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Influencers


Key reading

influence

How influence works

Using data from Keller Fay, this piece explains what makes an influencer, how to find an influencer and how it identifies what it calls Conversation Catalysts. The article also argues that it is a mistake for the marketing community to be blinded by social media as a surefire way to identify influencers.
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How to use influencers to drive a word-of-mouth strategy

A best practice guide to engaging influencers in WOM-based campaigns.

The opportunity in community

This article discusses the changing nature of communities, and how brands can become part of them.

Influencers trump consumer research for Beats by Dre

Why the Apple-owned electronics brand favours working with influencers over traditional research.

Herd-like copying is how brands spread

This article argues that humans are social animals, and learn and adapt by copying others.


Latest case studies

Plan Norway: #StopTheWedding

This case study describes how Plan Norway, an NGO working for girls' rights, raised awareness about child marriage and its consequences among women, youth, politicians and the general public and recruited new supporters by making the problem feel closer to home.

EXIT-Deutschland: Nazis against Nazis - Germany's most involuntary charity walk

This case study demonstrates how ZDK Gesellschaft Demokratische Kultur, an anti-Nazi charity, utilised digital and social media to spread the news about the campaign and drum up donations to the cause.

No Somos Delito (We Are Not Crime): Holograms for freedom

This case study shows how No Somos Delito, a Spanish citizen rights organisation, highlighted the need to reform the nation's laws with an experiential campaign.

REI: #OptOutside

This case study describes a campaign by US retailer REI that encouraged people to spend time outdoors by closing its doors on the biggest shopping day of the year, Black Friday.

Latest articles

How the Australian Turf Club used Instagram, influencers and CX to attract millennials

This article outlines how the Australian Turf Club (ATC) modernised its appeal with social media outreach and a better customer experience to attract a new generation of punters.

China Social Campaign Report: Reviewing successful campaigns, media and key opinion leader partnerships across China digital and social media channels

This article relates the Beats By Dre 'Straight Outta' international campaign, that aligned the headphone brand with the release of 'Straight Outta Compton' and gave regional celebrities a platform through which they could show pride for the place they came 'straight outta'.

How we became curators of cool: What the Tumblr generation can teach us about doing research

This paper explores the research method of Connectivity as a way to empower brands to better understand and engage consumers, by using the 'Tumblr generation' as a target group example.

Know the audience: Brand followers

This article reveals findings from global research into people who follow brands on social media.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com