Athlete Influencers Driving Purchase for Consumer Brands through Social Channels
For consumer brands seeking to drive purchase through social media engagement, the solution may be simple: have an athlete mention it.
According to our 2011 Catalyst Fan Engagement Study, sports fans who follow their favorite athletes on social media are 55% more likely to purchase a brand if an athlete mentions it on Facebook or Twitter. Additionally, athlete mentions of brands on social media can have an even bigger impact on young (18-34), non-white fans (75% more likely to purchase) and those with kids at home (62%). Catalyst Public Relations commissioned Vision Critical to develop its second annual Catalyst Fan Engagement Study, exploring the growing convergence of sports and social media. Conducted in May 2011, more than 2,000 fans nationwide participated in the survey, which focused on the social media attitudes and usage habits of NFL, NBA, MLB, and college football and basketball fans.
When we profiled digital marketing firm Mekanism last May, its partners boasted that they could make an online project go viral, guaranteed. We challenged them, in print, to prove it: Create a viral campaign for Fast Company, and let’s see what happens. It seemed like a no-brainer to try it.
What resulted was an unscientific and inconclusive popularity contest that admittedly was flawed.