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Ambassadors and authentic influencer marketing

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Published on

NRF NXT 2019
July 24, 2019
Mario Moreno, Head of Marketing, H&M USA

Published in: Retail
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Ambassadors and authentic influencer marketing

  1. 1. Mario Moreno, Head of Marketing H&M USA Wednesday, July 24 SESSION: Ambassadors and authentic influencer marketing
  2. 2. General Information What is an influencer, really?
  3. 3. General Information Influencer: a person with the ability to influence potential buyers of a product or service by promoting or recommending the items on social media Source: Dictionary.com
  4. 4. General Information 63% of businesses plan to increase their influencer marketing spend next year. Source: InfluencerMarketingHub.com 47% of marketers plan to spend at least 20% of their marketing budget on influencer marketing.
  5. 5. General Information Are you getting the most ROI out of your influencers or is it a “one and done” approach?
  6. 6. General Information *cue: AMBASSADORS* A brand ambassador is defined as a social media user who consistently promotes a brand’s image, products, or services and embodies the values and missions of a brand while boosting awareness.
  7. 7. General Information THE LEAGUE
  8. 8. General Information RECIPE FOR THE LEAGUE:  4 – 6 MONTH PLANNING PROCESS  DIVERSITY & INCLUSIVITY IN MIND  YEAR LONG CONTRACT  QUARTERLY PAYMENTS / CHECK-INS  MONTHLY SOCIAL DELIVERABLES  PERFORMANCE TRACKING
  9. 9. General Information AMBASSADORS DO MORE. PERIOD.
  10. 10. General Information THE RESULTS Palm Springs Event Contracted Posts: 68 Posts delivered: 554 Total Reach: 2.6 Million Total Engagements: 1.5 Million Traffic/Revenue: More traffic and revenue generated on social media this period than Black Friday period (Google Analytics) “Being a part of the H&M League has been a fundamental element of my success this year. My engagement is better than ever and because of this exposure I’ve gained strong exposure to new audiences and followers. My H&M content is now some of top content!” - @officiallyquigley (208k followers)
  11. 11. General Information AUDIENCE TAKEAWAYS 1. DO IT IN-HOUSE 2. FIND THE RIGHT PEOPLE TO REPRESENT YOUR BRAND 3. HAVE A PERSONALIZED PLAN ON HOW TO ACTIVATE 4. BUILD RELATIONSHIPS 5. CREATE TIERED GOALS AND TRACK ACCORDINGLY 6. EXPECT BETTER INFLUENCER ROI
  12. 12. General Information THANK YOU.

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