How to Reach Multiple Demographics with the Same Campaign through Influencer Marketing

GAP

Big brands have led the way in using a wide range of micro-influencers to reach a variety of consumers.

Having a single campaign activated across numerous influencers allows brands to access more than just the typical, narrow target market. Strategically using influencers that impact a variety of populations can allow campaigns to reach far beyond the usual scope.

Rather than using a large number of influencers who have followings with similar characteristics, brands can use influencers with extensively different backgrounds whose followings are diverse. This allows brands to use the same central campaign to connect with a larger sphere of people.

Here are a few brands who have successfully executed this approach.

Walmart

In spring 2017, Walmart launched its “Fight Hunger Spark Change” campaign in partnership with Feeding America. Their goal was as many donations as possible to secure meals for hungry Americans. Walmart used 7 influencers on Instagram to spread awareness for the cause and increase donations.

A charitable cause as broad as this one could be taken up by a massive array of people from all different backgrounds. Walmart mimicked this through their use of a mixture of influencers. From professional soccer player Sydney Leroux to YouTube personality and cook Rosanna Pansino to professional skateboarder Ryan Sheckler, Walmart covered a broad spectrum of influencers.

The result was a huge engagement rate of 23% and raised $1.5 million.

Axe

Axe partnered with 30 male influencers for their “Find Your Magic”campaign with a goal to break the cycle of toxic masculinity and support men in destroying stereotypes and using hair products.

The Haircare VP of Unilever (the company that owns Axe), Piyush Jain, was quoted in AdWeek saying “this is the first time male influencers from all different walks of life are coming together to inspire guys to start styling.”

Amongst the 30 were actor Josh Peck, cooking channel star Josh Elkin and video gamer Joshua Ovenshire. With just these three celebrities, Axe was able to reach men with disparate interests by involving influencers with an assortment of personalities and fan bases who openly used Axe products on their social channels.

Gap

For their “Styld.by” campaign, Gap partnered with multiple prominent influencers across several categories. They enlisted photographers, writers, singers, models and bloggers amongst others, spanning different cultural backgrounds, races, genders and stages in life.

Each of these influencers posed for photos wearing Gap clothing mixed in with their own pieces showing how they incorporated the brand into their own styles.

The material was posted on several platforms, including Gap’s social channels, the influencers’ personal channels and the online community dedicated to the campaign.  

Using influencer marketing allows brands to extend their target market on a budget and/or create multiple campaigns.

photo credit: Mike Mozart via Flickr

Celebrity Marketing: How to Target a Specific Market Using Social Media

Social Media

Celebrities who appeal to different age groups are changing almost as fast as social media evolves.

When using social media for marketing, it is important to know demographics of each platform.  For example, if if a brand is using a vlogger in their early 20s or late teens, it would be wiser to have them promote a product on Snapchat than promote on Google+.  According to Statista, 28.5% of Snapchat users fall into the 18-24 age range, while only 13.3% of Google+ users do.

18-24 – Ideal celebrities for this market are ones that have a large following of younger people.  Taylor Swift did a post on Tumblr asking why Apple’s new music program had a free period where artists were not paid.  This post gained over 89,000 likes and produced an outcry from 18-24 year olds in Swift’s favor.  In terms of platforms, her demographic frequently uses Snapchat (28.5% of the app’s users) and Tumblr (25.7% of the app’s users).  Facebook still commands the most users of any social media platform. The platform has simply transformed into a much broader mix of ages, ceding much of its former power to newer apps.

25-34 – This age group is arguably the most marketable of all.  Influencers who typically post pictures on Instagram or Pinterest would be ideal for this demographic; such as interior designers, fashion designers, or foodies like Martha Stewart. This demographic falls in the range of about 20-25% of users on Facebook, Twitter, Instagram and LinkedIn.  This group’s difference over others is it makes up more Pinterest users that the other age brackets.

35-44 – This demographic has a noticeable drop off in the amount of users on all social media platforms.  However, 35-44 year olds make up the majority of users on LinkedIn, and are only 3% behind the 25-34 age group on Twitter.  They also have a strong presence in Google+. Although the 35-44 age group may not have an extremely large audience on Twitter, they have enough of a presence for the celebrity’s message to get across effectively. (For example – Larry King)

45+ – There is a large shift in the amount of users with each platform with this age group.  The top three in order are Facebook, LinkedIn and Pinterest.  An example of an influencer on Facebook and LinkedIn is Bill Gates, who is older and can connect better with this demographic.  For companies targeting people of this age or higher on social media, a good bet would be to promote their product through Facebook and LinkedIn.

For a more detailed look at social media demographics, check out these survey results from the Pew Research Center.

photo credit: ePublicist via photopin cc