Your Weekly Influencer Marketing Update đ
19.04.2021
âď¸Â Happy Monday! âď¸
We hope youâre enjoying the new format - make sure to share it with your friends & colleagues!
đ  Industry Headlines
đ Introducing The Offset - Formula E's new influencer collective
Why read it?
Because you want to know what the author of this newsletter has been up to!
Whatâs it about?
Formula E has announced the first wave of creators as part of The Offset collective. There is a focus on adapting to new audiences and get a new generation of audiences interested in the electric motorsport. The influencer marketing function has been in-housed and the infrastructure has been set up to recruit a set of UK-based creators into the brand to showcase how they accelerate change through content creation.
Key takeaway
"The Offset is a unique, original and influential tribe of advocates, headed up by recognisable Gen Z cultural icons. Starting now, we will work together over the long-term to open a dialogue with new audiences and inspire the next generation of fans who want edge-of-seat sporting action without compromising on their values.â
đď¸ To get the attention of millennials and Gen Z, Ace Hardware is turning to influencers
Why read it?
Because itâs fascinating to read how an âoldschoolâ hardware retailer thatâs over 100 is going the influencer route.
Whatâs it about?
Ace hardware is collaborating with influencers to ensure relevant, and topical pieces of content across multiple media properties. Although still only a fraction of their budget is being spent on it - they are seeing results.
Key takeaway
âTheyâre [influencers] speaking the same language [as the audience we hope to reach] that the brand doesnât speak.â
âď¸ Inside Google Marketing: How we (finally) proved the value of influencer marketing
Why read it?
Because no-one can ignore a catchy Google title
Whatâs it about?
Google discusses how theyâve been able to prove influencer value beyond vanity metrics
Key takeaway
You should probably be using Google brandlift tools to measure the impact of your influencer marketing efforts.
đ Additional reading (big week for platforms!)
đ¸Â Meltwater announces agreement to acquire leading social influencer marketing company Klear for $17.8 million in a combination of cash and earn-out
Meltwater B.V., a leading global SaaS provider of media intelligence and social analytics, has entered into an agreement to acquire Klear, an Israeli SaaS company and a market leader in the fast-growing influencer marketing space.
For the full year 2020, Klear reached revenues of $7.6 million. Excluding earn-out, Meltwater has agreed to purchase Klear for a price of 1.4 times 2020 revenue settled in cash at closing. The transaction is expected to close on or around April 14th, 2021.
đ° Tagger Media Secures $8.5 Million For Influencer Marketing and Social Listening Platform
The influencer marketing and social listening platform saw over 100 percent growth in 2020. As a key player in the $20 billion influencer marketing space, it guides global brands and agencies in influencer discovery, campaign management and measurement across its 13 offices worldwide. Last year, Tagger won Best Influencer Marketing platform at the Digiday Technology Awards.
đĽ The Creator Economy, NFTs And Marketing
If brands want to stay relevant, they need to adapt to the creator economy. This requires a completely new attitude and approach. First, marketing departments need to connect with peopleânot consumersâbeyond the point of transaction. They need to build real communities, reflect society and always add value