Effective influencer marketing can be lucrative but in a world where consumers are more informed than ever, Diesel is choosing to celebrate followers rather than influencers as part of its 'Be a Follower' campaign.
Diesel's SS19 campaign does include influencers but mostly for the sake of poking fun at the lifestyle. In one ad spot, Diesel depicts Tokyo-based twin models Amixxa and Ayaxxa Miaya endlessly taking photos of their restaurant meals, barely able to enjoy the company of one another. In contrast to this pair who are said to "have a hard time eating," Diesel shows a gritty, down-to-earth scene shared with friends at a food truck.
Other spots from Diesel's irreverent #BeAFollower campaign depict influencers struggling to get overloaded luggage through an airport and waiting for their excessive loads of laundry to be completed.
Key Themes Behind This Trend
- Follower-centered Campaigns
- There is a trend towards campaigns that celebrate followers rather than influencers, providing opportunities for brands to connect directly with their audience.
- Social Media Parody
- Brands are turning to humorous parody of influencer culture on social media to attract attention and stand out from the crowd.
- Authenticity Marketing
- Consumers are valuing honesty and authenticity more than ever, creating an opportunity for brands to market their products in a more genuine and realistic way.
Where This Applies
- Fashion Industry
- The fashion industry can capitalize on the trend towards follower-centered campaigns by showcasing real people wearing their designs and celebrating diverse body types.
- Marketing Industry
- The marketing industry can leverage the trend towards social media parody by creating humorous content that pokes fun at common tropes and engages audiences.
- Travel Industry
- The travel industry can take advantage of the trend towards authenticity marketing by promoting truly unique and local experiences rather than generic tourist hotspots.
