Are Influencers effective for traditional brands?
Posted on May 16, 2018
If you’re into motoring, Rolls Royce has always been the elder statesman; the refined choice of vehicle for a refined lifestyle. You’d be forgiven then for thinking that with their reputation preceding them, they wouldn’t be turning to modern advertising to promote such a classic car.
Well, lo and behold, Rolls Royce are doing just that. Noting a drop in the average age of their customers, Rolls Royce CEO, Torsten Mueller-Oetvoes, is embracing YouTube and Instagram advertising. In fact, The Star reports that Rolls Royce now boasts over one million Instagram followers.
The inevitable question then is – will Asian brands follow suit?
Are Asian brands ready?
The SushiVid blog has made some pretty grim predictions about the future of conventional advertising, you know the death of deceit, the death of tv etc… Needless to say, it's kind of evident that we believe that marketing has evolved. That said, many of our articles have focused on global trends. What about Asia?
This Chinese New Year some of our brands did just that. Some of the reported highlights included Digi Communications interactive video game and a series of Master Meng Feng Shui video tips released by Maxis. Definite proof that some of us are ready.
Are you ready?
Okay so, Digi and Maxis are both communications companies who want people to churn through data, so perhaps they have a vested interest. However, Rolls Royce should be an evidence that online video marketing is ripe for brick and mortar brands. In fact, an article by DigiDay suggests that even luxury brands are flocking to video because it’s cheap, can be controlled and allows experimentation. The control point is particularly pertinent, with Digiday noting:
‘If you’re Louis Vuitton, your slick and powerful TV spot may be wedged between an ad for diapers and another for a local, ambulance-chasing attorney. You have no control.’
If you want to join the luxury brands as they embrace online video marketing, there’s a few little things to consider:
A website/Facebook page
Conversion is the end goal of any online video marketing campaign, and this includes luring viewers to your website. Of course, if you don’t have one…
While YouTube usage is increasing across age brackets, it really is the domain of the millennial generation. So, if that’s your target audience, you’ll definitely get a response by implementing a YouTube influencer campaign.
A saturated market
If the market you operate in has already saturated the magazine, billboard and television advertising mediums, now is the time for you to inject a breath of fresh air and set yourself apart from your competitors as a game changer.
When you don’t want to break the bank
We’ve said it before and we’ll say it again, YouTube influencer marketing offers a cost effective way to promote your brand to a whole new audience. And this can be a powerful tool when you want to expand into new markets. For instance, if you want to break into Thailand but can’t afford a big name celebrity, you could research Thai influencers and receive a unique advertising campaign at a great price!
If you’re one of Malaysia’s traditional bricks and mortar brands, you may feel that YouTube advertising isn’t for you. However, with luxury international brands starting to embrace the change and local digital brands getting on board, Malaysia is on the cusp of an advertising revolution. You don’t want to be left behind!
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