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.
News
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28 May 2019
The ICC Cricket World Cup begins this Thursday with hosts England taking on South Africa and, in advance of the six-week tournament, the England and Wales Cricket Board (ECB) has revealed details of its ambitious marketing campaign.
Opinion
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Paul Greenwood, May 2019
The reign of influencers may soon be over as Gen Z prefers people with an established talent or those who are taking direct action, not just selfies.
News
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15 May 2019
Influencer marketing can be a highly effective way to interact with specific target audiences and drive conversion, according to a new WARC report which observes how the channel is maturing around the world.
Opinion
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Jerry Perez, May 2019
Mindshare China’s Jerry Perez explains how the role of influencers in China is evolving. Influence is inherently social.
Article
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WARC Exclusive, May 2019
Analyses four winning case studies from the 2018 WARC Media Awards, detailing their different approaches to influencers in the media mix.
Article
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Video Advertising Bureau, Research on WARC, May 2019
Details findings from a recent study and research into YouTube's history with brand safety issues and why ensuring brand safety is such a challenge on the platform.
Article
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WARC Category Intelligence, May 2019
Global strategies, campaign updates and trends in Instagram.
Article
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Alex Brownsell, WARC Exclusive, May 2019
Instagram presented new research into how consumers use the platform, and their expectations from brands and businesses advertising on the social network.
News
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22 April 2019
Haircare brands may be investing in the wrong partnerships, research suggests, as an analysis of search behaviour indicates some obvious candidates result in a decline in category searches.
Article
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Research on WARC, April 2019
Details research carried out by by advertising agency RPA that reflects the thoughts of more than 1,090Gen Z researchers and research participants.
Article
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Stephen Whiteside, WARC Exclusive, April 2019
Refinery29, the female-focused online publisher, is using Instagram in innovative ways to reach consumers and assist its marketing partners.
News
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19 March 2019
News UK, the news publisher, is aiming to bring some structure to the world of social media influencers with its new, full-service agency, The Fifth.
Article
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Sam Grimley, WARC Best Practice, March 2019
Addresses the opportunity of e-sports for brand sponsors and advises on how to best utilise the sector's unique attributes.
Opinion
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Savannah Dawsey-Hewitt and Lily Aey, March 2019
Looking back on a year in influencer marketing, 2018 will forever be remembered as a year of shady behaviour, in which the ASA cautioned hundreds of influencers for failing to correctly signpost sponsored content.
News
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08 March 2019
Instagram, the photo and video-sharing platform, has confirmed it has been testing a new ad format that would enable brands to sponsor influencer posts and then promote them just like any other ad.
Article
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Tania Yuki, WARC Webinars, March 2019
Tania Yuki, founder and CEO of Shareablee, uncovers five things every marketer must know before working with an influencer.
News
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27 February 2019
Virtual influencers remain a stunt tactic rather than a proven marketing tool, but brands may find value in auditing their own influencer marketing plans to identify gaps that could be plugged by a CGI avatar, a new WARC report says.
Article
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Alex Brownsell, WARC Trends, February 2019
Details how marketers can utilise virtual influencers to combat potential challenges with influencer partnerships and gain an innovative edge on competitors.
Article
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Alex Brownsell, Event Reports, VidCon London, February 2019
Online influencers are aspiring to greater professionalism, including a more robust approach to providing brands with campaign metrics and performance data.
News
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20 February 2019
Family-orientated content, a need to engage with social and political issues, and a surge of interest in haircare are among the trends that could be of importance for retailers this year.
Opinion
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Cristina Constandache, February 2019
Influencer marketing is increasingly recognised as a key channel for boosting brand affinity, engagement and sales.
