Cookie brand #Oreo has gone ahead and launched a limited edition Double Oreo capsule collection by Chiara Ferragni. This is an example of taking influencer marketing to the next level.
Most #brands leverage digital influencers by asking them to advertise their brands or products through a post or a picture. That is where they limit themselves.
Oreo went ahead and collaborated with Chiara to launch a special edition product with #packaging that is associated with Chiara's style. Chiara is also going to be seen in their new ad film for this launch.
That is not it. Oreo is also launching a capsule collection inspired by Chiara Ferragni that #consumers can win as gifts and merchandise by participating in contests.
This product will be priced at the same price as a regular Oreo pack.
So, who is Chiara Ferragni?
- Chiara is an Italian fashion blogger, influencer, designer and entrepreneur who has collaborated with fashion and beauty brands through her blog The Blonde Salad. She started her fashion blog in 2009 and has risen over the years.
- By 2013, Ferragni's blog had reached more than one million unique visitors and 12 million views per month.
- Her business ventures grossed about $8 million (mostly from her Chiara Ferragni Collection footwear) in 2014.
- In January 2015, Ferragni's blog and shoe line, Chiara Ferragni Collection, became a case study at Harvard Business School.
- In March 2015, Chiara was selected for the cover of the April 2015 Vogue España, making her the first fashion blogger to appear on any Vogue cover. Since then she has appeared on over 50 fashion magazines covers.
- In January 2016, Pantene announced Ferragni as its new global ambassador.
- In 2019, Amazon Prime made a documentary on Chiara Ferragni and her rise to this level.
Personally, I have been following Chiara Ferragni on Instagram for a few years now and she now has 18.5 Million followers globally! That is a huge reach for an influencer. In fact, she is more of a celebrity now than an influencer.
So how does Oreo benefit by collaborating with Chiara?
1. This new launch will lead to incremental sales for Oreo, just like any other innovation.
2. Oreo will potentially get new consumers who are big fans and followers of Chiara and would want to try a product that carries her name.
3. By partnering with a young fashion blogger, Oreo is building its cool imagery with the Millennials and Gen Z.
4. While Oreo would spend its advertising money, but posts and Instagram stories by Chiara Ferragni will get them immense global reach, which will amplify their campaign even further.
What are the advantages for Chiara by collaborating with Oreo?
1. An association with a global brand like Oreo builds her credential and equity even further and gives her a global reach beyond her current base.
2. It increases her market value a notch higher and gives other brands ideas and thoughts of partnering or collaborating with her in the future.
3. Oreo packs have phenomenal distribution and these packs would be available on the shelves of all supermarkets. People who do not know Chiara Ferragni would want to know about her, read about her and this will increase her follower numbers much more.
This is a win-win for both sides and a clear lesson from Mondelez on how to do Influencer Marketing beyond what most companies and brands do.
I am excited to see this phase of Influencer Marketing grow in the times ahead and how marketing strategies will build this in their annual plans and promotion cycles.
