Featured Speakers: Christine Wilson (MtoM Consulting), Britton Cordill (Marriott International) and Alexandra Comito (Ogilvy)
This session really focused on how to be innovative in the Influencer Marketing space in 2017. In addition to thinking about innovative influencer solutions, the panelists spoke about the importance of measurement and data as well as the identification of influencers.
Christine Wilson spoke about the enormous importance of video in the influencer space. She was a big advocate of live streaming, one of the newest trends in influencer marketing.
The session included two case studies: 1) an overview of the Gerber BabyNes influencer campaign and 2) an overview of Marriott’s #DesignCharlotte hyperlocal influencer campaign.
The Gerber campaign had two important requirements: the client needed to reach a very specific target audience and there was specific messaging to be disseminated. Influencers were identified using audience data and previous campaign performance data. Always use data when you can when selecting influencers!
The Marriott campaign featured 15 hyperlocal influencers to create high quality, high production content. The participating influencers were selected based on previous engagement rates and content creation quality. The campaign resulted in a 7:1 ROI and an extremely high engagement rate. The campaign was such a huge success that Marriott adopted the campaign format and uses it to launch other new hotels.
“If branded content isn’t really good, it’s not going to stand out.”
“Measurement is not just impressions data.”
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