Harry Styles and Driscoll’s Collaboration
In the ever-expanding market of social media advertising, many brands have invested in Influencers with similar values to their products in order to expand their audience. According to InfluencerMarketingHub.com, they describe Influencers as being “individuals who have the power to affect the purchasing decisions of others because of their authority, knowledge, position, or relationship with their audience” (Influencermarketinghub.com, 2020). The voices of these Influencers can have a direct impact on the decisions their followers make on whether to purchase certain products or not depending on the Influencer’s endorsements. Influencers can also be categorized into different subcategories such as Nano, Micro, Mid-tier, Macro, and Mega depending on the number of followers they have and their overall scope of how large their audience consists of.
When it comes to a partnership between an Influencer and a company I decided to take some advice from my younger sister and thought of a pairing between Pop Superstar Harry Styles with the American-based berry distribution company Driscoll’s. You may be wondering what Harry Styles has in common with Driscoll’s products? Well as fans of Harry Styles know three of his major hits from a few of his albums include songs named after fruit including, Watermelon Sugar, Cherry, and Kiwi. In some of his other songs such as Adore You he makes references to other popular fruits such as strawberries and lemons. Now I know this seems like a bit of a stretch to base an entire marketing campaign around, but with three fruit-related songs and various other fruit references, many of Harry’s fans have made connections with his music and the fruits attributed to them. I believe that this collaboration would be quite successful for Driscoll’s as they are not very prevalent when it comes to commercial advertising and may instead find better success with an Influencer partnership.
The idea behind this campaign would include an Instagram post from Harry Styles wherein he posts a photo of himself eating strawberries from one of Driscoll’s clamshell berry containers. On Instagram, Harry Styles has around 33.1 million followers which far surpasses that of Driscoll’s 65 thousand followers. This post would serve as a huge promotion to not only Driscoll’s social media profiles but also Driscoll’s products as a whole. I believe that this partnership should not extend more than one post on Harry’s social media since he has stated that the fruit-titled songs have been purely coincidental and does not inherently derive from his love of said fruit. Despite how expensive collaboration with Harry Styles may be for Driscoll’s it will surely drive their overall revenue and incentive to purchase their products.
References:
https://www.instagram.com/harrystyles/?hl=en
https://www.instagram.com/driscollsberry/?hl=en
Image References:
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