Fraser Communications

Getting Personal: How to Leverage Influencers

Let’s face it, now a days, engaging consumers across a variety of channels can present a challenge for brands looking to establish relationships that feel genuine and personal. And while brand building remains a top objective for most brands, traditional mass reach across TV, radio and print may not always fit the bill.

In fact, according to a recent study conducted from Oracle, 80% of consumers have purchased products in direct response to social media content. Furthermore, only 13% discovered new products via traditional TV advertising. And most importantly, close to 40% of consumers trust social media influencers over brands.

At Fraser, we understand the power of social media and influencers very well, that is why we are increasingly turning to social media -and influencers- to help our clients drive more personal connections with their customers.

Recently, Fraser Communications partnered with Toyota and SiriusXM to launch a social/digital campaign that celebrates hybrids in all their forms. The campaign leveraged influencer, electrical engineer, and first Mexican-born woman to travel into outer space, Katya Echazarreta, to educate consumers about the benefits of driving a Toyota Camry and RAV4 Hybrid.

To build awareness for vehicles, Fraser produced multiple social videos featuring Echazaretta as the ultimate hybrid. Each video was also shared across paid social media including YouTube, Twitter, and Facebook. Additionally, two social filters were created to allow consumers to join in on the fun by identifying with either “Team Camry” or “Team RAV4.”

The Results
Over the course of the two-month campaign We are ALL Hybrids garnered over 169M impressions including:

  • Over 89M social and digital media impressions via Facebook, Instagram, TikTok, YouTube and Google Display Ads
  • More than 85M positive earned media impressions
  • Campaign videos generated over 7M views in a little less than 2 months
  • The campaign landing page saw more than 158,000 page view with 129,000 being unique visitors
  • Echazarreta’s Instagram stories reached over 30,000 users and,
  • The interactive social media filter generated and 12,000 social impressions

If you are interested in learning more about influencer marketing or would like to include it as part of your marketing mix, visit we are here to help you.

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