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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

Homecooking with Wedel

This case study describes how Wedel, a chocolate brand from Poland, increased its appeal to younger consumers by stepping outside the commercial break.

Make LEGO the Star of Christmas

This case study explains how Lego, the toy company, built an emotional connection with Australian families in a Christmas campaign which increased sales.

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.

Mountain Dew Kickstart Comes Alive

This case details the launch of Mtn Dew Kickstart, a soft drink brand owned by PepsiCo, which targeted young men in the US.

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.

Content in 2017: How video is transforming social marketing

This article, taken from the Warc Toolkit 2017 report, explores how the proliferation of video is transforming social media marketing by turning social platforms into broadcast media.

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