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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

Fedrigoni: The Paper Skin

This case study shows how Fedrigoni, a paper manufacturer, increased brand awareness and sales by partnering with the camera brand Leica.

Microsoft One Note: Collective Project

This case study describes how Microsoft, a computer company, raised awareness and drove usage for OneNote, a free note-taking application.

Making Pepsi Max the choice of a new generation once again

This case study looks at the soft-drink Pepsi Max's campaign in the UK to regain relevance among a millennial audience by putting a YouTube channel at the heart of their strategy.

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 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.

Influencer and advocacy marketing in Asia's emerging markets: what brands need to know

The article explores the power of community, influencers and advocacy marketing in Asia's emerging markets and how brands can capitalize on these trends.

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.

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