From automotive icons to the black runway
#Digital marketing can hardly do without #influencers. For brand and product communication, companies use the influence & reach of more or less well-known people in the digital world. There is an interesting trend here: Away from large reach – towards micro- or medi-influencers.
We at FARBE BLAU Creative Communication GmbH can only confirm this. That’s why we personally get in touch with the respective selected #bloggers or #influencers. We exchange ideas and build a relationship. The first priority of the cooperation is the authenticity of the experience embedded in organic #storytelling, instead of a pure conveyance of advertising messages via sponsored posts.
#Authenticity is capitalized
For the sports tour operator #Team3Reisen, for example, we deliberately selected influencers with a lower reach. Micro- and medi-influencers achieve much higher engagement & influence on their community through content specialization. And the intention of a successful cooperation is to use precisely this trust and to authentically transfer the credibility to one’s own brand or product. Sports blogger Gabriella loretta, travel blogger coconut sports and ski enthusiast Conny, with a reach of about 30-50 thousand, took their followers directly with them, so to speak, to the ski slopes, après-ski and the hotel’s wellness area, shared their experiences and created additional incentive through a competition. As a communications agency, we form the bridge between customer interests or wishes and the respective influencer and their personal storytelling.
Synergies with added value
In contrast to classic advertising contributions, the constant display of logos and advertising slogans is counterproductive – rather, the focus is on the real-live experience with the product or brand. By tagging or linking to the website, the direct contact & information opportunity is supported. With a higher reach of 200 thousand, we have managed a successful cooperation with Sophia Calate, one of the best-known German female influencers in the premium automotive segment. But even here there is competition with significantly higher reach, to name one like supercarblondie with almost 10 million followers. For our client Hackenberg Restaurierungen – one of the leading Porsche restorers – we connected current Porsche models with the world of restoration, communicated via a young, modern influencer, in front of the dreamlike backdrop of Althoff Grandhotel Schloss Bensberg, a luxury-class grand hotel. A lot of synergy with added value for all parties involved in the cooperation. And also for Sophia Calate it was an experience to sit in a beautifully restored #Porsche356 and to make the round with the #Porsche911.
For myself, by the way, too 🙂 As the initiator & communications manager, I had the pleasure of driving the historic and current models, spending the night in the beautiful Schloss Bensberg and having my personal real-live experience that I share with you as a micro-influencer here on LinkedIn.