Written for Fashion & Beauty Monitor
An adaptation of the traditional PR press trip, an influencer trip invites key content creators on an overseas excursion, filled with experiential elements and promotional touchpoints. Social coverage and shoot images are typically the name of the game here – with brands giving digital influencers the VIP treatment in the hope of eliciting engaging content and nurturing relationships.
The following post will reveal Fashion & Beauty Monitor’s top tips for strategizing, organising and running an influencer trip in the current climate.
Be Mindful
In light of some recent controversies surrounding luxury influencer trips being labelled ‘tone deaf’ in an era of austerity, PRs need to really consider tone and motivation behind the activity. If brands exist within the luxury space, then luxury influencer trips make sense. With today’s consumer being more environmentally-conscious than previous generations, it is important to consider the environmental footprint and whether this impact can be mitigated by social good or executed more sustainably.
Set A Clear Brief
Influencer trips are typically high-cost activations, so it is vital that a clear brief is set to content creators regarding what is expected of them. As with any onboarding or contracting stage in a partnership, brands must outline the desired messages it wants communicated in resulting content and ensure attendees are fully aware of the reason behind the excursion – be that a new launch, product drop or company celebration.
Add Value
While some may think a free holiday is incentive enough – and they’d be right – a nice touch that will make pitches stand out, is to offer additional gifts, experiences or other value-adds that enrich the experience. From wine tasting to facials, goodie bags to fashion shows, there are countless opportunities to improve sentiment and nurture positive relationships with present and future ambassadors.
Involve Your Customers
Whilst this is an influencer-focused tactic, PRs should endeavour to not neglect their loyal customers and community where possible, who may be following the aspirational journey and want a piece of the action. Consider offering extra spots on the trip for competition winners, or, take a leaf out of REFY’s book and organise a ‘community trip’ – inviting regular consumers and nano creators to enjoy perks they would otherwise be overlooked for.
Branding Is Everything
Product placement is key – as seen recently with Alix Earle’s Coachella House, sponsored by Poppi. The more branding and products that can be seen in the background of social content, the more publicity and marketing moments will be achieved without relying on name checks from creators themselves. Content shot in a branded environment also makes great campaign imagery or shoots that can be repurposed and used elsewhere with permission.
Partner Up
A great way to keep costs down on an influencer trip is to secure third party partners. Where possible, PRs should be working with airlines, accommodations and other local businesses to provide venues and other services, in exchange for publicity from the influencers. Hotels, for example would love to be mentioned in creator content, as would any businesses given the opportunity to gift these influential tastemakers.
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