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LEWIS - Gijs Moonen

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Social influencers zorgen voor een andere dynamiek in marketing. Gijs vertelt ons hoe je zo’n influencer campagne kunt ontwikkelen.

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LEWIS - Gijs Moonen

  1. 1. © LEWIS Communications Limited. All Rights Reserved Hoe ontwikkel je een succesvolle influencer-campagne?
  2. 2. © LEWIS Communications Limited. All Rights Reserved HEEL KORT OVER MIJ Gijs Moonen Head of Consumer & Digital Netherlands @gijsmoonen #MarketingPioneers
  3. 3. © LEWIS Communications Limited. All Rights Reserved 3Marketing pioneers - influencer marketing
  4. 4. © LEWIS Communications Limited. All Rights Reserved 4 86%
  5. 5. © LEWIS Communications Limited. All Rights Reserved
  6. 6. © LEWIS Communications Limited. All Rights Reserved Reputatie economie “You have been influenced when you think something you wouldn't otherwise have thought, or do something you wouldn't otherwise have done.” Philip Sheldrake – The Business of Influence Marketing pioneers - influencer marketing 6
  7. 7. © LEWIS Communications Limited. All Rights Reserved Digitale Transactie Online advies Reputatie economie toonbank Marketing pioneers - influencer marketing 7
  8. 8. © LEWIS Communications Limited. All Rights Reserved Digitale Transactie Online advies Reputatie economie toonbank Credit card-gegevens account bitcoins blogposts Social berichten reviews Marketing pioneers - influencer marketing 8
  9. 9. © LEWIS Communications Limited. All Rights Reserved BN’er influencer
  10. 10. © LEWIS Communications Limited. All Rights Reserved creator influencer
  11. 11. © LEWIS Communications Limited. All Rights Reserved Hoe vind je de juiste creators?
  12. 12. © LEWIS Communications Limited. All Rights Reserved Wie zijn het? 12Marketing pioneers - influencer marketing
  13. 13. © LEWIS Communications Limited. All Rights Reserved Wie zijn het? 13Marketing pioneers - influencer marketing
  14. 14. © LEWIS Communications Limited. All Rights Reserved Woody wonder
  15. 15. © LEWIS Communications Limited. All Rights Reserved format
  16. 16. © LEWIS Communications Limited. All Rights Reserved 16 Een is een plan om met de kenmerken van de marketing te behalen. Wie, wat, wanneer, waar en hoe SMART • Zichtbaarheid voor merk en product • Positieve impact realiseren op de (online) reputatie • Drive traffic of (online) sales Influencers die relaties met de doelgroep opbouwen en activeren Marketing pioneers - influencer marketing
  17. 17. © LEWIS Communications Limited. All Rights Reserved • De helft (!) van al het advertentiebudget wereldwijd wordt in 2020 online besteed. • In 2018/2019 is dit al 44 procent - $237 miljard. • Hoe kom je boven die massa uit met je influencer campagnes? randvoorwaarden Marketing pioneers - influencer marketing 17
  18. 18. © LEWIS Communications Limited. All Rights Reserved War for relevance Marketing pioneers - influencer marketing 18 Met de gigantische hoeveelheid digital content moet een campagne: 1. Opvallend zijn (geen dertien in een dozijn) 2. Aandacht verdienen van de doelgroep. 3. Deelbaar zijn via (liefst) meerdere kanalen.
  19. 19. © LEWIS Communications Limited. All Rights Reserved 19 content publiek Marketing pioneers - influencer marketing
  20. 20. © LEWIS Communications Limited. All Rights Reserved 20 ‘Aim for the moon’ Marketing pioneers - influencer marketing
  21. 21. © LEWIS Communications Limited. All Rights Reserved Voorbeelden?
  22. 22. © LEWIS Communications Limited. All Rights Reserved 22 Ski the world
  23. 23. © LEWIS Communications Limited. All Rights Reserved 23 #BRIGHTMINDCHALLENGE
  24. 24. © LEWIS Communications Limited. All Rights Reserved 24 Color protection
  25. 25. © LEWIS Communications Limited. All Rights Reserved • Influencer marketing is géén celebrity endorsement. • Maak van creativiteit een prioriteit (creativiteit en bereik). • Ontwikkel samen een format. • Match made in heaven; content én publiek • Aim for the moon. Marketing pioneers - influencer marketing 25
  26. 26. © LEWIS Communications Limited. All Rights Reserved Tot slot de toekomst?
  27. 27. © LEWIS Communications Limited. All Rights Reserved Niche & meer influencers Who needs celebrities?
  28. 28. © LEWIS Communications Limited. All Rights Reserved Vragen?

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