A leading CPG brand turned to Motivatethe leading specialized insights and media partner for reaching Multicultural, Youth and LGBTQ segments, to build brand awareness with social influencers, garnering online video views and driving engagement with their holiday recipe program.

So, What’s Influencer Marketing, Anyway?

Influencer marketing is the practice of using thought leaders and social trendsetters in various categories to create authentic and meaningful engagement with consumers on behalf of brands. According to a recent Nielsen report, 92 percent of consumers trust recommendations from other people—even if they don’t know them personally—more than promotional content coming directly from brands. Influencer marketing is considered one of the most powerful and cost-effective marketing channels.

How We Did It

Motivate activated 65 highly influential Hispanic moms in the lifestyle, food and family categories to organically, authentically and seamlessly integrate the brand’s video series to their blogs and social channels.

The selected influencers also created original content as further promotion for the holiday recipe series. Social amplification tactics were integrated to optimize reach, buzz and impact. Facebook, Instagram, Pinterest, Twitter and YouTube were social media networks used to amplify the video series’ reach.

Influencer Selection Process

Motivate selected influencers according to their following on all platforms, quality of content and brand alignment with the campaign’s message. Influencers can be segmented by demographic (Hispanic women, 25-45 years old), vertical (food and recipes), platform (YouTube, Instagram, and blogs), DMA, or a strong combination of all four.

Our campaign’s success is highly attributed to our selection process, which looks at influencers who are actively present online and whose content inspires interactions such comments, questions, re-posts and shares.

Our Influencers, Your ROI

In addition to the 35,000 recognized thought leaders on our hyper-engaged influencer platform, Motivate’s social marketing team developed an exclusive group of niche-market influencers, including Koreans, South Asian and LGBTQ, to name a few. By leveraging influencer marketing, you can reach your exact consumer based on interest, segmentation, language preference and content relevance.

Influencer marketing has been proven to not only drive more engagement and trust with consumers, it produces those results at a much lower cost than many other forms of marketing.

Motivate is the leading specialized insights and media partner for reaching Multicultural, Youth and LGBTQ segments. We specialize in consumer segmentation, custom insights, and turnkey media strategy and execution for high-growth demographics. Motivate provides best-in-class media activation in digital, traditional, social and influencer marketing. Our expertise is leveraged by Fortune-500 clients and major advertising agencies. We’re proud to be a Women Business Enterprise certified company. For more information about Motivate, please visit www.motivateROI.com or call 866.664.4432.