Influencers can inspire social communities around a brand – but only when those influencers’ personalities authentically match the brand’s persona.
What’s a great match look like? Consider Tyson Foods’ campaign, Why Should Cookies Have All the Fun? To spice up holiday sales of its chicken nuggets, Tyson invited mom bloggers to decorate the pint-sized poultry snacks. Soon, chicken-nugget reindeer and Santa Claus figures were popping up all over the web, and family shoppers were making their lists (and checking them twice) with Tyson in mind.