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Fallbeispiele: Influencer Marketing-Cases aus 13 Branchen

In: Influencer Marketing

Author

Listed:
  • Marlis Jahnke

    (inpromo GmbH)

Abstract

Zusammenfassung In diesem Kapitel stellen wir die unterschiedlichen Herausforderungen und Umsetzungen der jeweiligen Produkt-Kategorien vor. Der Blick auf gelungene Kampagnen der letzten Jahre lohnt. Die nachstehenden Cases basieren auf Interviews mit Marketingverantwortlichen aus ganz verschiedenen Branchen. Diese Entscheider über Marketing-Budgets gewähren uns Einblicke in ihre Herausforderungen, ihre KPIs und ihre Erfahrungen. Die Bandbreite der Branchen – von FMCG bis B2B – ist beeindruckend und zeigt die Chancen und Einsatzmöglichkeiten für Influencer Marketing. Die Beispiele rangieren von klassischen Testimonial-Kampagnen (Deutsche Telekom) über Multi-Micro-Influencer-Kampagnen (Ullstein Buchverlage) bis hin zur B2B-Kampagne des Wissenschafts- und Technologieunternehmen Merck. Es wird klar: Influencer Marketing ist viel mehr als „nur Instagram“.

Suggested Citation

  • Marlis Jahnke, 2021. "Fallbeispiele: Influencer Marketing-Cases aus 13 Branchen," Springer Books, in: Marlis Jahnke (ed.), Influencer Marketing, edition 2, chapter 0, pages 187-219, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-31892-5_9
    DOI: 10.1007/978-3-658-31892-5_9
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