We may not know much about the Super Bowl or the NFL here at PPR, but we do know about influencer marketing and influencer campaigns! With the Super Bowl this past week, all of us in PR and Marketing had our eyes peeled for what campaigns would be in this year’s viewing. Here are some of our favourites from past and present.
POPPI
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Poppi, the prebiotic soda brand, made a splash at this year’s Super Bowl featuring a compilation of relatable everyday moments with a host of the biggest influencers of the moment, such as Alix Earle and Jake Shane. Poppi has worked with Earle since they worked with her for Coachella by providing a Poppi-themed house for her and her friends, and have since had Earle as a ‘Poppi Partner.’
Sticking with an influencer they have a long-time partnership with was a great move from Poppi, tying Earle’s popularity and NFL presence as she currently dated Braxton Braxter of the Miami Dolphins; they have profited from her image on the biggest stage in America.
NERDS
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At last year’s Super Bowl, confectionary brand Nerds made its first Super Bowl ads appearance in its 40-year history with a new campaign featuring TikTok star Addison Rae.
The teaser ad showed Rae in a dance studio, seemingly rehearsing. The in-game ad showed Rae eating Nerds on a coach late in the ad.
At first glance, working with Addison Rae for the Super Bowl might not seem like the obvious choice. However, Rachael Goulet, Director of Social Media at Sprout Social, characterises Nerds’ effort as a good example of strategic influencer marketing. She states:
“Using Addison’s TikTok and Instagram platforms to tease a mysterious revelation for the brand’s big moment on February 11th was an excellent way for Nerds to not only reach a massive new audience but boost engagement, drive conversations, and create excitement ahead of the game. And with the TikTok star appearing as a dance coach in the teaser, it feels authentic and true to her brand, so it resonates with her audience.”
CeraVe
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Last year, skincare brand CeraVe worked with Actor Michael Cera and influencers such as TikTok Hayley Kalil, who, at the time of posting, had an impressive 8.4 million followers on the platform. Her content focused on her stumbling upon actor Michael Cera secretly signing CeraVe products in her local pharmacy.
By combining the humour of working with Cera by his link to the brand with his name but tapping into the audience of Kalil, CervaVe created the ideal formula with a successful campaign that leverages the booming audience of TikTok, with an influencer who has a strong audience of Gen-Z who share a love for skin care.
The budget for Super Bowl campaigns is enormous, with brands spending millions on them. But we can still take key learnings. From building long-standing partnerships to building authenticity and trust with a target influencer, to looking into who the audience is you want to tap into, follow and interact as well as looking outside the box; sometimes, working with someone who works for a different reason can be the key to success.
We work with a variety of brands on their influencer marketing, helping them to expand brand awareness, prompt purchase and create engaging content. Get in touch today to find out how we could help you. Call us on 0113 430 4160 or drop us an email: hello@prohibitionpr.co.uk
For more interesting articles from us check out these posts:
- Top Influencer Campaigns For 2024 So Far
- Luxury PR and Marketing: TikTok’s Potential for Luxury Brands
- Influencer Marketing: 2024 Trends for Businesses
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