Talk Is Cheap: How Influencers are Using OOH to Walk the Walk

Fans are beginning to question the legitimacy of Instagram influencers and whether their amp8216grams areamp160truly portals into their lives if they really put the amp8220expertamp8221 in expertise or if everything is merely a staged show amp160Not to mention there are a million ways to measure influence and not all influencers or their demographics are relevant to your business and your core audience amp160Influencer backlash is real and beloved LA institutions like CVT Softserve are serving influencers a side of sass and charging them double for feeling entitled to freebies simply because of their influenceAdvertisers are now left with the question to engage with influencers or not to engage with influencers amp160What weamp8217ve found in the outofhome OOH space and what weamp8217ve found increasingly true each year is that audiences want to connect with brands and their representatives in an authentic way amp160Influencers themselves arenamp8217t the problem itamp8217s how they share their message and how brands leverage their influenceFor some brands an influencer really is an extension of their brand and can help them resonate and develop deeper relationships with their audienceamp160 Take for example last yearamp8217s Adidas Originals campaign amp160The sports brand found a personalized way to connect influencers to their brand and to their fans at large by using OOH as an anchor to deliver their message amp160Adidas was able to build relationships with unboxing YouTube vloggers and other Instalebrities by posting billboards throughout New York City and sending them to special locations to receive their very own Adidas sneakers amp160These influencers shared images of these billboards across their social media pages and their followers got to be part of the journey join the campaign and experience the hype for themselvesMeanwhile Adidas has consistently used OOH to showcase how it is ahead of the curve and continues to identify potential influencers amp160From the ultramarathoner and Head Fitness Instructor at Peloton Robin Arzamp243n to using smaller scale influencers who share a sportscentric audience Adidasamp8217s carefully crafted OOH campaigns have showcased just how important it is to work with influencers who share your same core valuesFor other brands they are not only listening to their audience but finding moments to feature some of their biggest supporters in their OOH campaigns amp160By doing so these everyday people become influencers and someone a brandamp8217s audience aspires to be like amp160For Pride this year the wedding registry Zola took to the streets to connect directly with its audience and make them the stars of their campaign amp160They hosted a series of popups where people could write love letters to their partners and nearly 1000 people participated in the event amp160Members of the LGBTQIA community had their letters on billboards in highly trafficked areas during Pride weekend to share their message of love and unity with the worldOOH helps brands and influencers directly connect with their audience amp160Itamp8217s the best medium to share an authentic message and show your audience you care about them or you know what they care about amp160In this moment of influencer fatigue OOH has a way of helping brands and influencers walk the walk and connect with people in a genuine way that is not only for the amp8216gramClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Talk Is Cheap: How Influencers are Using OOH to Walk the Walk

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Carly Zipp

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Talk Is Cheap: How Influencers are Using OOH to Walk the Walk

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