How A Niche Creator Can Drive Social, Sales Success For Corona

Sometimes, the most advantageous partnerships aren't about followers – they're about fit.

Tubular Labs' recent report around redefining influencer value shows how brands can drive social video success by thinking differently about creator partners. In one case, Corona is able to derive potential sales benefits from a niche creator already obsessed with their brand.

• Brazilian creator Joel Marques has generated 1.9 million followers on TikTok while cultivating a small community of casual and comedic videos – and 14 of his most-seen uploads start with him squeezing a lime into a bottle of Corona before he takes a sip.
• While other beer creators may have a larger following, Marques was the most engaging in Brazil last year, with a 10.2% engagement rate that was well above the category norm of 1.7%.
• Tubular found that 72% of Marques's audience also watches other drink content; with an average of 1.41 million views per upload, Marques is reaching over a million viewers that are watching other drink content and are likely beer buyers.
• Using conservative estimates of 4-5% conversions from influencer campaigns, each of Marques's posts could've reached 51K likely buyers, potentially spurring over $480K in Corona sales per video.

Read more from Tubular's guide, which alters the common thinking around social video partnerships.