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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

Xperia: The Xperia Aquatech Store – the world's first underwater store

This case study describes how Xperia, a mobile phone brand in UAE, created the world's first underwater store to launch its waterproof phone.

Lucozade Sport: Harnessing the climate to influence the conversation

This case study describes how Lucozade, a well-known energy drink brand in the UK, created a test lab during the 2014 World Cup to provide scientific results and lead the conversation about the physical conditions of playing football in Brazil, to raise its brand profile.

Rip Curl: Rip Curl Search GPS

This case study describes how Rip Curl, the world's leading surf brand, created a world-first waterproof GPS and surfing app to bring surfing into the connected age and improve its brand credibility.

Dell: Take it easy – win the hearts of the IT administrators to win the contracts from the IT decision-makers

This case study details how Dell, the computer manufacturer, needed to improve brand consideration among Germany's IT decision makers, overcoming prejudice that Dell only sold value laptops.

Latest articles

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.

Identifying social media's global brand promoters

This presentation identifies what makes a true brand advocate, based on the findings from a survey across 11 countries.

How to use influencers to drive a word-of-mouth strategy

This article offers best practice advice on engaging influencers - defined as consumers who are much more likely than the average to seek out and share information - for campaigns based around word-of-mouth strategies.

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