Lots of beverage startup businesses have a hard time putting themselves out there. They don’t have the publicity or the excess amount of money to spend on marketing like other well-known brands do. However, they know what they have is something good. Since eating and drinking is practically essential for our survival, we also want to enjoy what’s essential to the fullest. A startup beverage company can manage to sell a few drinks here and there, but if they really wanted to kick-start their business then influencer marketing is a perfect way to start.
Here’s how it works,
Influencer marketing is the idea of being able to sell products or services with the help of popular, well-respected individuals. These influencers can share their message on either on social media, TV or the radio. Because word of mouth is so powerful, marketers can take advantage of this power through influencers.
Social media influencers who specialize in the beverage industry spend many years racking up followers and gaining their trust. By using those specialized influencers, many beverage brands can avoid distrust and doubt that comes with typical direct marketing messages.
As if that not enough,
The perfect beverage influencers can help by increasing a brand’s customer awareness, achieve higher engagement between a brand & it’s audience, and elevate a brands image. Depending on how well an influencer is viewed, they can drastically make a brand appear more prestigious prior to an influencer marketing campaign.
It gets better,
Here are some unique campaigns that were done by beverage companies that got amazing results from social media influencer marketing campaigns:
The Clash of Starbucks & Oprah Winfrey
Starbucks, for the most of us, has become part of our daily lives. This brand has really been able to create a connection with its customers way beyond a basic business transaction. Through this connection, Starbucks was also able to utilize influencer marketing to its advantage. It’s one of the reasons why it has been so successful.
One of the biggest influencers that Starbucks reached out to was Oprah Winfrey. Even though Oprah is a celebrity or a mega-influencer, majority of the influencers that Starbucks deals with are micro-influencers. Mega-influencers have followers in the millions. Since Oprah Winfrey had her own Leadership Academy Foundation, the CEO of Starbucks, Howard Schultz, wanted to contribute to her organization by creating a social bond between Starbucks and her academy. Howard decided to even launch a new tea drink that Oprah herself made. He introduced Teavana Oprah Chai and donated a portion of its earning to Oprah’s Leadership Academy Foundation.
But here’s the kicker,
That quarter, Starbucks sales revenue went up by 4% which is equivalent to $48 million. Ever since then, Starbucks was able to attain more publicity and more outstanding success. In 2017 Starbucks stood at $22.7 billion in revenues.
Fiji Water + Fashion Blogger
Fiji Water was founded in 1996 out of the desire to share the earth’s finest water with the world. Today, it is available in leading hotels, fine restaurants, retail locations, as well as direct delivery.
One of the reasons they were able to reach this position is also through influencer marketing. In 2016, Fiji Water worked with a fashion influencer named Danielle Benstin to promote bottled water. She was able to cleverly apply this product to her posts without altering her typical theme of making posts primarily related to fashion. Danielle is considered a macro influencer, which meant she had followers about 1 million, and on average her posts have 14K likes and over 100 comments. Her audience noticed the Fiji Water and from there it started it’s pleasing impact. Within 1 day, Danielle had more than 1200 likes on an Instagram Fiji Water campaign. In 2017 Fiji Water made about $350 million in revenues.
After the first successful campaign, Fiji Water wanted to work with Danielle more and more. As Danielle become more popular as an influencer, she decided to have her own brand of fashion and called it, “Second Skin Overalls and Archive Shoes.” Danielle then became a perfect role model of a successful influencer, primarily to bloggers because she was one too, and all other influencers around the world. Even though Danielle reached this far, she continues to work as an influencer with Fiji Water.
Expressed Espresso with Nespresso
Nespresso is an international chain that sells its own line of coffee, espresso makers, and accessories for home brewing coffee.
In 2015 Nespresso launched an Instagram influencer marketing campaign to make their product line, coffee, appeal more to millennials. They wanted to pull this off and still maintain their edgy appeal to their other customers. By working with influencers such as Adam Gallagher and Sazan Hendrix, they were able to achieve just what they wanted. While these two influencers produce diverse content that reaches niche audiences, they both have personas centered on elegance and good taste. This made them an excellent fit for Nespresso’s brand. Offering the brand a wider path to the market. Overall in the year of 2015, Nespresso increased its sales revenue a little over 6%, close to $1.15 million. In 2017 they made $214.9 million in revenues.
According to a study done by Adweek, an advertising magazine publisher, they saw that marketers spent about 500% more on advertisements towards millennials than any other generation combined, and Nespresso was one of them. After getting a great outcome through these influencer campaigns, Nespresso realized that it had to keep doing what it was doing to attain greater success.
Make Our Planet Stronger With Boxed Water
Boxed Water is a water company that was founded in 2009 to help the environment by selling water in boxed cartons instead of plastic. They felt that there was a need to replace bottled water due to the way plastic water bottles were made and how they harmed our planet.
By working with influencers such as Jaime King, Megan DeAngelis, and Aidan Alexander they were able to spread the word about their campaign with the National Forest Foundation called, “The ReTree Project.” The idea was for every Twitter or Instagram post that had a hashtag #ReTree, Boxed Water would plant two trees in national forests. This campaign was a great success for them. Within 1 month, Box Water had 2600 pictures shared across Instagram and had planted 70 thousand trees. Three years later after the campaign, Boxed Water planted more than 600 thousand trees and generated almost $1.5 million in revenue!
The primary reason why this campaign was so successful is because influencers were motivated to helping the environment. This opportunity gave those influencers a positive image and gravitated their audience to be just like them. Most campaigns with a positive cause to our environment is appealing to influencers. Through influencer marketing, any brand with this moto can spread its awareness like wildfire.
Naked Juice, Leaked
Naked Juice was founded in Monica California in 1983 with the idea of selling healthy fruit drinks and smoothies.
As they steadily grew, Naked Juice collaborated with a young influencer named Beth Norton to increase their awareness even more. They sought her out on Instagram to promote their juices and smoothies to people on the go. Beth was an influencer that liked to take fashion pictures outdoors, so this was an idea that she was comfortable with and was typical for her audience to see. Naked Juice also decided to link themselves with Instagram influencers that do beauty and health. With the help from a lifestyle blogger Kate La Vie, who shares sponsored posts featuring images of her daily outfits and beauty essentials, she was able to strategically place Naked Juice in her mix. Within 24 hours of Kate La Vie’s campaign on Instagram, the post had more than 2000 likes and comments combined. Accompanied by other marketing channel strategies, these influencer campaigns allowed Naked Juice to escalate their position from a typical drink to the premium juice category. By the end of the year 2017, they made $57.4 million in revenue.
Today, Naked Juice established themselves in the minds and hearts of their now new core audience, “Bare Believers.”
Hey Boo, grab you some Tea
Bootea is a company that is passionate about health & weight loss that strives to promote an active, healthy and balanced lifestyle. They believe that being healthy is a lifestyle choice.
By having this motto of being healthy, Bootea was able to attract many fitness and health influencer to support their cause. They have been very successful at making an army of Instagram influencers to promote their products. The brand offers everything from slimming to detox teas, shakes, and even tablets. With the help of influencer marketing, they have been able to support 1 million customers, in just under 3 years, with their health & fitness. They were able to make $2.1 million in revenues in 2017.
Who’s to say you won’t be the next successful business to use influencers?
Just like all these successful beverage companies were able to use influencer marketing to their advantage, so can you. Regardless of what stage of business you may be in small, medium, or large, you can still utilize influencer marketing to help you achieve a greater level of success. It’s important to be able to build strong connections with influencers to attain more market share throughout your journey to help your company grow. Delivering the right campaign through the right influencer is what all the companies mentioned above did to have a high positive impact. They were very optimistic and saw the potential in the authenticity of influencer marketing.