How Henkel Stays on the Cutting Edge of Influencer Marketing

Posted on by Patty Odell

It wasn’t that long ago that the word “influencer” was rather vague and hazy. It wasn’t clear if influencers were a marketing tactic to test, let alone roll into the marketing mix. But now, thanks to the success of influencer programs, billions of dollars are being pumped into the campaigns as influencer marketing goes mainstream.

Ken Krasnow
Ken Krasnow

On Wednesday, Dec. 13, Ken Krasnow, vice president of omnichannel marketing at Henkel N.A., will share his expertise and insights during Chief Marketer’s virtual conference “5 Marketing Trends to Bet On in 2018.”

Henkel N.A. markets such well-know brands as Sun Products, Persil and Dial. Krasnow embraces the importance of influencer marketing in his own marketing mix to drive engagement and boost sales.

He will answer such questions as, why influencer marketing has become such an important part of the marketing mix and what the right balance is between quantity and quality. He will also provide best-in-class tips for striking partnerships with influencers and share tips on matching the right influencer—and content—to the right platform.

“Just remember it’s all about content and people don’t share your brand because they like your brand,” he says. “They share your brand because they like their friends and the content has to be valuable. And that means it has to be either useful or entertaining.”

Influencers play a key role in Henkel’s Sun Products brands ” Healthy Home” shopper marketing campaign, which provides consumers with surprising, yet useful facts to help them rethink their cleaning regimens. Partners Clorox Wipes, Kleenex Tissues, 3M sponges and Kimberly-Clark products joined the program.

“Word-of-mouth marketing is the most successful form of marketing,” Krasnow says. “Some 90 percent of people are more apt to believe a stranger’s review of a product than they are a brand’s message. Influencer marketing has become a very important piece of the [shopper] marketing mix.”

Click here to register now to join us on Wednesday, Dec. 13 for “5 Marketing Trends to Bet on in 2018,” a new virtual event from the editors of Chief Marketer and Event Marketer. (Can’t attend the live event? Register and watch the sessions on-demand at your convenience.)

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