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Growth of Influencer Marketing Brings New Rewards, Raises Tough Questions
ANA Magazine January 20, 2023Spending on influencer marketing is expected to grow to $6.1 billion in 2023 and $7.1 billion in 2024, per Insider Intelligence. But as the market expands, brand managers are starting to ask tougher questions about the advantages — and drawbacks — of using influencers to help boost engagement efforts and land new customers.
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What Brands Misunderstand About Influencers
Industry Insights January 4, 2023The creator economy is on fire, and brands are turning to influencer campaigns to increase their ROAS as the digital advertising ecosystem shifts and CPMs rise. Unfortunately, most brands fail to work effectively with creators and influencers.
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Relationships at the Heart of the Marketing Mix: Lessons from Pizza Hut’s Influence Strategy
Event Recaps November 9, 2022At a November 2022 Influencer Marketing Committee meeting held by the ANA, Pizza Hut and its agency RQ described how they cultivate relationships with and work with three types of influencers: superfans, creators, and celebrities.
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Snoop Dogg and Martha Stewart Light Up with BIC
Event Recaps November 9, 2022At a November 2022 meeting of ANA’s Influencer Marketing Committee, BIC’s Jeany Mui explained how her brand capitalized on the unlikely influencer duo of rapper Snoop Dogg and home décor icon Martha Stewart to highlight the diverse uses of an innovation in the lighter category.
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Using the Power of Social to Promote a Transition in the World’s Best-Selling Hiking Boot
Event Recaps November 2, 2022Jane Smith, senior director of digital marketing at Merrell, shared how her brand approached creating connections with a wider audience, sharing insights on a social media strategy that was powered by partnerships with influencers and the creation of a new community of hikers.
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Evolving with Creativity
Event Recaps October 26, 2022eos CMO Soyoung Kang provided a behind-the-scenes look at how her brand has recaptured cultural relevance by shrewdly leveraging market research, partnering with a roster of TikTok influencers, and embracing a more risqué brand voice that openly talks to customers about how they can “bless their cooch.”
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Evolving with Creativity
Conference Sessions October 26, 2022In this video, eos CMO Soyoung Kang discussed how her brand has recaptured cultural relevance by shrewdly leveraging market research, partnering with a roster of TikTok influencers, and embracing a more risqué brand voice that openly talks to customers about how they can “bless their cooch.”
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Podcasts and Beyond — The Multidimensional Influence of Audio
Conference Sessions October 11, 2022Learn how the incredibly powerful long-form influencer marketing of Podcasts can be your “Launch Pod” to developing highly engaging integrated, multidimensional campaigns as Americans tune-in and turn-up audio.
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Influencer Marketing That Drives Trust, Engagement, and Results
Conference Sessions October 11, 2022In this video, hear directly from radio’s influencers about how they connect with listeners and what it takes to create successful endorsement campaigns for brands.
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The Evolution of Ferrara Influencer Marketing
Event Recaps September 29, 2022Ferrara’s Brian Camen shared the evolution of influencer marketing for the Ferrara portfolio of brands, successes, and growth opportunities from activations that are applicable to any marketer.
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Getting Measurable Results from B2B Influencers
Event Recaps September 29, 2022Katie Yun, director of social media enablement at Nationwide, shared insights into how complex industries can execute successful influencer campaigns.
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Amplifying Influencers for a Frozen Food Roll-Out
Event Recaps September 29, 2022Speakers from Conagra Brands and BabbleBoxx discussed how they implemented a multi-brand product launch that inspired buyer confidence, product awareness, and additional marketing assets to support each brand, all while navigating the hurdles of unique dietary restrictions and a diverse set of perishable food products.
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How and Why Brands Need to Up Their Influencer Game
Industry Insights September 29, 2022Influencer marketing is no longer in its infancy. Globally, it now feels like it’s going through its messy teenage years but is quickly moving toward maturity. One sign is the shift from campaign-based influencer interactions to fully-fledged always-on influencer programs.
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Domino’s Let This Inexperienced Twitch Influencer Create Its Newest Pizza
Internationalist Innovation in Media August 28, 2022With the goal of earning greater market share in the Spanish market by connecting with society’s most active pizza eaters — young people — Domino’s tasked a Twitch influencer who had no culinary background with creating his own “gaming-flavored” pizza. The brand live-streamed the entire process and then sold the resulting recipe in stores.
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Synthetic Voices, with Sean King of Veritone
Marketing Futures Podcast August 26, 2022Sean King, SVP of Commercial Services at Veritone, joins the podcast to talk about synthetic voices. Created by AI to precisely imitate a specific person's voice, this technology is changing audio marketing as we know it.
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How Bissell Went Viral on TikTok with Influencers
Event Recaps August 17, 2022Bissell used a wave of organic content around its Little Green Machine vacuum to launch its first-ever influencer campaign on TikTok, working with seven influencers to create content that was inspired by trends that already existed within the “#cleantok” space.
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3 Steps to Standardize Measurement in Influencer Marketing
Industry Insights August 15, 2022Influencer marketing is growing fast, and the desire to standardize measurement is growing alongside it. The Interactive Advertising Bureau and the Association of National Advertisers are exploring standards to measure the impact of influencer spend, which will be key to evolving the channel as it takes a regular role in the mix alongside search, display, TV, and other advertising staples.
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How D2C Brands Can Leverage Influencers and Affiliate Marketing
Industry Insights August 1, 2022As D2C brands enjoy hyper-growth mode thanks to consumers’ increasingly digital habits, savvy marketers are looking to influencers and affiliate marketers to expand their reach. The key to running a successful campaign, regardless of which method you choose, is simple: design it around your goals and customers, and the results you desire will follow.
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ANA's Influencer Marketing Measurement Guidelines
Event Recaps July 19, 2022This session previewed the ANA’s newly-released organic Influencer Marketing Measurement Guidelines. Learn how the new guidelines will help bring greater clarity and consistency to key performance metrics and engagement rate calculations across the major platforms used for influencer marketing.
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Denny’s Feeds a New Generation of Creators
Event Recaps July 19, 2022Denny’s used an AI-powered tool to identify a group of influencers who would help it develop a new brand platform that would win over younger audiences, while not alienating the brand’s loyalists.
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