Business to Consumer (B2C) Influencer Marketing Landscape

Abstract

This chapter opens with the story of MGA Entertainment, the largest privately-owned toymaker in the USA, and how it tapped into the online video trend of ‘unboxing’ to create a new toy category. By adapting how the MGA brand communicates with its audience (online video vs. traditional television ads) and activating the power of relevant Category Influencers, MGA delivered a new product that spread virally across the Internet and drove record product sales. The chapter provides an overview of the current state of business to consumer (B2C) influencer marketing for industry verticals including fashion, beauty, toys, consumer electronics, alcohol, fitness, and wellness. It offers strategic guidance for B2C brands looking at influencers as co-creators, distribution partners and even as brand competitors.