Companies launching into new markets often spend substantial budgets on advertising and PR in order to create awareness. These investments can be significant when there is no existing affinity between the brand and the solution in target markets.
For example, Orange France faced this challenge when launching Homelive, a connected home management platform for IoT devices. Turning to their influencer marketing platform, Traackr, the company identified and engaged influencers in new communities outside of high tech and marketing to include lifestyle design and connected home. These influencers were engaged to create reviews on their blogs and inspire social traffic.