Jemima Garthwaite, Founder of This Here - OiConf 2018

1. HI OI CONF
MARCH 2018

2. THE BATTLE BETWEEN
ALGORITHMS & GOOD
TASTE
@_JEMIMA FOUNDER OF @THISHERE

3. THE NEXT 20 MINUTES OF YOUR LIFE
The Platform Problem
Flaws in their data, one size fits
all campaigns, over-charging,
poor results etc.
Brand Building
How we SHOULD be thinking
about influencer marketing,
some inspiration.
Take the pledge
6 tips for creating more creative
influencer marketing campaigns,
so you can take the pledge AND
improve your ROI.

4. THE PLATFORM PROBLEM
$1.45 BILLION HAS
BEEN INVESTED IN
THESE PLATFORMS IN
THE LAST 3 YEARS.

7. INFLUENCER MARKETING NETWORK THE POPULATION OF PLANET EARTH
CAN WE TRUST ANY DATAPROVIDED BY THE KIND OFINDUSTRY THAT PUT THISSORT OF STAT ON THEIR
HOMEPAGE?

8. E.G DEMOGRAPHIC DATA

9. INFO HOW? ACCURACY
CAN WE TRUST IT TO THE
POINT THAT IT’S USEFUL?
AGE
Facial recognition, bio analysis
(1%), text analysis.
10-30% NO
GENDER Facial recognition, bio analysis 55-99% MAYBE
ETHNICITY Facial recognition n/a NO
LANGUAGE Language used in posts Mostly English NO
LOCATION
Most common geo-location of
posts
Based on timeline YES
DEMOGRAPHIC DATA - CAN WE TRUST IT?

11. INFLUENCERS - CAN WE TRUST THEM?
Even when the data isn’t lying, many of the influencers are*.
How?
1. Follow/unfollow fraud
2. Loops
3. Pods
*Not miranda though. She’s awesome.

12. NORMAL GROWTH
Gucci Campaign Featured by Instagram

13. ABNORMAL GROWTH (FROM FOLLOW-LOOP FRAUD)
03/17 01/1809/1706/1705/17 11/1701/17 03/18
Followers
PostEngagements

14. FOLLOW LOOPS

15. FOLLOW LOOPS

16. FOLLOW UNFOLLOW FRAUD

17. SO, WHO IS THIS?
03/17 01/1809/1706/1705/17 11/1701/17 03/18
Followers
PostEngagements

18. FOLLOW/UNFOLLOW FRAUD

19. SO WHAT CAN WE TRUST?
👁👁
👆

20. HUMANS ARE MORE CREATIVE THAN ALGORITHMS, OBVIOUSLY.
‘COST PER ENGAGEMENT’ COMPARISON
€0.00
€0.25
€0.50
€0.75
€1.00 This
Here
TH
incl.Free
Posts
Rhythm
O
ne
#
Paid
Zinem
e
Takum
i
Tribe
Linkr
av = €.035
CPE

21. SO, ARE WE BUILDING BRANDS, OR WHAT?

22. Harold Lasswell,
a communication theorist.

23. In 1946, communication theorist Harold Lasswell described
communication as having five parts:
Who (says) What (to) Whom (in) What Channel (with) What Effect.

24. In 1946, communication theorist Harold Lasswell described
communication as having five parts:
Who (says) What (to) Whom (in) What Channel (with) What Effect.
= Communications

25. Communications = Opportunities to connect
In 1946, communication theorist Harold Lasswell described
communication as having five parts:
Who (says) What (to) Whom (in) What Channel (with) What Effect.

26. “A brand is simply a collection of
perceptions in the mind of the
consumer” Paul Feldwick, DDB

28. MUSIC
CULTURE’S MOUTHPIECES
EDITORS, STYLISTS, WRITERS,
COMMENTATORS,
MUSICIANS, SOME
MAGS.
FASHION
FASHION FASHION
CINEMA
PHOTOGRAPHY
DANCE
ART SOCIAL ISSUES
MUSIC
ILLUSTRATION
DESIGN
FASHION TRAVEL
POLITICS
PHOTOG
PHOTOGRAPHY
NEMA
TRAVEL
£
£
£
£
£
£
NOISY INFLUENCERS
TV CELEBS, DIGITAL
INFLUENCERS ETC
£ £🚫
YOUR TARGET
AUDIENCE

29. AIM
HIGHER

30. Desigual
Desigual is not the same. It’s crazy, bold,
unpredictable, difficult to mix.
Desigual is all about freedom and self-
expression. It’s about embracing and
celebrating what makes us quirky. What
makes us ourselves.
How could we fit that spirit into the
traditional, (sometimes boring) street-
style-led fashion world.

32. Desigual
25-35 (f) creative fashion lovers
Celebrate ‘World Art Day’ by
being your own muse.
Commemorate yourself as
an artist with personality and with
your personal universe.
Draw yourself in a portrait that is
inspired by you, your body, your
mind, your personality, your habits,
your movements, your UNIVERSE.
client:
audience:
brief:

34. Helen Eunhaw Oh
Recently featured on It’s Nice That
Korean Illustrator living in New York

35. #ontherivet
BROOKS C13

39. David Millar
Campaign Hero
(Ex-pro cyclist)
Jered Gruber
Tester
150k
@laura_scott
Tester
13k
The 5th Floor
Campaign Hero
(Pro team)
@Sean_sako
Tester
30k + 15k
@Bikesgirls
Tester
75k
Pretorius
Campaign Hero
(Amateur Team)
@Sacha_white
Tester
5k + 45k
& 92 more…
OUR PROTAGONISTS

40. PHASE 1
Finding our audience with a pre-release testing
100SADDLES
were given to hand-picked
cycling influencers and
selected customers to share
the experience of being
#ontherivet on Instagram.
+3,500PICTURES
tagged #OnTheRivet during
pre-release.

43. PHASE 1
Finding our audience with a pre-release testing
100SADDLES
were given to hand-picked
cycling influencers and
selected customers to share
the experience of being
#ontherivet on Instagram.
+3,500PICTURES
tagged #OnTheRivet during
pre-release.
30,000PEOPLE
applied via Lead Gen
Facebook ads to test the
saddle. This allowed us to
build a relevant audience to
target on social media.

44. Telling an epic story with the
help of the pros
Facebook Link Ads showed our
influencers describing the feeling of
being #ontherivet to raise awareness
while driving sales of a limited release
of 259 saddles
431%ROAS
PHASE 1 RESULTS

46. LET’S TAKE A PLEDGE.
LET’S HOLD OUR INDUSTRY TO
HIGHER STANDARDS.

48. BE CREATIVE
Treat influencers as protagonists in
your brand story, and respect them,
please.
BE LOOSE
Know your priorities between the
influencer, the product, or the
campaign. Hard to have all 3.
BE HUMAN!
Trust your eyes, and step away from
the platforms, just once in a while…
LOOK HARDER
Work with those who influence the
influencers, don’t go straight to the
source.
LOOK AHEAD
Negotiate now for next year.
LOOK AROUND
Consider wider strategies, and factor
in all outcomes into your ROI
Calculations.
TIPS FOR SUCCESS WITH CREATIVITY
(SO YOU CAN MAKE THE PLEDGE AND STILL SMASH YOUR TARGETS)
👁👁
👆

49. Thank you from @thishere
ANY QUESTIONS? JEM@THISHE.RE