While ‘Clever’ Wins the Super Bowl…
Building Products Marketers Should Be Smart
When It Comes To Influencer Marketing

Last year, Solo Stove – the brand of innovative smokeless firepits – unveiled a partnership with hip hop artist and noted cannabis enthusiast Snoop Dogg.

It was a disastrous campaign.

On its face, it seemed like a clever idea. Snoop, who likes to smoke…  positioned as an influencer for a “smokeless” fire pit. The contrast was too delicious to pass up.

The problem was… the campaign didn’t work. It failed to yield any bump in sales, and Solo Stove’s CEO wound up getting fired.

Solo Stove learned a hard lesson – and if this year’s crop of Super Bowl ads are an indication – it’s a lesson many brands still need to learn.

Celebrity Influencer One Upmanship

Every year, marketers look forward to the commercials during the NFL’s final game. They watch them. Dissect them. And argue about which ones are the best.

Yes, Super Bowl commercials are pretty much the Super Bowl… of the advertising business.

The problem is… it’s become a game of creative and celebrity endorsement one-upmanship. Every ad tries to be more cute. And clever. With a host of unexpected celebrity appearances.

This year’s ads were no different. Arnold Schwarzenegger and Danny DeVito paired up to sell State Farm Insurance. David and Victoria Beckham pitched Uber Eats. Christopher Walken lent his talents to BMW. Even Hollywood legend Martin Scorsese rose to the occasion for Squarespace. 

Celebrity influencers like this might be fine for consumer brands (though we’d argue even that’s dubious). But they give a bad name to smart, strategic influencer marketing.

Building Product Brands should avoid following the example of this year’s crop of Super Bowl spots… that spend huge sums to make a big splash. Only to see the excitement die down. And to realize the relevancy was never there.

Cleverness Only Goes So Far

For Building Products Brands… trust is the key currency. Whether marketed to trade buyers or targeting DIY/DIFM homeowners, audiences must trust the brand with their businesses. And with their homes.

One of the key problems Solo Stove faced is that Snoop Dogg is not relatable to your average homeowner… who enjoys sitting around a fire pit in the back yard.

The campaign garnered attention. But then – dare we say – it flamed out.

The same thing will happen to many of last Sunday’s Super Bowl advertisers.

For that reason, Building Product Brands should seek to partner with influencers – who are authentic and relevant – and who offer long-term benefits. They don’t need to be big-time celebrities. In fact, they shouldn’t be. They’re too expensive. And of questionable value.

But they do need to be someone who fits your brand. Who can authentically demonstrate the uses and benefits of your products. And who can demonstrate their own knowledge and expertise.

Taking this approach will result in a partnership that will yield content. And connections… that make sense to audiences. And that gain their trust that will last a lifetime.

Not just 30 seconds.

Want to learn more about partnering with brand ambassadors?   
Download this free Ebook, “Influencing the Influencers”