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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

BMW Group and BMW of North America: Eyes on Gigi

This case study describes how BMW, a German car maker, used immersive and interactive video content to drive awareness of BMW M2 vehicles.

Fáilte Ireland: Making Dublin click again with tourists.

This case study shows how Failte Ireland, a national tourism body, reversed tourism decline in Dublin by engaging with visitors online.

Daintree: How we took Hate out of the Debate

This case study demonstrates how Daintree Paper, a stationery shop in Dublin, Ireland, turned around its fortune with just one smart, low budget campaign.

ANZ: Owning the First Job Trigger

This case study looks at the Australian financial services provider ANZ, that targeted the crucial entry point of teens and young adults with a campaign that would be useful to the audience.

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.

How Colgate, Philips and Durex Do Influencer Marketing in India

The article examines how Colgate, Philips and Durex partnered with popular celebrities and online influencers to build their brands in India.

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