Prepared for Ramon B. | Delivered March 30, 2020
Micro-Influencers on Instagram
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To establish examples of brands that have leveraged micro-influencers to improve their brand presence with Instagram.
By leveraging fashion influencers and brand enthusiasts, Sperry has managed to
attract a considerable following
The brand is popular for d
esigning boat shoes.
However, Sperry needed to raise more awareness for wet weather or cold shoes, in a bid to position the brand in a more f
To achieve this, the brand engaged micro-influencers in a t
these fashion influencers to engage their followers. Influencers would wear Sperry boots and use the hashtag OOTD (outfit of the day). Using micro-influencers was helpful and successful, mainly because Sperry engaged micro-influencers to create an
between the target audience and the brand.
A review through Sperry’s
shows that the page has over
In 2019, the brand generated net sales of
As a fashion brand, Forever 21 is a household name with a v
arying target audience
. To attract and raise awareness for their plus-size audience, the brand used plus size fashion influencer,
Heredia, a micro-influencer is popular on Instagram for her
bold and fearless
sense of fashion, which primarily focuses on promoting body positivity and embracing her curves.
Heredia, was, therefore, the ideal micro-influencer for Forever 21, as the brand sought to promote the
Forever 21 shares her posts routinely, and it has proven to be a success as the brand capitalized on a highly engaged micro-influencer with a
plus-size fan base.
By engaging Heredia,
has grown a following of more than
, which proves that the brand has built trust with its target audience.
Your research manager recommends working with a
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