Influencers

The power of influential consumers

Decision Making


Stephen Whiteside, Event Reports, Advertising Age Digital, April 2015

This event report details why Beats by Dre, the electronics brand, favours working with influencers over traditional forms of consumer research.


Case Study

AT&T: It can wait
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how AT&T started a public safety campaign to counter the rise in accidents involving US teenagers due to texting while driving (TWD).


Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2015

This case study describes how Peruvians were encouraged to smile for their ID photographs by Coca-Cola who wanted to associate their brand with happiness and well-being.


Cannes Creative Lions, Silver, Creative Effectiveness Lions, 2015

This case study describes how Brazilian charity GRAAC (The Support Group to Children and Adolescents with Cancer) helped increase the self-esteem of cancer victims.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how the Lulea Government /Lulea Business Agency in Sweden encouraged the development of datacentres in a remote polar region.


Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2015

This case study describes how Luxottica brand OPSM challenged brand leader Specsavers in Australia by encouraging mothers to have their children to have regular eye tests.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Volkswagen China addressed the problem of drivers using mobile phones while driving.


Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2015

This case study describes how Mars brand Snickers became front-of-mind in the crowded Australian confectionery market.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how the Swedish Institute and VisitSweden changed the way that tourism was promoted.

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