Is Kim Chi a Starbucks secret menu item?
Influencer marketing is a major piece of a successful marketing campaign. According to eMarketer, influencer marketing spend in the US is expected to grow 33.6% in 2021. It’s nearly impossible to avoid being in the audience of an industry that is backed by $3.69 billion. This trend reflects the importance of having a relatable brand and marketing program. In the past, being a celebrity was once perceived as being at the top of the world and envy drove influence. Now, every day people are influencers, and relatability drives influence, which is an approach that celebrities have had to pivot to as time goes on.
Influencers have the ability to connect brands with audiences that may have otherwise gone untapped and reach them in a way that is honest. My favorite influencer brand collaborations are when there’s an element of surprise. Many brands specifically partner with influencers who aren’t specifically known for their industry in order to reach new audience and potentially even lapsed buyers. An example of this is when a fast-food restaurant partners with a travel blogger, or a makeup brand partners with a male lifestyle influencer.
An example of this style collaboration would be if Starbucks, a food and beverage brand, partnered with Kim Chi, a famous drag queen with a food-themed name. Kim Chi is best known as a contestant on Ru Paul’s Drag Race and is commonly looked upon for elevated makeup looks. They’ve recently partnered with Chipotle, hinting that food is likely a common affinity within their following. They have 1.9 million followers on Instagram and often host in-person promotional events.
Kim Chi would be a good partner for Starbucks because Starbucks has really been pushing inclusive messaging lately, supporting of Black Lives Matter and trans awareness. At Starbucks, you can be whoever you want to be, just like you can in drag. An example partnership could involve Kim Chi doing a makeup look based on Starbucks’ newest beverage. If the image gained a bunch of buzz, Starbucks could then incorporate a Kim Chi card into their line of illustrated gift cards. This could have a positive message on it, that could also be one of Kim Chi’s most popular quotes from Ru Paul’s drag race.
Overall, influencer marketing is important. Listen up, and stop relying on billboards and spam emails. Approach your audience in a relatable, exciting way.
References:
eMarketer (2021). US influencer spending to surpass $3 billion in 2021. https://www.emarketer.com/content/us-influencer-spending-surpass-3-billion-2021
