Influencer Marketing

Influencer Marketing Done Right During COVID-19

April 7, 2020

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.


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