Harvard Case - Kobe Influencer Marketing: Building Brand Awareness via Social Media
"Kobe Influencer Marketing: Building Brand Awareness via Social Media" Harvard business case study is written by Patricia Lui, Lipika Bhattacharya. It deals with the challenges in the field of Marketing. The case study is 15 page(s) long and it was first published on : Jan 3, 2020
At Fern Fort University, we recommend Kobe implement a multi-pronged influencer marketing strategy, leveraging a diverse group of micro-influencers across various social media platforms. This approach will focus on authentic content creation, fostering genuine connections with target audiences, and driving brand awareness through organic reach and engagement.
2. Background
Kobe, a leading manufacturer of basketball equipment, is facing declining sales and brand awareness. The company is considering utilizing influencer marketing to revitalize its brand image and reach new consumers. The case study highlights the challenges Kobe faces, including:
- Declining sales: The basketball equipment market is becoming increasingly competitive, with new players entering the market and established brands innovating rapidly.
- Changing consumer preferences: Younger generations are increasingly influenced by social media and online content, demanding authentic and engaging brand experiences.
- Limited digital presence: Kobe's current marketing efforts are primarily focused on traditional channels, leaving them behind in the digital landscape.
The main protagonists of the case study are Kobe's marketing team, who are tasked with developing a successful influencer marketing strategy to address these challenges.
3. Analysis of the Case Study
To analyze the case study effectively, we will utilize a combination of frameworks, including:
1. SWOT Analysis:
- Strengths: Kobe boasts a strong brand heritage and established product quality. They also have a loyal customer base and a well-established distribution network.
- Weaknesses: Kobe's digital marketing presence is weak, and they lack a strong social media strategy. Their current marketing efforts are primarily focused on traditional channels, leaving them behind in the digital landscape.
- Opportunities: The rise of influencer marketing presents a significant opportunity for Kobe to reach new audiences and build brand awareness. They can leverage the authenticity and engagement of influencers to connect with younger generations and drive sales.
- Threats: The competitive landscape is increasingly crowded, with new players and established brands innovating rapidly. Kobe needs to differentiate themselves and create a compelling value proposition to stand out from the competition.
2. PESTEL Analysis:
- Political: Government regulations and policies related to sports and advertising can impact Kobe's marketing efforts.
- Economic: Economic conditions, such as consumer spending and disposable income, can influence demand for basketball equipment.
- Social: Changing consumer preferences and the rise of social media are key factors influencing Kobe's marketing strategy.
- Technological: The rapid evolution of digital marketing technologies presents both opportunities and challenges for Kobe.
- Environmental: Sustainability concerns and ethical sourcing practices are increasingly important to consumers, impacting Kobe's brand image.
- Legal: Advertising regulations and intellectual property rights are important considerations for Kobe's marketing campaigns.
3. Target Market Segmentation:
Kobe should segment their target market based on demographics, psychographics, and behavioral factors. This will allow them to tailor their influencer marketing campaigns to specific groups, maximizing their impact.
- Age: Focus on youth and young adults (13-25 years old) who are heavily influenced by social media.
- Interests: Target individuals passionate about basketball, sports, and fitness.
- Lifestyle: Target active individuals who value performance and style.
4. Brand Positioning:
Kobe needs to clearly define its brand positioning within the market. They should emphasize their legacy, product quality, and commitment to innovation. They can use influencer marketing to communicate these brand values effectively and differentiate themselves from competitors.
5. Consumer Behavior Analysis:
Understanding consumer behavior is crucial for developing effective influencer marketing campaigns. Kobe should analyze:
- Motivations: What drives consumers to purchase basketball equipment'
- Decision-making process: How do consumers research and choose basketball equipment'
- Influences: What factors influence consumer decisions, including social media, reviews, and recommendations'
6. Competitive Analysis:
Kobe needs to analyze their competitors, including:
- Direct competitors: Identify key players in the basketball equipment market and their marketing strategies.
- Indirect competitors: Analyze brands offering alternative sports equipment or activities that might appeal to Kobe's target audience.
- Strengths and weaknesses: Identify competitors' strengths and weaknesses to inform Kobe's competitive strategy.
4. Recommendations
Kobe should implement the following recommendations to develop a successful influencer marketing strategy:
1. Select a diverse group of micro-influencers:
- Focus on micro-influencers with strong engagement and a loyal following within Kobe's target market.
- Choose influencers across various social media platforms (Instagram, TikTok, YouTube) to reach a wider audience.
- Prioritize authenticity and genuine connections with their followers.
2. Develop a content strategy that aligns with Kobe's brand values:
- Create engaging content that showcases Kobe's products and brand story.
- Encourage influencers to create authentic and relatable content that resonates with their followers.
- Collaborate with influencers to develop creative campaigns that promote product features and benefits.
3. Utilize a mix of paid and organic influencer marketing:
- Leverage paid partnerships with influencers to reach a wider audience and drive immediate results.
- Foster organic relationships with influencers by providing them with product samples and opportunities to collaborate on content.
- Track the performance of both paid and organic campaigns to optimize future efforts.
4. Measure and analyze the impact of influencer marketing campaigns:
- Track key metrics such as reach, engagement, website traffic, and sales conversions.
- Use data analytics to identify successful campaigns and optimize future efforts.
- Regularly analyze influencer performance and adjust the strategy as needed.
5. Build a long-term influencer marketing strategy:
- Develop relationships with influencers beyond one-off campaigns.
- Foster ongoing collaborations and partnerships to build brand loyalty and drive consistent engagement.
- Continuously monitor the evolving influencer landscape and adapt the strategy accordingly.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The recommendations align with Kobe's core competencies in product quality and innovation. They also support the company's mission to provide high-performance basketball equipment.
- External customers and internal clients: The recommendations address the needs of external customers by providing engaging and authentic content. They also cater to internal clients by providing a clear framework for implementing a successful influencer marketing strategy.
- Competitors: The recommendations address the competitive landscape by emphasizing differentiation and building brand awareness.
- Attractiveness: The proposed strategy is expected to generate a positive return on investment (ROI) through increased brand awareness, website traffic, and sales conversions.
6. Conclusion
By implementing a multi-pronged influencer marketing strategy, Kobe can effectively reach new audiences, build brand awareness, and drive sales. The strategy focuses on leveraging a diverse group of micro-influencers, creating authentic content, fostering genuine connections, and measuring the impact of campaigns to optimize future efforts.
7. Discussion
Alternatives not selected:
- Traditional advertising: While traditional advertising can still be effective, it lacks the authenticity and engagement of influencer marketing.
- Celebrity endorsements: While celebrity endorsements can generate significant buzz, they are often expensive and may not resonate with Kobe's target audience.
Risks and key assumptions:
- Authenticity: The success of influencer marketing relies heavily on authenticity. Kobe needs to ensure that influencers are genuinely passionate about the brand and its products.
- Engagement: Influencer marketing requires consistent engagement to drive results. Kobe needs to invest in ongoing content creation and community management.
- Measurement: It is crucial to track the impact of influencer marketing campaigns to optimize future efforts. Kobe needs to implement robust measurement and analytics tools.
8. Next Steps
- Develop a detailed influencer marketing strategy document: This document should outline the target audience, influencer selection criteria, content strategy, budget allocation, and measurement plan.
- Identify and recruit micro-influencers: Kobe should begin identifying and recruiting micro-influencers who align with their brand values and target audience.
- Develop content guidelines: Kobe should provide influencers with clear content guidelines to ensure consistency and brand alignment.
- Launch pilot campaigns: Kobe should launch pilot campaigns with a select group of influencers to test the strategy and refine the approach.
- Continuously monitor and optimize: Kobe should continuously monitor the performance of their influencer marketing campaigns and make adjustments as needed.
By taking these steps, Kobe can successfully leverage influencer marketing to revitalize its brand image, reach new consumers, and drive sales growth.
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Case Description
In July 2019, Evangeline Leong, co-founder and CEO of Kobe (a Singapore based start-up providing Influencer Marketing services) had a challenging task ahead of her. Her company was preparing for a campaign to build brand awareness of Jia Jia herbal tea amongst millennial consumers in Singapore. At Kobe, Leong and her team provided end-to-end influencer marketing services for clients including consultation on marketing strategies for realising brand objectives, assisting clients in identifying KPIs, execution and monitoring of campaigns, analysis of campaign results and providing recommendations. In addition, Kobe's AI driven influencer platform allowed clients to choose the most suitable influencers from a database of over 5000 influencers. Millennials in Singapore were social media savvy and often-brought products based on recommendations of influencers they trusted. Targeting this customer segment through social media was therefore a viable option. However, the Jia Jia campaign had a few limitations including a small budget and a short timeframe. Another constraint was that herbal tea was not popular with millennials. Historically Chinese herbal tea was synonymous with Singapore's culture and dated back to its history as a British settlement. However, over the past decade, bubble tea had become the preferred drink of the millennials. Leong knew she was being ambitious in trying to "sell bell-bottoms to Millennials", and she wondered if her influencer marketing campaign to rebrand Jia Jia herbal tea in Singapore could be as successful as the Levi's Jeans' 501 campaign. Could Leong turn the clock back and make Jia Jia the most talked about beverage brand in Singapore?
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