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How to win the trust of millennials and influence buying behaviour


Millennials and trust

Half of consumers will take some action after reading a positive review. The value of online reviews is higher still when you look at a millennial audience. In this consumer group, 91% of millennials trust online reviews as much as a recommendation from friends and family. When you want to grow brand awareness and sales within this group and you’re seeing these kinds of numbers, an influencer campaign is not just a nice to have, it’s a necessity.


Building brand partnerships

The rise in influencer marketing has been going for some time and the increase over 2014-2019 actually mirrors the decline in print advertising. But with so many influencers out there, how do you choose the right ones for your brand? For us (and the majority of content creators) the most important method for vetting brand partnerships is by determining which opportunities are most relevant for your audiences. After that it comes down to audience size. For example, micro-influencers have 22.2 times more conversations weekly about recommendations on what to buy when compared to an average consumer. For a campaign targeting millennials, micro-influencers therefore likely to give you the best results.


Leveraging an engaged active audience

Goodlife is a frozen food brand with a product range that’s enjoyed by a broad audience of vegans, vegetarians and meat lovers alike. However, their selection of lifestyle images was limited, as was the budget.

This meant a photoshoot was too expensive, and due to COVID-19, a traditional style of influencer campaign was out of the question. So instead we built a campaign using our influencer engagement platform.


Here are the results:

• In just 3 days we received 65 impressive submissions.

• We shortlisted 25 and approved and published 12.

320,400 followers were reached with over 5,500 engagements.

• During the month of the activity we saw a 36% increase in profile views.

• We also now have a bank of high-quality content to reshare over the coming months.


Contact us (details below) to find out more about this topic/project or how we could assist your marketing efforts.