From a former major league pitcher who makes hand-crafted baseball bats to a trauma nurse, Kronos’s recent American Worker campaign was designed to highlight – and celebrate - members of the working class.
From an influencer marketing standpoint, this campaign was different, eschewing a product or service offering instead to raise awareness about Kronos’ web series 1 In One Hundred Million.The series itself featured interesting and influential stories from today’s working class, adding a human perspective and face to jobs (and the people that do them) that can often go unrecognized.
Kronos kicked off the series by highlighting a baseball bat maker (and former MLB pitcher), a National Guard sergeant focusing on disarming the terrorist threat, and a swim safety instructor teaching the nation’s youth aquatic safety, one stroke at a time.
As part of their campaign, Kronos asked FYI’s influencers to highlight the stories featured in the campaign by adding a personal perspective to their content, tying their posts together to campaign material through the hashtag #WorkforceStories.
And as the content and subject matter of the campaign changed month-to-month, so did the targeted influencers.
The variety of influencers allowed Kronos’ influencer marketing campaign to outperform their projections, earning an astounding 6.47M Twitter impressions, combined with more than 208K Facebook impressions and almost 70K Instagram impressions.
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