Influencer Marketing: What Brands Can Learn From The Ronaldo/Coca-Cola Gesture


Influencer marketing employs leading, niche content creators to improve brand awareness, increase traffic, and drive your brand’s message to your target audience. These content creators already market to your ideal audience across different channels which allows you to expand your reach across your buyer personas.- Hubspot.

When choosing an influencer for your business, it is important to actually choose those who can actually influence your target audience to take action depending on what your campaign objectives are.

Cristiano Ronaldo’s gesture cost Coca-Cola $4 billion Dollars as shares dropped from $56.10 to $55.22. This is what INFLUENCE is and that is why a lot of brands want to associate with him because of the strong influence his personal brand has on and off the pitch.

Influencer Marketing

Today in Nigeria I see a lot of businesses signing up influencers who have no relationship with their target audience just because your competitor has an Actor for Ambassador you also chose to do the same.

I don’t think Ronaldo hates the Coca-Cola brand, he just prefers water to it that’s all. Coca-cola has actually responded by saying, we all have our preferences and that is fine. I agree.

What should your business consider when choosing an INFLUENCER?

  1. Influence: Can they get your target audience to act in the manner that you want?
  2. Relevance: How relevant is this influencer in the industry you play in? You cannot use a Tech Influencer to influence an FMCG.
  3. Tested Influence: It is important to use an influencer whose influence has been tested. You know their, weekly/monthly reach and their conversion power.
  4. Appeal: Do they appeal to your target audience, it is important that you use and influence that appeals to your target audience if you want to get results.

Micheal Jordan X Nike is still one of the greatest sports/business partnerships to date. If you find the right influencer for your business they can eventually turn to partners as the relationship blossoms.