak collaborates with brands such as H&M Man, ASOS, Swatch and Topman.

When it comes to authenticity, celebrities pale in comparison to micro-influencers. Partnering with micro influencers who are genuine in their shared interests and likeness for your brand can be more mutually beneficial than partnering with celebrity macro influencers.

photo credit: Automated Social (Flickr)

Advertisements

The Monthly Report Card: July

Showcasing the best practices of the industry and providing insight into how to best use celebrities or influencers to your brand’s advantage.

(1). StubHub – Future, Todd Gurley & Albert Pujols

stubhub

Grade A

StubHub released a new marketing campaign centered around regret. Future proves that concert tickets to his show is better than a fancy dinner and boring birthday present. Todd Gurley is in a pottery class with a bachelorette party where the bride would rather be at a NFL game. Albert Pujols proves you should call your dad and invite him to a MLB game. Tying these commercials together with the slogan ‘Be There’ plays on the viewers heartstrings that they will probably regret the fancy dinner, pottery class and not calling your dad, but they won’t regret buying one of these live experiences with StubHub being the only way to get you there. StubHub is trying to change the way a consumer views them, from just selling tickets, to selling experiences.

 

(2). Ruby Tuesday – Rachel Dratch

ruby tues

Grade D

At the beginning of 2018, Ruby Tuesday hired a new CEO who wanted to find a way to set the brand apart from the competitors. His first mistake was choosing a partnership with Rachel Dratch. Yes, Rachel Dratch certainly made the commercial different than competitors but not in a positive way. Even though the goal of the commercial was to target the younger crowd, it missed the mark mainly because the younger crowd most likely does not know who she is unless they watch old reruns of SNL. Her voices along with the annoying sub-par jokes would make any viewer change the channel quickly.

 

(3). Walmart – “Let’s Get it Started” by Black Eyed Peas

walmart

Grade A

While Walmart is a household name, their back-to-school ‘Go Back Big’ campaign with “Let’s Get it Started” by the Black Eyed Peas brought more awareness to their brand with the 2003 song. The week of July 23, 2018 the commercial was the number three most Shazam’d commercial, yet again placing Walmart on another Shazam list with a successful music licensing partnership. With the help of the Black Eyed Peas, Walmart was able to stand apart from other back to school commercials because it showed the ease and excitement of back-to-school shopping using the Walmart app. With an overwhelmingly upbeat song, parents lining up-cheering and high-fiving their children as they run up excitedly to school for the first day, makes any parent dream that this is their child’s first day experience. A commercial like this, where the brand and song are benefiting, is definitely a successful music licensing campaign.

 

(4). Dick’s Sporting Goods – song by Nacey

dicks

Grade A

The ‘Play Like You Own It’ campaign by Dick’s Sporting Goods was a refreshing summer sports commercial. It showed the dedication and hard work athletes put into off-season training. “I Own It” by Nacey caps off the campaign by giving it an upbeat feel without overpowering the underlying message of all the apparel and equipment offered at Dick’s Sporting Goods.

 

(5). Coca-Cola & FIFA – Jason Derulo

coke

Grade A

With the help of Burns Entertainment, Coca-Cola released their #Ready commercial after the beginning of the FIFA World Cup. “You Had Four Years” and “Don’t Wait Until the Last Minute” appeared on the screen to remind spectators not to be like the Jason Derulo or the other fans, missing any of the World Cup because they were not prepared with a Coca-Cola in hand for the game. Coca-Cola has one of the longest corporate partnerships with FIFA, having advertised in stadiums at every FIFA World Cup since 1950. Partnering with Jason Derulo this year, Coca-Cola commercials hit 185 countries before the beginning of the 2018 World Cup. Derulo and Coca-Cola also collaborated on the 2018 World Cup song, “Colors”, continuing that nostalgic relationship between FIFA and Coca-Cola.

 

(6). Gatorade – Serena Williams

gatorade.png

Grade B

Serena Williams, a mother of one, was featured in the Gatorade ‘Like a Mother’ commercial. The campaign shows that Serena did not return to greatness despite becoming a mother, but rather she has always been great because she plays #LikeAMother. She commentates, “you sacrifice, push through the pain, got back to work, gave 100% without any sleep, grew stronger, found an extra gear, never lost you, you created greatness, like a mother.” Gatorade exemplifies the drive that mothers have, much like athletes, and that being a mother is not a hurdle. Gatorade’s commercial is compelling and empowering to all women. The only hope is that viewers do not take the “like a mother”a derogatory way.

 

(7). Specialized – Peter Sagan (3x Cycling World Champion)

sp.png

Grade B+

Specialized used the Tour de France to promote the Turbo Electric Bike with the help of three-time Cycling World Champion Peter Sagan and Grandma Joan, creating a lighthearted, “friendly” competition commercial.  Grandma Joan, with two knee replacements and a pacemaker, ultimately wins the race against a world champion cyclist because of the Turbo e-bike. The brand Specialized is proving that “electric bikes are leveling the playing field for the future of cycling” and could be enough for the brand to see a large revenue boost in their turbo e-bikes sales.

 

(8). Rolex – Rickie Fowler

rolex.png

Grade B

Rolex has been the Official Timekeeper of the U.S. Open since 1980. Their campaign with various golfers tells the story of how they became the golfer they are today. Rickie Fowler was a natural choice for Rolex because he regularly shows off his collection of Rolex watches on social media. Being sponsored by Rolex for a few years, Fowler’s commercial was inspirational and tells a story like every Rolex tells a story. He said, “If you keep being who you are, everything else falls into place.” Rolex makes it clear that the brand holds the same beliefs as Ricky Fowler and other golfers and share in the ambition for excellence and superior performance while making a name for themselves in their collective industry.

 

(9). Speedo – Olympic Swimmers

speedo.png

Grade B

Celebrating swimming’s most decorated brand, Dripping In Gold features #TeamSpeedo Olympic Medalists Nathan Adrian, Missy Franklin, Conor Dwyer, Cullen Jones, Elizabeth Beisel, Ryan Murphy, Kevin Cordes, Katie Meili, Hali Flickinger and Becca Meyers. Speedo is already jumping on the 2020 Summer Olympics marketing bandwagon with this commercial proving how trusted the brand is among athletes by showing them practicing in the apparel. Being the most trusted brand for over fifty years, Speedo took a subtle approach to show their achievements. Dripping in Gold is a creative way the brand ties the Olympics, athletes and the success of the brand together.

 

(10). Priceline – Kaley Cuoco

price.png

Grade C-

Priceline has done nothing new in their latest commercial featuring Kaley Cuoco. The past two years she has stood in a hotel and talked about the features Priceline has over competitors. This commercial is no different. With her large social presence and fan base, Priceline could have used Cuoco to their advantage. They have not done that in their latest commercial. In 2013 when the partnership began, she sat alongside William Shatner with much better creative concepts. But since Shatner’s exit, Cuoco’s commercials resemble all the other travel website commercials and needs new creative or a new face.

photo credits: YouTube

Collaboration Branding with Celebrity Marketing

2127128220_48f1547d89_o

With brands trying to outdo themselves, collaborations are becoming the new trend in celebrity marketing.

Brands are constantly finding creative ways to market themselves, like collaborating with other brands to develop unique products for the consumer. A majority of the time, these companies are related in a way that their products work well together, such as MasterCard and Apple Pay.

There are outcast brands that decide to partner with non-related companies to produce a new item for consumers. Here are examples of different brands coming together with celebrity support to help promote the product.

Coach/Disney

Coach teamed up with Disney to create purse lines. Because of this collaboration, coach took a youthful stand in the luxury goods category. With celebrities like Chloe Grace Moretz sporting a Felix the Cat purse or Chrissy Teigen with the Mickey kisslock bag, Disney was able to target an ‘adult’ demographic that most Disney goods do not. Coach and Disney also created “A Dark Fairy Tale” line that targeted the not-so-sweet side of princesses.

Clarisonic/Keith Haring Foundation

Artist Keith Haring’s artwork was featured on the skin care tool Clarisonic. This collaboration Clarisonic x Keith Haring raised awareness about AIDS by donating part of the proceeds. Haring passed away from AIDS and the co-founder of Clarisonic studied AIDS before he started Clarisonic. At the launch party for this collaboration, model Coco Rocha attended to promote the product.

Collaborations are becoming a hot marketing tool for brands. With the right celebrities, collaborations are huge successes. Here are brands that have recently announced upcoming collaborations:

Johnnie Walker/HBO’s Game of Thrones

HBO’s Game of Thrones has partnered with Johnnie Walker to create ‘White Walker’ Whiskey. The whiskey’s slogan, set to release Fall of 2018, is “Scotch is Coming” mimicking GOT’s infamous saying, “Winter is Coming”. Johnnie Walker’s target market is urban men from 25-35. Over 83% of GOT viewers are men, with 72% of those viewers in the age range of 18 to 29.

Johnnie Walker is hitting the right target market with this collaboration. Their celebrity should fit this demographic as well. The best option would be to find a Game of Thrones cast member to endorse the whiskey, or they should find a male celebrity, age 25-30 that is a GOT enthusiast to make this campaign an unparalleled success.

Adidas/IKEA

IKEA announced they will be collaborating with Adidas to create at-home fitness for busy women by naturally integrating sport and wellness into life at home. This is a new venture for both companies and could be a success. When it comes to marketing this collaboration, they need an athletic female, preferably a mother, to resonate with their target market.

When creating new products there are bound to be bumps along the way. Unexpected partnerships can cause friction among brands, however, this friction could work to their advantage because the product is not a ‘normal’ item consumers have seen before. Celebrities are willing to jump on board with these collaborations because they want to be the face of something new and unexpected.

photo credit: unconsciousentimentality via (Flickr)

The Monthly Report Card: May

Showcasing the best practices of the industry and providing insight into how to best use celebrities or influencers to your brand’s advantage.

 

(1). Victoria’s Secret – The Angels

1 Victoria Secret

Grade: D

The Cotton Collection commercial by Victoria’s Secret (VS) was like any other VS commercial. With the setting on a sunny day, a beach background and the word ‘cool’ popping up on the screen creates a light and airy feeling for viewers. However, the VS Angels are not like the majority of females and with their reported 10-14% monthly sales decline since 2017 their marketing strategy could use a new direction to match the realism of their consumers.

(2). Atom Tickets – Anna Faris

2 anna faris

Grade: A

With their first-ever national brand campaign, Atom Tickets nailed this one. Using Anna Faris to show the features of this new app, Director Peter Berg made this national campaign simple yet memorable. Faris uses some of the most iconic movie quotes throughout the commercial while showing what the app does to make the movie experience that much better. Faris is a good representation for the consumer because of her relatable and loveable persona that can reach a large demographic of movie goers.

(3). T-Mobile – Bryce Harper

3 tmobile

Grade: C+

T-Mobile partnered with Bryce Harper during their Hats Off campaign. This campaign donated one dollar to Team Rubicon every time someone posts #HatsOff4Heroes. The commercial with Bryce Harper targeted baseball loving veterans and families. T-Mobile’s campaign was centered around Memorial Day and touched many Americans, however, the commercial stated that T-Mobile was giving 50% off to Military Families. There was nothing about the hashtag to help veterans, making it more about their company than the campaign.

(4). Pepsi – Dierks Bentley

4 pepsi

Grade: B-

Who doesn’t love free things? ‘This is the Pepsi that Gets You Stuff’ is part of the Pepsi Generations Campaign. When drinking Pepsi, there is a chance to win Pepsi Retro Gear. This commercial was full of summer. Then, obnoxious screaming girls finding out they could win Dierks Bentley tickets ruins the commercial. Bentley’s calm demeanor attempts to balance out the girls, but viewers are left remembering the horrific screaming.

(5). McDonald’s – Gabrielle Union/Charles Barkley/John Goodman

5 mcdonalds

Grade: A-

McDonald’s changed up how food commercials are looked at now. In a series of commercials, Gabrielle Union, Charles Barkley and John Goodman all took action in the ‘Speechless’ campaign. For this campaign, McDonald’s produced two types of commercials. One is the celebrity silently eating while subconsciously talking to themselves about the deliciousness of the Quarter Pounder. The second produced commercial has them commentating for the customer eating the Quarter Pounder because they are ‘Speechless’. The ‘Speechless’ campaign proves that nothing can describe the feeling and taste of the burger.

(6). Gatorade – Bryce Harper & Michael Lorenzen

6 gatorade

Grade: A

Gatorade has always shown what hard work and dedication looks like with the world’s best athletes. This is no different with their current campaign featuring a ‘friendly’ competition between rivals Bryce Harper and Michael Lorenzen. In the commercial, it states that Gatorade has been “studied, tested, proven for the world’s best athletes,” while showing how well Gatorade works for Lorenzen and Harper. Gatorade proved its success for the world’s best athletes and made a successful attempt to persuade customers.

(7). Corona Extra – Ryan Johnson

7 corona

Grade: A

Corona did it right in their summer can campaign. It leaves viewers wanting to go to the beach on a hot day and enjoy a Corona Extra. Having a beach guy yell “Summer is here” puts you in a mood to go out and enjoy the Summer. Jimmy Cliff’s song, You Can Get it if You Really Want brings together the visuals and the feeling of summer with a Corona in hand.

(8). The Jordan Brand – Maya Moore

8 jordan brand

Grade: A

The Maya Moore commercial begins with Moore putting on her line of basketball shoes. Then cuts to footage of when she was a child, in college and finally in the WNBA winning a championship. Moore signed an endorsement deal in 2011 with the Jordan Brand and recently released her own line of shoes. What makes this campaign so iconic is that her number in the WNBA, like Michael Jordan, is 23. Jordan’s symbolic picture of his wingspan with the infamous William Blake’s quote “No bird soars too high, if he soars with his own wings” is replicated at the end of the commercial by Moore doing the same pose while a female, re-purposed version of William Blake’s quote “No bird soars too high, if she soars with her own wings” is being sung in the background making the new Jordan commercial “WINGS” that much more iconic.

(9). Visa – Zlatan Ibrahimović

9 visa

Grade: B+

As the Official Sponsor of the 2018 FIFA World Cup, Visa partnered with professional soccer player, Zlatan Ibrahimović. Visa’s campaign was about FOMO (fear of missing out). Zlatan was a seamless fit for this because he said, “A World Cup without me is not worth watching.” While the commercial showcased his arrogance on how he could have played if he wanted; the underlying message was the simplicity Visa brings to fans so they do not miss out on the action. Visa will roll out multiple other commercials during the course of the World Cup to show the ease of contactless payment through Zlatan’s adventure in Russia. Zlatan will also have exclusive behind-the-scenes access during the tournament that fans can join-in on from home. With Zlatan’s soccer background and VISA’s quick payment methods, this campaign simply showcases how effortless using Visa is at sporting events.

(10). Mountain Dew Kickstart – Kevin Hart

10 mountain dew

Grade: A-

Mountain Dew partnered with comedian Kevin Hart for a yearlong campaign. Mountain Dew Kickstart’s three different commercials capture what goes on in the mind of comedian Hart before a performance. His electrifying energy embodies what the customers would get from the refreshing boost of Mountain Dew Kickstart. Mountain Dew selected an excellent celebrity for this campaign because of his comedic side and energy. His commercials will leave a memorable mark for customers.

photo credits: YouTube

Celebrity Marketing Royal Wedding Edition

42717572242_ecb294ac4f_z

With a monumental event that may only happen once in a life-time, how does a brand tap into the media frenzy to win big on the big day?

Brands can hope they become part of the Meghan Markle Effect. With influential style and millions of women looking up to Meghan, her net value to brands is $212.1 million.

Oroton, a luxury leather accessories and goods brand was saved by the ‘Princess Effect’. Orton was seeing a decline of sales until Markle was photographed wearing their purse. Oroton’s Avalon bag is now on backorder, likely saving the struggling company.

If a brand wants to be proactive instead of reactive, here are examples of brands from different industries who brought awareness surrounding the Royal Wedding.

47.2 million viewers watched the Royal Wedding. With 6.9 million interactions on Twitter and Facebook, numerous brands took part in posting about the wedding via social media.

HBO’s The Royal Wedding Live with Cord and Tish!

When the partnership with Will Ferrell and Molly Shannon was announced, their Funny or Die characters, Cord Hosenbeck and Tish Cattigan made guest appearances on The Tonight Show with Jimmy Fallon. After the show, social buzz circulated as to what they would do for their London broadcast. Having the celebrities continue posting on their social media about the event increased anticipation.

On the day of the wedding, with their sense of humor and electrifying personalities, Ferrell and Shannon’s characters were excellent choices to endorse HBO.

On HBO’s YouTube channel, Cord and Tish received 378,000 views in three days. The video announcing The Royal Wedding Live with Cord & Tish received 296,000 views, having the most consecutive views for HBO’s channel. A majority of HBO’s prior videos range from 2,000 to 40,000 views.

Shannon even announced on her Instagram that Tish and Cord would host the Royal Wedding on HBO. Leading up to the event, Shannon received over 75,000 likes/172,000 views from various sneak peek videos and pictures on Instagram.

The RITAS’ Queen NeNe, The Royal Rita

Another successful endorsement was Bud Light’s Lime-A-Rita partnership with The Real Housewives of Atlanta, NeNe Leaks. NeNe announced via Twitter May 18th that she would be their ‘Royal Rita’, taking over the RITAS twitter. NeNe sent out a poll on the RITAS twitter receiving over 15,000 votes about why people were watching the Royal Wedding.

During the wedding and events following, NeNe tweeted about the wedding, responded to followers and endorsed RITAS, like posting royal guests’ wardrobes that matched different Rita flavors.

Nene, a sassy celebrity, was a perfect endorser because of her bold and unfiltered personality and large social media followership.

Numerous brands took part in promoting the royal wedding but opted out of using a celebrity endorsement. Kellogg’s Café, New York, had a decadent breakfast and viewing party, with their Instagram only receiving a combined 3,000 likes for their promotion.

Velveeta Shells & Cheese had a campaign, “Royally Treat Yourself”. The first 800 people who registered online won a gold box of Crown & Cheese. And KFC created a Gold Chicken Royal Wedding Edition Bucket for a select handful to win.

Since these campaigns were limited in their promotion, would they have sold out faster if a celebrity was promoting the product?

photo credit: AM> via (flickr)

Embracing Change: Why Celebrity Marketing Looks Beyond Facebook to be Effective

reddit (giphy)

The growing trends of consumer dissatisfaction with social media privacy is a roadblock that marketers can avoid with the right strategies in place.

For good reason, headlines around the world have been dominated by ongoing problems for the world’s first social media giant. Privacy has always been a concern for consumers but the issue has flared up again with the Cambridge Analytica scandal.

It is important to understand the nuance behind the issue. Social media companies and corporation have been utilizing data legally obtained from users who sign terms of service for years and it has let to features like micro and geo-targeting.

The current controversy deals with the illegal collection of data through a third-party research firm who violated Facebook’s terms of service and multiple requests for deletion of data. As usual, the optics are terrible despite Facebook’s good intentions, while consumers are growing impatient with the lack of progress in privacy standards.

Not too long ago, people were calling on Facebook’s CEO Mark Zuckerberg to run for President, now he is being called to testify in front of Congress for his company’s shortcomings.

The advent of social media has been a boon for marketers and advertisers, providing endless opportunities to interact with consumers and tailor brand identities, but anticipating change is a much more universal and time-tested marketing tool.

With this in mind, marketers should be very wary not to have a reliance on platforms like Facebook, Twitter and Instagram by diversifying their ad spend in other mediums.

Television is a tried and true marketing method and will remain so, but more surprising is the relevancy of audio advertising (radio and streaming) in the age of social media. Studies continue to show that radio is still healthy in the ROI department and streaming will become a global standard with the rise of AI home assistants/speakers.

This does not negate the effectiveness of social media marketing however, but there are plenty other up and coming platforms that marketers should be aware of.

Of course there is Snapchat, Pinterest, and Instagram (I include Instagram even though they are owned by Facebook due to the lack of personal information needed on the platform). There are many other niche sites that can be used to target consumers; check out this great list from Hootsuite.

Other platforms like YouTube, Reddit, Tumblr, Flickr, and LinkedIn are sites striving to protect their marketing integrity and are free of the issues plaguing Facebook. Diversifying your brand’s digital/traditional footprint by moving away from a Facebook monopoly is a great way to insulate your brand from future scandals involving the privacy of consumers.

photo credit: reddit via (giphy)

What Apple’s Viral HomePod Ad with FKA Twigs Tells Us About Celebrity Marketing

VladJanuary (flickr)

With the viral success of Apple’s ad for its newest product line, what can brands learn to boost the effectiveness of their celebrity marketing campaigns?

In June of 2017, Apple announced their intention to enter the wireless speaker/AI assistant market with their new HomePod line. It marked a significant new step away from the brand’s identity of traditional hardware, but an acknowledgment of the changing pace of the device marketplace.

However, consumers were already well aware that Apple was lagging behind Amazon and Google in this tech sector, so how did Apple’s marketing strategy combat this?

For nearly two decades, Apple’s brand identity has been centered on music. After all, they invented iTunes which dominated the early digital music market and made the iPod a global phenomenon.

They have stressed that the HomePod will be a “music-first” device and followed up that brand message with an ad/short film directed by Spike Jonze and featuring FKA Twigs that quickly gained viral status.

Here’s what this viral spot tells us about celebrity marketing:

1). Incorporating Celebrities’ Talents Can Elevate a Brand’s Message

Any consumer who watched this short film will immediately remember the old iPod campaigns with silhouette dancers and vibrant color pallets, which we must assume was the intention.

Clearly Apple wanted to continue but modernize their core message. For this they used an Oscar winning director, Spike Jonze and a world-renowned dancer/musician, FKA Twigs.

Many outlets praised the ad simply for the credentials of those involved, which gave consumers an early perception of quality of the spot and the brand.

Celebrities in their natural environments not only produce better quality marketing tools, but it streamlines the planning process by encouraging innovation from the artists.

2). Implementing Cause and Artistic License is a Sure-Fire Way to Success

While maintaining the brand message, creative license was taken to incorporate concepts of dealing with depression. During the film, Twigs uses the music that Apple can provide to overcome her feelings of repetition and despare from her career.

It is important for marketers not to take this element to far however. There is often a fine line between partnering or discussing a cause and taking advantage of it to sell products. Consumers are attentive and do not enjoy faux-cause marketing strategies.

Regardless, there is little doubt that the creative element of the ad has led to its viral success. The colorful set has also driven extra content about the ad on social media. The best ads rarely need pinpoint cooperation to show their value. Seeing the passion of everyone involved to discuss their product proves that the correct creative priorities can reinforce a brand’s message.

3). The Ad Directing Trend is Here to Stay

Add this spot to the growing list of short films that have been produced by Hollywood regulars for various brands. Walmart enlisted the talents of Dee Rees (Mudbound), Melissa McCarthy and Nancy Meyers for an Oscars campaign. Apple is no stranger to using this method having first done a similar project with Ridley Scott in 1984 when launching the Macintosh computer.

This method will only continue to prove its power of innovation in the advertising industry. Brands with short films have received very positive responses and it is a great way to partner with celebrity influencers to make use of their talents.

photo credit: VladJanuary via (flickr)