The audience admires the relatability and big hearts of these creators, showering them with attention and love. Result? Brands teaming up with these do-gooder influencers are hitting the jackpot.
2024 is all about brands and influencers holding hands for a better world. Reaching out to your audience with polished, scripted ads is a thing of the past. You need to touch hearts and make a difference to shine.
Here's the lowdown on how you can ride this wave too -
And because we love to spill the tea on who's who in the influencer marketing world, we've curated a list of the top philanthropic influencers you absolutely need to know about. Excited? So we are.
But before we dive in, hey, it’s easier said than done - we get it. And We’ve got you covered.
Feel free to reach out to us at Socialtyze if you’d like some professional help in crafting data-driven influencer campaigns or selecting the right talent for your marketing (including our top suggestions below).
Jimmy Donaldson, better known as Mr. Beast, is popular for something beyond jaw-dropping stunts and challenges. With a knack for doing something good, 204 million subscribers and billions of views, the YouTube sensation has turned philanthropy into viral content.
In 2019, he initiated the #TeamTrees campaign, aiming to plant 20 million trees by 2020. With the help of his massive following, he not only reached but exceeded the goal, raising over $23 million for the Arbor Day Foundation.
His unique blend of entertainment and altruism has set a new standard for influencers, proving that social media fame can indeed be leveraged for the greater good.
With a heart as big as his following, Mr. Beast, shows us that you can be both entertaining and a force for good.
Meet Paul Nicklen, a man who wears many hats—photographer, filmmaker, author, marine biologist, and oh, let's not forget, a philanthropist with a heart of pure gold. With a following of 7.3 million on Instagram, Paul knows how to capture moments and hearts.
Paul uses his platform to emphasize the urgent need for orca conservation and the preservation of Alaskan wildlife. His Instagram feed is a visual feast of Mother Nature's finest, from awe-inspiring orca shots to the untamed beauty of wilderness.
As the co-founder of the non-profit SeaLegacy, Paul is charting a new course in ocean conservation.
Zachery Dereniowski, or should we say @mdmotivator, the TikTok boss who's got 17.5 million followers hooked on his "gotcha" moments.
But hold on, he doesn’t just do your run-of-the-mill pranks. Zachery's game is more like, "Hey, can you spare a dollar? Just kidding, here's $500!" Talk about a plot twist, right?
While some TikTokers are busy making folks squirm, Zachery's out here turning everyday Samaritans into overnight celebs.
One video featuring a generous homeless man hit a jaw-dropping 38.6 million views. Another, where he flips the script on a wheelchair-bound man, skyrocketed to 69.9 million views.
Our verdict – in a world where everyone's trying to "expose" each other, Zachery's busy exposing the best in us.
As the first openly gay Olympic figure skater, Adam is a champion both in and out of the rink.
In 2018, Adam took his advocacy to the next level by launching a fundraising campaign for GLAAD, an organization fighting against LGBTQ+ defamation.
His goal? To empower athletes and youngsters to embrace their true selves. And as you might have guessed – He's been killing it, raising over $40,000 for GLAAD's culture-changing youth programs.
(https://justgiving.com/fundraising/adamrippon)
And Adam's activism doesn't stop there. In 2020, Rippon donated to The Okra Project, a charity supporting underprivileged black transgender individuals.
So, whether you're watching him land a triple Axel or scrolling through his empowering tweets, know that Adam Rippon is a force to be reckoned with, both on and off the ice.
(https://en.wikipedia.org/wiki/Adam_Rippon#:~:text=Rippon%20endorsed%20and%20campaigned%20for,helping%20underprivileged%20black%20transgender%20people.)
Hold onto your cosmos, folks, because Bethenny Frankel isn't just serving up reality TV drama—she's serving humanity through her BStrong fundraising.
From the glitzy ballrooms of "Real Housewives" to the gritty frontlines of global crises, Bethenny's Instagram is a rollercoaster of glamour, and good deeds.
Earthquake in Turkey? She's on it. Crisis in Syria? Already there, darling. Talk about setting examples for other philanthropic Influencers!
And let's not forget our veterans; she's rallying the troops for them too. So, the next time you're scrolling through her feed between sips of your Skinnygirl Margarita, know that you're not just following a star, you're following a bona fide global guardian angel.
With 170k followers, JT Laybourne is a man who knows how to turn kindness into a viral sensation.
Having gained massive traction for his recent "21 Days of Kindness" campaign, JT believes in taking small steps that make a big difference when it comes to spreading love and joy.
From giving a troubled kid a tour to a monster truck to fulfill his dream to handing out flowers to strangers on the street to giving tickets to the Super Bowl to a kid diagnosed with cancer, JT is leading a moment, steering us towards a kinder world.
He’s also been consistent with his donations to the American Heart Association and has also been educating others on how they can help with his fundraising masterclasses on YT.
The influencer world is evolving rapidly and for good – it’s not just about all glam and the latest trends anymore.
These philanthropic influencers are living proof that you can have your cake, eat it, and share it too.
From planting trees to empowering marginalized communities, they're using their privilege to make the world a better place, one click at a time.
We've all been there—scrolling through our social feeds and pausing on that one post that just catches our eye.
Ever wondered how some brands just seem to 'get it' when it comes to social media? They're not just present – they're absolutely killing it with their out-of-the-box campaigns.
And you know what they say, “Learn from the best” - If you’re also running a business or planning to market one on social media, you can’t miss out on this curated list of three standout brands that are acing their social game.
Let’s dive right in!
Ah, Dunkin'—the brand that's got us all running, not just for their coffee but to their social feeds too. John Costello, the CMO, wasn't kidding when he said, “It’s not just time to make the donuts — it’s time to go social.”
From the get-go, Dunkin' knew its audience—hello, Millennials and Gen Z! In 2017, Dunkin' got cozy with Amazon's Alexa. Coffee quiz, anyone? Fast forward to 2019, and we've got Dunkin' emojis and GIFs. Because who doesn't want a donut emoji in their life?
In other words, they jump on trends immediately and integrate their brand within. Branded Social is about relevant storytelling that integrates brand messaging in clever and fun ways.
From memes to influencer marketing - the brand has been all about Munchkins lately. We’re sure you can’t get tired of Ben Affleck saying, “Alright someone’s a jokahhh” with a donut—whoever came up with the idea of making Batman the brand ambassador totally deserves a promotion.
And if you thought that was cool, Dunkin' often turns their employees into TikTok ambassadors. Yep, you heard it right—they're not just serving coffee; they're serving content. Consumers like to see who is behind the scenes at a brand, making the content more relatable.
Their secret – Know your audience, embrace the trends, and never, ever forget to have fun.
Chipotle knows how to roll a burrito and a killer social media strategy. The brand started by jumping on BeReal, a rather new photo-sharing app at the time, during their Boorito campaign. Their philosophy – No ads, just organic love.
Result? A 1,000% YoY increase in BeReal installations and a massive boost in their brand awareness. (Source: Nation’s Restaurant News 2023)
Pandemic hits, Chipotle pivots. The brand didn't just guess what their fans wanted; they turned to social analytics to get the real scoop. By tuning into customer sentiments, they made data-driven decisions that hit the mark.
Again, being relevant in the newsfeed is key. Culture moves quickly, but Big Brands don’t. If you want to catch consumers’ attention, build relevant content that is on cultural trends.
Oh, and TikTok? They're nailing it. Partnering with Tariq, the corn-loving viral sensation, led to their highest-performing posts ever on both Instagram and TikTok. And if you're into Snapchat, Chipotle's got a lens that makes you exercise and meditate. Because, why not?
Yeti—the brand that's more than just a cooler — it's a lifestyle, a community, an adventure waiting to happen. Born from the passion of two brothers, Roy and Ryan Seiders, Yeti's sells their customers the dream of the great outdoors. (Source: Domingo Media 2023)
When TikTok came knocking, Yeti answered, and guess what? They didn't have to "behave like TikTok" to fit in. Paulie Dery, the Chief Marketing Officer, had a simple mantra: "Get on TikTok and behave like yourself." And it worked, racking up a massive following of 8.7 million.
From cinematic deep-dives to 150 outdoor enthusiasts repping the brand, Yeti's social game is as diverse as a cooler full of summer treats. Oh, and let's not forget their "Lost & Found" campaign—because sometimes, treasure washes ashore. See Yeti Ambassadors.
And wait, there's more. Pinterest, the platform you'd least expect, turned out to be a game-changer for Yeti. It helped shatter the stereotype and showed that Yeti can be for everyone, not just mountain men.
Yeti recently dropped their Power Pink Collection, a hue inspired by "finding your own line," as they like to say. And guess what? The color is already doing its magic. Their #BuildForTheWild campaign, featuring candid snaps of campers using the exclusive collection, has made this variant the unicorn of outdoor gear—always talked about, always sold out.
And as if that wasn’t cool enough, they rolled out the red carpet for 'The Ballad of Pecos Hank,' a cinematic masterpiece that's got everyone talking. The GOAT is what the world is calling it.
So, there you have it!
Social media isn't just about posting pretty pictures or catchy one-liners anymore.
The best brands on social media know themselves extremely well and have done extensive work on Brand DNA and Strategy. It makes everything else easy. They also experiment constantly to find the winning ideas while asking three core questions before each:
Is it relatable?
Does it offer value?
Is it on brand?
Have fun using this abridged playbook to build a better social media experience for your customers and your brand.
Got any questions? Our team at Socialtyze and its talented team of creators are happy to help with both strategy and content execution.
Do you want to invest further in social media and creators but are concerned that you may not get the return that you’re hoping for?
What’s the key to winning?
It’s all about crafting stories that entertain, inspire, and educate, while wrapping your brand around it like a warm hug.
Does this strategy boost sales? You bet it does, but only when executed the right way.
Let's take a look at three brands that are absolutely killing it, primarily thanks to their creator-driven campaigns on social media:
Liquid Death
Proudly calling itself "just a funny beverage company who hates corporate marketing as much as you do" – This cheeky drink brand knows how to make a splash – with marketing so quirky it could go viral as a meme.
Born in 2017 and packaged in planet-friendly aluminum, Liquid Death is laughing all the way to the bank, posting a $700 MM Valuation in just 5 years (Source: Bloomberg 2022).
From celebs like Wiz Khalifa to popular characters like The Deep, Liquid Death's collabs are as diverse as they are dazzling. Tailored to each star's vibe, these creator campaigns are hitting all the right notes one after the other.
Skateboard legend Tony Hawk keeps it real, while Cherie DeVille adds a dash of daring to the brand. It's not even just about star power - it’s the content that’s resonating with fans and stealing the show. And let's not forget, this brand's got a cheeky way of making you think twice about that plastic bottle.
Mike Cessario, The Founder of Liquid Death stated in an interview with Marketplace, "We’re trying to make health and sustainability 50 times more fun. Typically, all the most fun, hilarious marketing over the last 30 years is all for junk food — alcohol, energy drinks, candy. Like, what is the funniest campaign most people remember? It’s Bud Light, Snickers, Carl’s Jr., whereas healthy food doesn’t really ever market in that fun, irreverent, youth culture way."
Olipop
Say hello to Olipop, the fizzy drink that's giving Coke and Pepsi a run for their money! With a whopping $200 million in sales, this isn't your grandma's soda (Source: Axios 2023)
The brand has recently experienced its best business months ever, and the numbers are only going up! “The amount of people that now refer to us as ‘the TikTok soda’ is insane,” Steven Vigilante, Olipop’s head of new business development, stated in a conversation with Ad Age.
Vigilante also went on to say, “We’ve turned off all of our ad spend across every other social platform, so we’re just running ads on TikTok, forming creator partnerships, and making content for our organic page. TikTok is literally our entire strategy right now. And the last few months have been our best ever as a business after shutting off all of those other platforms.”
The best part? Olipop doesn't just partner with creators; it empowers them. From foodie in-house creator Sara Crane to the popular comic Juand Chan, Olipop grants its creator partners artistic freedom.
This authentic approach has led to posts tagged with #OLIPOPPartner outperforming all others, generating a staggering $25.4M EMV (Earned Media Value). (Source: AdWeek 2023)
Steve sums it up best: "Consumers don’t want health-related information too broadcasted... stressing too much the health component interrupts the indulgent part."
Poppi:
Talk about a brand that's popping! Poppi saw a jaw-dropping 148% revenue growth in the last year and a 250% surge in online sales. That's not growth; that's a boom! With a fresh infusion of $25 million led by CAVU, their total capital now exceeds $40 million. (Source: TechCrunch 2022)
Plenty of credit goes to Poppi’s famous "Soda's Back" creator campaign that turned heads all across social media – and trust us, it's not just fizz—it's a full-on fiesta! From local creators like chillandgrillwithhill to none other than J Lo herself, Poppi's fizz is getting the A-list treatment on TikTok!
And Poppi knows how to keep the conversation going, both online and offline. Their consumer-driven creator campaigns are a hit, especially among Gen Z and millennials.
The brand hit another viral gold when founder Ellsworth shared Poppi's origin story on TikTok. The post exploded, racking up thousands of likes and comments. That’s where the story begins. In the founder’s own words – “Our community is obsessed, rather than us writing copy about soda’s back, our communities were already saying it. So we decided to take that a step further and put them on a billboard.”
Still wondering whether the creator economy and social media can drive sales? Let these three brands be your answer. From Liquid Death's meme-worthy marketing to Olipop's TikTok takeover and Poppi's consumer-driven campaigns, it's clear: when creators and social media join forces, your brand doesn't just make noise—it makes bank!
So, are you ready to scale your brand the smart way?
In the bustling and noisy arena of social media, creators (“influencers”) have become the go-to stars for brands looking to shine. But let's face it, traditional influencer marketing is filled with hurdles and headaches.
Prices have increased significantly, 44% from 2020 to 2021 and 45% from 2021 to June 2022 on average (Source: The Motherhood Agency). Organic reach has also fallen off a cliff in the past several years across all platforms.
Tapping content from creators, however, is a necessity to be relevant in social media, and thus, relevant in marketing.
So, don’t fret, there’s a new player in town that's turning heads and breaking traditional barriers. Meet the virtual influencers, the pixel-perfect personalities that are reimagining how we connect and create online. Intrigued? Let’s learn more about them and how they can help your brand grow.
Ever stumbled upon an Instagram influencer who seemed a bit too perfect? Maybe their smile was just right, their travels to exotic, and their style out of this world? Well, you might've just crossed paths with a virtual influencer.
Virtual influencers are computer-generated characters designed with human-like features and personalities. You might also call them digital avatars, CGI models, or even digital celebs. Some, like Barbie, have become mainstream, while many virtual influencers are still finding their footing on the online stage. A few have already amassed millions of Instagram followers.
These characters may not exist in our physical world, but they lead lives that feel surprisingly real. And the credit goes to talented teams of designers, artists, and writers who craft these artificial beings and the stories they associate with on our feed.
Virtual influencers bring a fascinating blend of technology, creativity, and marketing strategy together. But how exactly do they come to life, and what makes them tick? Let's break it down:
Virtual influencers are more than just digital avatars; they are now becoming the new frontier in influencer marketing, offering brands control, creativity, and endless possibilities. Whether it's a virtual fashion icon strutting down a digital runway or a pixel-powered activist raising awareness, these digital personas are redefining the way we think about influence online.
Virtual influencers are quickly becoming an integral part of brand marketing strategies. Let's take a look at some of the primary benefits virtual influencers offer and some standout collaborations in the USA.
A fusion of Brazilian and Spanish allure, Lil Miquela is the virtual sensation that started it all. With a whopping 2.7 million followers on Instagram, the 19-year-old digital diva Lil Miquela is more than just pixels; she's a fashion icon and a pop star. From flaunting her latest fashion ensembles to dropping hit singles like "Money" and "Sleeping In" on Spotify, she's the virtual influencer who's got it all.
Her collaborations read like a who's who of the modern world. Teaming up with Samsung for their 2019 #teamgalaxy campaign? Check. Sharing the screen with supermodel Bella Hadid for Calvin Klein? Absolutely. Making it to The Times' list of 'Most Influential People on the Internet' in 2018? You bet.
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Say hello to the most popular doll in the world: Qai Qai (pronounced Kway-Kway), with 324K people following her online. But she's not just another toy; she's the beloved doll of Alexis Olympia Ohanian, daughter of tennis superstar Serena Williams and Reddit co-founder Alexis Ohanian.
When Serena Williams chose Qai Qai for Olympia, it was more than a gift; it was a statement. Growing up, Serena didn't have many opportunities to own a black doll, and she wanted her daughter's first doll to reflect her heritage. The name "Qai Qai" itself has a personal touch, coming from Williams's nephew.
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Ion Göttlich, a virtual influencer in the cycling world, made his first appearance on February 28, 2015. Created by Claudio Pavan, the athletic virtual persona represents the sport worldwide. Ion Göttlich's unique presence in the cycling online social media world has garnered him 78.1k followers on Instagram. He has also been featured in various articles and contributed to discussions pivoting around virtual influencers and their impact on social media. He’s also seen supporting the #BlackLivesMatter movement on his instagram.
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Hailing from Hatsukaichi, Japan, and raised in Springfield, Illinois, Chef Jade is the culinary sensation who's taken the entire city of Rome by storm. With a passion for vegan cuisine, she explores the world, serving up delectable recipes and travel tips on her website and social media. But that's not all; she's also the host of a podcast, where she shares her culinary adventures with her fur-baby, Zelda. Chef Jade is more than a virtual chef; she calls herself a taste explorer, connecting food lovers across the globe.
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Ever felt like your brand needed a sprinkle of something extraordinary? Virtual influencers might just be the zest you're looking for! From Shudu's timeless elegance to Lil Miquela's trendsetting style, these pixel-perfect personalities offer brands a fresh, controlled, and innovative way to connect with audiences. Whether you're looking to break into new markets or add a creative twist to your next campaign, virtual influencers can help. Want more information? Feel free to drop us a note at Socialtyze. We’re always happy to help.
Ans: Identify your brand's values and target audience, then look for a virtual influencer that aligns with your image. Consider their style, follower demographics, and previous collaborations.
Ans: Costs vary based on the campaign's complexity and the influencer's popularity. Virtual influencers may save on travel expenses but require investment in high-quality digital content creation.
Ans: The core measurement metric is subjective. Does the talent match with your brand image? Do you see content being created that could elevate your brand vision. Or, do you like the creator’s content so much that you could see it helping to pave new roads?
Ans: Success is dependent upon your precise goal but we measure success for brand lift by – i) quality of content; ii) brand integration into the content (how was the brand value positioned); iii) total views; iv) length of view; and v) engagement levels.
For lower funnel metrics, look at cost per land page visit and sales—if you are looking to drive sales, be sure to amplify via paid media.
Consumer behavior has shifted, and brands need to pivot their advertising strategies.
Despite massive changes, a few brands are doing exceptionally. Two examples are Liquid Death and Gymshark, which have experienced remarkable growth relatively quickly.
In this article, I will discuss how you can mimic some of the success tactics of Liquid Death and Gymshark and how to pivot to meet current consumer behavior trends.
You may be wondering why you should trust my insights. I don't have a crystal ball, but I do have a solid track record of predicting the future of advertising and marketing.
I was one of the first to realize the power of the Internet as an ad vehicle and ran some of the first ads ever on the Internet back in 1994, which promoted a Sean Connery movie.
I was also one of the first to identify Facebook as one of the most effective ad mediums ever, and ran some of the first ads on the platform in January of 2009, which promoted Showtime.
So, what is the major shift happening right now and as a marketer, how do you pivot? Consumers are not paying attention to highly-polished, highly-produced ads.
They are gravitating towards more relatable "Lo-Fi" ads that resemble relatable. Lo-Fi ads consistently outperform their Hi-Fi counterparts in terms of engagement, reach, and video views.
As a result, the Content Creator Economy is booming, and Influencer Marketing has reached new heights, amounting to $16.4 billion in 2022.
This increase in demand, however, has also led to higher prices, decreased reach, and shrinking video view lengths, which has had an adverse effect on Influencer Marketing.
In fact, Influencer Marketing, in its current form, is a mess, as brands are getting into the game late and paying more money for much less value. CPM's of $300+ for organic reach is common.
To navigate these challenges and others, here is your Six-Point Plan For Advertising Success:
STEP 1
Lean into the Content Creator Economy by connecting with skilled content creators who excel in generating high video views and engagement. Choose them for their content creation skills rather than just their follower count. Views and Impressions from their organic reach should be seen as added value. The true value is found in their content.
STEP 2
Work with skilled Creative Strategists who can provide tight creative briefs for content creators and ensure that the content engages and drives sales. The content creators are not skilled in the art and science of advertising, and while they can drive high video views and substantial CTR's, they are not experts in driving purchase intent and sales. Collaboration with the right Creative Strategists is paramount for success.
STEP 3
Collaborate with skilled AI executives to leverage artificial intelligence for marketing. This allows for creativity at scale and efficiency, utilizing tactics like customizing prompts using ChatGPT's API. Jump into next-level AI strategy and tactics--for more on this topic, see my YouTube Video, "Better Ads With ChatGPT".
STEP 4
Go Big With Niches by customizing ads for specific groups within your target audience. Use AI and content creators to create ads that resonate with different segments. For example, if you are marketing a protein bar, create several ads with Content Creators for Yogis, Pilates Specialists, Gym Rats, Corporate Executives, etc. Connecting with prospective customers in the newsfeed is more important than ever to drive awareness, purchase intent, and sales. Prospective customers will listen to what you have to sell, only if you are on their wavelength. Ads that highlight common interests or provide solutions to their problems will grab attention.
STEP 5
Rely on paid media instead of organic reach to convert new customers. Influencer audiences are valuable but comparatively they are very expensive to reach organically, so paid media becomes crucial for driving new customers and warming up existing prospects.
STEP 6
Go against Facebook's best practices--Set up multiple ad sets that target different audiences with customized creative. This approach allows you to maintain control while tapping into the algorithm and optimizing your campaign based on performance. Delete the losing creative and ad sets, and double down on the winners.
Execute the above strategies over the next 12-24 months, and you'll be highly successful. If you need support, set up an exploratory call with us, here.
With 15 years of experience, a network of influential creators, and a team of skilled social media professionals, we'd be happy to help you drive awareness, purchase intent, and sales for your brands.
For more content like this, follow me on LinkedIn and subscribe to my YouTube Channel. Good Luck and Stay In Touch!
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