INFLUENCE MARKETING

How to build influence for your brand in key territories?

In an attention economy with conversations structured in increasingly closed communities, influence is a good idea. However, a lack of transparency or fake followers can lead to reputational crises for brands. Our influence marketing approach is based on matching values between influencers and brands, the development of superfans (from among customers and employees) and the creation of conversation structures with defined roles where co-creation and authenticity are key. All this is measured by a series of metrics that combine engagement and reach with conversation relevance.

Challenge

Improving brand influence in those communities and conversations that are key to the business and reputation

DISCOVER

We apply a continuous community and influencer radar method that enables us to help you apply the brand strategy to discover and align with the most outstanding profiles. Beyond the standard analysis of reach and engagement, we also examine brand-influencer values that optimize the relevance of any work we do together.

CREATE

Not all influencers have to play the same role, but they all need to have one in the conversation structure we develop for your brand. We encourage co-creation with influencers in order to foster authenticity and the influence of their content on communities.

ENGAGE

We believe in the idea of advocacy, which is why we develop conversation structures that go beyond one-off campaigns to establish ongoing partnership relations and enhance the role of superfans, both among customers and among employees of the company.

MEASURE

We combine traditional reach and engagement metrics with more qualitative factors about conversation relevance to encourage a more comprehensive mix capable of analyzing the impact and evolution of the strategy.

Cases

Budweiser (Backus AB InBev)
IDEAS
30 Sep 2022

The Broken Rung: The Challenge Of Visibility For Female T...

The facts are well known. We haven’t bridged the gap. Recent news has revealed that Spanish girls have a much lower failure rate in school than their male counterparts....
9 Aug 2022

Gone with the Pandemic: The ABC of restoring business hea...

The pandemic not only claimed the lives of loved ones, healthcare workers and thousands of people unable to get a vaccine or adequate medical care, it also wiped out...
26 Jul 2022

The Metaverse Promise

Since Mark Zuckerberg’s announcement in October 2021 that Facebook was changing its name to Meta, news related to the word (of the year?) metaverse has continued to break. However, the...
28 Jun 2022

Companies and LGBTIQ+ Diversity in Online Conversation

Do companies only express their position on LGBTIQ+ diversity around the dates of Pride? Is this onlydone by companies or do their leaders also get involved? What do they...

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