Article
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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
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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.
Article
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WARC Best Practice, July 2020
Looks at how influencer opinions and recommendations via word-of-mouth or through social networks play a significant role in spreading ideas and delivering marketing messages to consumers.
Article
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Dr Gemma Calvert, Win Ee Chun and Dr Eamon Fulcher, WARC Exclusive, June 2020
Distinctive brand assets have a powerful role to play in ensuring top of mind recall with consumers – but in a world changed by COVID-19, a strategic reassessment of assets is needed.
Article
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Sam Peña-Taylor, Event Reports, MRS Impact conference, March 2020
When it comes to cool-hunting, brand strategist Lida Hujić has been in the front line and has developed ideas that build on existing notions of innovation diffusion.
News
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17 June 2020
Nearly a third of all online ad traffic in China last year was fake or invalid and cost the marketing industry an estimated 28 billion RMB, a study by advertising technology company Miaozhen Systems has found.
Opinion
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Lore Oxford, June 2020
Influencer marketing isn’t dead, but it’s changing, writes Lore Oxford, Global Head of Cultural Insights at We Are Social.
Article
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Mindshare, Vidooly, WARC COVID-19 Series, June 2020
With the world’s biggest democracy under lockdown, Indians are trying to adopt new lifestyles by staying indoors and cultivating new habits.
Article
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Didrik Svendsen, WARC COVID-19 Series, May 2020
Advice on how to work with influencers to deliver consumer engagement both during and after the COVID-19 pandemic.
Article
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Geoffrey Precourt, WARC COVID-19 Series, May 2020
Philosophy, a skincare and cosmetics brand owned by Coty, has found e-commerce opportunities in the COVID-19 crisis that will last beyond the pandemic.
Article
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Jennifer Quigley-Jones, WARC COVID-19 Series, May 2020
Offers advice on how to work with influencers on online video platforms like YouTube and TikTok during the COVID-19 lockdown.
Article
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Fabernovel, WARC Best Practice, April 2020
Sina Weibo played a central role during the COVID-19 crisis, during which Chinese consumers flocked to express themselves, seek reliable information and debate over hot topics that were viewed over 12.4 billion times.
Article
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Robert Heeg, WARC COVID-19 Series, April 2020
Brands are searching for the right way to connect with locked-down audiences.
Article
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WARC Exclusive, April 2020
Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.
Article
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Sam Peña-Taylor, WARC COVID-19 Series, April 2020
Influencers are finding new roles during lockdown and can help shape brand responses to the coronavirus.
News
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21 April 2020
The changing roles of influencers and artificial intelligence are among the trends identified in the WARC Media Strategy Report 2020, which highlights key themes for an effective media strategy.
News
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21 April 2020
As India enters its fifth week of a nationwide COVID-19 lockdown, social media use has rocketed, according to a new study, and with many marketing campaigns and product launches on hold, brands are looking to influencers to stay in touch with ...
Article
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Alex Brownsell, WARC COVID-19 Series, 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
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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
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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
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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
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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
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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
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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.
