Article
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WARC Best Practice, May 2019
Provides an overview of how influencer opinion and recommendations can deliver marketing messages to consumers through social networks and word of mouth.
Article
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WARC Best Practice, January 2019
This article summarises the insights from a series of key papers about influencers in China who have a huge market which requires an effective strategic approach, bespoke content and local considerations to build consumer loyalty and access hard-to-reach consumers.
Article
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Felix Morgan, WARC Best Practice, May 2017
This article examines best practice in influencer marketing, including how to identify the right influencers, how to approach them and how to measure the effectiveness of the campaign.
Article
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Ed Keller and Brad Fay, WARC Best Practice, April 2016
This article offers best practice advice on engaging influencers - defined as consumers who are much more likely than the average to seek out and share information - for campaigns based around word-of-mouth strategies.
Research Paper
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Priska Linda Breves, Nicole Liebers, Marina Abt, and Annika Kunze, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 440-454
Two online studies analyzed the impact of the fit between Instagram influencers and the endorsed brand.
Article
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Geoffrey Precourt, Event Reports, ANA Influencer Marketing Conference, November 2019
Influencer marketing is a rapidly-growing discipline, and brands need to understand the needs and motivations of the individuals they partner with, as well as their audiences.
Opinion
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Jenny Chan, November 2019
This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .
Article
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Geoffrey Precourt, Event Reports, ANA Multicultural Marketing & Diversity Conference, November 2019
Ford, the auto marque, has identified a valuable opportunity in connecting with Black women, who are helping fuel growth for the company.
Article
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Research on WARC, November 2019
This GroupM report recaps the pre-sale, warm-up and breakout periods of key e-commerce players in China like Tmall and JD, who are seeking market growth from new users, new categories, new consumption occasions, and new content.
Article
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Stephen Whiteside, Event Reports, 4A's Strategy Festival, October 2019
XFINITY, the cable TV and online services brand, engaged an audience of millions with a campaign that drew on the mass appeal of reality television.
Article
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Research on WARC, November 2019
Looks at how social commerce (the buying and selling of goods on social media apps) is emerging as rising ad costs on e-commerce in China steer brands towards this trend.
Article
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Research on WARC, November 2019
Looks at a range of trends that may prevail in 2020 and the effects these will have for marketers, including added value, social self-care and overt privacy.
Opinion
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Allison Zhang, November 2019
Marketing during Singles Day is becoming more and more challenging. Allison Zhang compiles a list of the major changes from last year.
News
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04 November 2019
Collaboration is a potentially powerful strategy to enable marketing to scale its impact but few brands use it, says Adam Morgan of eatbigfish; he has a framework to help change that.
Article
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Mike Pearson, Admap, November 2019
Examines how a wave of creative, innovative mash-ups between brands in China is appealing to Millennials and Gen Z, fuelling social media.
Article
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Adam Morgan, Admap, November 2019
A central strategic capability of key war strategists from Genghis Khan to Winston Churchill is the ability to form alliances and coalitions.
Article
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Cassandra Napoli, Admap, November 2019
As the wave of collaborations reaches tipping point in the US fashion and beauty industry, Cassandra Napoli, Associate Editor, WGSN Insight warns that standing out has never been harder.
News
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31 October 2019
Influencers can generate a significantly stronger emotional response and higher levels of memory encoding than TV ads, according to research seeking to move the measurement of influencer marketing effectiveness beyond reach and engagement metrics.
News
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30 October 2019
Student ambassadors can play a valuable role for brands as they offer a way to break through the advertising clutter and make a personal connection that has granular relevance.
Article
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Stephen Whiteside, Event Reports, Youth Marketing Summit New York, September 2019
College students have particular wants and needs, and can often be reached using on-campus ambassadors that have been recruited by brands.
Opinion
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Thomas Walters, October 2019
First, influencers were macro: potent reach machines; then micro: delivering engagement in specific categories – now there’s the niche, explains Thomas Walters, and they bring something new.
News
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22 October 2019
Despite almost seven million views on a video post by Zhang YuHan, a Chinese microblogger, a Shenzhen-based brand generated even lower sales than the day before the KOL’s promotion.
Article
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Ian Forrester and Shazia Ginai, Research on WARC, October 2019
Reveals the insights from a study about if influencer marketing (when done right) evokes intense emotions and creates lasting memories.
News
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16 October 2019
Social’s role in strategy is growing: it is capable of fulfilling both long- and short-term business objectives; with smart influencer selection, it can lean on voices that drive growth; and its conversational nature can fuel brand bravery, leading ...
Article
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WARC Exclusive, October 2019
Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.
