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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 International: How a video with no budget influenced the UN's 15 year plan

This case study explains how Plan International, an international development organisation, put girls' rights at the top of the UN agenda for sustainable development goals.

ActionAid: Viral videos brutally cut with a message about Female Genital Mutilation

This case study details how ActionAid, an international charity, raised awareness of Female Genital Mutilation (FGM) among the UK population through online video.

Grand McExtreme Topchef

This case study describes how food giant McDonald's moved away from the €1 battle going on in traditional media between the quick-service restaurants in Spain and created a multichannel piece of branded content to appeal to foodies.

Lifebuoy: The Story of an Unborn Child - Chamki

This case study described how Hindustan Unilever's soap brand Lifebuoy attempted to reduce childhood mortality in India, using an online film to promote good hand-washing habits.

Latest articles

Canon Australia’s Instagram Love Story

The article outlines how Canon, the camera brand, uses Instagram and online influencers to keep its brand relevant in Australia.

Navigating Singapore's new influencer guidelines: a how-to guide

This article covers how marketers can navigate Singapore's new influencer marketing transparency guidelines.

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 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.

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