Consumers are increasingly conscious of social causes and now expect brands not just to sell products, but to stand firmly behind the values that resonate with them. From environmental initiatives to social justice movements, companies are called upon to advocate for causes that reflect their principles.
This shift in consumer expectations presents both challenges and opportunities for brands.
Enter influencers. With their ability to connect authentically and inspire action amongst a loyal audience, influencers are uniquely positioned to champion social causes on behalf of brands. They can translate a brand's commitment to advocacy into relatable stories to drive meaningful change.
Influencers are perfectly positioned to lead advocacy campaigns due to their direct communication style, and ability to tell compelling personal stories. When influencers endorse a cause, their followers are more likely to engage and support that initiative.
For instance…
It’s estimated that 73% of young adults aged 18-29 in the US didn’t cast a ballot in 2022, and alongside HeadCount, a non-partisan organization that promotes participation in democracy, we set out to change this.
We collaborated with 17 influencers including mega-creator Anthony Padilla on a 2022 midterms campaign that utilized a prize-based initiative to encourage young people to register to vote. The campaign drove 142,754 new registrations, showing how relatable and influential figures amongst Gen Z can empower their audience to take action.
Most recently, we partnered with Pepsi to support Black-owned restaurants in the US as part of their Pepsi Dig In program.
Pepsi Dig In celebrates the unique flavors, innovation, and passion that Black-owned restaurants bring to their communities.
To spotlight this initiative, we partnered with food-loving influencers across the US to create episodes of Pepsi Dig In’s docuseries, “A Taste of the City,” sharing their experiences with audiences on TikTok and Instagram.
Each influencer hosted the series in their city, following local chefs and showcasing how the surrounding community inspires their menus.
Episodes featured influencers connecting with local grocers, farmers, and vendors to explore the behind-the-scenes journey of menu creation.
The influencer content reached engaged audiences, and over-performed on guarantees:
Together, we drove visibility for Black-owned restaurants and celebrated their impact amongst their communities.
These examples show how influencers can drive significant social impact while enhancing brand loyalty and educating their audiences on brands' moral standpoints.
Prioritizing diversity and representation when finding the right influencer advocates for your brand is essential. Your brands must choose influencers who authentically connect with the message you’re aiming to convey – social media audiences are savvy when it comes to partnerships that aren’t genuine or mutually aligned.
Looking ahead, brands that invest in genuine influencer partnerships around social advocacy will not only make a lasting impact but also strengthen their customer communities.
By championing diverse voices and shared values, these brands can lead the charge towards a more engaged and socially responsible future in Influencer Marketing.
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