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Crafting a successful influencer program
The situation
Pathfinders began working with New Holland Brewing to help them reach new audiences through influencers, and accumulate a reserve of user-generated content (UGC) to maintain a reputable social media presence.
The solution
Pathfinders activated a joint influencer and content creator strategy, beginning with a search to identify influencers/content creators with expertise related to food, spirits, and/or social get-togethers. Following this search, our social studio managed the full influencer communication and contract processes, soliciting New Holland Brewing to provide product and branded swag.
impressions gained on influencer and brand channels
engagements, building audience brand loyalty
increase in influencer post reach compared to organic reach
The success
$9K+ total social value gained through combined activation
Pathfinders solicited six influencers and content creators to create 14 posts on their own channels, New Holland Brewing’s channel, or a combination of both. Through Pathfinders’ effective social media management, New Holland Brewing greatly expanded its brand awareness and reach to more members of their target audiences via influencers’ Instagram accounts. Following this activation, Pathfinders provided New Holland Brewing with a detailed review of community engagement and campaign efficacy including content metrics, individual creator performance, and more. New Holland Brewing now has concrete “next steps” for its burgeoning influencer and content creator programs.
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