Article
•
WARC Best Practice, January 2020
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
•
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
•
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
•
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.
Article
•
Alex Brownsell, WARC Trends, March 2020
Evaluates the potential of livestream commerce, already popular in China, to achieve mainstream adoption in Western markets during the COVID-19 crisis.
News
•
13 March 2020
TikTok, the Chinese video-sharing platform, barely existed in Africa as recently as 2018, but now it is growing rapidly after adopting a strategy of encouraging local content creators and giving them the tools to express themselves.
Article
•
Alex Brownsell, Event Reports, VidCon London, February 2020
An overview of Gymshark’s use of YouTube, Instagram and TikTok influencers to create a community of millennial and Gen Z fans.
News
•
02 March 2020
JetBlue believes influencer marketing has to be connected to deeper marketing goals rather than simply being tactical, as the airline demonstrated in a tie-up with filmmaker Spike Lee.
News
•
27 February 2020
Four out of five brands in India expect to boost spending on influencer marketing in 2020, new research has found, with Instagram by far the most popular platform for marketers.
News
•
26 February 2020
The influencer marketing industry is losing its authenticity, and brands need to engage with content creators differently to build enduring relationships, according to one DTC brand that now tries to avoid using the word influencer internally.
Article
•
Geoffrey Precourt, Event Reports, ANA Influencer Marketing Conference, November 2019
JetBlue, the air carrier, is using a nuanced influencer strategy as it seeks to connect this element of its marketing to its wider efforts at brand building.
News
•
24 February 2020
MikMak, a video e-commerce platform that lets consumers shop directly from social media, is launching a new analytics dashboard that is said to be able to track whether digital ads and influencer content really drive sales.
Article
•
Frances Sinclair, WARC Best Practice, February 2020
A guide to using social video app TikTok as a marketing platform, including its organic and paid advertising opportunities, working with TikTok influencers, and how to measure performance.
Article
•
Alex Brownsell, WARC Trends, February 2020
Explores the evolution of sports media from a linear broadcast-dominated landscape to one characterised by mobile content consumption and addressable advertising.
Article
•
Anna Hamill, Event Reports, The Future of Brands, February 2020
Brands need to prioritise building brand advocates rather than short term partnerships, according to MADE.com’s Head of Brand Advocacy.
Opinion
•
Amelia Neate, February 2020
On Valentine’s Day, Amelia Neate, from Influencer Matchmaker, notes how couples are driving a new wave of influencer marketing It’s Valentine’s Day, love is in the air.
Article
•
Geoffrey Precourt, Event Reports, CES, January 2020
Eargo, a direct-to-consumer hearing-aid brand, is seeking to transform a giant industry that impacts millions of consumers.
News
•
06 February 2020
PepsiCo, the food and beverage giant, is boosting its spend on influencer marketing as it seeks to connect with consumers in relevant, authentic ways.
Opinion
•
Chiara Manco, February 2020
WARC’s Chiara Manco looks at three brands that stood out by using influencers in unconventional ways.
Article
•
Low Lai Chow, Event Reports, VidCon Asia Summit, December 2019
With the right brand-and-creator partnership, organic reach and engagement is still possible for brands Instagram, according to the platform’s APAC's head of partnerships, Nicci Meek.
Article
•
Geoffrey Precourt, Event Reports, ANA Influencer Marketing Conference, November 2019
PepsiCo, the food and beverage giant, is tapping influencers to help reach consumers at different phases of the purchase journey.
Opinion
•
Ed East, January 2020
Following the censuring of an influencer for Pretty Little Thing for posting about the brand outside of an advertising context, Billion Dollar Boy’s Ed East explores where the rules suggest some murky standards.
Opinion
•
Nathan McDonald, December 2019
Tipping and social commerce tools will make it easier for influencers to make money on social platforms.
Article
•
Lauren Hallanan, Miro Li, and Elaine Wong, Research on WARC, November 2019
This report co-authored by The Meet Group and Double V Consulting specifies what makes Little Red Book (Red for short, or 小红书XiaoHongShu in Chinese) distinct for marketers, how the UGC-heavy platform bounced back from its July 2019 scandal, and how to create the right style of content for it.
Article
•
Anne Field, ANA Magazine, ANA Magazine, December 2019
For marketers eager to reach generation Alpha, the first generation entirely born in the 21st century, the story is instructive as they are conditioned to an always-on society, with the ongoing screenification of culture.
