Choose the Right KOL is the focus here, viewed through a specific case and audience context rather than a formula for every campaign. To gain a competitive advantage in the food industry, many brands have thought about using KOLs for promotion. So with different product and service characteristics, how are the requirements when working with […]
Context: The examples below come from an earlier stage of the market. They are useful for understanding the thinking behind the case, but current creator fit and campaign decisions still need fresh evidence. Ever wondered about the rise of beauty bloggers and their impact on the beauty world? With more and more beauty bloggers popping […]
A hashtag appearing in thousands of posts does not mean a campaign has succeeded. When a marketing team clicks a tag and finds a large stream of content, the only certain fact is that those posts use the same label. The team still has to examine who is taking part, what people are saying and […]
Get ready for the hottest trend in marketing: content co-creation! It’s all about joining forces with talented individuals outside the traditional agency world to create content that truly resonates with your audience. The Purpose Group just launched a new content studio called Children Of, bringing together a diverse crew of creatives – artists, musicians, photographers, […]
Context: Read this piece as a record of how the market and the featured case were understood at the time. IMVN has preserved its original direction without presenting older names or figures as a current shortlist. Product: Xiaomi Redmi Note 5 Industry: Mobile Phones Client: Xiaomi Agency: Skyperry Timeline: May – June 2018 Campaign Type: New […]
Influencer marketing is often discussed as a way to build awareness, gain followers or send traffic to a website. In B2B, however, influence is not only a matter of reach. A useful point made by an experienced manager, technical specialist or respected practitioner can help a buyer understand a problem and decide whether a company […]
