During the Coronavirus crisis, brands and influencers MUST use good judgment when posting sponsored content.

This Instagram post from actress Alyson Hannigan for Kit Kat’s new Birthday Cake flavor is a good example of how brands can effectively engage influencers now.

The post has earned a 15%+ engagement rate representing a 650% increase over the typical 2% celebrity engagement rate on Instagram.

Here is what the post does well:

1. Influencer Product Relevance: The post makes clear a direct connection between Alyson and the product:
   a) Alyson just celebrated her birthday and these are Birthday Cake Kit Kats
   b) Alyson’s daughter is a huge Kit Kat fan and asked for a Kit Kat birthday cake for her birthday next month.
2. Recognizes the Current Environment: Alyson references that we can all use some cheer right now and sometimes that means a chocolate treat.
3. Charitable Mention (if available): Alyson references the brand and retailer’s commitment to Feeding America and her participation with the Organization.

You can find more insights & tips for working with influencers during #COVID19 here. And don’t forget our how-to guide on executing a successful influencer program.