30th January 2017

Time for your brand to harness the power of influencers?

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This week, a report released by Celebrity Intelligence listed the top 20 celebrity endorsers in 2016 and there were few surprises. Predictably, it’s littered with the likes of Kendall Jenner, Gigi Hadid and Cara Delevingne – the social royalty of the decade-after-the-noughties…is there a name for this decade yet? In a world where access to celebrities is available 24/7 at the touch, rub or pinch of a smartphone screen, more and more brands are harnessing the influential powers that come with it.

Celebrities sell. Influencers sell. The most successful and revered people in any given society have the power to influence their followers. This has been established since the dawn of time, but in the social media era, it is more effective than ever.

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This isn’t a particularly new phenomenon for agencies that look ahead. At Tangerine, the utilisation of influential online personas and celebrities in marketing campaigns has long formed a major part of the successful integrated strategies that have won us so many happy clients and awards over the last few years. Indeed, it was the influencer activity with client Pizza Hut Restaurants that saw Tangerine pick up Best Use of Social Media at the DADI Awards and Best Use of Twitter at the latest Some Comms Awards.

Insights show that the 18-34 age group looks to a ‘new breed’ of celebrity to set trends.  They pay attention to what YouTubers, Twitter celebs and Instagrammers have to say and base purchasing decisions on their opinions.

To get the backing of an important influencer and show off refurbished Huts, Tangerine paired PHR with YouTuber, ComedyShortsGamer (Deji).

In-line with his usually energetic, humorous channel content, Deji played a prank on his parents in a new-look Hut – subtly showing off the new vibe and new menu. The video, hosted organically on his channel, received more than 2.7m views and over 5,000 positive comments from the target audience.

This activity triggered £300,000 in additional sales (as evidenced by econometrics).

It’s a marketing arm with refined ROI and a range of case studies that show it has true value to marketers and brands alike. It’s set to stay too, so if you don’t know your influencers, get yourself a brew and re-watch I’m a Celeb or Love Island.

By Martin Kevill, Content Strategist