The Role ofInfluencers in Shopper MarketingSocial influencers are the best tool to have in your shopper marketing

toolbox. From launching new products to attracting new audiences, the

number of roles they can play along the path to purchase is truly e�ective.

Ready to make an impact?

Influencer marketing. Influencer marketing. Influencer marketing.

The phrase saw a massive uptick in searches in 2015 because of

its role in disrupting advertising, shaking up creative agencies

and causing brands, PR agencies and everyone in between to

jump in the fray to get their piece of the reported $6.85 made

in revenue per dollar invested. Studies have shown that 92

percent of consumers trust recommendations from other

people – even ones they don’t know- over branded content.

Social influencers are the bridge between branded content and

today’s hyper-connected, advertisement-shunning consumers.

Want to make the jump?

InfluencerMarketing

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As much as 85 percent of new product launches in the CPG

category fail each year, according to Nielsen. That percentage

creeps even higher for the general market. With such a staggering

failure rate, how are brands to overcome this? Utilize

influencer-crafted content showcasing the new products and how

everyday people use them. Consumers are more motivated to try

new products when they can see how people like them are using

the products to make their lives better, easier, more entertaining, etc.

A shopper is as a shopper does.

New ProductLaunches

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Eureka partnered with Collective Bias to help spread the word about

Eureka Brushroll Clean, their new self-cleaning brushroll product, the

first of its kind for the vacuum industry. Eureka utilized influencers to

share those “OMG this technology is life changing” moments with their

audiences. Influencers encouraged their audience to drop the scissors

and stop manually cutting the hair and tangled debris out of their

brushroll. Influencers showed before and after shots, compared this

vacuum to their previous vacuum, and shared their overall excitement

about how they are now #CleaningUntangled.

#CleaningUntangledCampaign

EurekaPartner

Tonya of tonyastaab.comInfluencer

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Everyone wants their products to stand out amongst competitors on

a crowded shelf, especially in utilitarian categories. When we inspire

consumers to use a product in more than one way, the need to buy

more product increases and we then see sales increase. Influencers

are champions at creating new usage occasions for products without

it being too outlandish for their followers to actually try.

New UsageOccasions

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Take Chobani for example: When the brand wanted to stand out

amongst competitors at Kroger’s Family of Stores, they activated a

Shopper Social Media campaign to incite new usage occasions for

consumers. The campaign focused on “Smoothie Week” with social

influencers being challenged to come up with new and creative

smoothie recipes using various flavors of Chobani Greek Yogurt and

fresh fruit from Kroger Family of Stores. Through the influencer’s

unique recipes and mouthwatering photography content, Chobani

Greek Yogurt products became much more than just yogurt in a

cup - it was the hero ingredient for a massive range of healthy

smoothie options. The campaign resulted in over 33K engagements

from 22 blog posts and a 2.4x mROI for the brand.

Talk about a smooth idea.

ChobaniPartner

Kroger Family of StoresPartner

Influencersaltycanary.com

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Ready to learn more?

Social influencers are the best tool to have

in your shopper marketing toolbox. From

launching new products to attracting new

audiences, the number of roles they can play

along the path to purchase is truly e�ective.

Ready to make an impact?