Back in November of 2017, Pewdiepie (Felix Kjellberg), announced a new collaboration between himself and video game peripheral company, Razer.

Together, they have created a customised version of the already existing Razer Kraken Pro V2 Headset, with a unique color scheme, artwork and decals. There were other changes to the headset, but this article isn’t about that, so I won’t bore you.

If that does interest you, however, you can view the full for specifications of the headset by clicking here.

Pewdiepie's Signature Headset

Collaborations between influencers (in this case, Pewdiepie) and brands (Razer) is not a new thing. The marketing tactic has been dubbed “Influencer Marketing”, and since 2013, it has become a huge talking point.

Social media personalities, YouTube video creators, musicians and more, all have a vast amount of influence due to their exceptionally large audiences. For example, Pewdiepie’s YouTube channel is currently at 62 million subscribers.

With a following of that size, the real winner here is Razer, who have won the opportunity to leverage Felix Kjellberg’s fame. The collaboration between these titans of their respective industries isn’t one-sided though.

Influencer Marketing is, more often than not, a win-win scenario. The influencer typically gets paid, and the brand/business receives a huge influx in sales and/or popularity. That said, there are numerous examples of the marketing tactic going wrong.

The key element that seems to dictate whether or not a collaboration succeeds, appears to be how relevant the outcome is to the audience.

In the example of Pewdiepie’s Razer headset, the end product couldn’t have been more relevant to his audience, which almost exclusively consists of video gamers. The Razer brand is also incredibly well known amongst the gaming community.

Pewdiepie wearing his Signature Headset

It’s only when a collaboration doesn’t make sense that people tend to dub the influencer as a “sell-out”, so if you’re a brand or influencer seeking to set up a successful influencer marketing deal, be conscious of your respective audiences, or risk damaging your reputation.

We recently created a 2018 influencer marketing guide which sheds a lot of light on the subject. Well worth reading if you want to maximise results and avoid pitfalls.

Being a relatively new marketing strategy, it will no doubt evolve more and more in the coming years, but the core principle behind modern marketing will likely still apply. What is that principle, you ask? Authenticity.

In this day and age, people are very switched on when it comes to marketing. Because of that, trying to lie or trick consumers into buying your products will only result in a severely damaged reputation.

All it takes is for a single consumer to be annoyed, post their grievance to social media, and have a few of their followers share it for things to get out of hand real quick.

For those reasons alone, it’s in a business’ best interests to be as authentic as they can with not only their marketing, but all aspects of their operation. So many huge marketing mistakes can be attributed to a lack of authenticity.

Keep that in mind whilst preparing your future marketing plans.