By Courtney Moser
“Never work with kids or animals.”
It’s time to turn that old adage on its head. In the world of influencer marketing, it’s advised to ALWAYS work with kids and animals. The critique that led to the outdated phrase above – that you can’t control them – is actually a benefit. Kids and animals make your campaign more messy, yes, but also more fun and authentic.
Take Loni Edwards and her dog Chloe, for example. Chloe is a mini Frenchie with a big following – more than 123,000 on Instagram, in fact. She has worked on influencer marketing campaigns with a variety of brands, including Budweiser, Vogue, Martha Stewart and PetSmart.
Edwards says of her dogs’ fame: “Pets generate these warm, happy, fuzzy feelings… Brands are starting to reach out because they make people genuinely happy, and they want their ads to make people happy.”
Chloe’s Instagram following is impressive, but nowhere near the top: There are many pet profiles on the platform with more than a million followers. After all, who doesn’t want to unwind by looking at dogs or cats in hipster glasses and scarves? Even the infamous Grumpy Cat has the opposite effect of grouchiness by spurring smiles.
The target audience for these pet campaigns is certainly alive and well: 65 percent of U.S. households own a pet. And, pet industry spending predictions for 2016 hit more than $60 billion. From digital product endorsements to Super Bowl ad spots, pets are often the star of the show for a reason. They have a universal appeal in our crazy, controversial world.
Kids, similarly, evoke positive emotional sentiments by way of cute humor and innocent insight. Mom bloggers are some of the original powerful influencers, and they often include their children in campaigns – from photos of them enjoying a new snack bar to modeling a certain brand of clothes to quoting their priceless reactions to an experience. Kids give the real scoop on everything – offering a breath of fresh air and much needed authenticity in the world of marketing.
Discount Tire, for example, created an influencer marketing YouTube campaign in celebration of Father’s Day. They gave influencers questions to ask their kids about road trips with Dad. In the video “Our Kids Tell Us About Their Dads,” the little ones answered in funny, honest ways – like saying that Seattle and McDonald’s were their two favorite trips with Dad.
Whether they know it or not, kids have power: it’s even said that kids influence up to 80 percent of household purchases. Parents always have their children top of mind, and using kids in influencer marketing campaigns appeals to family life and what matters most. From laughing at the silly things kids say to cooing over a new baby, consumers appreciate the realness that they bring.
To learn more about influencer marketing best practices, visit the Find Your Influence blog.
P.S. For the ultimate campaign cuteness overload, we suggest working with puppies AND babies… at the same time.