Choosing the right influencers for PR campaigns

Influencers are reshaping the PR and marketing landscape, offering brands unparalleled opportunities to connect with audiences in meaningful ways – but choosing influencers for PR campaigns can be tricky. With great potential comes great responsibility — as seen in the high-profile case of Bud Light and Dylan Mulvaney. This story underscores the importance of choosing the right influencer and navigating the complexities of modern PR. Let’s dive in. 

 

Case Study: Bud Light & Dylan Mulvaney 

Dylan Mulvaney, a beloved trans influencer, rose to fame through her candid and relatable videos exploring makeup, fashion, dating and everyday life. With over 12 million followers, Mulvaney has worked with top brands like Aritzia, CeraVe, Nike, and Ulta Beauty. 

In 2023, Mulvaney partnered with Anheuser-Busch, makers of Bud Light, Stella Artois, and Corona, as part of a campaign featuring a custom Bud Light can with her face on it. While the campaign was meant to celebrate diversity, it sparked outrage among far-right groups who labelled the company as “too woke.” 

The backlash escalated to boycotts, bomb threats, and falling sales, with Bud Light distancing itself from Mulvaney. Mulvaney, rightly heartbroken by the backlash, responded by calling out Bud Light’s failure to stand by her as: 

“Worse, in my opinion, than not hiring a trans person at all, because it gives customers permission to be as transphobic and hateful as they want.” 

The fallout didn’t stop there. The LGBTQ+ community also began boycotting Bud Light for failing to take a stand, costing the brand its top spot in the U.S. beer market. Meanwhile, Mulvaney ranked 50th on Forbes’ Top Creators list for 2023, earning an estimated £1.6 million ($2 million). 

 

Lessons Learned 

This cautionary tale highlights how difficult it is for brands to navigate the sociopolitical landscape online, with two key takeaways when working with influencers: 

Alignment is Key

Choose influencers whose values resonate with your audience and brand ethos. A mismatch can lead to alienating your core consumers. 

Stand by Your Choices

If you partner with an influencer, take ownership of the decision. Backing down in the face of backlash can damage your brand’s integrity and alienate both the influencer and their community. 

 

Influencers for PR campaigns

When done correctly, influencer partnerships can elevate your brand. Here’s how to find the perfect match: 

  1. What Size Influencer Do You Need?

The size of an influencer’s following can greatly impact the reach, cost and engagement of your campaign. Let’s break it down: 

 

Mega-Influencers for PR campaigns

Examples: Kim Kardashian, KSI, Molly Mae
With millions of followers, mega-influencers are ideal for broad brand awareness. However, their diverse audiences and high costs may not suit every campaign. 

 

Macro-Influencers for PR campaigns 

Examples: Maura Higgins, Kianaandbeauty, Joplacencio
With 100,000 to 1 million followers, macro-influencers balance reach and relevance. They often specialise in specific areas like beauty, fitness, or gaming, making them a great choice for targeted campaigns. 

 

Micro-Influencers 

Examples: Afrozuri_, Madisonmiller, Islobodianik 

With 1,000–100,000 follower, micro-influencers are highly engaged with their communities and excel in niche markets. They’re also more budget-friendly, offering excellent ROI for smaller campaigns. 

 

Nano-Influencers 

Examples: Everyday individuals with under 1,000 followers
These influencers are hyper-local and highly authentic, often influencing close-knit communities. Brands using nano-influencers are perceived as relatable and trustworthy. 

 

  1. Know Your Audience

Understanding your target audience is crucial. If your goal is broad reach, mega- or macro-influencers may be best. For niche campaigns, micro- or nano-influencers can provide tailored access to specific consumer segments. 

 

  1. Research, Research, Research

In the age of cancel culture, vetting your influencers is non-negotiable. Ensure they align with your brand’s values and have a clean track record. A misstep here could harm your reputation. 

 

  1. Evaluate Engagement Rates

Don’t be dazzled by follower counts alone. Assess how actively an influencer engages with their audience: 

  • What’s their average number of likes, comments, and shares? 
  • Have they worked with brands before, and can they provide performance metrics? 
  • Do they deliver measurable ROI? 

 

  1. Set Clear Expectations

Be upfront about deliverables, timelines, and budgets. Clear communication ensures both parties are aligned, minimising potential misunderstandings. 

 

  1. Monitor and Measure Performance

Once your campaign is live, track its performance closely. Monitor metrics like engagement rates, website traffic, and conversions. Make sure to adjust your strategy as needed. 

 

Partnering with influencers can be transformative for your PR campaigns, but it requires careful planning, research, and alignment. As Bud Light’s story demonstrates, the stakes are high — but with the right approach, your brand can build lasting connections and achieve remarkable success.  Contact the Source PR team for any advice.