Red Robin Gourmet Burgers has been going through a renaissance of sorts over the last year, revamping its offerings and finding new ways to reach loyal customers and find new ones. In January 2023, it released its “North Star” five-point plan to drive long-term shareholder value, and even partnered with Juicy Couture to design a…
By Takesh Singh. Actor, Writer, Director and Public Speaking & Camera Facing Coach.
Let’s be honest, everyone is talking about Influencers these days. Data suggests that over 70 percent of brands in India prefer working with Influencers as opposed to celebrities. This is mainly because influencers are considered to provide a larger amount of credibility in the eyes of the public. They are seen as Authentic, reliable and cost effective.
Production houses these days are also casting influencers in their OTT series and Ad agencies are always on the look out for the next big influencer to feature in their ad campaigns.
While these influencers have a large follower count on their social media pages, it is worth thinking about how effective it really is to feature an influencer in an advertising campaign.
As someone who runs a production house I have seen occassions where brands have been insistent on casting an influencer purely based on the sheer number of followers they had on their social media. Whether they were the right fit for the brand or not is something that is debatable.
Let’s for example consider a brand that manufacturers lollipops? The brand tells the production house to find an influencer to cast in the advertisement. The production house lines up a series of influencers from different domains / walks of life.
The brand decides to go with someone who has a large number of followers, fits the age profile they are looking at and of course fits their budget.
However the factors that the brand needs to consider is:
1) What sort of content is the influencer known for on their page and will associating with a lollipop brand resonate with the influencers audience or not? For example- casting a beauty influencer in the lollipop ad may not connect at all with the audience on their page.
2) In the large follower count that the influencer has how many are genuinely engaging with the influencer’s content and is there a percentage of followers that may not be genuine?
3) Most importantly how many of the influencer’s followers, will actually go out and purchase a lollipop brand. I believe a deep dive needs to be done on the actual demographics of the followers which is a complete grey area at the moment.
As per a report by EY, India’s influencer marketing industry is estimated to reach INR3,375 crore by 2026. Its clear the creator economy is only here to grow.
Given that, I believe its time we start looking deeper and asking the right questions to make this a win win for both the brands and the influencers.
By no means am I an expert in this domain. I am just sharing some thoughts that I felt were important to address. I would love to hear your views on the same.
Today, Paramount announced Bob Bakish was stepping down from his role as CEO and from its board of directors. The news came amid ongoing exclusive acquisition talks with Skydance Media and ahead of the company’s first-quarter earnings call, which Bakish wasn’t expected to join. In the CEO’s absence, Paramount Global has established an “Office of…
Mom wasn’t always a mom, you know. She had a life before childbirth, and it might well have included singing in a band, jumping out of an airplane and traveling the world. What if Mother’s Day advertising highlighted those pre-maternal wild hairs and personality traits, which might be long buried but could still be very…
Mr. Bakish was once a staunch ally of Shari Redstone, Paramount’s controlling shareholder. His departure comes as the company considers a major merger.
Google used its NewFronts presentation today to tell buyers why they should be connecting to television with its DSP, Display & Video 360, a departure from previous years when the annual presentation to digital ad buyers focused on YouTube. “If you’re not already taking a unified approach to your streaming, think about the efficient reach…
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O Mercado Livre, em parceria com a agência GUT São Paulo, acaba de lançar a campanha “Feitos de América Latina”. O objetivo é destacar a profunda conexão entre o futebol e a cultura latino-americana. O filme central da campanha explora como o futebol, desde os campos improvisados até as grandes arenas, se enraíza na vida …
Leia Feitos de América Latina: Mercado Livre lança campanha para celebrar o futebol do continente na íntegra no B9.
Google used its NewFronts presentation today to tell buyers why they should be connecting to television with its DSP, Display & Video 360, a departure from previous years when the annual presentation to digital ad buyers focused on YouTube. “If you’re not already taking a unified approach to your streaming, think about the efficient reach…
Crafting a larger-than-life narrative spurred by down-to-earth characters is one of director Kathryn Bigelow’s trademarks as a filmmaker. Teaming up with Xfinity, Bigelow and her team have brought that lens to a touching reunion story among Air Force veterans ahead of Military Appreciation Month. Showing the way technology can help people forge and maintain relationships…
Peacock may not be taking part in the 2024 NewFronts, but the NBCUniversal streamer is making its presence felt–with a price increase. Top line Beginning in July, the price of Peacock Premium, its ad-supported tier, will go up by $2 to $7.99/mo. The ad-free version, Premium Plus, will also see a $2 bump to $13.99/mo….
Crafting a larger-than-life narrative spurred by down-to-earth characters is one of director Kathryn Bigelow’s trademarks as a filmmaker. Teaming up with Xfinity, Bigelow and her team have brought that lens to a touching reunion story among Air Force veterans ahead of Military Appreciation Month. Showing the way technology can help people forge and maintain relationships…
The terms of the new deal would provide Paramount shareholders with an investment to pay down debt and buy back stock.
Media agencies usually pay publishers on behalf of their clients, but not at the independent shop, Acadia. Its leader, Jared Belsky, has convinced 98% of the marketers he works with to pay suppliers directly, instead of entrusting that to his agency. Belsky, who once led Dentsu’s 360i (now part of Dentsu Creative), told ADWEEK that…
Advertisers on Vizio can now buy ads to run when viewers hit pause, when the screen idles and on the smart TV’s home screen. Those new ad formats, which the connected TV maker is announcing today during its 2 p.m. ET presentation at the 2024 NewFronts, are part of Vizio’s fourth annual appearance at the…
He was once a staunch ally of the company’s biggest owner, Shari Redstone, but the relationship soured in recent months.
Advertisers on Vizio can now buy ads to run when viewers hit pause, when the screen idles and on the smart TV’s home screen. Those new ad formats, which the connected TV maker is announcing today during its 2 p.m. ET presentation at the 2024 NewFronts, are part of Vizio’s fourth annual appearance at the…
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