The very concept of influencer marketing provokes extreme reactions.
The bubble has burst. Nobody trusts them. They’re just glorified PR campaigns. There’s no measurable return. Engagement rates are down. And what exactly do these new influencer agencies actually do, anyway?
Yes, everybody has an opinion on it. But where does the truth lie?
In May 2019, we held our first Influencer Marketing Workshop. We analysed our own campaigns — influencer or otherwise — to set out and refine our vision for how brands can use influencers effectively.
We took our findings and channelled them into a few key principles.
The resulting insights are a combination of data-led intelligence and good old fashioned common-sense informed by our long years of experience in this game.
These principles now underpin every campaign we undertake — for clients such as Arc’teryx and Adidas TERREX, as illustrated here — and help us direct the conversation in a way we know will keep our clients ahead of the game.