In the last few years, the term “influencers” has gained traction and become a buzzword in today’s social media-obsessed culture. The very word implies their reach and sway over a great number of people. It is not just reflected in the number of followers on their Instagram accounts but also in their collaborations with big names in the corporate world who use these influencers’ fan base as a platform to market and sell the company’s products. Sometimes these collaborations are paid for, sometimes the payback is in the exposure the influencers themselves receive.
However, recently, in Egypt, companies have been using influencers (specifically fashion influencers) to market and sell products that have almost nothing to do with the influencer’s own personal brand, in order to capitalize on their large number of followers. Instead of gaining them the right type of exposure, this has often backfired on both parties; the influencers lose credibility in the eyes of their followers and companies lose the interest of their existing and potential consumers through cheap, marketing ploys. The outdated method of going by the numbers is just that- outdated and misleading to boot. However, the tried and tested concept of quality over quantity has proven successful as it is more genuine and honest in the eyes of the public.
For the first time in a long time, (perhaps, for the first time ever), in Egypt, a company has reached out to influencers and launched a campaign with common ground between the two parties. Clorox Clothes recently launched a campaign to sell their new laundry stain remover product. They reached out to 3 fashion influencers: Nour Aboulela of Love by N (292K followers on Instagram), Suzan Salah Idris, a Sudanese model and socialite living in Cairo (35K followers) and Hana Elawadi (28.9K followers). The campaign features each one of them being asked various questions about their lifestyle and love of fashion and clothes. It’s authenticity lies in showcasing the influencers’ passion for clothes as well as their sense of humor about the messiness of life: from food and makeup stains, to children subjecting their clothes to all kinds of wear and tear, while being true to both their brands and the type of product the company is selling. The concept behind the campaign is that life can be messy, but life’s stains should not stop you from doing what you love. Clorox Clothes encourages you to be yourself, pursue your passion and they’ll take care of the rest.
Watch the 3 videos below to get a sense of what real life is like for a fashionista who’s not afraid to get a little dirt on her clothes.