A transport company in Canada has been encouraged to pursue plans for an influencer marketing campaign.

According to one marketing professor, Saskatoon Transit should make a smart move to pay for an influencer marketing campaign over mass ads and billboards.

David Williams from the Edwards School of Business at the University of Saskatchewan feels it’s better for the company since it would be authentic content that could reach a wide audience.

He feels the City of Saskatoon making a request for proposals for an influencer marketing campaign could be a good investment, especially with a $100K budget.

“We all know we should take the bus, we just need a nudge," David said in a brief statement with CBC’s Saskatoon Morning.

"In terms of social media influence, it can be cheaper than running a mass campaign ad, and to reach that particular audience with realistic or more 'authentic' content, to show how transit fits in their lives."

Influencer travel

The ideal social media influencer for Saskatoon City Transit should be someone who lives in the city of Saskatoon and uses the bus frequently, according to Williams. 

“I'd pick an authentic person, carefully select them, not have a contest, thinking who would typify the user they want," he said.

The City of Saskatoon didn't wish to comment on the plans, but did give a brief statement to CBC via email.

“Our practice is that we do not comment in a substantive way on an RFP as we do not want to negatively impact the fairness element that is a pre-requisite for every public procurement process."