Love Your Melon Is Kicking Cancer Back With Influencer Marketing
College is a place where cultures thrive and ideas grow. On any college campus, you can expect to see numerous groups and organizations campaigning and sharing their values with the student body. These groups include student gov candidates begging for your vote, clubs and organizations asking you to sign up, and even religious nut-jobs damning you to Hell.
Like traditional methods of advertising and recruiting, it is not uncommon for these groups to be completely ignored. Marketers are finding the college demographic to be increasingly hard to reach. With millennials set to overtake the world’s majority of buying power over the next 10–20 years, brands are more than ever trying to capture the loyalty of this massively important demographic.
Industry leaders are turning towards a new marketing trend called influencer marketing to successfully reach millennials. The trend has already proven to be successful for many brands, and even passed print marketing for global revenues in 2016.
Influencer marketing is when marketers strategically pick individuals to help promote their brands to the right audience. Influencers are incentivized to promote a brand to their piers or social media followers, and brands receive organic word-of-mouth marketing for their brand.
To find an example of a perfect influencer marketing campaign, look no further than Love Your Melon’s College Ambassador Program.
The crew’s matching beanies will catch your eye over the tallest of D1 basketball players. Dressed in blue denim and clean white shirts, it’s almost impossible for the crew to go unnoticed. Their smiling faces and positive attitudes tend to make you feel as if you’re missing out on something special.
Made up of cancer survivors and those close to cancer patients, the Love Your Melon Crew is set out to better the lives of children fighting the disease in a new way… with stylish beanies.
After tough rounds of Chemotherapy, it is common for cancer patients to lose their hair. For many survivors like Camille Goodale, a student at Colorado State University, that hair loss is a constant reminder of her battle against the disease. For Camille, Love Your Melon was the saving grace that allowed her to feel more comfortable in her own skin.
“Regular head scarves screamed cancer as soon as you saw me,” said Camille. “LYM allowed me to lead a semi-normal life wearing a beanie.”
As soon as Camille received her first beanie from Colorado State’s LYM Crew, she decided to join the movement and become an ambassador herself. “I applied because I wanted to give back to Love Your Melon after it had given so much to me,” said Camille.
Instead of focusing on celebrity endorsements, Love Your Melon takes advantage of the real-life people who already love their brand. Therefore, their influencers truly love their brand, spreading positive messages to their communities for the company.
Love Your Melon use college ambassador teams at 840 campuses across the nation to spread their message, and it’s working. Over 13,000 Crew Members are completing the mission by raising childhood cancer awareness, driving product sales, and personally engaging the community. These influencers are performing so well, because they can directly relate to the people Love Your Melon is trying to advertise to.
“The models in some LYM ads are almost too perfect,” said Camille. “But when you see us, we are just like regular students! We are more relatable than the airbrushed versions.”
In the influencer marketing realm, the Love Your Melon ambassadors are considered micro-influencers. Micro-influencers do not have a large following, but are much more personable and relatable to your everyday target. A large number of micro-influencers, no matter how small each individual’s following, can add up to a large number of organic impressions over time.
Marco-influencers, on the other hand, have found themselves to become huge assets in the influencer marketing community. Typically boasting follower counts in the hundreds of thousands, macro-influencers can get a message out to a large community FAST. Instagram models, Youtube stars, professional athletes and even celebrities have begun to reap the benefits of their macro-influencer status.
Although macro-influencers can quickly reach a large following, studies have shown micro-influencers to be more trustworthy because their followers actually know them. The right influencers vary from campaign to campaign, so marketers should be sure to consider their goals and target audience before launching a campaign.
It seems as if more and more brands are finding success with the use of strategic influencers, and the trend shows no sign of slowing down in 2018. At this rate, it’s only a matter of time before every brand is paying people to represent them. The most effective influencers, however, do it all for their love of the brand (and maybe a free beanie or two).
Go to Love Your Melon’s website to buy a beanie or find out what you can do to help support the cause!