Chief Marketer recently published an article titled “Influencer Marketing 2.0” featuring State Farm’s Neighborhood of Good influencer campaign as a lesson in the art of modern influencer marketing.
The Marketing Arm partnered closely with State Farm on this program from strategy to execution and it’s a great example of how influencer marketing can elevate a brand above its competitors and get results.
The following is an excerpt from “Influencer Marketing 2.0”.
State Farm learned through research that most people want to make a difference in their communities, but that only one in four actually take the initiative. A social responsibility platform, Neighborhood of Good (NOG), was created as a means to humanize the brand through helping people learn about volunteer opportunities in their own communities. Influencers were staples of the program.
“We position influencers to help us drive awareness and action back to site,” Mandy Laux, brand content manager at State Farm, says. “They help us humanize the brand and to show in real time how to turn caring into action and inspire others who admire them.”
To identify the ideal influencers, the NOG team worked with consumer engagement agency The Marketing Arm. About seven criteria were developed including audience size, authenticity and alignment with NOG’s target and where that target frequents socially. Also important were influencers with charitable sensibilities, and those with crisp and engaging storytelling abilities. Signed on were both macro- and micro-influencers with impressive levels of trustworthiness to focus on NOG’s three best-performing social channels: YouTube, Instagram and Twitter. The target? New prospects ages 18 to 40.
“We don’t necessarily have a tangible product, so we really rely on these influencers to show people how to give back, get involved and to humanize the NOG story. And it’s understanding how our influencers can make an impact as a group, not just individually,” Laux says.
For State Farm, the influencers have done their jobs. Interactions have drawn 1.4 million NOG site visits so far and 27 percent of influencer posts had higher engagement rates than influencers average engagement rates outside of the NOG partnerships.
Click here to read the full article.
At The Influencer Continuum October 28-30, The Marketing Arm will help participating brands uncover how they can leverage the power of influencers to reach consumers and get results. For more information on The Influencer Continuum, reach out to Kiley Kmiec.