In terms of content, they send ambassadors to music festivals to cover the events live. They also post photos of influencers, ambassadors, and team members wearing their outfits. In addition, they post plenty of sales and discounts.
How iHeartRaves grew into a successful business grossing $20 million a year and being featured in the Inc. 5000 four years in a row.
iHeartRaves likes to use influencers as part of their digital marketing strategy. Their target audience includes fashion oriented people who attend music festivals and enjoy electronic dance music.
They engage in influencer marketing in a variety of ways. They find popular accounts who meet their criteria for selection and start a conversation to gauge whether or not it’s a good fit. Often times, they will send one of their products to an influencer for free, in exchange for an honest review that is posted to their blog or [to their] social media followers.
In the case of Instagram, this leads to a ton of new followers for influencers, as well as sales. For iHeartRaves, the most important element of an influencer package aside from cultural fit, is the overall reach of their blog or social media accounts.
They measure their return on investment based on the number of new followers they receive, the number of impressions they receive, how much referral traffic they get, and of course – how many sales come as a result of the campaign.
iHeartRaves: Instagram Account
Contributor: Brandon Chopp | Digital Manager | iHeartRaves.com