One of the ways fashion brands market their products is to go into social media marketing and sponsored marketing. Influencer marketing, a form of social media marketing, involves endorsements and product placements from influencers, people and organisations who have a social influence in that field.
About Elsa Majimbo
Elsa Majimbo is a 19-year old journalism student at Strathmore University in Nairobi, Kenya that creates relatable monologues and skits on social media. Her videos went viral at first in March due to the coronavirus pandemic as she created a funny skit around the lockdown measures implemented in Kenya.
In all her videos, she rocks a signature vintage pair of glasses which is now a selling point for fashion brands to reach out to her for influencer marketing. With an average of 250,000 views on Instagram and 50,000 views on Twitter for each of her videos, her content has been able to reach users across the continent, including Nigeria, South Africa, USA and so on.
These statistics have been able to propel Elsa Majimbo into a life of influencers marketing that she did not envision. She has partnered with popular Canadian cosmetics manufacturer, MAC Cosmetics, to create content aimed at promoting their products in a fun way.
Elsa Majimbo And Fenty
As you may already know, Fenty by Rihanna has an eyewear line, which comprises of sunglasses for different occasions. And one of Elsa Majimbo’s signature in all of her videos is her 1990’s vintage sunglasses, this propelled the fashion brand to gift her every sunshade from their new collection for her to create content around.
View this post on Instagram
A post shared by FEИTY (@fenty) on Sep 13, 2020 at 10:14am PDT
Another thing that motivated Fenty to strike this deal is the fact that in such a short period of time, Elsa Majimbo was able to gain organic followers and reach a very large audience with her comedy skits. Having worked with other brands like MAC Cosmetics, MTN, Netflix and many more, the figures were also there to show that it was going to be a good deal.
She announced the ambassadorial deals on her social media pages and created a funny skit in which she wore all the Fenty Sunshades.
This move is what many fashion brands these days should utilise in order to increase their target audience and get more customers.