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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02 October 2019
Brands have jumped on the bandwagon of YouTube influencers and vloggers, sometimes with mixed results, but perhaps it’s time to look beyond the visual because “now is the time of the audio influencer,” according to Spotify’s Marco Bertozzi.
News
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17 September 2019
American Express, the payments company, has revealed it uses a “4As” framework – based around audience, ability, association and accountability – to select influencers best suited to its brand.
Article
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Reed Karaim, Event Reports, ANA Digital & Social Media Conference, July 2019
American Express, the payments company, has developed a clear framework to help in recruiting influencers, developing content with these ambassadors, and measuring the impact of their work.
News
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12 September 2019
Sephora, the beauty retailer, created significant buzz around its expanding influencer roster by directly involving the followers of these online mavens in the recruitment process.
Article
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Reed Karaim, Event Reports, ANA Digital & Social Media Conference, July 2019
Organic Valley, a cooperative food brand, has sought to build authentic connections with consumers in a way that mirrors the natural qualities of its products.
Article
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Reed Karaim, Event Reports, ANA Digital & Social Media Conference, July 2019
Sephora, the beauty retailer, engaged in a novel influencer recruitment strategy that drove participation and helped it identify a diverse range of brand advocates.
News
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10 September 2019
Purple, the mattress company, is partnering with a range of influencers that can help it reach people who run their home, thus moving it beyond the broad, irreverent humour that has characterised much of its advertising.
Article
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Arpita Agnihotri and Saurabh Bhattacharya, Journal of Advertising Research, Vol. 59, No. 3, 2019, pp. 357-369
Using source-credibility and source-attractiveness models, this study examines the endorsement effectiveness of chief executive officers (ceos) and founders as compared with celebrities, especially when ceos and founders are not well-known or popular.
Article
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Stephen Whiteside, Event Reports, CommerceNext, July 2019
Purple, the mattress brand, has secured more than 1.5 billion views of its online video content by taking an innovative approach to this medium.
Article
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Gabey Goh, Event Reports, Advertising Week APAC, July 2019
A majority of consumers believe that too many brands are using societal issues as a “marketing ploy” to sell products, according to a study by Edelman, the PR firm.
Article
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Kristanne Roberts and Duncan Southgate, Admap, September 2019
Kristanne Roberts and Duncan Southgate provide marketers with four key principles to help them make the most of their video advertising.
Research Paper
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Priska Linda Breves, Nicole Liebers, Marina Abt, and Annika Kunze, Journal of Advertising Research, Digital First, August 2019
Two online studies analyzed the impact of the fit between Instagram influencers and the endorsed brand.
Article
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Kristanne Roberts, Admap, September 2019
Kantar data shows video campaign effectiveness is dependent on tailoring content to suit the context and platform in which it is being consumed.
Opinion
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Geoffrey Precourt, August 2019
Influencer marketing is a popular strategy for brands seeking to engage consumers on sites like Facebook, Instagram, and YouTube.
News
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22 August 2019
The top two July stars on the R3 Celebrity Index, a monthly snapshot of China's most influential celebrities on social media platforms, are both cast members from Chinese TV show Go Go Squid (based on the novel Stewed Squid with Honey): Yang Zi and ...
News
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13 August 2019
S4 Capital, the new venture from Martin Sorrell, has merged the Amsterdam-based influencer marketing firm IMA into its MediaMonks business.
Article
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Delon Wang, WARC Webinars, August 2019
Delon Wang, head of client services at WARC, looks at how, and why, influencers are being invested in like never before, and presents some success stories from the 2018 WARC Media Awards.
News
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31 July 2019
Influencers are winning the beauty contest across Southeast Asia, according to a new report which highlights the leading role of Instagram and the rise of beauty brands from Japan.
Article
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Low Lai Chow, Event Reports, Mumbrella Asia Travel Marketing Summit, May 2019
With the world’s tallest indoor waterfall at its core, Jewel Changi Airport has caused quite a social stir with its “very Instagrammable” appeal.
News
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19 July 2019
Brands are allocating ever higher budgets for influencer marketing, but a new study of Facebook-owned Instagram has found that huge sums are being lost to bots and other types of fraud, with India and Indonesia among the worst affected markets.
Article
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Reed Karaim, Event Reports, Brand Marketing Summit, May 2019
Q Mixers, a brand that specializes in mixers for alcoholic drinks, has aimed to build influencer relationships that rest on deeper foundations than simple financial remuneration or follower counts.
