1.
INFLUENCER MARKETING
Shortcut to Fame or Failure?
Andreas Krasser | CEO
DDB Group Hong Kong
The Annual Weave Conference

2.
It’s not easy to
manage a brand
in the 21st century
Skippable Ads
Ad Blockers
Empowered Consumers

3.
INFLUENCER
MARKETING
The partnering of brands
with influential people
on social media who
share similar audiences,
to deliver a branded
marketing message.
- ADMAP, 2019

4.
MEGA
INFLUENCERS
MACRO
INFLUENCERS
MICRO
INFLUENCERS
+ 1Million Followers ~ 1Million Followers 10K - 250K Followers

5.
USD 10
BILLION
BY 2020
Source: Mediakix, 2019

6.
HOWEVER,
INFLUENCER
MARKETING IS NOT
ALL RAINBOWS
AND UNICORNS

7.
Not a
Huawei
phone

8.
FOLLOWERS
DON’T MEAN
SALES

9.
USD 1.3
BILLION
Fraudulent activity is
costing advertisers
Source: Cheq Report, 2019

10.
ANTI-INFLUENCER
INFLUENCER
MARKETING

11.
MY TOP 5 INFLUENCER
MARKETING TIPS

12.
LEAD WITH
A BIG IDEA
NOT AN INFLUENCER
01

13.
02
ENSURE
BRAND FIT

14.
03
PROVIDE
A CONCISE
BRIEF

15.
HAVE A
CRISIS
STRATEGY
AT HAND
04

16.
05
CONSIDER
CREATING
YOUR OWN
‘INFLUENCER’

17.
IT’S ONLY A PART OF THE
MARKETING MIX
INFLUENCER MARKETING
IS NOT THE HOLY GRAIL
OF MARKETING

18.
Sources
Admap Magazine, Eight tips for spotting fake influencers on Instagram, 2019 (Subscription only)
https://www.warc.com/content/article/admap/eight_tips_for_spotting_fake_influencers_on_instagram/124852
Admap Magazine, Influencer marketing: beyond the hype, 2019 (Subscription only)
https://www.warc.com/content/article/admap/influencer_marketing_beyond_the_hype_admap_summary_deck/124884
Adweek, Unilever says no more fake followers and bots. Influencers cheer, and question the future, 2018
https://www.adweek.com/brand-marketing/unilever-says-no-more-fake-followers-and-bots-influencers-cheer-and-question-the-future/
Cheq, The economic cost of bad actors on the internet: fake influencer marketing in 2019, 2019
https://www.cheq.ai/influencers
Fashion Monitor, The rise of influencers, 2018
http://hello.fashionmonitor.com/influencers/
Insider, An Instagram star with 2 million followers couldn't sell 36 T-shirts, and a marketing expert says her case isn't rare, 2019
https://www.insider.com/instagrammer-arii-2-million-followers-cannot-sell-36-t-shirts-2019-5
Mashable, Instagram influencers thought water from a sacred temple in Bali was suitable for washing butts, 2019
https://sea.mashable.com/culture/5560/instagram-influencers-thought-water-from-a-sacred-temple-in-bali-was-suitable-for-washing-butts
Mediakix, The influencer marketing industry global ad spend, 2018
https://sea.mashable.com/culture/5560/instagram-influencers-thought-water-from-a-sacred-temple-in-bali-was-suitable-for-washing-butts

19.
Thank You!