Did you know influencer marketing is still the fastest-growing online customer acquisition method? As a matter of fact, 69% of marketers ranked the strategy as a top priority for 2019 and 61% plan to increase their influencer marketing budget this year. Influencer-generated content (IGC) is not only eye-catching and authentic, but it also earns more than 8 times the engagement rate of brand-directed content on social media.
However, not every influencer will generate high returns for your brand. Successful campaigns require brands to work with influencers who match the company’s messaging and aesthetic. This way, the influencer will be able to speak genuinely about your brand and encourage more people to trust your brand, research the product, and eventually make a purchase.
This is why we love Zevia’s collaboration with Bill Kim, or @nwnatives.
Zevia is a beverage brand that sells naturally-flavored, zero-calorie drinks, including sodas, energy drinks, sparkling water, and mixers. The brand started looking for a way to spread the word about its healthy alternative beverage in an organic way.
Specifically, the brand wanted to find high-quality content creators who could show off their love for Zevia while enjoying it with their friends and family. This is when they found Bill, a Seattle-based photographer who loves to capture stunning images of the places he goes and the people he meets.
When Zevia reached out to Bill, he was traveling through south Washington and was able to capture an amazing photo amongst the beautiful landscape! Zevia loved his content so much they repurposed it for an Instagram giveaway that asked for people to follow their branded Instagram, like the photo, and tag one friend to share Zevia with.
Why was their partnership so successful?
- The brand and influencer share a common goal. As a photographer, Bill loves to capture memories he shares with his friends and family. On the other side of things, Zevia needed influencers to share its sugar-free, vegan, non-GMO drinks with their loved ones. His content fulfills Zevia’s requests, yet stays true to his own style.
- It shows how Zevia can be incorporated into your everyday life. The photo of Bill and his friend enjoying Zevia is very relatable. Anyone can resonate with taking a well-deserved break with a refreshing beverage in hand during a long road trip! When asked about the collaboration, Bill said, “I was able to capture a genuine moment instead of forcing or staging an emotion. The best images always come from genuine moments.”
- It’s extremely authentic. Because Bill’s content typically features memorable moments with his family and friends, it was no different when he partnered with Zevia. He writes, “The image I chose to use for the Zevia promotion flows well with my style, which my followers are used to seeing.” It was easy to see that all of the engagements he received were authentic, because his collaboration blended seamlessly with his usual content.
- Instagram giveaways generate a lot of engagement. Giveaways are the easiest way to gain followers, increase brand awareness, and boost engagement. So, repurposing Bill’s content for a contest was the cherry on top to Zevia’s great collaboration with Bill. In turn, Bill was able to generate additional value for his audience, and Zevia gained a lot of excited followers!
“At the end of the day, I believe people are more inclined to listen to your thoughts about a specific product, if you truly believe in what the brand stands for.”
— Bill (@nwnatives)