03 Mar Cómo Hawkers Co’s ha sabido aprovechar el marketing de influencers
(artículo disponible sólo en inglés)
Analysing Hawkers Co’s business success
Firstly Hawkers clarified their brand message: to revolutionise the sunglasses industry, creating desirable glasses at an accessible price point. Next, they promoted this message across Kickstarter inviting people across the globe to support their ‘revolution.’ The founders of Hawkers inspired people to support their mission both financially and by empowering people to feel they were part of a movement – taking power as consumers – against a larger corporation.
This strong brand message and customer value proposition helped Hawkers to define a unique place in the market. Using Facebook and Instagram, Hawkers’ marketing strategy was to use celebrities, sponsorships and influencers to promote their product. Sending their product to celebrities such as Luis Suarez, who has an online following of over 20 million people on his Instagram channel alone, was a genius way for the brand to amplify awareness of its product – from a tiny amount of stock. Hawker Co used guerrilla marketing tactics and growth hacking to trial various marketing methods from a low starting budget, including stunts in which they tapped into other popular online conversations – such as the launch of the I Phone 7 – to promote their brand. Within two years of launching, in 2016, the brand was projecting 70 million euros in sales.
Influencer marketing is considered a hugely effective way of marketing a brand, with over 92% of consumers trusting personal recommendations over branded content.