Influencer marketing stands out as a trendy and necessary PR strategy among all those employed today. This strategy involves endorsements and product placements from influencers. Consequently, influential marketing has become a potent tool for brands to connect with their target audiences in authentic and compelling ways.
In today’s article, we delve into the power of influencer marketing by examining the case study of Meghan Markle’s red dress during her tour in Nigeria.
About Meghan Markle’s Visit to Nigeria
On May 10th, 2024, The Duke and Duchess of Sussex, Prince Harry and Meghan Markle, visited Nigeria at the invitation of Nigeria’s Chief of Defence Staff, Christopher Musa. This visit aimed to raise awareness for mental health and encourage wounded Nigerian soldiers ahead of the Invictus Games, an international multi-sport event for wounded soldiers founded by Prince Harry in 2014.
Oríré, a contemporary fashion brand committed to exploring artistic femininity through distinct artisanal craftsmanship and conscious production, launched in June 2021. However, it remained relatively unknown until Meghan wore their red dress. This immediately caused their website to crash due to an overload of requests, sparked a surge in social media following, generated numerous Google searches, and propelled the brand’s name into international and Nigerian magazines like Harper’s Bazaar, Marie Claire, Fashionista, and Thisday Style. Meghan’s decision to wear a dress by this brand was more than just a fashion statement; it strategically showcased the power and potential of influencer marketing for Oríré. Here’s how.
The duo received a “royal” welcome with music, cultural displays, and fanfare. First, they started their tour with a visit to Wuse Light Academy, an institution supported by the Archewell Foundation. Then, they met with the Chief of Defence Staff, and Prince Harry visited injured servicemembers at a military hospital. On day two, they attended a training session for Nigeria: Unconquered (a Nigerian nonprofit that works closely with the Invictus Games Foundation) and a reception hosted by the Chief of Defence Staff in honour of military families. Additionally, Prince Harry played an exhibition sitting volleyball match with some veterans, and Meghan co-hosted an event with Dr. Ngozi Okonjo-Iweala, Director General of the World Trade Organization, and Mo Abudu, EbonyLife Group CEO, about women in leadership.
At this event, Meghan was spotted wearing an uncharacteristic red dress which sparked a lot of conversations online, both because Meghan often wears dull colours and her comments about how vibrant and colourful Nigerian women are and how she had to follow in that line given she is 43% Nigerian. The red dress was made by a budding Nigerian brand, Oríré.
The Effect of Meghan Markle‘s red dress
Oríré is a contemporary fashion brand committed to exploring artistic femininity through distinct artisanal craftsmanship and conscious production. Although established in June 2021, Oríré remained relatively unknown until Meghan wore that red dress. Consequently, this immediately caused their website to crash due to an overload of requests, sparked a surge in social media following, led to droves of Google searches, and placed the brand’s name in international and Nigerian magazines like Harper’s Bazaar, Marie Claire, Fashionista, and Thisday Style. Meghan’s decision to wear a dress by this brand was more than just a fashion statement; it strategically showcased the power and potential of influencer marketing for Oríré. Here’s how.
Levels or Types of Influencers
Influencers come in various levels, each with unique advantages for different marketing strategies. These include:
- Nano-Influencers: Typically have 1,000 to 10,000 followers. They are highly engaged with their audience and are ideal for local or niche markets.
- Micro-Influencers: Have 10,000 to 100,000 followers. They are trusted voices in specific industries and can drive targeted engagement.
- Macro-Influencers: Range from 100,000 to 1 million followers. They have a broader reach and are often celebrities or well-known figures in their fields.
- Mega-Influencers: Boast over 1 million followers. These include top celebrities and global personalities who can influence mass markets.
Why Brands Should Go for Influencers Like Meghan Markle
In the case of Meghan Markle, she is not just an influencer but an influential person, which is much better. People like to emulate the rich and famous, which is why this strategy works so well.
Unlike regular influencers, opportunities for such collaborations are rare, especially for budding brands. Therefore, brands or brand owners should strategically position themselves to benefit from such opportunities. Collaborating with influential people like Meghan Markle can have a tremendous impact on a brand. Here are some reasons why:
- Credibility and Trust: Meghan Markle, a globally recognized and highly controversial figure, lends credibility and a seal of approval to brands through her endorsement, valued by both her friends and foes.
- Wide Reach: As a highly influential person, Meghan extends the brand’s reach across continents, ensuring international exposure.
- Authenticity: Meghan’s personal connection to Nigeria and her thoughtful choice to wear a Nigerian brand add authenticity to her endorsement, making it more impactful.
- Media Coverage: Influential people often attract significant media attention, generating organic publicity in major publications and news outlets.
In conclusion, Meghan Markle’s choice to wear a dress by Oríré exemplifies the immense power of influencer marketing. It shows how strategic partnerships with influencers or influential people can elevate a brand from obscurity to global recognition almost overnight.
This raises the question: what is the difference between influencers and influential people?
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