7 Non-Drowsy Allergy Influencers to Wake Up Your Spring Campaigns

7 Non-Drowsy Allergy Influencers to Wake Up Your Spring Campaigns

Part 3 in our Spring Series

The Market Size is Nothing to…Sneeze At

The pharmaceuticals market is approaching $1 trillion; that’s with a “T”. And by 2021, it’s projected to grow another $200 billion. Allergy medications, both prescription and over-the-counter, account for well over $11 billion, according to the Allergy and Asthma Foundation of America. Just the top 10 OTC (“over the counter”) allergy brands were credited for almost $2 billion of the market in 2016.

You hear the words “trust” and “authenticity” associated with influencers. With pharmaceuticals nothing is more important because you’re actually putting something in your body. Of course you’ll typically rely on  the advice of your doctor but physicians have choices when they prescribe.

For OTC brands, influencers may be even more important because of the fierce competition from generics and private label brands at stores like Walgreens and CVS. And you probably don’t have a doctor recommending a product to you. If a consumer scans their Instagram feed and one of their trusted Instagrammers uses a particular brand of non-drowsy antihistamine, you can bet that consumer will spend those extra dollars.

Oh Those Scratchy Compliance Issues!

The challenges for OTC meds can be onerous for a brand team or agency embarking on an influencer campaign. For prescription medications, it can seem downright overwhelming.

For example, if the pharma company conducts any review of the influencer posts (and they will insist on it), the content must be FDA approved. You heard that right: the FDA needs to approve the language used in an Instagram post promoting a prescription drug. Fortunately, there are ways to expedite this process which fully satisfy the pharma legal teams.

Another headache is monitoring for adverse events and off-label claims in post comments. In short, if some random commenter states that the promoted medication made their nose fall off, or whatever, it must be reported to the FDA. Pharma companies are deadly serious about this and you’ll have to prove you have the technical wherewithal to monitor the posts via periodic audits.

One workaround for most of these restrictions is to do an unbranded campaign, with a conversion link to a brand-owned property. But be aware that pharma legal departments will still impose significant delays on your campaign if you’re not prepared. As usual, if you need advice on your campaign, reach out and we’ll do our best to set you right.

Influencers You’re Itching to See

On the search for allergy influencers? Be aware that the results will be running with alternative type remedies, which may or may not be your thing but will definitely not be a thing for a pharma enterprise. At Mattr, we tend to work with higher level mid-range influencers; professional content and attitude but still eager to please – the sweet spot.

For categories, Moms make terrific pharma/health/allergy influencers. Also look to travel influencers, who know how to travel prepared. Just make sure to give yourself plenty of timeline when you plan out the campaign.

Health & Lifestyle Influencers

Jen Brunner @jen_pbrunner

Jen is an inspiration with no humble brags on how fit and cool she is! As a personal trainer and yoga teacher, she’ll enthusiastically carry the health cred all the way for your brand. Her engagement is excellent at 3% with an audience of about 21,000 followers.

Leigh Ann Chatagnier @mydiaryofus

We look for influencers with engagement rates over 2% and a consistent look and feel to their feed. Leigh Ann nails it! Her food pics are beautifully savory and kid pics cute and candid – perfect!

Kiitan A. @kiitana

L.A. based Kiitan is quirky and fun. Her content is primarily beauty-based but also tosses in gorgeous travel content. Her engagement is impressive, earning nearly 14,000 likes per post for an average rate of about 3%. She’s a true pro so you’ll enjoy working with her!

Fun Moms

Marquis Clark @marquis_clark

Marquis hits all the right notes: bright, joyful aesthetic, polished content, and high engagement rates. She primarily posts sponsored content for kids, so Marquis could be ideal for children’s allergy formulas.

Gabrielle Flowers @gabeflowers

Irresistibly so damn cute! Irresistible engagement (>10% on 90k followers)! Gabrielle posts beauty and lifestyle but tons of kid pics. Her content is fresh and candid, lacking the post edit polish of other influencers with similar reach – works for her!

Seasoned Travel Influencers

Nolan Omura @nolanomura

Like plunging into a freezing California surf on a hot day, Nolan’s pictures will take your breath away. Nolan does sponsor content, but not a lot – and his monster engagement rates reflect a dedication to his craft of sharing his visually intriguing and stunning content.

Oneika Raymond @oneikatraveller

Sometimes you just want a pure-play travel influencer! Travel journalist Oneika Raymond reads big, fun, and colorful, with visually engaging pictures from locations all over the world. With a much more than respectable 3.3% engagement rate on about 75,000 followers, you’re sure to feel good about working with this professional.

Invest in Influencer Campaigns – But Be Smart About It

Pharma campaigns require special tech and attention, about 3-4x planning time, and professional, motivated influencers. The payoff can be substantial, though, because the influencer model is particularly effective for products which require high levels of trust. If you need advice or help, we’re just a click away!

About MATTR

MATTR is the only full-service influencer marketing provider with detailed audience insights from PersonaMesh™. We go beyond demographics into psychographics such as values and interests so that your influencer campaigns align with your campaign targets.


Best Influencers for Spring Cleaning

Best Influencers for Spring Cleaning

Spring Cleaning – Part 2 in our Influencers for Springtime Series

Winter can be brutal and spring brings a time when we can finally get our lives back in order. A lot of people are looking to change up their diet or fitness routines, but one of the major ways to freshen our lives again is through spring cleaning. And, with the popularity of Tidying Up with Marie Kondo, everyone will be on their spring cleaning game this year. Cleaning products, organizational tools, and any basic home essentials are just a few types of products that see a rise in consumer engagement during these months. Using mom and dad influencers to show how they tidy up, clean the house, or reorganize, can inspire your target to go all out for spring cleaning. And this goes beyond just families; college students, teachers, and businesses can show  how to take advantage of spring cleaning.

Here are the freshest influencers for spring cleaning brands:   

David Clark – The past few years may have been all about the mommy bloggers, but there are tons of reasons to leverage dad influencers this year. Not only are there some fantastic dad influencers out there, but new studies show that men are engaging with influencers more than women. An impactful dad influencer, like David, could be perfect to show cleaning products, such as stuff to help tidy up after kids or clean up after a family meal.

Janea Brown -What better way to be inspired than looking through a beautiful and cozy home? Janea’s page will have you wanting to redecorate and freshen up your entire home in no time. Janea encourages her followers to create happiness through creating happy homes. Fresh plants and a clean look and feel makes her a perfect influencer to show how spring cleaning can help cleanse the soul.

Ashley Marquez– Spring cleaning is more than just cleaning at home. It is a time of year for everyone to get organized and start anew. This includes teachers! Classrooms can be chaotic and teacher influencers can show how to clean and organize the spaces in the best way for learning! If you are a teacher looking to better utilize your space in the classroom, there couldn’t be a more perfect influencer for you than Ashley. Aside from her perfect Instagram page, she also has a podcast dedicated to motivating other teachers by sharing tips and tricks for the classroom!

Lynzy Coughlin – We, of course, couldn’t forget a great mom influencer. It’s not hard to see why they are dominating social media and influencer marketing. Lynzy has to be one of our favorites. Although she has some high quality content and extremely high engagement, her adorable, and sometimes chaotic content still makes her feel more relatable than other mommy bloggers out there. Never afraid to get real about motherhood, Lynzy is a great mom influencer to show realistically how to stay clean and tidy with a crazy busy household.

Ria Safford – Marie Kondo isn’t the only influencer out there focusing on organization. There are plenty of inspiring influencer how there to help you take your house arrangement to the next level. Ria of “Riorganize” focuses solely on how to keep your house organized and utilize the space you have through tips and tricks.

Wendy Graham – Last, but not least, we couldn’t forget to include a wonderful account dedicated all to cleaning. Wendy, of the moral fibers blog, is a UK based influencer who posts about organic cleaning products, sustainable living, and how to stay green. She’s even the author of a green cleaning book called “Fresh Clean Home”! She will inspire your spring cleaning to be more eco-friendly and healthier for the family.

Conclusion

Spring cleaning is more than just mom bloggers in the kitchen. This is a time of year for everyone to re-freshen and that goes further than just the home! It’s time to stop just directing cleaning products to moms, dad influencers are here to stay and have proved themselves to be just as impactful in the space!

About MATTR

MATTR is the only full-service influencer marketing provider with detailed audience insights from PersonaMesh™. We go beyond demographics into psychographics such as values and interests so that your influencer campaigns align with your campaign targets.