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The percentage of consumers who purchase products suggested by influencers exceeds 40 percent.
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The marketing of influencers It is a trend that will continue this year.
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Hillman It is a Mexican brand of glasses It started as a startup.
Recently, Hillman publicly accused a influencer of fraud since it allegedly did not comply with what they had agreed upon, in view of this, ultimately the brand decided that their collaboration would be with another content creator, so they had to immediately improvise to fix their packaging that bore the previous person’s name.
Hillman previously disclosed that the influencer Mont Pantoja he did not comply with his part of the contract to carry out the collaboration and the brand even stated that he was about to go bankrupt since to carry out this collaboration he had to request several loans that generated interest day by day and according to the designer Adrián Garza on social networks, this fact would make him lose more than 2 million pesos.
Today, the social networks and especially TikTok and Instagram They are the most requested platforms to promote a product or service, many companies have used these applications as a strategy to boost their brandalthough some users have also promoted a product without realizing it, because what really sells best is the content organic.
He making de influencers It has been very present for years and precisely this 2023 is also a trend in the world of marketing, so brands are very active looking for the ideal content creator that allows them to promote their product. According to the most recent data from a In a survey conducted by Statista, in some countries the percentage of consumers who purchase products suggested by influencers exceeds 40 percent.
This is how Hillman “fixed” its packaging after failure in collaboration with influencer
Hillmanwhich has 203 thousand followers in Instagramhe looked for a way to further promote his brand with the marketing strategy of influncersand in this case they sought to make a collection with Mount Pantojabut recently the person in charge of this announced that the influencer did not comply with the agreements they had determined.
Despite the fact that the collaboration between Hillman and Mont Pantoja did not work out as planned, they still had to sell the lens models since they had to recover their investment; however they decided to collaborate with another content creator called Barbie Nunez. The problem with this is that the brand already had its packaging ready with the name of Mont Pantoja, so they had to improvise to change the name of the person in the collaboration.
A popular content creator named @Paulina del Campo showed how they fixed the collaboration detail on their lens packaging. The user demonstrates that they placed a label that indicated the name of Barbie Nuñez over that of Mont Pantoja since it highlights that it would surely be expensive to reprint the packages with the new name. Although it did show that the cloth to clean the lenses and the accessory still have Mont’s name, since removing those details would be more complicated.
@paulinadelcampo What do you think of this gossip? ??? #hillmaneyewear #hillman #montpantoja ♬ Aesthetic – DJ Aurier
Commonly, at some point, brands or companies must face the unforeseen events that arise, and it is well known that crises are part of growth. As demonstrated in this case, in collaborations there are usually misunderstandings, contracts are used to avoid this, since if there is not one, it will be difficult to find an adequate solution between both parties.
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