Summary: Mavenly is an influencer marketing startup with vision to have a humanized influencer marketing platform. For this project they were looking for a strategic design to scale and productize their startup while targeting millennials. We designed a strategic design around core of establishing 'brand communities.'
What is 'influencer marketing'?
In influencer marketing "rather than marketing directly to a large group of consumers, you instead target influencers to get out the word for you
." These influencers can be anyone from big influencers like Selena Gomez to small bloggers or active social media users. Mavenly calls the brand influencers, advocates or ambassadors as Mavens. Why ínfluencer marketing? -
||of consumers around the world say they trust recommendations from friends and family above all other forms of advertising.
What makes Mavenly unique?
A lot of influencer platforms are oriented around establishing a marketplace that looks more like Amazon where you can buy influencers. But this method of paying influencers to post dehumanizes the process of influencing marketing and inturn decreases the authenticity and trustability of the the reviews ( and posts) by the influencers.
How can we make the posting process natural?
We interviewed 20 college students to understand their relationships with brands and their perspective on sponsored posts. Millennials want to feel valuable to brands and help shape products, especially when incentivized. People were more likely to post about a brand after long-term and positive brand-customer relations.
actively follow brands of their interests
want to shape products by providing feedback
strong relation with brand increases brand advocacy