Influencers

The power of influential consumers

Decision Making


Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report outlines how GoPro, the camera brand, has built a "virtuous cycle" of content creation by working with athletes and other creators.


Lena Roland, Event Reports, Digital Convergence, February 2015

This event report looks at how sports brand Adidas has evolved its marketing strategy to maintain its relevance with successive generations.


Andrea Sophocleous, Event Reports, ad:tech Sydney, March 2015

This event report considers how a focus on customer experience can drive advocacy and sales.


Stephen Whiteside, Event Reports, South by Southwest, March 2015

This event report details a campaign from Sour Patch Kids, Mondelez International's candy brand, which used YouTube influencers in a distinctive way to engage teens.


Stephen Whiteside, Event Reports, South by Southwest, March 2015

This event report looks at the main successes and failures which accompanied the launch of Google Glass, the pioneering wearable technology that offered digitally-connected eyewear.


Stephen Whiteside, Event Reports, South by Southwest, March 2015

This event report addresses how NASA, the US space agency, has built up an army of social media advocates by holding unique offline events for users of platforms like Facebook and Twitter.


ARF Ogilvy Awards, Silver, Fashion, style & beauty, 2015

This case study explains how Make Up For Ever, the new make up brand, took a branded bus on tour to build awareness of the brand and increase sales in the US.


ARF Ogilvy Awards, Gold, Financial services, 2015

This case study describes the launch of a new credit card product by Bank of America, which better serves people who struggle to manage their finances than traditional credit card products.


ARF Ogilvy Awards, Grand Ogilvy and Gold, Fashion, style & beauty, 2015

This case study explains how Pantene, the hair care brand owned by P&G, helped women tackle bad hair days caused by unexpected weather - and increased sales.

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