Our Take: This Week in the News
culture Posted on Oct 15, 2018
The Influencers of Homeroom
The universe of influencers has been a hot topic around the office lately, so we loved this write-up about brands using non-celeb high schoolers to boost messaging. Along with making it easier to verify an influencer’s social media reach, tapping high school students to rep a campaign has a big budget impact—to the tune of millions when compared to partnering with the most in-demand celebrities.
But despite the otherwise unknown personal brands being leveraged, young audiences seem to be eager to hear from authentic peer voices—as in the case of one teen with fewer than 1,500 social media followers whose video for Johnson & Johnson racked up more than 3 million views.
We think this is a great reminder that a trusted voice is an invaluable asset for high-impact messaging, even when it comes from somebody your audience has never heard of before.
The Word of Mouth Dividend
In another reminder of the power of sending messages at the grassroots level, we’ve been poring over coverage of the 2018 Chatter Matters report. While we were pleased to see that a well-designed retail site is still a valuable information source for nearly 45 percent of consumers, the key takeaway is how important word of mouth remains, even in the digital age.
Indeed, the only information avenue that beats out friends, family, and neighbors is online search—but combine all the categories of real-life info-sharing, and “people I know” is the most trusted source by miles.
Scratch ‘n Sniff Burritos
And finally, we loved the news that Chipotle is getting plenty of traction out of the hottest trend from kindergarten circa 1975: scratch ‘n sniff stickers. Burrito diehards have been crazy about the brand’s Giphy animations since they arrived several years ago, and now they get to enjoy real-life versions of their favorites, complete with olfactory authenticity.
Even at $3 for a pack the stickers sold out immediately, prompting immediate re-prints and some envy from every marketer wondering how to get their audience to pay for being advertised to. “Less talk more guac” indeed!