Influencers

The power of influential consumers

Decision Making


Stephen Whiteside, Event Reports, Internet Week New York, May 2014

This event report explains how SOL REPUBLIC, the headphones brand, is targeting an audience of 18–28-year-olds, and seeking to stand out in a category currently dominated by Beats by Dre, the market leader.


Steve Thomson and Ozoda Muminova, Admap, July/August 2014

This article argues that newspapers and other news media can make a valuable contribution to word of mouth (WOM) around brands by accessing influencers who are more likely to talk about brands and ads.


Stephen Whiteside, Event Reports, Social Media World Forum, May 2014

This event report discusses how Office Depot has employed content marketing in the US to add an emotional component to what can be a low-interest category.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes the launch of the Gillette Fusion Gamer, the latest iteration of the shaving brand's long-term campaign to encourage Indian men to shave more frequently.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how HEMOBA, a Brazilian blood bank, partnered with a football team to increase blood donations through team affinity.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study details a corporate social responsibility (CSR) campaign in New Zealand by Mini, the car brand, which supported the Society for the Prevention of Cruelty to Animals (SPCA) which a drive to increase adoption of shelter dogs.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes a Facebook campaign by The Museum of the Great War in France which created a personal Facebook page for a fictitious soldier in 1914 to engage a younger audience on the eve of the centenary of Word War 1.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

UNICEF, the UN's children's charity, aimed to gain the commitment of Paraguayan presidential candidates to enrol the nation's youngsters in civil registration via this campaign, based around the 2014 football World Cup qualification matches.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how Ura.

WARC RECOMMENDS


WARC BRIEFING

Influencers

Theories and trends in marketing to influencers


ADMAP

How to achieve influence

A focus on influencers in the December 2012 issue


ARTICLE FOCUS

Look who's talking

A guide to understanding social influence online