Crocs targeting Gen Z with influencers — Erik Huberman // Hawke Media
- Part 1Young Hollywood repositioning Evite — Erik Huberman // Hawke Media
- Part 2 Crocs targeting Gen Z with influencers — Erik Huberman // Hawke Media
Show Notes
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01:44How did Hawke Media help make Crocs cool again?You build this ground swell by starting with these broader celebrities. Still, you validate them with someone just a bit more attainable and then even more attainable with everyday influencers, and then people start to follow.
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03:02How to build influencer programs at scaleInfluencer marketing, by nature, isn't a scalable marketing channel. So, you need to consider it a content and brand alignment campaign.
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04:43Why influencer marketing is not scalableEvery audience for every influencer is very different.
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06:45Is Twitter overrated or underrated?Overrated. Advertising is not seamless to the experience.
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08:04Traditional media advertising is underrated. Heres whyUnderrated. For instance, billboards are a great way to reach a mass audience.
Quotes
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"You get the next tier of digital influencers and the big TikTok stars, and that's where we helped and got a bunch of big influencers wearing them and making them normal. Then you get the everyday people on TikTok and social media wearing them, and you try to get them out at large. You build this ground swell by starting with these broader celebrities. Still, you validate them with someone just a bit more attainable and then even more attainable with everyday influencers, and then people start to follow." - Erik Huberman
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"Influencer marketing, by nature, isn't a scalable marketing channel. That's the part that's hard about it. It's not like, oh look, we spent ten grand on influencers, and we made a hundred, now let's spend a hundred and make a million. Like, it doesn't work that way. You need to look at it as a campaign. You're trying to get content, and you're trying to get brand alignment, certain things about that, but it's not a scalable part of your marketing strategy." - Erik Huberman
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"Every audience for every influencer is very different. I don't mean that they don't have overlapping audiences, but I mean why the audience engages with that person, why they follow them, how that person engages their audience, and what drives them. All these things are so different for every single influencer." - Erik Huberman
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"I don't think Twitter succeeds in advertising. That's why the people that advertise on Twitter are just filling quotas. They're like we have a budget, so let's spend some of it on Twitter. There's no performance there. People are busy looking at specific people's tweets and messaging back and forth. Advertising is not seamless to the experience." - Erik Huberman
- Part 1Young Hollywood repositioning Evite — Erik Huberman // Hawke Media
- Part 2 Crocs targeting Gen Z with influencers — Erik Huberman // Hawke Media
Up Next:
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Part 1Young Hollywood repositioning Evite — Erik Huberman // Hawke Media
Marketing agencies can do much more than they are right now, whether helping to run a campaign to reposition a brand like Evite or turning cash flow into private equity for sustainability. The only drawback is that they are dropping the ball on one critical area of business - data, and no, it's not what you think. Want to find out more? Listen to Erik Huberman, CEO & Founder of Hawke Media, as he discusses repositioning Evite and turning agency cash flow into equity.
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Part 2Crocs targeting Gen Z with influencers — Erik Huberman // Hawke Media
Brands like Crocs that do influencer marketing right are getting tremendous results, but there's one problem, influencer marketing, by nature, isn't a scalable marketing channel. So how do you leverage it to a good effect as Crocs did? What type of results should you anticipate? Listen to Erik Huberman, CEO & Founder of Hawke Media, as he discusses Crocs targeting gen z with influencers.
