The Power of Influencer Marketing: A Case Study on Swehl and Molly Baz
In May 2024, a striking 45-foot image of influencer, author, and celebrity chef Molly Baz holding lactation cookies over her breasts made waves in New York City’s Times Square. Accompanied by the cheeky tagline “Just add milk,” the ad was part of a campaign for Swehl, a brand dedicated to providing women with better resources during pregnancy, postpartum, and beyond. However, the ad was flagged and removed shortly after its debut, igniting a wave of backlash that ultimately turned into a PR triumph for Swehl. The incident not only reinstated the ad but also amplified the brand’s reach and advocacy efforts, showcasing the potential of influencer marketing in today’s media landscape.
The Virality of Controversy
The virality of the Swehl campaign was not entirely unexpected. As Elizabeth Myer, co-founder of Swehl, noted, “We joke that a women’s health brand can only dream of having their ad pulled.” The ad’s removal led to significant media coverage, including a piece in The New York Times that spread rapidly online. This strategic planning allowed Swehl to pivot quickly, shifting the focus from lactation cookies—an item they don’t even sell—to their core mission of supporting women’s health.
Influencer Marketing: The New PR?
The Swehl campaign serves as a powerful reminder of how influencer marketing can drive brand awareness when executed effectively. As the lines between PR and influencer marketing blur, it raises the question: Is influencer marketing the new PR? To explore this, we spoke with Myer and two experts from Sprout Social, Greg Scavuzzo and Layla Revis, to understand the evolving media landscape and its implications for brands.
Transforming Media and PR
Brand-influencer collaborations, like Swehl’s partnership with Baz, are increasingly generating earned media coverage. As consumer-influencer relationships evolve, these campaigns are becoming more newsworthy, capturing attention similar to traditional celebrity endorsements. The 2024 Influencer Marketing Report indicates that trust in influencers remains strong, with many consumers preferring to seek out influencers over brands or celebrities for information and recommendations.
Revis emphasizes the democratization of media, stating, “People trust people, and they want to be entertained and educated.” Influencers have become akin to actors, complete with teams and representation, allowing them to craft content that resonates with their audiences more effectively than traditional advertising.
The Unique Power of Influencer Content
While influencer content shares similarities with Hollywood productions, it stands out due to its authenticity. Influencers know how to engage their audiences and tailor their messages for each platform. Scavuzzo explains that influencer content encourages consumers to explore a brand’s offerings and increases the likelihood of engagement and purchases. When executed well, these campaigns can even prompt social media algorithms to favorably distribute content, enhancing organic reach.
Integrating Influencer Marketing and PR
Although influencer marketing is unlikely to completely replace traditional PR, the two strategies complement each other. A well-executed event without influencer promotion may struggle to gain traction, while a misaligned influencer campaign can confuse audiences. Here are several ways brands can benefit from integrating these two approaches:
Amplifying Brand Reach and Credibility
Both influencer marketing and PR aim to enhance brand awareness. While PR builds trust through media coverage, influencers provide a personal connection that resonates with their followers. Myer highlights how aligning their campaign with Baz coincided with other PR efforts, resulting in increased visibility and sales.
Crafting Consistent Messages
When influencers and PR teams collaborate, they create a cohesive brand narrative. Influencers can adapt messaging to fit their style while maintaining the core theme, reinforcing the brand’s story across various platforms. Scavuzzo notes that successful campaigns break down silos and deliver a unified experience.
Boosting Event Profiles
Partnering with influencers for events can generate buzz and extend the life of activations. Influencers can share exclusive previews and behind-the-scenes content, enhancing the event’s visibility and credibility. Scavuzzo emphasizes that influencers can create real-time excitement, making events more engaging.
Humanizing Brand Storytelling
Influencers excel at connecting with their audiences on a personal level. By merging human-led storytelling with PR efforts, brands can create more memorable and relatable messages. However, it’s crucial that influencer endorsements feel genuine to maintain authenticity.
Preventing Influencer PR Crises
As brands invest more in influencer marketing, PR teams must be prepared to manage potential crises. Thorough vetting of influencers is essential to ensure alignment with brand values. Revis advises researching influencers’ stances on critical issues and their previous partnerships to mitigate risks.
Scavuzzo adds that while there’s always some risk involved, influencer crises can be prevented with careful planning. Brands should have a crisis communications playbook ready, even if it’s never needed.
The Future of PR and Influencer Marketing
While influencer marketing may not entirely replace traditional PR, it has become a vital component of a comprehensive PR strategy. The Swehl campaign illustrates how influencer-led initiatives can generate earned media, enhance brand awareness, and foster meaningful connections. By integrating influencer marketing with PR efforts, brands can amplify their reach, strengthen credibility, and tell compelling stories that resonate with their audiences.
For brands looking to navigate this evolving landscape, understanding how to execute effective influencer marketing strategies is crucial. The 2024 Influencer Marketing Report offers insights into creating impactful content and adapting to the changing expectations of consumers and influencers alike.