"The Estée Lauder Group devotes 75% of its budget to influencers claiming the performance of its actions in this area. At Look Further we also believe that influence marketing, increasingly decried, sometimes justifiably, sometimes irrelevantly by ignorance and on the basis of prejudice, can have a powerful impact on brand development. As long as it engages a GOOD INFLUENCE approach, respectful of both consumers and the brand DNA, rooted in a long-term vision of its contribution to society:
1 / Objectives and an action plan in the long term clearly defined at the beginning, put in perspective in the general project of the brand,
2 / Influencers selected according to their real affinity with the vision, the values, the goals of the brand. And their ability to share them,
3 / An enlarged conception of the notion of influencers, beyond ""digital influencers"", to all people who have a digital influence and / or in the real world, in a given field and with a specific audience,
4 / Partnerships built over time that demonstrate the sincerity of the commitment of influencers,
5 / Customized partnerships in which each influencer can express his/her creativity, his/her singularity and his/her know-how beyond the placement of products at any time,
6 / The highlighting in each action of influence, even in watermark, of the social role of the brand,
7 / Accurate monitoring of performance over time, taking into account quantitative visibility, commitment and conversion data, as well as qualitative insights related to strengthening the image quality of the brand.
It is only in this demanding framework of brand responsibility and win / win relationship between brands, influencers and consumers that we sincerely believe at Look Further in the perennial and positive development of influence marketing.
And you? Have you engaged actions with influencers? One shot? In the long run? What results have you achieved in the short and long term?"