The web makes a mass audience potentially available to ordinary
consumers. This post will focus on fashion bloggers, how they acquire an audience by
iterated displays of aesthetic discrimination of clothing and how brand managers can use this to engage their audience(Mcquarrie et al, 2012)
Brands engaging with bloggers has become an essential part of a companies online marketing strategy- not only from an SEO perspective, but also for brand advocacy, social visibility and opportunities to increase revenue (Mcquater, 2013)
Top brands are identifying the need to get online influencers and in particular bloggers with large audiences, on board to help promote online campaigns and subsequently contribute to the brands SEO ranking. The purchasing behaviour of the everyday consumer has become increasingly influenced by online reviews through blog posting rather than more traditional advertising. Because of this brands are adapting their marketing strategies to target these bloggers and influence opinions and social conversations around their product offering.
The key to building relationships between the brand and the blogger is providing them with content that is relevant to their personality, style and audience (Haviland, 2013). It is important that brands carefully manage the relationship between them and the blogger. Neither party would want to see their reputation damaged as it could have a negative effect on either sides business. The trick is to get the blogger on your side, by creating a relationship. Once trust has been built between both the brand and the blogger, this will increase your brands awareness amongst their audience and could generate large revenues for your company.
Who does it well?
Uniqlo
In a bid to engage with its younger, more fashion conscious audience, Uniqlo introduced a new campaign that saw a commissioned group of fashion bloggers create unique content on their collection with Celia Birtwell, as well as an additional social competition. The campaign was a huge success with a social network reach of over 150,000 and an 80% increase in revenue.
European digital and CRM manager for Uniqlo, Alice Frost had this to say on the campaign:“We’re always keen to find new and innovative ways to work with online influencers to help engage and inspire our customers on a personal level, the most successful approach for us is to create bespoke campaigns and experiences that bloggers and their followers can get genuinely excited about"
F&F
Unlike models or movie stars, bloggers are far easier for the average person to relate to. They use online blogs to show off their unique styles and tastes and their audience look to them as icons with styles that they themselves can emulate. F&F used this to their advantage when they invited Five women aged between 19 and 28 with a variety of backgrounds and interests. The blog posts would be unique to each women's style be it vintage to plus sized clothing, they would then link this back to F&F's collections.
Jillian Lidgate, Head of Online Marketing at F&F Clothing comments: “The internet has transformed the world of fashion and bloggers can now be as influential as major publishers. Online fashion has become part of daily life, as people research their outfits and accessories with image-led social networks like Tumblr, which is home to a vibrant and creative international fashion community”
Tips on blogger outreach
A single relationship with the right blogger could lead to thousands of instant relationships with targeted readers who fully trust that particular source; not to mention the back links (Politi, 2011)
Here are some great ways in which a brand can improve its blogger outreach;
- Ensure you are targeting relevant bloggers. If the blog isn't relevant or authoritative over its audience, then the content within the post will not have the desired effect.
- Adopt a personal approach straight away with the bloggers. Rather than an impersonal, generic email, approach them based on the understanding that their interest is ideal for the concept you have.
- Your ideas are key. Approach a blogger with something that he or she will be excited about and keen to pursue. This way it will make the process a lot more natural with both parties interested in the campaign.
- Be clear with what you want to achieve. Bloggers are fully aware that a brand is contacting them for their own personal gain, so be honest with the blogger and they will create content that will help you achieve the brands goals.
Brands engaging with bloggers has become an essential part of a companies online marketing strategy- not only from an SEO perspective, but also for brand advocacy, social visibility and opportunities to increase revenue (Mcquater, 2013)
Top brands are identifying the need to get online influencers and in particular bloggers with large audiences, on board to help promote online campaigns and subsequently contribute to the brands SEO ranking. The purchasing behaviour of the everyday consumer has become increasingly influenced by online reviews through blog posting rather than more traditional advertising. Because of this brands are adapting their marketing strategies to target these bloggers and influence opinions and social conversations around their product offering.
The key to building relationships between the brand and the blogger is providing them with content that is relevant to their personality, style and audience (Haviland, 2013). It is important that brands carefully manage the relationship between them and the blogger. Neither party would want to see their reputation damaged as it could have a negative effect on either sides business. The trick is to get the blogger on your side, by creating a relationship. Once trust has been built between both the brand and the blogger, this will increase your brands awareness amongst their audience and could generate large revenues for your company.
Who does it well?
Uniqlo
In a bid to engage with its younger, more fashion conscious audience, Uniqlo introduced a new campaign that saw a commissioned group of fashion bloggers create unique content on their collection with Celia Birtwell, as well as an additional social competition. The campaign was a huge success with a social network reach of over 150,000 and an 80% increase in revenue.
European digital and CRM manager for Uniqlo, Alice Frost had this to say on the campaign:“We’re always keen to find new and innovative ways to work with online influencers to help engage and inspire our customers on a personal level, the most successful approach for us is to create bespoke campaigns and experiences that bloggers and their followers can get genuinely excited about"
F&F
Unlike models or movie stars, bloggers are far easier for the average person to relate to. They use online blogs to show off their unique styles and tastes and their audience look to them as icons with styles that they themselves can emulate. F&F used this to their advantage when they invited Five women aged between 19 and 28 with a variety of backgrounds and interests. The blog posts would be unique to each women's style be it vintage to plus sized clothing, they would then link this back to F&F's collections.
Jillian Lidgate, Head of Online Marketing at F&F Clothing comments: “The internet has transformed the world of fashion and bloggers can now be as influential as major publishers. Online fashion has become part of daily life, as people research their outfits and accessories with image-led social networks like Tumblr, which is home to a vibrant and creative international fashion community”
Tips on blogger outreach
A single relationship with the right blogger could lead to thousands of instant relationships with targeted readers who fully trust that particular source; not to mention the back links (Politi, 2011)
Here are some great ways in which a brand can improve its blogger outreach;
- Ensure you are targeting relevant bloggers. If the blog isn't relevant or authoritative over its audience, then the content within the post will not have the desired effect.
- Adopt a personal approach straight away with the bloggers. Rather than an impersonal, generic email, approach them based on the understanding that their interest is ideal for the concept you have.
- Your ideas are key. Approach a blogger with something that he or she will be excited about and keen to pursue. This way it will make the process a lot more natural with both parties interested in the campaign.
- Be clear with what you want to achieve. Bloggers are fully aware that a brand is contacting them for their own personal gain, so be honest with the blogger and they will create content that will help you achieve the brands goals.
References
Haviland, M. (2013). What brand managers should know about engaging with fashion bloggers. Available: http://www.marketingmagazine.co.uk/article/1219027/brand-managers-know-engaging-fashion-bloggers. Last accessed 8/5/2014.
Mcquarrie, E. Miller, J. and Phillips, B.. (2012). The Megaphone Effect: Taste and Audience in Fashion Blogging. Journal of Business Research. 40 (3), 136.
Mcquater K.. (2013). Getting in with the crowd: How brands are using blogger engagement to build advocacy, boost search visibility and increase revenue. Available: http://www.thedrum.com/news/2013/12/17/getting-crowd-how-brands-are-using-blogger-engagement-build-advocacy-boost-search. Last accessed 7/5/2014.
Politi, S. (2011). Blogger Outreach: 5 Tips for Connecting With Top Influencers. Available: http://mashable.com/2011/10/01/blogger-outreach-tips/. Last accessed 8/5/2014.
Mcquarrie, E. Miller, J. and Phillips, B.. (2012). The Megaphone Effect: Taste and Audience in Fashion Blogging. Journal of Business Research. 40 (3), 136.
Mcquater K.. (2013). Getting in with the crowd: How brands are using blogger engagement to build advocacy, boost search visibility and increase revenue. Available: http://www.thedrum.com/news/2013/12/17/getting-crowd-how-brands-are-using-blogger-engagement-build-advocacy-boost-search. Last accessed 7/5/2014.
Politi, S. (2011). Blogger Outreach: 5 Tips for Connecting With Top Influencers. Available: http://mashable.com/2011/10/01/blogger-outreach-tips/. Last accessed 8/5/2014.
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