Influencers and PR: How to earn visibility and create phenomena with the help of influencers on social media

Influencers' inboxes and emails are filled with PR pitches and event invitations. The competition for visibility is fierce, and simply sending a product no longer suffices. How do you ensure that your brand deserves a place in the influencer's channels and stands out above all in your target audience's minds?

In this article, we delve into how strategic influencer PR creates memorable experiences that transform into valuable earned media.

Why has influencer-targeted PR gained popularity?

Influencers are not just advertising channels, but independent media outlets whose recommendations the audience trusts. According to research, influencer recommendations are trusted more than traditional advertising (Troot & Digitalist, 2021). There are several reasons for the growing popularity of influencer PR:

• Cost-efficiency: In an era of tightened marketing budgets, influencer PR offers an effective way to reach audiences. Instead of a brand paying directly for visibility, it earns it by offering value to the influencer. Whether it's a unique product or an unforgettable experience.

• Authenticity and trust: An influencer's voluntary and genuine recommendation resonates with the audience far more powerfully than traditional paid advertising. It's credible and builds a positive image around your brand.

• Broad reach: A successful PR stunt can create a viral phenomenon that spreads organically from one influencer to another and their audiences. At best, it gets both influencers and consumers talking about your brand.

Strategy is at the core of success

The most popular influencers receive dozens of PR pitches every week. However, the vast majority of these go unnoticed. Success requires more than a "nice" idea; it requires strategy and understanding of your target audience.

1. Know the influencer and their audience 

As with paid influencer marketing, influencer selection is critical in PR activities. Instead of just follower counts, analyze:

• Content style: Do your brand's values and aesthetics align with the influencer's style?
• Follower demographics: Are you genuinely reaching the right target audience through this influencer?
• Previous reactions: What types of content and products has the influencer previously engaged with organically?

2. Personalize and create value 

The better you can personalize your message and outreach, the more likely you are to get a response. Think about what creates genuine value for the influencer:

• Uniqueness: Offer something that others don't. Influencers want to bring new and inspiring content to their audience.

• Relevance: Consider the influencer's life situation, interests, or current needs.

• Visuals: Make your outreach or event visually appealing. A stunning experience is perfect content that stands out from everyday life.

3. Invest in experiential marketing 

While a brand is built around a product, its value is created through emotion. Experiential PR has risen to the status of a status symbol equal to the product itself.

Luxury brands have shown the way by creating comprehensive brand worlds. For example, Burberry's takeover on the beaches of Ibiza or Vespa's own beach club in Portofino are not just media events – they are perfect social media aesthetic experiences that offer your target audience a moment and social media backdrop in the brand's dream world.

Finnish pioneers This trend has also reached Finland. Taffel created a unique Taffel SipsExperience together with Hotel AX. We at Troot also implemented an experiential Social Space concept with Tallink Silja aimed at young people, which naturally encourages content creation on the ship

Checklist: What makes a successful influencer PR campaign?

• Strategic planning: Define goals, target audience, and message. Choose influencers through which you reach the right people.
• Authentic connection with the influencer: Create a personal relationship with the influencer. Show that you've done your homework and appreciate their work.
• Visual appeal: Offer a ready-made, picturesque, and shareable experience. Whether it's beautifully packaged product delivery or a perfectly branded space.
• Engagement: Give the influencer a reason to experience your brand personally. This can lead to both earned media and long-term commercial partnerships.
• Shareability: Design the experience so that it sparks conversation and encourages sharing. If necessary, also involve consumers to amplify the phenomenon.

Successful influencer PR is a strategic investment in your brand's awareness and credibility. When you do it well, you don't just get momentary visibility – you create phenomena.

Want to plan an influencer PR campaign that really stands out? Get in touch, and we'll help your brand succeed.