There’s no doubt. We’re in the age of the ‘influencer’. So how can you make the most of these profiles in your PR and marketing campaign? Marketing and Influencer Consultant, Freya Lifely offers her expert insights in our latest ‘Connections’ blog.
Snap felt the power of ‘the influencer’ in full force last month. An 18-word tweet by Kylie Jenner to her 24.5m followers about the Snapchat messaging app was all it took to wipe $1.3 billion off its market value.
The tweet followed the much-criticised Snapchat redesign and the platform’s infamously slow reaction to influencers and brand opportunities; only recently opening up its Marketing API and insights for creators. A function that has been available on competing sites for years.
Influencer power is something that brands are becoming keen to harness as part of their publicity and marketing mix. While there are only a few who can afford to work with influencer superstars like Jenner and her Kardashian sisters, there is a raft of online influencers who fill the same space as opinion leaders and decision makers for modern, digital audiences.
Running influencer marketing campaigns is notoriously complex. A lack of industry-wide measurement or standards mean that it can be hard to know where to start. These are some tips for a successful campaign:
Know your goal
Set the KPIs for your campaign before you start. Whether it’s brand awareness, click throughs to a website or event attendance, know what you want to achieve before you reach out to influencers. Using a defined objective to inform your creative, messaging and call to action will provide a useful benchmark against which to measure the performance of your campaign.
Select the right people
Bigger isn’t always better, and choosing influencers based on reach alone won’t ensure you have an impactful campaign. Analysing engagements on posts to get an idea of the influencer’s audience and engagement will help focus your campaign.
Be sure to request the audience age, gender and location demographics. This information is available on all main social channels for influencers to access, and doing the right research will help you to know what of their audience is made up of the people that you want to reach. Some male 25-year-old influencers have an audience made up mostly of 15-year-old girls – not ideal if your target is young adult men.
Authenticity is key
Influencer power comes from their authenticity. So, work with influencers who like your product or brand and aren’t just in it for the fee. Collaborate on creative routes and listen to the influencers’ ideas on how best to resonate with their audience.
Think outside the box
Leverage the strengths or USPs of your brand to inform the type of content you create. Some of the best influencer campaigns with influencers go beyond the obvious and come up with fun, sharable content which will achieve much better penetration than just a straight sales pitch.
There are legal requirements for disclosing branded content on social channels. Previously a grey area, rules are much stricter now. Be aware of them internally and make sure your influencer is willing to use full disclosure or it could cause trouble for your brand.
Freya Lifely is an independent marketing and influencer consultant, specialising in the media and entertainment industries
Last week saw the great and good of the creative industry converge at The Mill for the the third installment of the ADCAN Awards – an annual competition, which champions unsigned creative talent by giving them access to industry leaders, and provides charities and social enterprises with original content to help promote their cause.
Unlike other awards ceremonies, should the camera have cut to the nominees as the Grand Prix was announced, hoping to catch flashes of disappointment across the faces of those not taking the top prize, it would be rather missing the point and would probably not be the case, for the ADCAN Awards is all about supporting and nurturing young talent all in the name of incredible causes, as the Hashtag (which on the night was trending on Twitter) states #makegood.
ADCAN Founders Dan, Deborah and Brydon
Founded by creative and production veterans, Brydon Gerus, Dan Heighes and Deborah Casswell to provide a platform for new talent they felt was missing in the industry. Leading production companies Rattling Stick, Partizan and Nexus, not only judged the work but continued to champion talent with industry speed dating sessions and workshops.
The filmmakers were given four briefs, provided by four incredible causes to choose from. To give the evening extra significance representatives from the charities introduced the films made for their cause. Hearing Nordoff Robbins, Streetbank, The Girlhood and CALM talk was not only inspiring but made the work of the filmmakers all the more impressive. Each of the shortlisted films had managed to get to the heart of the charity’s work and I for one am not ashamed to admit that my eyes failed to remain dry throughout the screenings.
It was laughter however that won on the night for Klaas Diersmann and his film (T)HUGS for CALM, The Campaign Against Living Miserably – a charity which aims to challenge perceptions of masculinity in light of the growing number of male suicides. Capturing the need for young men to feel comfortable to talk about their problems and doing so in an accessible way won Klass the Grand Prix for best film and the biggest laugh in the room on the night.
Klass also won the innaugral Peoples Choice Award. Designed to allow supporters of the ADCAN Awards to have their say, guests on the night were encouraged to cast their votes and as a result discussion continued into the night on which film was deserving of this new award, meaning the work remained very much centre of attention, how very ADCAN!
2016 ADCAN Awards Winners
Our involvement with ADCAN from its inception meant there was a lot of pride in the advances the event has made, we work with some of the very best talent in industry and so it feels very natural to help play a part in ushering in the next generation.
There was a barnstorming finish to the evening as Chaka Sobhani, CCO of ad agency Leo Burnett gave a keynote address, telling all of the assembled talent that above all else, just go out and ‘make things’. The ADCAN Awards are doing just that as they continue to #makegood.
Check out the 2016 winners’ videos here https://adcanawards.com/winners.
By Mike Goward, Account Executive at Franklin Rae
For me, and I’m sure a lot of people in the media and content industry, the Super Bowl has nothing to do with football – or as I call it Rugby with 80s shoulder pads. Quite the opposite actually, it’s all about the ads, or what my US readers would refer to as commercials. Similarly to all the commotion at Christmas, where we wait to see what the brands can come up with. The Super Bowl is even better as brands endeavour to be extremely clever with the theme.
This year an advertising slot for the Super Bowl reached the epic cost of five million dollars per 30 seconds. You can only imagine the pressure in creative brainstorms to come up with an idea worthy of that hefty price tag!
So, as usual brands chucked the three C’s at the Super Bowl; Celebs, Cash and Creativity. However some of the most interesting campaigns didn’t bother blowing five million, and instead chose to use the event theme to speak to their audiences on the relevant and most popular social platforms.
For example, Gatorade launched a ‘sponsored lens’ for Snapchat on Super Bowl Sunday achieving a staggering 100 millions views! The ad allowed users to dunk themselves with a Gatorade container over their selfies – a genius idea really. Of course top celebs including Serena Williams were involved in the ‘Gatorade Dunk’ to drive engagement, as part of her on-going partnership with the brand.
I mean I may not be London’s authority on advertising but what I do know is sometimes less is more, and being creative or successful doesn’t always need the five million dollar slot.
“ SUPER BOWL: IT’S ALL ABOUT THE ADS” – Rhiannon Hardy, Account Manager at Franklin Rae
The inaugural ADCAN Awards ceremony took place this month at London’s Framestore. As proud sponsors, Franklin Rae joined ADCAN partners Nexus, Partizan, Rattling Stick and fellow sponsors The Mill, Work, Wave and Arri Media in celebrating the shortlisted entries. The awards night reflected the spirit in which ADCAN was established, with industry experts, participating charities and competition entrants all emanating much enthusiasm for the scheme and the promising talent it showcased.