Influencer Marketing: the new millenial trend
Last Tuesday, BSMS and E-Club Bocconi hosted the event “Influencer Marketing: the new millennial trend”, through which we had the opportunity to get to know firsthand about this currently under-the-spotlight marketing strategy. Stefania Casciari, managing director of Pulse Advertising Italy, and Giulia Valentina, famous Italian Influencer – or as she prefers, content creator - offered us a twofold perspective on the topic: the one of the marketing agency (the planner) and that of the influencer (the teller).
Matching brands and consumers' lifestyle
Graduated in Bocconi in 2015, Stefania Casciari represented the voice of Pulse Advertising, a company currently operating in Hamburg, Milan, Italy, London, United Kingdom, New York City and with an established network of more than 20,000 influencers. Pulse Advertising collaborates and works jointly with Pulse Management. The former is focused on “developing, managing and building successful digital campaigns for well-known global brands”; the latter, instead, focuses on managing the influencer-side, providing “content creators with the platform they need to focus on what matters most to them: telling their story and taking their career to the next level”.
As we have already talked about in our Influencer Marketing Academy, traditional forms of marketing don’t fit well in an age dominated by social media: while before companies had control over the message to be spread, they are now always more dependent on influencers to transmit their messages to large markets. An agency does mediate between brands and their needs for concrete feedbacks and result and delivering their essence with creativity and individuality of influencers. Stefania revealed us the five cardinal pillars behind Pulse:
1. Understand the industry & brand strategy.
Understand how they can increase brand awareness and improve their positioning (for example, by refreshing their image and making them more cosmopolitan)
2. Desing a campaign & KPI definition
3. Screening and selection of the “influencers portfolio” to find the best fit.
This starts by considering the predefined company’s budget. According to it, the chosen influencers can be “global, regional, brand partners or friends of brands (< 100k)”. Then, a influencer profile is defined (which gender? age? geographical region?), in order to go for the “best picks”. Recently, PULSE is also committed to profile checks (Which is the engagement rate? How many active followers does the selected influencer have?).
4. Creative concept creation
Hashtags, mood, and vibe of the content to help influencers create guidelines, but not borders, since the influencer needs to have the final word.
5. Offer a campaign forecast
Which is the potential real reach of the campaign?
“The most powerful thing I have is their trust”
Giulia Valentina considers IG like her magazine, a creative outlet where she expresses herself. And as in a magazine, sometimes you come across some advertisement. And as long as she is transparent and gives her honest opinion, there is not a problem with having sponsored content on her feed; being an influencer or content creator is a real job, and this is how it is remunerated. But what Giulia has stressed is that all the campaigns she has featured into are coherent with her persona, personality, and lifestyle: “I’m not a “Catalogo della Lidl””, she affirms. “Consumers are more mature and more aware of their power, needs, and choices.” The way to get them is to create more content, to entertain and surprise them. As Stefania said, the communication means have to be left to influencers, since it would be less spontaneous if the agency gets in the way.
Brands are still looking at numbers, but this is not the way to measure an influencer’s effectiveness: in fact, micro influencers – closer to the people, more transparent – will probably dominate the future scene.