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TRANSCRIPT
InfluencersLindsay Nuttall
THE NEW
BRAND CUSTODIANS
The new brand custodiansWhat influencers offer brands
Trust ReachRelevance
The new brand custodiansWhat influencers offer brands
Trust ReachRelevance
90% of consumers trust peer recommendations.
Only 33% trust ads.
…...Making influencers the everyman voice that consumers value.
Nielsen (2012)
We have incredible access to information, we don’t have such a huge generation gap with people older than us, and we have been given tools that we are better versed in than our seniors. Which is both exciting and dangerous.”Tavi Gevinson’s answer to what makes your generation unique?
“
iD, Generation Z issue (2015)
The new brand custodiansWhat influencers offer brands
Trust ReachRelevance
43% OF MILLENNIALS RANK AUTHENTICITY OVER CONTENT.BLOGS HAVE APPEAL BECAUSE MILLENNIALS CONNECT BEST WITH PEOPLE OVER LOGOS.
WHAT MILLENNIALS & GENERATION Z VALUEAuthenticity is more important than content
Forbes Magazine 2015; Mintel Millennials Report 2014; The Sound 2014
REMEMBER SID?
He was still working at Topman in Bristol during
the first series
SkinsTHE RESULTS
● Largest ever audience for the launch of an E4 drama, beating both Lost and 24● The audience for the first episode (1.6m) was six times higher than the slot average● Highest pre-launch awareness in the history of Channel 4● 400,000 visitors to myspace page prior to first episode● 21,000 fans signed up as friends and 5,000 people had content on their profiles
What we learnt from that experience?
● Building a relationship with the audience prior to launch creates big buzz● Provide the audience with tools to discuss the programme and build content● Having no systems or processes makes things messy● Managing talent can be like baby-sitting● Just give it a go...and optimise!
HOW HAS THE INFLUENCERWORLD CHANGED?
7 yrs LATER
The new brand custodiansWhat influencers offer brands
Trust ReachRelevance
KFC case study Recognising when a superfan becomes an asset
Why KSI caught our eye
His following is huge:
● 9.4 million+ subscribers
● 1 billion+ video views● 1.82M followers on
Twitter● 1.6M followers on
With #KFCSHARESIES we successfully leveraged one of the biggest influencers on the planet
Which opened the door for future, bigger campaignsCelebrating 50 years of KFC
The idea:
KSI helped KFC launch a competition to discover what a fan would do to win 50 years worth of KFC chicken.
How he fitted into the overall campaign
THE LAUNCH RESULTS
● 20.3m+ fans reached across Facebook and Twitter● Organically trended for 24 hours● 1M+ views of the KFC campaign intro film● Total KSI video views 5.3M
Why this collaboration worked:
He’s a genuine fanboyHis reach is hugeHis audience accept the brand partnership as genuine
WHERE WILL IT GO FROM HERE?
MILLENNIALS CAN DECODE FAKES IN A NANOSECOND. IF AN ITEM FEELS FORCED OR OVEREXPOSED, THE ALLURE VANISHES - ALONG WITH THE BRAGGING RIGHTS THAT COME WITH OWNING IT. WATCH AND WAIT. FT“
Influencers have become more savvy
The audience have become more savvy
Platforms have become more savvy
Top influencers (and their agents) can
charge 45K+ for one piece of content
Youtube now charging brands for click-throughs from influencer videos
Millennials becoming more and
more skeptical of brand relationships
WHAT HAS BECOME APPARENT?
WHAT BRANDS NEED TO RECOGNISE
● Influencers are becoming a media channel just like Facebook did○ Brands need to make it part of their media plan
● Rules and regulations are becoming tighter○ Brands have to be upfront so need to ensure that their messaging is
relevant to the audience and not rely on the influencer
● Influencers will not put their name on anything○ Collaborate and give them license to create. This will ensure
authenticity.
The future may lie in their post-event commentary rather than leveraging them for the main event
