Marketing strategy

Inside Visible’s Influencer Marketing Strategy for Pride and Beyond

When it comes to working with influencers, Visible seeks long-term partnerships. The brand, a Verizon digital-only carrier, believes that fostering an ongoing relationship with influencers will allow those influencers’ audiences to learn about and connect with the brand more than one-time posts.

“We do a lot of social listening and try to be as thoughtful as possible,” said Pearl Servat, head of brand marketing for Visible, of the company’s overall approach to influencer marketing. . “We want to give their audience leeway and space to connect with our brand and have the opportunity to get to know us. It can’t happen with two posts and then your audience will never hear from us again.

That’s why some of the influencers working with the brand on its latest “#ProudlyVisible” campaign, from creative agency Madwell and Anchor Media, have worked with the brand before and been part of other visible influencer campaigns. Returning influencers for this campaign include Pattie Gonia, ALOK, Matt Bernstein, Tarek Ali, Refinere, Kenneth Pabon, Schuyler Bailar, Blair Imani and Anjali Chakra. The “#ProudlyVisible” effort is a Pride marketing campaign featuring various LGBTQ+ artists and activists sharing stories of their chosen families on social platforms like TikTok, Instagram and Twitter.

Influencer marketing has become a staple of advertising budgets for many digital-only or direct-to-consumer brands in recent years. Using the digital version of word-of-mouth marketing can be appealing to advertisers large and small as people spend more time on social media and seek product recommendations from influencers they follow.

It’s unclear how much Visible spent working with influencers for its Pride campaign or how much the brand spends on influencer marketing, as Servat declined to share those numbers. According to Kantar, Visible spent $22.3 million on media in Q1 2021, compared to $2.5 million on media in Q1 2020. These numbers exclude what Visible spent on social media, because Kantar does not track social spending.

For this campaign, Visible is working with influencers like fashion designer Christian Siriano, musicians Tegan and Sara, RuPaul’s Drag Race star Carmen Carrera and more. Influencer marketing store Anchor Media has set up influencer partnerships. The brand hopes seeing influencers sharing stories about their chosen families will encourage others to use the “#ProudlyVisible” hashtag to share their own stories.

Visible works to ensure LGBTQ+ influencers are represented in every influencer marketing campaign, not just during June for Pride. “Visible’s entire business model is centered around accessibility and inclusiveness,” Servat said. “We make sure campaigns represent LGBTQ+ people beyond June and we’ve done that from the start, we’re very mindful of how we cast.”

Viewing June as a month to celebrate LGBTQ+ stories rather than the only time LGBTQ+ people are represented in influencer marketing campaigns is a necessary strategy for brands, especially those looking to connect with Gen-Z. , explained Danielle Wiley, CEO of influencer marketing agency Sway Group.

“Gen Z is really taking note of brands that use rainbows in June but aren’t advocates the rest of the year,” Wiley said. “Brands should use Pride time to be there, but also talk about [and support LGBTQ+ people] year round, not just one month a year.

‘Mindset that this is going to be long-term’: Inside Visible’s influencer marketing strategy for Pride and beyond