Nutella gifted the right tiktok influencer at the right time
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Nutella sent a PR box to Tineke “Tene” Younger and it’s a great example of well executed influencer marketing.
First, it's in her exact vertical lane of expertise category. So followers on Tene’s page come to her because they love food.
It's not something where you kind of have to make a connection. It's not like she got a PR box from Nike. And then she’d have to stretch to: “Oh, maybe I'll wear these shoes when I cook” —and maybe you have people into shoes on her account and maybe you don't.
Tene cooks; Nutella is food; so it’s a good call for a food brand.
Second of all, as she says repeatedly throughout the video, she doesn't get a ton of PR boxes.
Remember when Alix Earle hit that moment where—because absolutely everyone wanted the Alix Earle effect, and everyone wanted her to show off their products—it just felt like she was unboxing stuff all the time?
Tene is actually at this moment before that. She's at the tipping point where she has a huge audience, a community she hads built that trusts her. She's loved. This video has millions of views.
But it's not like today she's opening Nutella and tomorrow she's opening Jif. This is a brilliant point for brands to send her product.
Third of all, as I said again, she has this reputation for being so genuine, so honest, and so authentic. It's really important as a brand that you partner with an influencer, who when you co-brand together — that you pick an influencer who’s going to uplift your brand and reflect positively on your brand.
Tene absolutely is going to do that.
And one final note: It's possible that food brands are going to take note of this and they're all gonna send Tene food because she did such a beautiful, fun, authentic, highly viewed unboxing.
But Nutella did it first (or at the very least early where she said this doesn't happen all the time). This feels special. This feels new. This feels exciting and her community could join in that excitement with Nutella.
So it's a reminder to brands—and again Tene’s already a celebrity; she's on Gordon Ramsay’s show she's highly followed—but it's a reminder to brands that you don't just have to work with influencers who's pages are covered with influencer marketing deals.
You can look for people with a strong community and with great content really at any size with a lot of followers; or even a small engaged follower base.
Finally, for influencers, if you get this kind of box ,this is exactly the reaction to have. Show that enthusiasm! Share the product with your audience, and it's going to make more brands want to send you more product
