Staff Writer
Mar 30, 2018

Influencer marketing: Making brands shine

The brand spokesman is still in style, but social presence and content localisation are new hurdles for marketers looking to give a voice to their campaign.

Influencer marketing: Making brands shine
PARTNER CONTENT

Consider the brand spokesman, a well-respected individual brought on board to bring a company’s message to life, to give it credibility, to reach out to new audiences. The traditional role of the spokesman has been reimagined with the rise of influencer marketing, and their sphere of impact in the realm of social media is of increasing importance. Nevertheless, the issues that plague campaigns featuring spokesmen are still very much the same.

It’s no secret that many big-name celebrity endorsements come with the risk of inflated numbers, but many of these ill-fated partnerships are doomed from the outset. Relevance is the key word here. Choosing an irrelevant influencer for a campaign is like draping a damp blanket over products and services. That’s not to say pop stars can’t get behind fintech, or athletes can’t promote autos, but if there isn’t a genuine applicability to their lifestyle, campaigns can suffer. Exhibit A—an easy target to be sure, but an important reminder of where not to place your influencer.

With snackable, mobile video content now reigning king, the time has never been better to give relevant, creative brand endorsements the limelight. Having access to a strong, diverse media network is a key first step in the process of finding meaningful partnerships. As we’ve learned from China’s success in the market, landing big-screen A-listers isn’t always advisable. Individuals with followings on mobile screens and social media feeds are often a better fit for bringing credence to a brand.

Colgate’s “Incredible Mouths” campaign is a prime example of this strategy in action. The work was presented by Fox Networks Group’s (FNG) content marketing arm, Content Labs, working with FNG’s National Geographic Channel and Colgate Total. The content itself took shape as four episodes in short form series, released across 23 countries and reaching 75 million households. To fit a National Geographic story right for Colgate, Labs blended the National Geographic elements of entertainment and education with Colgate Total’s brand messaging around our incredible mouths.

Featured in the series was chili chef JP Anglo, beatboxer Dharni Ng, ventriloquist Ruther Urquia, and barista and coffee connoisseur John Ryan Ting. Their reach across social platforms across the APAC region is clear, with Ng in particular making noise through YouTube, and Anglo building quite a following on Instagram. Urquia made a splash on Pilipinas Got Talent, and Ting is a Singapore National Barista champion. While the campaign presented each of their skills, it also taught the audience about the biology happening within our mouths and our brains when we taste food, beatbox, disguise our voice, and slurp coffee (yes, fine coffee is supposed to be slurped). Through this entertaining story vehicle, fans witnessed how incredible our mouths really are.

Both Fox and Colgate made good on their goal of localising for target audiences and transforming advertising into entertainment. Consumers responded well, resulting in a silver win for Best Consumer Campaign at the IPA Best of Health Awards. As long as brands stick to authenticity and entertainment, influencers will continue to be a powerful tool for moving the hearts of consumers.

READ MORE ON THE FOX HUB

 

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Facebook user experience may suffer for sake of security: Zuckerberg
Premium
26 minutes ago

Facebook user experience may suffer for sake of ...

The social-media giant announced its "clear history" setting at a European Parliament grilling.

Premium
Chang Beer spotlights Vietmax, Wowy, other Vietnam hip-hop artists
Premium
40 minutes ago

Chang Beer spotlights Vietmax, Wowy, other Vietnam ...

Iris Singapore campaign for Chang Beer includes a 10-minute Vice documentary and a series of live events.

Premium
The unique face of the fake news debate in Asia
Premium
2 hours ago

The unique face of the fake news debate in Asia

Several Asian governments are experimenting with controls to limit fake news, amid criticism they're merely gagging the press. We examine how can brands and audiences can navigate the many factors playing into a story's authenticity.

Premium
Industry forms coalition to stop sexual harassment
Premium
2 hours ago

Industry forms coalition to stop sexual harassment

MPI, SITE, PCMA, IMEX and more to stand #StrongerTogether.