Brands need to set goals for influencer campaigns, says Red Bull marketer
Brands working in the influencer marketing space need to establish goals before diving in, Red Bull field marketing manager Travis Watanabe has said.
Speaking at the Klick Konnect conference in Honolulu, Watanabe said judging the success of an influencer-led campaign can be difficult as there are “lots of immeasurables” such as authenticity and influence.
Watanabe says brands need to set objectives for an influencer campaign
“We are a brand that spent hundreds of millions of dollars sending someone into space to skydive, and it’s like, ‘how many cans did you sell after that?’ But it depends if your goal was to increase sales or build awareness and engagement,” he said.
Too right – if you don’t know what you’re buying, don’t buy it! Influencers need to be properly evaluated before you engage them and held to account when they’re activated – just like every other part of your marketing mix.