Off-Beat Influencer Partnerships: Building Campaigns Around Vibes, Characters & Trends

by Jessica Bovee, Content Marketing at The Shelf. If there were such a thing as a "textbook" digital nomad, that would probably be a spot-on description.

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You may remember the TikTok craze in 2020 where Nathan (@420doggface208) was cruising down the highway on his longboard with a bottle of cranberry juice.?

What was soon coined the greatest vibe of all time, also became a mutually beneficial marketing opportunity for one brand, as well as a complete rebirth of Fleetwood Mac as Stevie Nicks sings one of her many hit songs: Dreams.?

Even Fleetwood Mac reposted it.

The cranberry juice in the viral video was Oceanspray’s and led to a truckload delivery of the juice for Nathan. Many were watching this serendipitous partnership unfold as these two unlikely parties found each other and made content together.?

So, what does any of this have to do with you and your next marketing campaign?

Roughly 26% of the population is Gen Z, and they’re looking for more robust campaigns that pack way more flavor. Leave the cookie cutters in storage and get ready for fresh combos.?

I want to invite you to push your brand’s envelope. It’s time to build the whimsical bridge between the familiar and the novel to pique your consumer’s interest.?

This is how you can expand your audience and get people talking about your brand. People want to share content that makes them stop in their scrolls.?

Unique partnership trends that may be worth exploring

Felt Friends

New, tiny influencers have emerged online that have captured our attention in a way that makes you feel like you’re being wrapped in a big blanket.?

If you haven’t met the tiny chef (@thetinychefshow) that mumbles popular tunes while cooking, please go make your introduction. With millions of followers across various platforms, he’s worked with brands like Beyond Meat and Morton Salt while he has some fun in the kitchen.

India Rose Crawford (@indiarosecrawford) is another must-see who knits and creates fiber art masterpieces starring Froggy.

Celebrity Look and Sound Alikes

Influencers mimicking celebrities have gained fame online as they dress or sound like stars. Known for his Leonardo DiCaprio impression, @noahlalonde_ shares his silly-putty voice that can transform from Harry Styles to Matthew McConaughey. Or, try @willywonkatiktok who looks and sounds like the Johnny Depp version giving us just the right amount of nostalgia and big glasses. Or, try actress Natalie Friedman, who has nailed the Cardi B “okurrr” and Kevin Hart laugh. #impersonations?

Bring in Niche Characters

Many movie and TV show characters receive cult followings that consumers will follow to the ends of the internet. You may remember an oldie but goodie - Nick Offerman spending 45 minutes by the crackling fire sipping Lagavulin whiskey for a thoughtful mashup Ron Swanson (NBC's Parks and Recreation) fans can get behind.

Or, even UberEats brought back Wayne’s World co-stars along with Cardi B for an ad with significant reach for all ages.?

Conclusion

Remember, these are just a few ideas to get your creative juice flowing. People are increasingly interested in a diverse range of specific content topics such as chiropractor cracking or even witches and how to craft the perfect spell (actual trend that's not Halloween related)

It’s time to remix old trends and make partnerships on the fringe to increase interest and shares. Be sure you’re incentivizing and surveying your UGC content and finding ways that your brand can join the conversation and make a splash.?

Because, sometimes, all it takes is one guy vibing on the interstate with cranberry juice.?