Kick Ass Campaigns ??

Get Answers with Which??

In our second campaign with Which? the aim was to collaborate with influencers who could showcase Which? as the go-to place to get answers to everyday questions from DIY tips to travel advice.

We partnered with 3 macro influencers on Instagram that fit into the macro/celebrity category – Sam Thompson, Joe Swash, and duo Rose and Rosie to spread awareness of Which? amongst a 35+ UK audience.

They created a set of dynamic content across Instagram including paid assets. We encouraged the client who previously prioritized traditional content, to embrace creative freedom and humor, leaning into the influencer's usual content style.

Sam's content stood out, receiving comments like "these ads aren’t even like adverts," highlighting the natural integration and brand affinity. The comedic content showed Sam ruining his girlfriend's frying pan that he promised not to use, then after fretting about how he would clean it and trialing some pretty crazy methods, he turned to Which? to get answers.?

The Results

• 5 million organic impressions vs. 1.9 million guaranteed (+164% above target!)
• 9.4 million paid impressions
• 99.43% positive comment sentiment vs. 96% benchmark
• Over 80% of influencer-driven traffic to the Which? website were new users
• We utilized our end-to-end Influencer Marketing platform, Chord, which secured the bronze award in the influencer tech category at the Global Influencer Marketing Awards

?? Awards ??

There's cause for celebration as we have been shortlisted in two categories for this year's bCreator Awards – Best Large Influencer Marketing Agency category and Best Beauty Creator Campaign for our holiday work with LUSH. Please show your support and take a second to vote for us!

Cannes we go back? ????

Recapping Cannes Lions?

Last month we were at the iconic Cannes Lions Festival where we hosted intimate events and made remarkable connections.?

We were proud of the presence of influencers and the rise of the Creator Economy at the festival. The winners of the Social & Influencer Lions included our long-term partner DoorDash who took home eight Lions for their "DoorDash All the Ads" campaign.?

Marketing Lessons from the French Riviera

Insights you need to know

Our Head of Strategy, Peter Bamforth pulled together key learnings for brands, here are just a few:

• Explore strategies that balance the strengths of influencers on different platforms - from delivering memorable views on YouTube, to being culturally relevant on TikTok and Instagram.
• Develop ways to truly listen to conversations customers are having online, and react in ways that make them feel heard.
• Take creative risks - your brand wants to be the best thing someone sees that day.

Read more here.

Ready to watch?

We dedicated time to meeting our clients and industry experts to create insight-led content for our Visionary Voices series.

Simon Morris, VP of International Marketing for Adobe, joined us to discover how influencers fit into the brand's wider marketing mix and learn more about Simon’s career journey.?

Jessica Joseph, Founder of Season25, joined us to discuss the growth of her talent company and the importance of representing Black talent and connecting them with brands in the influencer space.

Our next episode with PepsiCo's Starry will be launched this week, along with a panel about Influencer Marketing measurement to be launched on our YouTube channel soon…

Quickfire Insights ??

Influencers' income breakdown is changing...?

Sponsored content remains the top source of income for influencers, with US creators projected to earn $13.7 billion in 2024, marking a 16.5% increase from 2023.?

However, the revenue breakdown is changing as creators diversify their income streams and pursue more direct-to-consumer models…?

Despite this diversification, sponsored content continues to dominate, accounting for $8.14 billion in earnings, showing significant growth in social media monetization strategies such as tipping and subscriptions. (Source: Emarketer)

Revolutionizing AI ??????

Introducing our new tech tool, Composer

We’re excited to announce the launch of Composer, our new internal AI tool that leverages historic data and Google Gemini to transform generative insights, sentiment analysis, and speech-to-text capabilities in Influencer Marketing campaigns.

Composer empowers our team to create more effective and targeted marketing strategies by automating time-consuming tasks, enabling us to focus on strategic decision-making and performance optimization.

We can’t wait to put the tool into action and skyrocket our client campaigns!

Visionary Voices ???

How Snapchat entertains over 90% of Gen Z | Emily McDonnell

Emily McDonnell is Head of Creator Partnerships UK & Northern Europe at Snap Inc. She has over 10 years of experience in Influencer Marketing and social media strategy, and has worked at world-renowned companies such as Bumble and Google.

In this episode you will learn:?

? What formats brand and creator partnerships can take on Snapchat

? How influencers can build a community and monetize content on Snapchat?

? Advice for brands who want to explore opportunities on Snapchat