The opportunities for content creators and advertisers in this context are ample but a universal innovative strategy beyond the traditional banner ad and pre-/post-roll that substitutes programmatic for organic marketing has yet to crystallize. 18 Hubs has developed with a network of top social influencers in order to create a structured cross-platform media approach.

1. SOCIAL INFLUENCERS
-
THE POWER OF IP

2. AUDIENCE
Video has radically changed the
structure and penetration of
social media platforms.
Snapchat, Facebook and
YouTube now compete for the
10bn monthly views mark
ENGAGEMENT
The market is looking for a
transversal solution to answer
audience fragmentation and
cross platform audience
engagement

3. The opportunities for content creators
and advertisers in this context are
ample but a universal innovative
strategy beyond the traditional banner
ad and pre-/post-roll that substitutes
programmatic for organic marketing
has yet to crystallize.
NATIVE
SOCIAL
INFLUENCERS
Logan Paul, Adweek cover, January 25th, 2016

4. The overall trend has shown an attempt to integrate influencers into the traditional media buying business
which has not proven successful. Instead, influencers are seeking agile, open-platform deals that allow for
experimentation with content.
BEYOND ONE OFF BRANDED SOCIAL POST

5. Historical Hollywood talent agencies such as UTA and WME are back in the game, while Youtube MCN are
trying to reinvent their business in light of a growing competition from data-driven matching platforms
BUSY INTERMEDIARY SPACE

6. One way brand/influencer collaboration, high profile influencer (one-off) activation, single
platform/event activation, affinity uplift limited over time and consumer segments
STEP 1: THE ONE-OFF ENDORSEMENT DEAL

7. First view reach optimization, Scalable 3rd
party network, maximize brand affinity through
content aggregation, single platform activation
STEP 2: THE SCALABLE SOCIAL PLATFORM MARKETING

8. Innovative format, taking leadership of a branded social space, cherry-picked influencers with
large scale audience, single platform focused, but includes cross channel promotion
STEP 3: THE SCALABLE INFLUENCER DEVELOPMENT

9. Full IP/Franchise development, “In-house” talent agency, cherry-picked and multi format
influencers, platform agnostic, consumers and influencers blending
BUT HOW TO SCALE THIS MULTI-INFLUENCERS MULTI-PLATFORMS STRATEGY?

11. Engaging the most influential social celebrities, themselves able to activate mid and long tail. Going beyond
one off social activation to include short to mid term strategic and creative inputs. Pioneering cross social
platforms intelligence in a disintermediated market.
LEVERAGING THE NETWORK EFFECT OF SOCIAL PLATFORMS

12. THANK YOU
Havas Café, Cannes Advertising Festival, June 2015