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SOCIAL MEDIA 
INFLUENCERS: 
HARNESSING THE 
POWER
Harnessing the Power of Social Media Influencers 
Social media influencers have demonstrated time 
and again their unique ...
Understanding Influencers 
Who Are They?
Influencers You Probably Know
They’re interesting… 
Influencers You Probably Know
They’re interesting… 
BUT NOT NECESSARY RELATABLE 
Influencers You Probably Know
They’re interesting AND relatable 
Influencers You Probably Don’t Know 
PewDiePie 
YouTube Subscribers: 24.7MM+ 
Lifetime ...
…and speak to fans across all passion points 
Influencers You Probably Don’t Know 
Gaming 
Action 
Comedy/Music 
Fashion/B...
Passionate content creators who have become 
famous on the internet doing “internet things.” 
Social Media Influencers
Internet Things
Why Do We Need Them? 
Understanding Influencers
Help to reach a new audience 
Develop a community 
Encourage action 
Amplify an idea or campaign 
Product development 
Rai...
CONSUMERS DO NOT EQUATE SOCIAL MEDIA 
INFLUENCERS WITH MARKETING. 
THEY SIMPLY SEE THEM AS COOL, INTERESTING, 
INSPIRATION...
MORE IMPORTANTLY 
THEIR FANS TRUST 
WHAT THEY HAVE TO SAY. 
...Their fans listen, take 
action, and share their 
posts acr...
92% OF CONSUMERS SAY THEY 
TRUST WORD-OF-MOUTH AND 
RECOMMENDATIONS FROM FRIENDS 
AND FAMILIES ABOVE ALL OTHER 
FORMS OF A...
SOCIAL MEDIA INFLUENCERS AREN’T 
THE ALTERNATIVES TO CELEBRITIES, 
THEY ARE THE 
NEW CELEBRITIES. 
U.S. teenagers are more...
What Verticals Are They In? 
Identifying Influencers
Gaming & 
Sports Life & Style Family Entertainment 
Social Media Influencers can be found across all passions 
and interes...
I’M EATING A #DONUT 
I LIKE DONUTS 
THIS IS WHERE I EAT DONUTS 
HERE IS A PHOTO OF MY DONUT 
HERE A DONUT MAGICALLY 
DISAP...
How Do Brands And Agencies Hire Them? 
Identifying Influencers
Talent Agencies are to 
Celebrity Talent... 
...what MCNs are to 
Influencer Talent 
Multi-Channel Networks (i.e., influen...
YouTube Pinterest Vine Instagram Twitter/FB Blogs 
We have worked with various MCNs, which 
tend to organize around specif...
Are they Legitimate to the Topic? 
Do they create compelling content? 
• Known for creating exceptional content 
• Can spe...
When Do They Fit In? 
Activating Influencers
When to Bring Them in the Process: 
Brief Idea 
Develop idea along-side 
creative strategy, 
co-create long form 
content ...
Because social media influencers are creatives in their 
own right, it takes achieving a balance between brand, 
agency, a...
Social influencers are their own content creators. Which 
means you can’t tell them exactly what to make… 
You Have to Let...
• Highly targeted exposure 
• Huge reach 
• Increased engagement 
• Lower costs 
The Tradeoff:
BBDO Case Studies
Monster.com 
Goal: Inspire Millennials to find better with Project You 
Objective: Drive Project You awareness, and drive ...
Monster.com 
Jack Vale 
Total Reach/Subscribers: 1.1M+ 
Total Guaranteed Views: 300K+ 
Total Delivered Views: 670K+ 
Total...
AT&T Olympics 
Goal: • Increase attribution and share of voice for AT&T 
during the Winter Olympics 
• Get fans to downloa...
AT&T Olympics 
Shay Carl 
1.3M subscribers 
Custom Pre-roll 
Custom Video Social Amplification 
FineBros 
10M subscribers ...
Additional Case Studies
@JayZombie 
234,314 followers 
Warby Parker uses prominent photography 
influencers on Instagram, like @JayZombie to 
shar...
@_gabrielflores 
122,520 followers 
To promote it’s Nike Fuel product, Nike 
sent their product to prominent photog-rapher...
Target 
Joy Cho / Oh Joy! 
13M followers 
Target launched a design partnership 
with some of Pinterest’s top pinners, 
inc...
GE 
Marcus Johns 
5M followers 
Jerome Jarre 
6.5M followers 
To celebrate Gravity Day, General 
Electric invited Vine inf...
HP 
@finalcutking 
1.8M followers 
To support their #bendtherules 
campaign, HP invited five Vine in-fluencers 
including ...
Key Takeaways 
Understand 
Influencers are relatable. 
Fans trust them, listen to them, and are inspired by them. 
Identif...
Thanks! 
QUESTIONS? 
cody.levine@bbdo.com 
vanessa.jeswani@bbdo.com 
stephanie.trow@bbdo.com
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Thanks! QUESTIONS? cody.levine@bbdo.com vanessa.jeswani@bbdo.com stephanie.trow@bbdo.com Harnessing the Power of Social Media Influencers

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Thanks!
QUESTIONS?
cody.levine@bbdo.com
vanessa.jeswani@bbdo.com
stephanie.trow@bbdo.com

Publié dans : Médias sociaux
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