Celebrity 2.0

CHAPTER 5

Designing Influencer Marketing Campaigns

Influencers and Integrated Marketing Communications Campaigns

Oftentimes, we think of influencer marketing as a campaign (meaning a short-term effort) and as something that occurs only on a few social media platforms. Microsoft shows us that influencer marketing can be a strategic element of a larger integrated marketing campaign effort. For International Women’s Day a few years ago, Microsoft used National Geographic’s social media presence and some of the best-known adventure photographers to build an Instagram marketing campaign that had many other strategic elements. This effort was part of Microsoft’s larger “Make What’s Next” campaign in 2016 and 2017 to encourage girls to work in STEM ...