What do brands look for when working with bloggers? Figuring out that out can be almost as difficult as solving a Rubik’s Cube. You think you have it, then there’s that one unsolved side. Yikes. Looking from the outside, it seems like all brands are looking to work with the same bloggers, but it’s more complicated than that. What exactly do they see in a particular blog that makes them so appealing?
I spoke with Michelle Ryan, VP Global, Digital and Social Strategy at Juicy Couture, the brand has done work with several bloggers over the years, most recently a presentation outside Lincoln Center with Aimee Song of Song of Style in September and a full-month, multi-layered campaign on NowManifest in August. For Juicy Couture, the goals for engaging with bloggers is different traditional media. In traditional media, advertising is more about building awareness, where working with digital opens up a two-way conversation where the brand has an opportunity to see how their customers engage with the brand and listen in on feedback, what people are willing to spend and the quality they desire.
Over the last five years, Ryan has noticed a greater return for the brand from working with a few high quality bloggers over a large quantity of bloggers. She defines “quality” as bloggers who are right for the brand. Which bloggers embody the California image the brand is known for? Would the bloggers present the brand in a positive light? Do they have a good balance between authenticity and reach? Of course, Ryan does look at the numbers, “Key Performance Indicators” (KPIs) like impressions, click-throughs, how bloggers speak about a brand and how do readers engage help determine which blogger will work the best for them.
Why do these numbers matter? Well, for a few reasons, generating traffic and engagement is important when doing a digital campaign. When Juicy Couture launched their microsite on NowManifest for the month of August, engaging with six bloggers on the platform, either pulled (guest) content or seeded product, it resulted in generating 25% of the organic traffic to the microsite. An engaged audience gives brands information about consumer behavior, which can help better understand how to better serve them.
So the takeaway? If you want to work with a particular brand, have an engaged audience and create content that the brand can relate to.
Sounds easy enough, or just the beginning?
[image credit: Inez van Lamsweerde and Vinoodh Matadin for Juicy Couture]