SEEN Connects do influencer marketing a little differently. For some folk, followers, likes and all of the above determine whether a brand works with an influencer. For us, authenticity comes first – always. It's not about how much you pay, it's about how much you care. It's not about reach, it's about being genuine. Content that tries to sell doesn't, but content that tries to help, does. Instead of vanity metrics, we use archetypal alignment to determine which influencers will work for different campaigns.
Our presentation will explore…
➕What an archetype is
➕The 12 archetypes we regularly draw on
➕What different behaviours are and why they’re so important
➕12 influencers who match the 12 archetypes
➕How to make the most of archetypal alignment to benefit brand campaigns
We whipped these slides together for a webinar hosted in March 2020, but the data still stands and archetypes are as relevant as ever. If you'd like us to take your team through the deck for a more in-depth approach, drop us a line at info@seenconnects.com.
7. THE STABILITY SEEKERS
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Goal: to help others
Fear: being considered selfish
Talent: compassion and generosity
THE CAREGIVER
Goal: create communal prosperity
Fear: chaos, being undermined or overthrown
Talent: responsibility and leadership
THE RULER
Goal: to create things of enduring value
Fear: failing to create anything great
Talent: creativity and imagination
THE CREATOR
9. BRAND EXAMPLE: TOMS
Affirmation through giving back and knowing that
your purchase leads to something bigger and
better.
Note: If you haven’t, listen to ‘How I built this’ on
Toms.
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10. INFLUENCER EXAMPLE: MANREPELLER
Manrepeller has been around the traps but
instead of bragging about making it big, she
spends her time inspiring and guiding others.
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13. BRAND EXAMPLE: MERCEDES BENZ
Well-known, established and with over 125 years of
automotive credible history.
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14. INFLUENCER EXAMPLE: EMILY WEISS
Continues to mentor, despite status and
achievement. Constantly striving to give
back, to lead and to empower the
community on a personal level, and as
Founder of Glossier.
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18. INFLUENCER EXAMPLE: BEN BROWN
Mission selfie on BBC took influencers and made
them creators, showing that dreams can be a
reality if you work hard enough.
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20. FREEDOM FINDERS
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Goal: to experience as much of life as possible
Fear: being trapped or forced conformity
Talent: being true to their own desires and a sense
of wonder
THE EXPLORER
Goal: to use wisdom and intelligence to understand the
world and teach others
Fear: being ignorant, or being perceived as stupid
Talent: wisdom, intelligence and curiosity
THE SAGE
Goal: to be happy
Fear: being punished for doing something wrong
Talent: faith and open-mindedness
THE INNOCENT
22. BRAND EXAMPLE: GOOGLE
Targeted their output and business direction based on
their audiences wants and needs (what sells!).
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23. INFLUENCER EXAMPLE: JELLEBAY
Invests his time in gaming to spread his
knowledge and understanding of the industry to
his community.
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33. BELONGING
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Goal: being in a relationship with the people, work, and
environment they love
Fear: feeling unwanted or unloved
Talent: passion, appreciation, and diplomacy
THE LOVER
Goal: to lighten up the world and make others laugh
Fear: being perceived as boring by others
Talent: seeing the funny side of everything and using
humour for positive change
THE JESTER
Goal: to belong
Fear: to be left out or to stand out from the crowd
Talent: honest and open, pragmatic and realistic
EVERY (WO)MAN
46. RISK RUNNERS
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Goal: to help others and protect the weak
Fear: being perceived as weak or frightened
Talent: competence and courage
THE HERO
Goal: to overturn what isn’t working
Fear: to be powerless
Talent: having big, outrageous ideas and inspiring others to
join them
THE REBEL
Goal: to understand the fundamental laws of the universe
Fear: unintended negative consequences
Talent: transforming people’s everyday experience of life by
offering new perspectives
THE MAGICIAN
52. BRAND EXAMPLE: RED BULL
When giving you wings is a dream come true.
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53. INFLUENCER EXAMPLE: ROB DAMIANI
Making it in the music industry and realising
there’s more to a career, transforming yourself
into a brand.
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57. INFLUENCER EXAMPLE: SHARMADEAN REID
Founder of WAH Nails, Future Girl Corp and a few
other bits and pieces, Reid is an entrepreneur.
Never one to argue, she’ll tell you how it is.
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59. ALIGN YOUR BRAND AND INFLUENCERS TO
RELEVANT ARCHETYPES FOR AUTHENTICITY
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60. THINGS TO READ / LISTEN TO
OUR WORK
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Books:
https://www.amazon.co.uk/Archetypes-Who-Are-Caroline-Myss/dp/1848503407
https://www.amazon.co.uk/Power-Archetypes-Universal-Understand-
Subconscious/dp/1632651025/ref=sr_1_18?keywords=archetypes&qid=1583248272&s=books&sr=1-18
Podcasts:
https://futurethinkers.org/archetypes/
Netflix:
- How our Brain works
SlideShare:
https://www.slideshare.net/EmilyBennett/archetype-overview-from-the-hero-and-the-outlaw