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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

The New Zealand Breast Cancer Foundation: Breast Cream

This case study describes how The New Zealand Breast Cancer Foundation created a simple way to help women check their breasts and help detect possible cancers as early as possible.

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.

General Mills Canada: Rediscover the Joy of Nature Manifesto

This case study details how Nature Valley, a brand of granola bars, emotionally repositioned its brand to reconnect with Canadian consumers.

Latest articles

Australia's ad industry grapples with transparency challenges

The article explores how the Australian advertising industry is tackling ongoing challenges around transparency.

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

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

OnePlus: Inside/Out: The world's first product launch in VR

This case study explains how OnePlus, a Chinese smartphone manufacturer, created a VR experience to launch a new phone.

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.

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