In the wake of the disastrous Fyre Festival, big brands are taking a closer look at their strategy with Influencers. The most important take-way of the entire Fyre Festival Marketing campaign is that the Influencers had little idea of the event they were even sponsoring/ supporting. It also sparked concern with Influencers to make sure they are working for brands who are aligned professionally and personally to their interests.
Trust is an important factor, both between the Influencer and brand, and the audience and Influencer. The main advantage of working with Influencers is that fans have high brand loyalty when peers and are “real human” advocates; so, having a face that represents a brand is extremely important as audiences will have a more genuine connection with those brands who utilize influencers with shared values. – i.e. Hispanic influencer for Hispanic strategy etc. Our iPropect team goes through a multi-step process that involved actively vetting influencers to make sure the individual is the right fit for the brand. For Jack Influencers, we specifically wanted to choose people who are excited about the brand and genuinely wanted to work with Jack in the Box vs. paying a big name who is just looking to add another brand to their Instagram channel. It’s fundamental that we as Jack align with Influencers who share and can speak on behalf of our brand values and tonality – which we saw great success with the Super Jack’d Monday talent who did just this.
Jack's Snack Bites 