It’s no secret that influencer marketing works wonders when it comes to increasing brand awareness and boosting sales. In fact, 61% of marketers plan to increase their influencer marketing spend in 2019. However, it’s not as easy as paying anyone with a following to post about your brand.
People often forget that not every influencer will generate high returns for your brand. It’s extremely important to find an influencer who matches your brand’s goals, aesthetic, and messaging. This will ensure that the partnership is authentic and that your campaign will resonate with the right audience.
This is why we love Visit Black Hawk’s collaboration with Alena, or @modaprints.
Visit Black Hawk is a collection of many casino properties within the city limits operating as the Business Improvement District. Their mission is to provide joint funding to support marketing and essential city services in Black Hawk, Colorado.
Because Visit Black Hawk wasn’t looking to sell a physical object, they had to get creative with their marketing. Their main goal was to get people to come to the city and enjoy the many amenities they have to offer. So, they shifted their strategy to work with local influencers who could show off the dynamic Black Hawk lifestyle.
This is when the company connected with Alena, a fashion and lifestyle influencer based in Denver, Colorado. In her captions, Alena digs deep into how much she loved getting out of the city and visiting Black Hawk’s vintage streets and restaurants.
Why was their partnership so successful?
- They were able to provide value to a relevant audience. By inviting a local influencer, Visit Black Hawk was able to target Alena’s devoted followers, many of whom live in nearby towns or states. After all, 63% of consumers want brands to demonstrate their understanding of geographic communities on an intimate level.
- Tip: Use a tool like our Audience Demographics Search to find relevant audiences.
- The influencer provided high-quality, authentic content. Without straying away from her typical fashion content, Alena created stunning content that showed off both the unique vibe of Black Hawk as well as her fashionable outfit.
- The company repurposed Alena’s content on their own social channels. Because influencer-generated content receives over 8 times the engagement of brand-directed content on social media, it’s always a good idea to repurpose IGC. So, Visit Black Hawk reposted Alena’s eye-catching image on their own Instagram and Facebook.