Working with influencers doesn’t mean just finding the accounts with the most followers. Micro-influencers have been proven to be just as effective, and actually more trusted by their followers than huge accounts with massive audiences.
I set out to find micro-influencers in Cincinnati, which is already a small market to begin with. I crafted campaigns for them that would not only appeal to their audience, but that were timely to our upcoming events and initiatives.
Campaign elements included social media posts, blog posts, reels and TikToks.
@goanniewhere
We partnered with Atlanta-based Annie Wanyi Jiang using the organization Steller. We targeted an out of market influencer, with an audience of followers within driving distance.
The itinerary I put together and organized for Annie’s visit is here.
Her content from our trip (19 posts altogether) reached 780k+ people, a $1.2 EMV.
Morgan Pelt
Morgan Pelt, an influencer based in Columbus, was selected to partner with because of her audience (mainly followers who lived in Columbus, which is one of our biggest target markets for quick, weekend road trips), and her incredibly thorough writing style. I built a self-guided itinerary for her that was broken down hour-by-hour, with guided and VIP elements. She then wrote this blog, which we cross-posted to our site.
Morgan’s itinerary.
We centered her trip around timely events. A brand new attraction, the Cincinnati Black Music Walk of Fame, had just opened - and we sent here there as a priority to showcase and promote it for the first time to an audience that could easily drive down and check it out.
Her Instagram post is below; it organically received 7k+ likes.
Morgan angelique owens
For an ongoing partnership, we worked with Morgan Angelique Owens - a Cincinnati native with content that focuses on luxury and glam lifestyle aesthetic. Based on Morgan’s audience and existing content, we decided to have her focus on:
Spending a self-care day supporting black-owned businesses; TikTok
What to do before and after Cincinnati Music Festival (Cincinnati’s biggest tourist weekend of the year); TikTok
Promotion of the Cincinnati Black Music Walk of Fame; TikTok
For each project she wrote a blog, took high-res photos (that we had full rights to) and shot a TikTok/reel that we posted as co-sponsors.
We posted her videos to TikTok, where they accumulated 400k+ views.