As the media landscape continues to shift and opportunities for traditional earned media shrink, influencer marketing has become a crucial component for many public relations initiatives. According to the Digital Marketing Institute, nearly half of consumers depend on influencer recommendations when making purchasing decisions and 40% had purchased a product after seeing it on social media. Additionally, influencer marketing offers the ability to track and report metrics unlike ever before!
With these trends in mind, WHA worked with our client, The Mall in Columbia, to launch an influencer marketing program that would boost the center’s brand recognition in the marketplace as a shopping, dining, and entertainment destination.
Throughout 2019, WHA engaged nine Baltimore-based influencers, each with different specialties and audiences, to promote The Mall’s retailers, restaurants, and events. Using their owned channels, which included Instagram, Facebook, Pinterest, and personal blogs, the influencers we engaged shared their shopping experiences with their audiences and helped position The Mall in Columbia as the trendiest place to shop in the region.
Through influencer screenshots and tagged links, WHA was able to track the results of each influencer activation. After the yearlong campaign, The Mall’s influencers reached more than 60,000 users combined on Instagram alone, and more than 100,000 impressions were gained through Instagram posts and stories, blogs, and posts on other social media. The Mall’s Instagram account also saw a spike in followers, correlated with influencer posts. In addition, one of our influencers became an official spokesperson for The Mall and was interviewed by WJZ and WBFF about style trends and shopping at The Mall in Columbia.
As consumers rely more heavily on online reviews, we believe that the influencer marketing industry will grow significantly on every social media platform, not just Instagram. Knowing how to select the right influencer, set goals, and measure success will be crucial for future campaigns.
In 2019, WHA also created influencer marketing campaigns on behalf of The Bozzuto Group, Cirque du Soliel, and Chilango’s. Interested in learning if influencer marketing is right for you? Send us an email. We’d love to talk to you.