For 61% of marketers, events are their most crucial marketing tool and 89% of consumers trust influencer recommendations. So by fusing two of the most effective marketing tools, namely IRL events and influencer marketing, in the right way, brands can benefit from exceptional results and ROI.
Primark Flagship Store Launch, Birmingham
In September 2023, Primark opened its new flagship store in Birmingham. The store is the largest Primark in the world and features several unique experiences, such as a beauty studio and a barber shop. Primark partnered with a number of influencers to promote the store's launch, including Zoella, Fleur East, and Perrie Sian. The influencers' posts and stories generated a lot of excitement and helped to attract large footfall during the launch period.
Gymshark Train Like An Animal Event, London
In October 2023, Gymshark hosted a Train Like An Animal event in London. The event featured a number of fitness challenges and workshops, as well as appearances from Gymshark athletes such as Nikki Blackketter and Whitney Simmons. Gymshark partnered with several influencers to promote the event, including Chloe Ting, Stef Fit, and Emily Skye. The influencers' social content ensured the event was a sold-out success.
Here are some of the key benefits of hosting an influencer event:
Builds long-term partnerships:
By providing a positive IRL experience for influencers, brands can encourage strong relationships that will last longer than one or two posts. This can lead to more authentic and effective collaborations in the future.
Generates user-generated content (UGC):
Influencer events often generate a significant amount of UGC, which can be extremely valuable for brands. UGC provides authentic and relatable content that can be used to amplify the brand's message and reach even more potential customers.
Increases brand awareness and credibility:
Influencer events can help to increase brand awareness and create a positive perception of the brand among consumers. By associating with influential figures, brands can enhance their image and make themselves more appealing to their target audience especially if their events are fun, aesthetically appealing or drive FOMO.