Chrissy Teigen cooks with dairy
Influencer marketing sprouts new business for a product/brand. When a company looks for an influencer, careful decision needs to be made. Social media influencer’s perspectives is more personal than any other form of marketing. The influencer knows the product, puts a personal spin on that product, a perspective that resonates with their community.
The dairy industry or the whole milk product could desperately use an influencer for their marketing campaign. To me, the ideal influencer would be Chrissy Teigen. Chrissy is known for her quick-witted posts that splatter honesty about products across her social media platforms. I first started following Chrissy when she launched her cook ware and recipe books. Throughout the years she is known for doing live cooking demos on her instagram account. Since COVID, her mom has joined her making it multi generational, appealing to a greater audience.
Chrissy would be an ideal influencer for several reasons. Chrissy is a family woman now, she features her mom, kids and husband on her platforms. While her witty, ‘tell you how it is attitude’, she still gives off a wholesome, family vibe. Using milk and dairy products in her cooking demos and other aspects of her presence would drive more people towards milk. Milk is used in so many recipes and Chrissy could related how she uses dairy products in her own home.
An influencer should be dedicated to making fresh content regularly. With 35 million followers on Instagram, Chrissy posts about once a day and uses the story feature daily. Her last five posts averaged 452,000 likes. She receives a 5,364 average comments per post with 1.22% engagement rate.
She is in tune with her audience and consistently stays on brand. Post frequency and audience engagement are two things milk needs. More eyes need to see the benefits of milk in your diet. Chrissy would lead the way with subtle hints in each post or story. It would be natural for Chrissy to show milk in her cooking demos, slightly putting in on screen and pouring in the bowl. Those small touches will lead to bigger dividends as people buy what they see
Another positive for getting Chrissy on board is her reputation. Stated above, her honesty has maintained many followers. Chrissy never backs things she hasn’t tried before. When you see a sponsored you know the product was well tested.
Chrissy has her own voice. She doesn’t venture far outside home goods and food. Voice and personality go hand-in-hand, and the best influencers set themselves apart with a singular voice. Her voice isn’t crowded with multiple categories. The voice is focused, driven and sets her apart to help make messaging more effective.
A note of caution should be given to the brand safety and including Chrissy on marketing campaigns. Chrissy speaks her mind, positive or negative, against something. This could be dangerous when promoting milk. The dairy industry is under fine-eye scrutiny from anti-dairy activists. If the influencer also takes a negative spin, that could work against the opportunity. Milk started as a fluid product around 7,500 years ago in Central Europe. Needless to say, milk has been around forever. I chose Chrissy as the influencer since it is time for milk to have an edgy campaign. A campaign that would get the product back on the map.
Taking my ideal target audience in mind, Chrissy is the perfect person. To me, milk should be targeted towards women and moms and those that love cooking. A strong, valuable relationship between your milk and its target audience is formed with Chrissy on board. That target audience follows Chrissy, 90% of her followers are women.
Today, everyone’s eyes are on some type of digital media. Partnering with relevant influencers is a great way for brands to acquire new followers. For milk, Chrissy is a key player in growing the audience. No longer are consumers glued to paid television ads or highway billboards. Gaining an influencer for your brand is the next best thing. The power of influencers is really undeniable. Got milk? I know Chrissy does!
