The idea of building an in-house KOL is attractive. A company gains a recognisable person who understands the product and is available without a new creator search for every campaign. But if the model is treated mainly as a source of cheaper content, the largest costs are easily missed: employee time, training, governance and the […]
Context: This case captures a particular period in the creator market. Its strategic idea may still be useful, although the people, products, costs, and audience behavior should be checked again before planning a new campaign. Influencer campaign on a budget is the focus here, viewed through a specific case and audience context rather than a […]
Some industries do not lend themselves to a conventional endorsement. Education, healthcare and business involve knowledge, professional consequences and questions that an entertainer may not be equipped to answer. Their influencers are often the people who make a difficult subject understandable and give a professional community a reason to listen. The term “Influencer” is not […]
Context: This case captures a particular period in the creator market. Its strategic idea may still be useful, although the people, products, costs, and audience behavior should be checked again before planning a new campaign. Hoang Le Giang case is the focus here, viewed through a specific case and audience context rather than a formula […]
Context: The platform landscape has moved on since this piece appeared. The case remains useful as context; current planning should rely on today’s formats, policies, audience signals, and measurement options. Facebook is one of the most widely used platforms today. It has introduced many features that make it a useful tool for brands and marketers. […]
Context: The platform landscape has moved on since this piece appeared. The case remains useful as context; current planning should rely on today’s formats, policies, audience signals, and measurement options. When Taylor Swift released her single “Me” in April 2019, it went viral. Prior to the release, Swift and Brendon Urie of Panic! at the […]
