Influencer Marketing essay

You will be creating a new brand, proposing a relationship for this brand with an influencer, coming up with ideas for how the influencer could benefit your brand, and creating a social media post announcing the partnership between the influencer and the brand to promote one of the initiatives you designed.

· Part 1: Think about something you are passionate about and create an idea for a new company. Write a paragraph explaining your new brand, including:

· What your company would do

· How your brand would be different from existing brands in the marketplace

· A description of your target audience

· An overview of your brand’s personality

· Brand elements such as branded colors, logo, and mascot (if applicable)

· Part 2: Find an influencer you think could help build brand awareness and build a brand community. This influencer cannot be a popular celebrity in their own right (ex. no professional athletes, actors, musicians, or models), so you may have to do a little research. Please write a paragraph about why you chose this influencer for this product/service, and how you believe this influencer could help you build a brand community. In your response, make sure to answer the following questions:

· How large is this person’s audience? (Look across social media platforms. How many follow their blog? Facebook? Twitter? Instagram? Pinterest? Snapchat? Note that some people may have big audiences on one platform and small audiences on others. How would this impact your choice?)

· Who makes up the influencer’s audience? (What are the average demographics of the people following this person? Look at who responds to their posts and follows them.)

· Why are they relevant to your brand’s focus? (Ex. If you are a makeup company, a popular makeup blogger would make sense, but a fashion influencer might also have access to your target audience. Additionally, if your brand personality is youthful and fun-loving, an influencer who is primarily funny but also has an audience with the same demographics as your brand would make sense.)

· Part 3: Think of at least three specific initiatives on which you would collaborate with the influencer to meet your goals. List and describe each. (Note: think beyond putting them in paid advertisements. How might you leverage their existing audience?).

· Examples:


· A weekly spotlight for your products on their blog

· Having them post a video wherein they are actually using your product during an activity (though they may not even mention the product while they are doing it)

· More focused on the brand community building, have the influencer host an exclusive online webinar on your brand page where they answer questions for members of your brand community

· Have the influencer host a social media takeover of your brand for a day

· There are plenty of other things you could do as well; take some time to look at your favorite forms of social media and see what influencers are doing that appeals to you. Feel free to be creative!

· Part 4: Create a social media post announcing the partnership between your brand and the influencer (be sure to identify the form of social media being used). This social media post should also advertise one of the actions you intend to take with the influencer (ex. virtual Q&A, social media takeover, etc).

Grading Criteria:

· Write 2-3 paragraphs addressing the above parts

· A Canva-created social media post announcing the partnership with the influencer and promoting one of the initiatives. It should appear professional and announce the partnership between the brand and the influencer, as well as one of the influencer-based initiatives.

· The content demonstrates an understanding of the content presented in Chapter 8 on groups and social media.

Influencer Marketing Rubric




Description of New Brand

10.0 pts

Thorough Explanation

5.0 pts

Abstract Idea

0.0 pts

No Marks


Identification of Influencer

5.0 pts

Reasoning is logical

2.5 pts

Unclear position

0.0 pts

No Marks



5.0 pts

Articulated well

2.5 pts

Not clear

0.0 pts

No Marks



5.0 pts


2.5 pts


0.0 pts

No Marks


Total points


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