Famous people on the internet are important for companies that want more people to know about them and buy their stuff. 7 out of 10 people in the US are more likely to buy something if the company works with a famous internet person they know and trust. Working with these famous people also helps companies truly reach different kinds of people. These famous people will not only be a good match but can also help companies connect with new people who are interested in what they sell. Let’s talk about 3 examples to find the best influencers for your company.
#1: BFGoodrich
BFGoodrich is an American tire company that has been around for 150 years. It focuses on performance and passion in everything they do. While it makes tires for regular cars, it is best known for making tires for off-road racing events like rally raids. Even though BFGoodrich is well-known in motorsports, it wanted to get more awareness from younger, adventurous people. To do this, it decided to work with influencers who represent the brand’s values of performance and passion.
It looked specifically at athletes sponsored by Red Bull who participate in extreme, non-automotive sports. To choose the right influencers, BFGoodrich used an influencer marketing platform for brands to analyze things like:
- How real and engaged the influencers’ followers are
- How consistently high engagement the influencers get over time
- Whether the influencers’ audiences match BFGoodrich’s target of sporty, adventurous people
- If the influencers’ past content fits with BFGoodrich’s brand image and values
#2: hims & hers
hims & hers, a telehealth platform, aimed to shift from one-time influencer campaigns to an “always-on” strategy with long-term ambassadors. Their multi-part approach included:
- Asking industry contacts for influencer recommendations
- Partnering with influencers across all audience sizes
- Ensuring influencers represented their diverse customers
This combination of personal networking, multi-tier influencers, and customer representation built a team organically promoting hims & hers.
#3: Beekman 1802
Beekman 1802, a skincare brand, popular for using goat milk in its products. As a smaller and independent brand, they wanted to find a creative way to reach younger millennial customers. Their goals were to increase brand awareness, build their reputation in the skincare industry, and improve sales of two new products at Ulta Beauty stores. The brand decided to focus on TikTok to connect with millennials. Before looking for influencers, they spent time understanding what type of content works best for their brand on TikTok. They found that authentic, unfiltered videos packed with value resonated most.
They also defined their brand personality and core values like kindness and trust that influencers should represent. They created an “Influencer Rubric” to evaluate potential partners against these values. Finally, they identified four categories of content influencers could create: educational, entertaining, promoting kindness, and driving sales. This helped them select a mix of beauty influencers and non-beauty influencers to work with – some new up-and-comers and some well-established names in the industry.
These examples show different strategic approaches brands can use for successful influencer marketing. From data-driven decisions to personal networking to brand voice alignment, tailoring strategies to unique goals helped brands like BFGoodrich, hims & hers, and Beekman 1802 genuinely connect with new customers. An influencer marketing platform allows brands to tap into engaged audiences and build meaningful connections. By carefully selecting creators from an influencer platform for brands who genuinely match their brand and target customers, companies can amplify their message, build trust, and ultimately drive growth through this powerful marketing approach.
