How Massage Heights Successfully Engages Social Media Influencers
We asked Ashley Schuetz, Vice President of Marketing at Massage Heights, “How has your brand successfully engaged social media influencers?”
It’s no secret that social media is a prominent resource in today’s age, and influencers on these platforms have become an essential component in modern-day digital marketing strategies. If used strategically, a well-thought-out campaign using social media influencers can have a major positive impact on your brand’s visibility, while also helping to differentiate your company from others.
Selecting the right approach is key to having a successful social media influencer campaign. One of the biggest differentiators in a successful digital marketing campaign versus an ineffective one is looking at the amount of impact the influencer makes — authentically. Do their followers participate and engage in what the influencer is posting? Are they posting content that aligns with your brand? Is it something their followers will care about? Is what you provided authentic to the influencer’s platform? Campaigns that use strategy around answering these types of questions are usually the ones that result in the most success.
In anticipation for “Everyone Deserves a Massage Week” (July 14–20), Massage Heights wanted to bring visibility to the brand and our services by executing something that would resonate with our target audience. The team identified three influencers who would align with the brand and the purpose of the campaign, all of whom fit into the wellness and lifestyle niche. Using “Everyone Deserves a Massage Week” as a timely tie-in, we sent the three influencers DIY spa kits exclusive to the brand, along with tips on how anyone can recreate their own spa oasis at home.
Although the thought of making your own spa oasis at home doesn’t directly convey instant gratification to the company’s sales, it did do something that made it an extremely successful campaign. Why? Because it drove buzz and established Massage Heights as an industry expert in the eyes of our target demographic, which had an audience reach of more than 800,000 on a variety of different social platforms, including Instagram, Pinterest, Twitter, Facebook, and a blog.
To go full circle, because this campaign was able to authentically showcase our brand and tremendously increase the awareness and visibility of Massage Heights to almost 1 million targeted viewers, it fundamentally helped the brand step forward as an industry trailblazer and be top of mind to consumers who follow these go-to influencers.
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