A Magical Collaboration with Cakeworthy
Influencers in social media are people who have built a reputation for their knowledge and expertise on a specific topic. They make regular posts about that topic on their preferred social media channels and generate large followings of enthusiastic, engaged people who pay close attention to their views. Brands love social media influencers because they can create trends and encourage their followers to buy products they promote. — Influencer Marketing Hub
Social media influencers are a crucial component of growing a company’s audience in today’s culture. By 2022, influencer marketing is expected to be a $15 billion industry. According to a 2020 Influencer Marketing Hub Benchmark Report that surveyed 4,000 marketing agencies, brands and industry professionals, 91% of respondents believe that influencer marketing is an effective form of marketing.
When a brand partners with an influencer, they are looking for someone who is an extension of their brand; they are looking foir someone who fits their target market and shares their company’s values. By doing this, a brand is able to grow their audience and reach new customers because of the platform and following that an influencer brings to the table.
Micro-influencers, or accounts that typically have between 1,000 and 40,000 followers, are becoming the preferred influencer to work with as opposed to celebrities and accounts with a large following. Because of the authenticity, honesty and approachability of these smaller accounts, brands are shifting towards working with micro-influencers. These types of influencers are more likely to engage with their followers and have a more niche following. According to Klaviyo, micro-influencers have a 9% engagement rate, compared to influencers with a higher follower count having only a 4% engagement rate.
A partnership that would be harmonious and benefitial to both parties respectively would be the brand Cakeworthy (@cakeworthy) working with influencer Meg McGuire (@magicallymegmcguire).
Cakeworthy is a unisex clothing and lifestyle brand that was founded in 2014 by Brandon Shedden in Ontario, Canada. The company has “grown from selling handmade t-shirts on Etsy, to an international lifestyle fashion brand which is supported by hundreds of thousands of loyal customers across the globe.” Cakeworthy has licensed products that feature Disney, Harry Potter, Star Wars and so much more. Additionally, Cakeworthy says their products consist of “bright colors, bold prints and graphics, pop culture, 80’s and 90’s nostalgia and the clothes we always wanted as a kid.” Cakeworthy is sold on ShopDisney, BoxLunch, as well as their own website, cakeworthystore.com.
Sitting at 25,000+ followers on Instagram, Meg McGuire has curated an aesthetically-pleasing Instagram feed, with a very loyal following. Her content consists of Disney, fashion and accessories, which fits perfectly with Cakeworthy’s products. She has created a brand for herself. She knows who is she and knows exactly how she wants to portray herself. She recently trademarked the phrase “Main Street Is My Runway™”.
This partnership would be perfect for multiple reasons. Meg’s following consists of Disney and fashion lovers. Her content consists of bright and colorful outfits, and she consistently highlights products in her photos. She is very active on Instagram Stories and uses the “swipe up to shop” feature. She also uses the social-based shopping app, liketoknow.it, which links the products featured in a photo all in one place. If someone who is interested in a product Meg is featured using/wearing, they could purchase it right away through her liketoknow.it link. Influencers make a commission off of every sale they make when someone shops their link.
Cakeworthy would want to work with Meg McGuire because she embodies what they are selling. She loves Disney and all things pop culture, her wardrobe is full of bright colors and prints. She is trusted amongst her followers and the community she has built. Her following is perfect for the audience they are trying to reach in order to grow and expand. The use of the liketoknow.it app is perfect for Cakeworthy to make more sales because if Meg posts a photo wearing a Cakeworthy shirt, her followers would be able to buy it with one click. Customers love easy shopping and accessibility.
References:
Carbone, L. (2020, December 10). Top 8 influencer marketing trends coming in 2021. Retrieved April 03, 2021, from https://later.com/blog/influencer-marketing-trends/#:~:text=Influencer%20Marketing%20Will%20Be%20Bigger,budget%20in%20the%20next%20year.
McPeak, A. (2020, May 27). How brands can leverage influencer marketing during the coronavirus: Klaviyo covid-19. Retrieved April 03, 2021, from https://www.klaviyo.com/blog/dtc-influencer-marketing-coronavirus
Micro vs Macro: Which Influencer is best for your brand? (2021, March 05). Retrieved April 03, 2021, from https://izea.com/2021/03/05/micro-vs-marco-influencers/?utm_campaign=Influencers_Generic_Micro_US_BMM&utm_source=adwords&utm_medium=ppc&utm_term=&hsa_kw=&hsa_net=adwords&hsa_grp=116487196499&hsa_cam=6446632769&hsa_acc=1792975533&hsa_tgt=dsa-1125745440168&hsa_ver=3&hsa_ad=491153887116&hsa_mt=b&hsa_src=g&gclid=EAIaIQobChMIvKfm-rvi7wIVydXACh2oEAhNEAAYAiAAEgJiVPD_BwE
The state of influencer Marketing 2020: Benchmark report. (2021, February 14). Retrieved April 03, 2021, from https://influencermarketinghub.com/influencer-marketing-benchmark-report-2020/
What is an Influencer? — social media Influencers DEFINED. (2021, January 28). Retrieved April 03, 2021, from https://influencermarketinghub.com/what-is-an-influencer/
