Is your brand utilizing influencer marketing effectively? In the social media age, it’s crucial to not only drive visibility and customers to your brand, but to create authentic connections and relevancy that resonates with audiences. Here are seven Loyalty Influencer Best Practices, and the brands that are doing them well:
RELEVANCE
Choose influencers whose audience aligns with your target customer base and who have a strong following of individuals who are likely to be interested in your brand and its loyalty program.
AMERICAN EXPRESS PLATINUM CARD
American Express collaborated with influential travel and lifestyle influencers such as Brian Kelly (The Points Guy) and Kiersten Rich (The Blonde Abroad) highlighting the benefits of holding an American Express Platinum Card, including access to airport lounges, travel perks, and exclusive experiences for cardholders.
AUTHENTICITY
Seek influencers who genuinely resonate with your brand values and can authentically advocate for your loyalty program, making their endorsement feel natural and aligning with their personal brand.
adidas runs the “Creators Club” loyalty program and collaborates with influential athletes and sports enthusiasts. working with athletes like Lionel Messi and James Harden, and influencers like Negin Mirsalehi and Marcus Brown to promote the program’s benefits, including early access to limited-edition releases, exclusive events, and personalized rewards.
CLEAR PARTNERSHIP GUIDELINES
Clearly communicate your expectations and guidelines to the influencers, providing key program details and any specific talking points to ensure a consistent and effective promotion.
Nike has collaborated with influential athletes and fitness enthusiasts to promote their Nike Membership loyalty program. Athletes like Serena Williams and Cristiano Ronaldo have shared their experiences with Nike products, showcased the benefits of being a Nike member, and engaged with their followers through challenges and exclusive rewards.
EXCLUSIVE OFFERS
Collaborate with influencers to create exclusive offers or incentives for their followers who join the loyalty program, generating excitement and motivate action.
MARRIOTT BONVOY’S INFLUENER TRAVELER CAMPAIGNS
Marriott Bonvoy collaborated with travel influencers to promote their loyalty program. Influencers like The Blonde Abroad (@theblondeabroad) and Nomadic Matt (@nomadicmatt) shared their travel experiences, highlighted the benefits of being a Marriott Bonvoy member, and encouraged their followers to join the program to enjoy exclusive perks and rewards during travels.
CREATIVE CONTENT
Encourage influencers to create engaging and creative content that showcases the benefits of your loyalty program, including videos, tutorials, and product showcases, tailored to their unique style and audience preferences.
H&M collaborated with fashion influencers to promote their loyalty program called “H&M Member.” Influencers like Danielle Bernstein (@weworewhat) and Leonie Hanne (@leoniehanne) shared their styling tips, showcased their favorite H&M pieces, and encouraged their followers to join the program to access exclusive offers and rewards.
PERSONALIZATION
Work with influencers to personalize their messaging based on their own experiences with the loyalty program, encouraging them to share personal stories, testimonials, or rewards they have earned to make the message more relatable and genuine.
Nordstrom has collaborated with fashion and style influencers to promote their “Nordy Club” loyalty program. Influencers such as Blair Eadie and Chriselle Lim have showcased their favorite Nordstrom finds, discussed the exclusive benefits of Nordy Club membership, and shared personalized style recommendations with their followers.
MULTI-CHANNEL APPROACH
Encourage influencers to promote the loyalty program across various social media channels and platforms, such as Instagram, YouTube, TikTok, and podcasts, to maximize reach and engagement.
Sephora launched the “Sephora Squad” program, which included partnering with influencers in the beauty and skincare space. Influencers such as Marianna Hewitt (@marianna_hewitt) and Desi Perkins (@desiperkins) shared their favorite Sephora products, provided makeup tutorials, and highlighted the perks of being part of the Sephora Squad, including access to exclusive events and collaborations across multiple media channels.
