New York City’s Influencer Advertisement Sparks Debate on Marketing Strategies

New York City Ad Sparks Discussion on Influencer Marketing and PR

New York City is always buzzing with energy and excitement, and in May of this year, it was no different. A stunning 45-foot billboard featuring none other than influencer and celebrity chef Molly Baz holding lactation cookies over her breasts sparked quite a stir in the heart of Times Square. The eye-catching advertisement for Swehl, a brand dedicated to providing women with better resources throughout pregnancy and postpartum, was simply accompanied by the cheeky tagline: “Just add milk.”

However, this lively display of creativity didn’t last long. The ad quickly garnered mixed reactions, leading to its removal. But in a twist of fate, once the ad was reinstated, it catapulted the campaign into the spotlight, illuminating the potential path for brands when facing adversity. As Swehl’s co-founder, Elizabeth Myer, humorously pointed out, “We joke that a women’s health brand can only dream of having their ad pulled.”

Turning a Crisis into a Triumph

Rather than stifling their message, the unexpected backlash turned out to be a golden opportunity for Swehl. It allowed them to shift their narrative from marketing cookies—something they didn’t even sell—to emphasizing their core mission of empowering women. They even prepped by pitching the story to a popular newspaper, which set off a chain reaction of media coverage and interest, ultimately benefiting the brand.

The experience certainly illustrates how influencer marketing has evolved and melded with traditional public relations strategies. Today, influencers carry significant weight and popularity, making them powerful allies for brands seeking to spread their messages and build credibility. But has influencer marketing become the new PR? Through conversations with Myer and influencer marketing experts from Sprout, it seems the answer lies in a combination of both worlds.

Influencers as Modern-Day Brand Ambassadors

As Greg Scavuzzo, Director of Product Marketing at Sprout, points out, influencer campaigns are more than just advertisements; they create a robust relationship built on trust and authenticity. People trust recommendations from familiar faces, making it a vital tool for brands looking to expand their reach. After all, when the 2024 Influencer Marketing Report showed that consumer trust in influencers remains steady, it underscored the effectiveness of such partnerships.

“People trust people,” explains Layla Revis, Vice President of Brand and Social at Sprout. “They want to be entertained and educated.” This resonates with consumers who are accustomed to engaging with influencers who deliver relatable content. Unlike traditional ads crafted in sterile studio environments, influencer collaborations speak directly to audiences in a way they can understand and connect with.

The Power of Collaboration

Though influencer marketing might not replace PR, they beautifully complement each other when executed together. For instance, combining influencer promotions with PR events helps create a buzz that lasts longer than traditional media coverage. Influencers bring their unique flair and creativity, sharing exclusive snippets or highlights from events, thus prolonging the visibility and reach.

Myer narrates how Swehl’s timed efforts around their first anniversary and recognition in an innovative companies list helped amplify their message. When the Times Square billboard situation emerged, it attracted not only media attention but masses of potential customers enthusiastic about Swehl’s mission. This is where the synergy between influencers and PR becomes crystal clear.

Building a Cohesive Strategy

For brands, merging the strengths of influencer marketing and PR can ensure a more effective storytelling approach. Influencers can tailor messages that fit their tone while ensuring the brand’s core values shine through all channels. This strategy fosters cohesion across all platforms, leading to a stronger, unified message.

As Scavuzzo emphasizes, brands are likely to succeed when they break down silos and maintain a consistent experience across all platforms. A well-oriented strategy allows brands to engage diverse audiences and optimize the impact of their campaigns.

Choosing the Right Influencer

To reap the benefits of these partnerships, brands must carefully vet potential influencers. Thorough research is essential in aligning values and ensuring that the influencer’s previous actions resonate positively with the brand’s ethos. Whether it’s a large collaboration or a small partnership, the key is to develop a mutually beneficial relationship that amplifies each party’s story.

Planning for the Unexpected

Overall, while it’s true that influencer marketing is not going to fully replace traditional PR, it has undeniably become a cornerstone of an effective PR strategy. Organizations that successfully integrate influencer marketing into their campaigns can achieve greater credibility, forge lasting connections, and create authentic narratives that resonate with their audience.

The case of Swehl’s “Just Add Milk” campaign serves as a powerful reminder of the power of both influencer marketing and public relations working together. When times get tough, or unexpected reactions occur, having the right strategy and partnerships in place can help brands shine even brighter.