For my project I wanted to dive into why brands today are choosing influencer marketing as their main source of getting their name out there, specifically content creator brand trips. They seem excessive and random. So I dove in.
I first started with research. I wanted to see the benefits of content creator trips. I was able to find three main reasons as to why these trips are beneficial. The first one is the brand recognition. If your favorite influencer goes on a brand trip, you start to recognize that brand and associate it with the positive thoughts you have on that influencer. It is also beneficial to the influencer. If you are loyal to a brand and they introduce you to a new content creator through one of these trips, you become curious and check out that content creator. Lastly, these trips make a ton of money. There is a clothing brand called Revolve. They host content creator trips called ‘Revolve Around the World.’ A stipulation of the trip is all the creators have to wear Revolve clothing. Revolve has seen $600,000-$700,000 days during those trips as audiences purchase from the creator’s links to those clothes.
Here is the background I included in my final project
I decided to take that information and plan a content creator trip for Alani Nu. They already use a lot of creators in their marketing, it seemed like the perfect opportunity to plan the first Alani Nu brand trip. I wanted to use this trip to advertise Alani Nu Winter Wonderland energy drink. It is a festive trip to bring in the creators and to advertise the new flavor of drink.
Below is my booklet I created
Here is an example of the bios for the creators I would invite.
The biggest takeaway I had from this project is that when companies seem like they’re doing something random, there is a reason and a ton of research as to why they are using a specific strategy.