• The core of this strategy is to influence the influencers in influencing consumers. 
  • Brands gain multiple benefits from incorporating this strategy into their business. 

The “Influencing the Influencers” marketing strategy goes beyond influencing the audience and influencing these influencers to advocate your brand. This strategy covers more than just partnering with content creators; it focuses on finding influencers or someone buyers trust or go for consultation and generating organic interest among themselves. It could influence them to discover the brand, promote it, etc.

Marketers must focus on targeting influencers to incorporate this strategy into the business. They can be industry experts or thought leaders, media publication houses or journalists, or content creators in related fields. The core idea here is to build strong brand advocacy without direct outreach that can foster genuine market perception.  

How is Subaru’s #MeetAnOwner Campaign a Masterclass using the “Influencing the Influencers” Marketing Strategy? 

Subaru is a world-famous car brand from Japan. It is well known for using a boxer engine layout known for its smoothness and low center of gravity. Its popular models include the Impreza, WRX, Legacy, Outback, Forester, and Ascent. The automobile manufacturer successfully used the “Influencing the Influencers” marketing strategy with its #MeetAnOwner campaign.

Identifying & Targeting the Right Influencers

Eventually, Subaru recognized the growing influence of YouTubers on millennials, a key demographic for their Impreza model. Marketers then strategically partnered with YouTubers like Devin Graham, which allowed the brand to resonate with the audience, capitalizing on their genuine and down-to-earth personalities. 

Instead of targeting big-name celebrities like others, Subaru specifically chose creators who are famous and have generated engaging content about activities that align with Subaru’s brand image. These creations included outdoor adventure, mucus, etc. This brought a sense of authenticity, which was crucial in building trust with the target audience. 

Creating & Capitalizing on Compelling Content

It should be noted that this campaign was more than selling features. It focused on showcasing real-life experiences and creating a personal connection with the audience. YouTubers like Devin Graham documented adventures and stories with Subaru Impreza, highlighting its capabilities and explaining how the model fits seamlessly into their lifestyles. 

Capitalizing on this user-generated content made the brand more relatable than traditional commercials. Eventually, these videos exceeded the scope of car specifications and captured the emotions and sense of freedom associated with road trips and explorations. 

By establishing this emotional connection, Subaru resonated with the target audience and positioned the Impreza model as a vehicle that could be a credible part of their adventures. This way, Japanese automobile manufacturers were able to boost brand awareness and loyalty. 

Leveraging the Influencer Network & Measuring the Success of the Strategy

Subaru successfully managed to have an authentic promotion by partnering with YouTubers. They went beyond mentioning the car and started naturally incorporating the vehicle. This approach avoided inauthentic product placements and allowed them to promote the Subaru Impreza to an engaged audience. 

Furthermore, the campaign encouraged the viewers to share their unique experiences and stories using the hashtag #MeetAnOwner. This approach fostered a sense of community among Subaru aficionados while extending the campaign’s reach beyond the scope of partnered YouTubers. 

Experts say that the #MeetAnOwner campaign successfully generated significant buzz and social media engagement and triggered positive sentiments towards Subaru. Although the direct sales figures aren’t available, the campaign might have contributed to increased sales. 

In conclusion, Subaru’s #MeetAnOwner campaign exemplifies the benefits of incorporating the “Influencing the Influencers” marketing strategy. Brands can gain multiple benefits by partnering with the right creators, focusing on authentic content, capitalizing on authentic content, and leveraging the power of influence networks. 

What is the “Influencing the Influencers” Marketing Strategy?

The “Influencing the Influencers” marketing strategy is more than the traditional influencer marketing approach, where a brand directly collaborates or partners with influencers or content creators. Instead, it focuses on creating a buzz, helping to create organic interest among influencers, thereby influencing them to either discover your brand or advocate the brand on their own accord.

Targeting Influencers

Before influencing an influencer, it’s crucial to first target the right influencers. These can be industry experts and thought leaders, as these individuals already have solid reputations and considerable influence within their niche. Next, they could be media publication houses and journalists, and brands can capitalize on their wider reach and credibility. 

Marketers can also reach out to content creators in adjacent fields. They look for creators making content in your field of expertise who can spark users’ interest from a new angle. The main goal of incorporating this marketing strategy is to get influencers to talk about the brand without directly reaching or sponsoring them. Influencing these influencers can help build genuine and trustworthy brand perception. 

Tactics to Influence the Influencers

After targeting the right influencers, marketers should focus on influencing them. Marketers should create newsworthy content, develop engaging reports, provide data insights or industry trends, or do anything else that influencers might find interesting and valuable to share with their followers. 

Furthermore, they can host industry events and webinars, organize conferences, and conduct workshops and online seminars. Some of these can also feature prominent figures capable of attracting influencer participation and sparking conversations. They can also run engaging social media campaigns and develop interactive contests, polls, or challenges encouraging influencer participation and brand mentions. 

Brands can partner with relevant non-profit organizations, as supporting a cause that aligns with the brand value has a positive impact. Collaborating with relevant non-profits can also attract positive influencer attention. Brands can also provide early access and exclusive content, product previews, and behind-the-scenes glimpses to incentivize content creation. 

If a brand provides exceptional customer service, it can build a strong reputation and eventually turn satisfied customers into brand advocates. These individuals might influence others to buy the product or service, including the influencers, who are the end target. 

Pros and Cons of “Influencing the Influencers” Marketing Strategy

Like every other marketing strategy, this “Influencing the Influencers” strategy comes with its pros and cons, as discussed below. 

Pros

When influencers discover your brand independently, it leads to authentic endorsement, credible promotion, and greater audience trust. Brands can attract niche influencers for targeted reach and engage audiences already interested in your area. Experts say this strategy can be cheaper than directly partnering with influencers, especially for smaller brands.

Association with respected influencers can potentially elevate the brand’s image and position it as an industry leader. It can allow the brand to stand out from the crowd. Such organic connections have the potential for long-term relationships that can mutually benefit both the involved parties. ConsWhile partnering with influencers provides obvious benefits, marketers lose considerable control over marketing messages compared to directly partnering with these influencers. There’s also a strong possibility of unpredictable results, as generating organic influencer interest is time-consuming and resource-intensive, and the result is not guaranteed.

The whole strategy hinges on creating newsworthy content that consistently engages with the target audience. Moreover, it is very difficult to measure the effectiveness and ROI of this marketing approach. Experts say that this strategy might not be suitable for brands needing immediate, high-impact influencer promotion. 
In conclusion, this “Influencing the Influencers” marketing strategy is a powerful tool with multi-pronged benefits. However, it should be understood that this is a long-term strategy and requires consistency in creating high-quality content, engaging the target audience, and building strong industry relationships. Eventually, it can boost the chances of attracting organic influencers’ attention and enhancing brand advocacy.