According to Nielsen, 92% of consumers around the world say they trust recommendations above all other forms of advertising. In the digital landscape that ‘word of mouth’ role is often played by online influencers.
The strategy to build a network of influencer advocates has been ongoing over the past year. Now, we have a community of highly engaged influencers, opted-in to help us share stories about our products and brand through their networks. During 2015, the Digital team have worked with this community to promote campaigns across Food, Funeralcare, Estore and Legal Services, ranging from large campaigns to smaller product reviews.
The 2nd annual Christmas blogger event – the highlight of the Co-op’s influencer engagement calendar – was held last Friday. Before our very eyes the restaurant in 1 Angel Square (our support centre) transformed into an elegant Winter Wonderland to host 75 bloggers who braved bad weather and worse traffic to attend.
The format was very different to last year. Our guests were seated in tables of 10 and treated to a 4-course tasting menu featuring Co-op own-brand products and award-winning wines. They were taken behind the scenes to gain exclusive insights from product developers, updates on campaigns, a blogger panel Q&A… all nicely rounded off with cheese and some very special cupcakes.
We engaged with the bloggers on a deeper level because, for us, the events provide a unique opportunity to really connect – to get to know the people behind the blogs and from there, decide how best to work together in 2016 and beyond.
And the bloggers responded – taking to social media before, during, and after the event, reaching over 200k accounts with close to 400k impressions. Over the next two weeks we’ll follow-up with the attendees and reach out to those who couldn’t make it to increase brand noise over the Christmas period.
I’m currently working on finalising the strategy for Influencer Engagement for 2016. I can’t yet reveal exactly what’s coming up, but expect to see our relationships with our blogger partners grow and become more intertwined – helping us to stay visible and relevant in the digital landscape.