We all know how beneficial influencer marketing can be for brands, but what about for the taste-maker? We recently analyzed the performance of Uber, the mobile-app-based transportation service (you might’ve heard of them), who partners with musicians to provide a unique experience with their fans in cities across the country. After analyzing the success of the campaign, it’s safe to say that they won’t have any trouble finding more influencers to partner with.
Last week, Uber synced up with G-Eazy (you might’ve also heard of him), an up-and-coming rapper from Oakland, for his concert up here in the Pacific Northwest. Uber provided the opportunity for a couple lucky fans to get the VIP treatment before, during, and after the concert (all in an Uber, of course). This is something you can catch Uber doing at any time across the country.
For the contest, Uber handed over the reins exclusively to G-Eazy.
Identifying and Measuring Influencers in Marketing
We all understand why this is a good move for Uber. G-Eazy boasts 510K Twitter followers, 362K Facebook fans and 705K Instagram followers. That’s a lot of eyes on your contest. G-Eazy’s audience is interested in essentially everything he’s doing — it’s a smart place to stack your chips. G-Eazy was able to only post across his channels a few times and drive some impressive results.
G-Eazy Wins Big on Instagram and Twitter
G-Eazy’s audience responded positively to the Uber contest. G-Eazy’s Instagram of the contest winners, featuring Uber’s hashtag, was 1.3x more engaging than his average posts.
When G-Eazy promoted the contest on Instagram, we saw a correlation in follower growth. G-Eazy posted #GWagonWithG content on both April 15th and April 20th, which is when his follower growth peaks for the week.
Outside of Instagram, G-Eazy also saw a spike on Twitter. The day he Tweeted about the Uber contest was his most engaging day of the month!
For an artist, these are big wins. Growing your following and keeping your audience engaged is the key to scaling a fan base. As for Uber, their win is obvious. They get a great endorsement from a respected artist, that artist’s audience’s eyes on your brand and, in turn, a great deal of exposure! For brands, the wins of influencer marketing isn’t a one-way street. Marketers should be aware of their pull as a brand, as well as their influencer’s.
Brands are not the only winners when it comes to influencer marketing — the influencers are able to benefit as well. Be sure to keep that in mind the next time you’re pitching a campaign to your brand’s top taste-makers.