Bazaarvoice Huddle: Vol. 2
Bazaarvoice
Helping thousands of the world's leading brands and retailers to inspire confident purchases.
Get the latest coverage of standout marketing campaigns, creator collaborations, commerce topics, and emerging trends.
💳 Gen Alpha has arrived
🍭 Shoppers are feeling sentimental
📖 Coffee break read
👠 Microtrends of the month
💡 Social media news
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🌟 Campaign crush
We loved Glossier’s recent campaign to promote the relaunch of their original Balm Dotcom lip balm. Rather than ignoring the negative feedback they received for their reformulated version, they used it to guide their product development, show their dedication to their customers, and ingeniously, to build hype for the re-release of their OG version. Chef's kiss!
💥 Meanwhile, in the world of influencers…
Deinfluencing is on the rise, which means that consumers are being more discerning about the products they buy and avoiding impulse purchases of overhyped products. This has mirrored a rising demand for honest product reviews, genuine content, and a preference for small creators over large influencers. What's the implication for brands?
Here’s our take: Brands should view this movement as an opportunity to reimagine their influencer marketing approach. Shift your efforts onto amplifying the voices of everyday customers and collaborating with smaller creators who truly align with your brand and resonate with your audience.
Courtney Keats, Team Lead of Creator Marketing at Bazaarvoice, suggests that, “Brands should tap into small creators who are already using their products or express a sincere need for them. Build a long-term relationship with these creators that showcase their genuine loyalty and love for the brand.” Tiffany Holbrook, Senior Product Marketing Manager at Bazaarvoice, adds, “Consumers want brands to be creator-led, but they want those creators to be raw and real—organic brand fans.”
You can dive deeper into this topic in our upcoming Brand Builder where we’ll show you how to craft a compelling influencer marketing strategy for the holiday season.
👋 That’s a wrap!
What are your thoughts on what we covered today? Drop them in the comments and let’s start a conversation.
See you in the next one!