Your Weekly Influencer Marketing Update 🚀
21.06.2021
☀️ Happy Monday! ☀️
Welcome to your weekly #influencermarketingupdate - if you find it useful - share it.
🏭 Industry Headlines
The ‘green influencers’ targeting the TikTok generation
What’s it about?
Content aimed at the environment is gaining traction on social media, with the likes of Jack Harries & Alice Aedy leading from the front.
Headline Quote
“Harries wanted to make The Breakdown to give the context of the crisis (“How we got here, where we’re headed and what we can do about it”) for those who “don’t normally engage” with climate issues. The five-part series uses innovative, snappy graphics to make it attractive in what Harries describes as “the TokTok era”.
Our Take
It’s fantastic to see production studios pop up aimed specifically at creating content around the earth, the climate crisis - a topic that has been relevant, but never quite “trending”.
Philip Brown talks The Offset: Formula E’s new creator collective
What’s it about?
Scott Guthrie invited me to be a guest on his podcast show called the Influencer Marketing Lab; we talked for over an hour and the cut-down version is here for people to listen to. We discuss a few things, including
The differences between an agency and an in house approach
The importance of long-term relationships and creating an influencer marketing DNA
How Formula E’s influencer collective came together and why
The influencer marketing industry and how it’s professionalising
Champion Petfoods increasing brand awareness through influencer partnerships
What’s it about?
This Canadian brand has a modern take on influencer marketing.
Headline Quote
“While most of our influencer partnerships are ongoing long-term relationships, we also partner with influencers for specific standalone marketing campaigns or product launches,” Beechen said. “Overall, we incorporate influencers throughout our entire marketing strategy and within a host of tactics – leveraging our influencers is never an afterthought.”
Our Take
It’s great to see examples of brands approaching influencer marketing through
Information sharing - not forcing
Long-term approaches
Mixing fans with influencers
Looking beyond engagement metrics and understanding that influencers are more than ad/performance buys.