Influencer vs. Relationship Marketing: Why Brands Must Invest in Relationships Going Forward

By elevating the role and value of relationships in the marketing mix, brands can build a strong case for investing in people who demonstrate an authentic connection with them. Trust that nurturing these relationships with influencers (quality vs. quantity) triggers not only organic word of mouth, but reaches the right consumers in exactly the right way. For a recent campaign targeting the West Coast, we identified local influencers whose personal passions aligned with our overarching brand message, and could genuinely be integrated into custom experiences using a new MINI vehicle. This campaign resulted in astounding ROI—including powerful content and authentic conversations around the brand in the communities we care about. Here’s what we learned from this process and how any brand can adapt this program to its needs. Full article here —> bit.ly/3hg6OVT