One of the first modern influencer marketing campaigns began in 1956 and utilized female twins as both the spokespeople and ambassadors for the product. Those twin ambassadors continued to promote the product up until 2008 having helped the product maintain its dominance in the chewing gum category over the same period.
Professional singers, Joan and Jayne Knoerzer, were the first "Double Your Pleasure, Double Your Fun" Doublemint Twins. They were the image and voice of the product and successfully associated their clean, fun personal brands with Doublemint. While there wasn’t social media in the fifties, Wrigley Jr Co.’s plastered their image and likeness on billboards, full page magazine ads and in store displays.
The brand association worked, and Doublemint gum is still to this day, the world’s highest grossing sugar gum and 6th in the world overall according to London-based market research firm Euromonitor International Ltd.
For me, modern day influencer marketing campaigns can be done efficiently and effectively with the right strategy and process. And when done well, influencer marketing campaigns are far more effective at driving sales and awareness for a product or service.
Yet, most marketers still don’t know how to run them effectively.
So along with Justin Simon, Sam Fiorella and Chelsea Krost, we set out to create an episode on how to run an effective influencer marketing campaign. It’s an hour long, but will be the best 60 minutes you’ve spent if you’re looking for a real how to guide for influencer marketing.
You’ll want to watch this:
