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Influencing our New Reality

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In a time when consumers have been confined to their homes and social contact has been limited, influence has been pulling to the forefront of our increasingly virtual reality. But now that we are beginning the slow transition out of lockdown, how should brands be preparing to future-proof their influence for a post-COVID-19 world?

Veröffentlicht in: Marketing
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Influencing our New Reality

  1. 1. ConversationsThatMatter: InfluencingOurNewreality INFLUENCE IN A POST COVID-19 WORLD
  2. 2. Tell us where you are dialing in from! What’s the weather like in your city?
  3. 3. Do you want this deck? Global Ogilvy Website https://www.ogilvy.com/ideas
  4. 4. THE PANELISTS IMOGEN COLES INFLUENCE PROGRAMME DIRECTOR, OGILVY UK STEFAN BISOUX INFLUENCE PRACTICE LEAD, SOCIAL.LAB BELGIUM RAHUL TITUS HEAD OF INFLUENCE, OGILVY UK LUIS SAL ITALIAN CREATOR @LUIS_SAL
  5. 5. WHITEPAPER AVAILABLE TO DOWNLOAD NOW
  6. 6. Influencingour New Reality INFLUENCE IN A POST COVID-19 WORLD
  7. 7. 01 02 03 04 05 06 07 Embrace and Pivot Hyperlocal Influence Virtual Experiences Social Commerce Influencer Led Production Employees as Influencers Increased Influencer Vetting Key Trends
  8. 8. Embracethisnew realityandpivot Consumers are now looking for inspirational, escapist content. They want to see material that will help them cope in their new reality – not give them something unattainable to strive for..
  9. 9. QUARAFINEIGCONTENTSERIES
  10. 10. HyperlocalInfluence helpsbrandsfocustheir influencerstrategy Local influencers promoting hyper local messaging will help brands deliver complex messaging as lockdown restrictions get lifted helping drive efficiency across influencer plans.
  11. 11. XDELIVEROOPARTNERSHIP
  12. 12. Influencerenabled virtualexperiences willgrowexponentially With a diminished cultural calendar over the summer, influencer enabled virtual experiences will help fill this void. From branded virtual spaces to live cooking classes, influencers will help drive this charge.
  13. 13. Challenge To bring a new audience to Bacardi’s premium whisky portfolio, enticing the ‘whisky curious’ to become whisky lovers. Idea We approached Amazon with a proposal to host its first-ever live- streamed whisky tasting, as the biggest player in this space. Ahead of the livestream, the limited-edition collection was made available exclusively from Amazon, allowing consumers to participate from the comfort of their own home. We recruited lifestyle influencers across Europe who helped us bring new users into the brand. The influencers then directed consumers to bespoke landing pages, allowing us to retarget them with paid media when they next visited Amazon. Results 350% increase in brand impressions 44% increase in brand search, showing broader interest rippling across the brand. 129% increase in bottles sold with a 94% increase in revenue on the day of the livestream AMAZONLIVEWHISKEYTASTING
  14. 14. Theriseandriseof SocialCommerce There is a paradigm shift from the one-dimensional influencer campaigns we have seen in the past. Vanity metrics have been replaced with business outcomes that drives sales and conversion.
  15. 15. InfluenceeComm Influencers contribute to the decision process and even spark the last click. Platforms are increasingly empowering this with influencer shopping features and check-out possibilities Several initiatives and new formats were brought to life in order to maximise the role of influencers CREATE A FUNNEL-BASED STRATEGY LEADING TO ECOMMERCE
  16. 16. InfluenceeCommtactics Social Media in-app Solutions Influencer e-comm Apps Affiliate Program IGC amplification
  17. 17. Influencerledproduction goesmainstream Influencers can fill the content void that has resulted from a lack of access to studios, film crews, production teams, et al. Stretch the creative capabilities of influencers and embrace what they can bring as content creators.
  18. 18. 01 02 03 04 05 06 07 Embrace and Pivot Hyperlocal Influence Virtual Experiences Social Commerce Influencer Led Production Employees as Influencers Increased Influencer Vetting Key Trends
  19. 19. THE PANELISTS IMOGEN COLES INFLUENCE PROGRAMME DIRECTOR, OGILVY UK STEFAN BISOUX INFLUENCE PRACTICE LEAD, SOCIAL.LAB BELGIUM RAHUL TITUS HEAD OF INFLUENCE, OGILVY UK LUIS SAL ITALIAN CREATOR @LUIS_SAL
  20. 20. ConversationsThatMatter: InfluencingOurNewreality INFLUENCE IN A POST COVID-19 WORLD

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