How McCormick Approaches their Influencer Strategy with Social Listening and Authenticity
In our latest session of “Under the Influence,” Denise Vitola sat down with Valda Coryat, VP of North America Marketing for Condiments and Sauces at McCormick to discuss how they are leveraging influencer partnerships. A few key takeaways:
- Marketers must keep a pulse on what people actually think, being in the moment and a part of the culture. Social moves fast, and it’s not as predictive as it used to be. Make sure you’re listening.
- The core of any true community is not just in its common interests, but in its authenticity. Make sure your message is coming from influencers who can authentically use and enjoy your product. Otherwise, people will see through it.
- Really live life, and take a mental note of what stays with you. Now, with phones and social media, people are able to continue an experience beyond a moment. So understand why something sticks with you, and how you might build off of it. Inspiration comes from everywhere, and marketers are never really “off.”
Maybe the most surprising takeaway? Consumers are replacing ketchup with hot sauce in their every day – from recipes to the new must-have condiment on the table. It created a perfect opportunity for McCormick to continue the conversation with their audience, and use influencers to gain insight into how people are actually cooking with and using hot sauce.
Watch the video below to hear more from Valda and learn about McCormick’s influencer approach.
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