Supermarket advertising has had a long reputation for being dated and old fashioned. But in recent years, supermarkets have upped their game, with some of their ad campaigns even making the list of best commercials of the year.
In terms of other strategies, they are also catching up with modern ideas like using influencer marketing. That’s exactly what we want to discuss in this post.
Advantages of Influencer Marketing for Supermarkets
While we’ve covered numerous posts on the benefits of influencer marketing, supermarkets have one advantage over other brands and companies. Because they are so generic, they can hire pretty much any influencer they want.
This means reaching a larger audience to promote themselves or their products. And a big audience doesn’t necessarily mean you should focus on one macro influencer. By spreading their marketing dollars over a larger number of influencers, they can benefit from a higher engagement rate without sacrificing campaign cost.
Types of Influencer Campaigns for Supermarkets
Once again, supermarkets benefit from being a very versatile entity. So, to target specific audiences, it would be a good move to create a campaign targeted at events or special openings to attract the local community (or even nationwide events).
Or they could simply try and focus on numerous home brands that cater to all tastes and walks of life. The diversity of home brands provides supermarkets with enough freedom and creativity to launch a successful campaign.
The holidays have passed for a while now, but it’s never too late to look back at Christmas campaigns. Lidl, a supermarket chain from Germany launched a campaign in the Netherlands last December to promote their theme for the holidays: ”Ga voor Goud”. Their high quality home brand Delicieux was the central topic of the campaign. They asked various food influencers to cook dishes with Delicieux products. It was a very successful campaign with mouthwatering content. See for yourself:
As supermarkets catch up with the rest of the advertising world, it makes sense to explore new marketing strategies such as influencer marketing. It is the perfect solution to reach a larger audience while honing a modern, fun and engaging brand image online. And guess what? Supermarkets are in the perfect position to give it a go!
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