Jan 18, 2021
Loyalty to Influencer Brands
When Daniel Wellington approached social media influencers and celebrities to help market its products, it quickly trended amongst consumers who wanted to be associated - in some small way - with their role models’ lifestyles. The power of both the influencer and social media is capable of changing consumer brand preference.
Large corporations such Coty Inc and LVMH know this, and have jumped on the bandwagon of collaborating or acquiring “influencer” brands long before the pandemic as they see value in having a two-pronged -- B2C & D&C -- strategy to capture a wider market.
But what happens when a company like Coty Inc is faced with not only a global pandemic that has resulted in a drop in sales for its newly acquired D2C product, but also negative press on the founder and “face” of said D2C product?
Read more: https://lnkd.in/gUXi3c8
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