In 2010, the American ingredient delivery service Fresh Diet allocated a budget of $ 30,000 for the purchase of paid posts on celebrity social networks through Twit Change and AD.ly. Virtual exchanges allowed posting information about the service on the blogs of Demi Moore, Jessica Simpson, Eva Longoria. For $ 10,000, he managed to get into the most popular Instagram in the world - Kim Kardashian took a picture with a package from Fresh Diet and laid out a picture to the delight of fans and the creator of Fresh Diet Zalman Dachman.
For three years, Dachman’s business has doubled. Revenues in 2010 amounted to $ 15 million, by the end of 2013 reached $ 30 million. The entrepreneur believes that star posts played an important role. In 2014, he intends to focus more on Instagram - this social network has the best conversion. A potential customer sees the goods in the photo in all its glory.
Russian stars, unlike Western ones, do not use virtual exchanges to earn on their social networks. They prefer not to distribute paid posts, although many advertising agencies helpfully provide price lists where the publication price can reach several thousand dollars. Such sums are ready to lay out large brands with solid marketing budgets, it is unprofitable for an entrepreneur with a small business to buy posts.
Nevertheless, the instagrams of many stars are excellent media with an audience of several tens, or even hundreds of thousands of people. Working with them is helpful to increase brand awareness. You can also achieve conversion of views into purchases if you get into the right target audience.
H&F found out that the best celebrity tactic for a Russian entrepreneur is a loyal fan tactic. Attention and gifts are loved even by the richest and most famous, so make it a rule to send your products to the test to those artists whose Instagram you would like to get into. As a rule, in a profile, artists indicate the director’s contact through which the transfer can be arranged. Celebrities are already aware of the rules of the game, but you can accompany your package with a request to post a review on Instagram (or another social network) if the products are to your liking.
It is important to make the right choice. The artist should be attractive to your target audience. In addition, your product should be of interest to the artist. If everything is simple with dresses and cosmetics, then with children's clothes it is more complicated - you need to choose young parents from the celebrity list. After a few experiments, you will understand whose accounts are most attractive to your audience. You can make friendships with these artists by leaving comments on their posts, sending birthday presents to family members, etc. Over time, you will change roles, and your star will become your ardent admirer.
Fish shop "Own people"
We choose not the most top Instagram users. With those who have the most followers, you need to either work on a commercial basis or have friendly relations. I am not a supporter of paid placements, usually we just call the star or its producer and offer to try our products as a gift and treat. I say: "We really want to treat you and we will be grateful if you mention us on your social networks. If you don’t like it, just write: you brought some muck." A very good effect was from the photograph that Alik Smekhova posted. A few dozen orders arrived. Of course, the effect of such actions is momentary - the influx of visitors to the site does not last long. Someone who orders fish in the wake of publications from the stars remains with us.
Children's clothing Mamanonstop
I am a sociable person, therefore I have already made friends with all the celebs whom I made gifts. Gosha Kutsenko is photographed in our hats and wears them, he does it out of friendship and because he likes them. Katya Gordon is a human being, always the biggest conversion from her posts. I never paid anyone, but I give gifts to various nice people: Aiza Dolmatova, Anastasia Denisova. By the way, now many celebrities order clothes from us and say: "Just don’t give, we want to buy."
Food delivery service "Chefmarket"
It’s hard to talk about average conversion: everyone has different results. An entrepreneur needs to find his star so that the values of the target audiences match. Instagram is a good promotion channel for us. We do not pay anyone. For example, we work with Olga Buzova for free: she is our friend and part-time fan of the service.
Cover photo: Jessica Walsh