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INFLUENCER MARKETING
Shortcut to Fame or Failure?
Andreas Krasser | CEO
DDB Group Hong Kong
The Annual Weave Conference
It’s not easy to
manage a brand
in the 21st century
Skippable Ads
Ad Blockers
Empowered Consumers
INFLUENCER
MARKETING
The partnering of brands
with influential people
on social media who
share similar audiences,
to deli...
MEGA
INFLUENCERS
MACRO
INFLUENCERS
MICRO
INFLUENCERS
+ 1Million Followers ~ 1Million Followers 10K - 250K Followers
USD 10
BILLION
BY 2020
Source: Mediakix, 2019
HOWEVER,
INFLUENCER
MARKETING IS NOT
ALL RAINBOWS
AND UNICORNS
Not a
Huawei
phone
FOLLOWERS
DON’T MEAN
SALES
USD 1.3
BILLION
Fraudulent activity is
costing advertisers
Source: Cheq Report, 2019
ANTI-INFLUENCER
INFLUENCER
MARKETING
MY TOP 5 INFLUENCER
MARKETING TIPS
LEAD WITH
A BIG IDEA
NOT AN INFLUENCER
01
02
ENSURE
BRAND FIT
03
PROVIDE
A CONCISE
BRIEF
HAVE A
CRISIS
STRATEGY
AT HAND
04
05
CONSIDER
CREATING
YOUR OWN
‘INFLUENCER’
IT’S ONLY A PART OF THE
MARKETING MIX
INFLUENCER MARKETING
IS NOT THE HOLY GRAIL
OF MARKETING
Sources
Admap Magazine, Eight tips for spotting fake influencers on Instagram, 2019 (Subscription only)
https://www.warc.c...
Thank You!
Influencer Marketing: Shortcut to Fame or Failure?
Influencer Marketing: Shortcut to Fame or Failure?
Influencer Marketing: Shortcut to Fame or Failure?
Influencer Marketing: Shortcut to Fame or Failure?
Influencer Marketing: Shortcut to Fame or Failure?
Influencer Marketing: Shortcut to Fame or Failure?
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Influencer Marketing: Shortcut to Fame or Failure?

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In an attempt to combat ad blocking, be more authentic, drive engagement and reach younger targets, many brands around the globe have turned to influencer marketing.

While this particular form of marketing has shown tremendous growth over the past few years, it has recently also come under scrutiny - adverse publicity surrounding some high-profile figures, the practice of buying followers, and the lack of audience sustainability are just a few reasons that have led more and more marketers to question the ROI of influencer marketing.

This presentation aims at showcasing the good, the bad, and the ugly of influencer marketing, finally providing a set of tangible recommendations for businesses to apply to their marketing strategies.

Veröffentlicht in: Marketing
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Influencer Marketing: Shortcut to Fame or Failure?

  1. 1. INFLUENCER MARKETING Shortcut to Fame or Failure? Andreas Krasser | CEO DDB Group Hong Kong The Annual Weave Conference
  2. 2. It’s not easy to manage a brand in the 21st century Skippable Ads Ad Blockers Empowered Consumers
  3. 3. INFLUENCER MARKETING The partnering of brands with influential people on social media who share similar audiences, to deliver a branded marketing message. - ADMAP, 2019
  4. 4. MEGA INFLUENCERS MACRO INFLUENCERS MICRO INFLUENCERS + 1Million Followers ~ 1Million Followers 10K - 250K Followers
  5. 5. USD 10 BILLION BY 2020 Source: Mediakix, 2019
  6. 6. HOWEVER, INFLUENCER MARKETING IS NOT ALL RAINBOWS AND UNICORNS
  7. 7. Not a Huawei phone
  8. 8. FOLLOWERS DON’T MEAN SALES
  9. 9. USD 1.3 BILLION Fraudulent activity is costing advertisers Source: Cheq Report, 2019
  10. 10. ANTI-INFLUENCER INFLUENCER MARKETING
  11. 11. MY TOP 5 INFLUENCER MARKETING TIPS
  12. 12. LEAD WITH A BIG IDEA NOT AN INFLUENCER 01
  13. 13. 02 ENSURE BRAND FIT
  14. 14. 03 PROVIDE A CONCISE BRIEF
  15. 15. HAVE A CRISIS STRATEGY AT HAND 04
  16. 16. 05 CONSIDER CREATING YOUR OWN ‘INFLUENCER’
  17. 17. IT’S ONLY A PART OF THE MARKETING MIX INFLUENCER MARKETING IS NOT THE HOLY GRAIL OF MARKETING
  18. 18. Sources Admap Magazine, Eight tips for spotting fake influencers on Instagram, 2019 (Subscription only) https://www.warc.com/content/article/admap/eight_tips_for_spotting_fake_influencers_on_instagram/124852 Admap Magazine, Influencer marketing: beyond the hype, 2019 (Subscription only) https://www.warc.com/content/article/admap/influencer_marketing_beyond_the_hype_admap_summary_deck/124884 Adweek, Unilever says no more fake followers and bots. Influencers cheer, and question the future, 2018 https://www.adweek.com/brand-marketing/unilever-says-no-more-fake-followers-and-bots-influencers-cheer-and-question-the-future/ Cheq, The economic cost of bad actors on the internet: fake influencer marketing in 2019, 2019 https://www.cheq.ai/influencers Fashion Monitor, The rise of influencers, 2018 http://hello.fashionmonitor.com/influencers/ Insider, An Instagram star with 2 million followers couldn't sell 36 T-shirts, and a marketing expert says her case isn't rare, 2019 https://www.insider.com/instagrammer-arii-2-million-followers-cannot-sell-36-t-shirts-2019-5 Mashable, Instagram influencers thought water from a sacred temple in Bali was suitable for washing butts, 2019 https://sea.mashable.com/culture/5560/instagram-influencers-thought-water-from-a-sacred-temple-in-bali-was-suitable-for-washing-butts Mediakix, The influencer marketing industry global ad spend, 2018 https://sea.mashable.com/culture/5560/instagram-influencers-thought-water-from-a-sacred-temple-in-bali-was-suitable-for-washing-butts
  19. 19. Thank You!

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