Influencers

Information and insights on the power of influencers – and how to target them

Decision Making


Minyung Shin, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Microsoft, the computer software company, launched the Windows 8 (Win8) operating system in South Korea, in an attempt to slow the migration of mobile users to other devices and operating systems. The primary objective for Microsoft was to engage Generation Z, an increasingly demanding target audience who were used to seeking access to the internet any time, anywhere and on any device.

Lucile Dreano and Maud Paget, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how The European Programme of Food Aid to the Most Deprived (MDP) used stunts to fuel a social media campaign to avoid abolition and win continued funding from the European Union. The scheme had been threatened with abolition in 2011, but won an extension to 2012.

Case Study

The ARIA Awards
Gina Williams, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign by the Australian Recording Industry Association (ARIA), a national industry association, which used an influencer-based social media campaign to promote its awards ceremony. There was mass awareness, but little credibility and declining viewership: The not-for-profit ARIA awards had a proud 27-year heritage, but needed a radical reinvention to get back into the hearts and minds of both the industry and the public.

Sabrina Benz, Antonella Peschechera and Matteo Bosisio, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how Arena di Verona, an Italian opera theatre, sought to attract a younger, non-opera fan audience through social media. The company used Twitter - despite not having a Twitter account.

Deepak Gopalakrishnan, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how newly launched Indian TV channel FOX Crime targeted younger viewers with a digital and social media campaign. The campaign turned viewers into detectives, inviting them to solve clues.

Lizzy Pollott, Matt Spector and Jennifer Ekeleme, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign in the US by Havaianas, the Brazilian footwear retailer, which used social media to boost sales. The company primarily sells 'flip flops', with consumer interest in the product peaking in the summer.

Apurva Chamaria, Devam Saxena and Devdeep Majumdar, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign by HCL Technologies, a business IT services company, which used social media to promote its products. Research had found that many business technology buyers used videos as part of the decision making process.

Deepak Gopalakrishnan, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how the sport of field hockey was revived in India with the launch of a new league - the Hero Hockey India League (HHIL) - on social media. Sports in the country was dominated by cricket, particularly following international successes, and hockey viewing and game attendance had declined.

Madelyn Dow, Warc Prize for Social Strategy, Entrant, 2014
This case study describes the launch of a new car model in the 'Pathfinder' Nissan range, using a 'blogger' influencer strategy in the US to target families. The Pathfinder model had experienced a sales decline, and the company wanted to reverse this whilst maintaining its core values as a family car. 'Cool' family bloggers were identified and invited to test drive a Pathfinder for a week in winter - the season that best demonstrated the value of the car.

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