The document discusses sources of trust in the context of declining trust in institutions in France. It finds that micro-influencers with authentic engagements are highly trusted sources. It recommends that brands develop relationships with influencers who demonstrate expertise in their field or who are activists for causes related to the brand's values. The best influencers may already be a brand's employees or customers, who have first-hand experience and knowledge to act as ambassadors. Building trust requires giving influencers experiences, developing long-term relationships through exclusive access and input, and including them in the creative process.

2. A WIDESPREAD TRUST CRISIS…
ONLY
30%OF FRENCH RESPONDENTS TRUST
THE MEDIA
EDELMAN TRUST BAROMETER 2017
ONLY
25%OF FRENCH RESPONDENTS TRUST
THE GOVERNMENT
EDELMAN TRUST BAROMETER 2017

3. …THAT EXTENDS TO COMPANIES
50%OF FRENCH RESPONDENTS
TRUST COMPANIES
EDELMAN TRUST BAROMETER 2017
55%(UP 18% SINCE 2015)
OF CEOS BELIEVE LACK
OF TRUST FROM STAKEHOLDERS
IS A THREAT TO THEIR BUSINESS
PWC GLOBAL CEO SURVEY 2016

4. A LACK OF TRUST
CAN BECOME AN OPPORTUNITY
9/10
CONSUMERS ARE WILLING TO REWARD A BRAND,
IN ONE WAY OR ANOTHER, FOR ITS AUTHENTICITY
COHN & WOLF AUTHENTIC BRANDS 2016

5. SO, WHAT ARE THE NEXT SOURCES OF TRUST?

6. TRUST STEMS FROM PROXIMITY
83%OF FRENCH PEOPLE TRUST
THEIR PEERS MORE THAN
ADVERTISING
NIELSEN 2015

7. A PROXIMITY THAT CONSUMERS
FEEL WITH INFLUENCERS
92%OF CONSUMERS TRUST
INFLUENCERS MORE
THAN ADVERTISING
OR CELEBRITIES
MUSEFIND 2016
WHAT’S AN INFLUENCER?
Influencers are individuals who; by their status, position,
expertise or proximity to their audience; can influence
behavior. They are not spokesmen and therefore must
remain independent when sharing with their community.

8. ?
BUT IS THAT A GOOD REASON
TO GIVE CONTROL OF YOUR COMMUNICATIONS
TO A COMPLETE STRANGER?

9. NOBUT THEY’LL NEED YOUR
TRUST

10. TRUST IS A TWO-WAY STREET

11. ONTENT
TRUST STARTS WITH YOUR INFLUENCER
PICK A SIDEKICK
GROW THE RELATIONSHIP TOGETHER
WHAT CONTENT WILL INSPIRE TRUST?
DON’T DICTATE WHAT THEY DO
LET IT GO, LET IT GOOOOO!
CREATE INFLUENCERS
1
A
B
2
A
B
C

12. HOW?
PICK A SIDEKICK
GROW THE RELATIONSHIP TOGETHER
1
A
B
1 TRUST STARTS
WITH YOUR
INFLUENCER

13. A PICK A SIDEKICK
A

14. OF MARKETING DIRECTORS
CONSIDER THE SELECTION
OF THE RIGHT INFLUENCER
A PRIORITY
LES ÉCHOS 2017
A

15. When it comes to trust, quality trumps quantity…
Discover the three “champion” influencers:
• THE MICRO-INFLUENCEUR (AUTHENTICITY CHAMPION)
• THE EXPERT (EXPERTISE CHAMPION)
• THE ACTIVIST (GOODWILL CHAMPION)
A1 A1 SIZE DOESN’T
MATTER

16. THE 3 PILLARS OF TRUST
AUTHENTICITY
GOODWILLEXPERTISE
A1

17. THE MICRO-INFLUENCER
Micro-influencers have a limited but
engaged audience (<100K).
They are prime examples of authentic influencers.
AUTHENTICITY
GOODWILLEXPERTISE
A1

18. 60%MICRO-INFLUENCERS’
ENGAGEMENT RATE IS 60% HIGHER THAN
THE AVERAGE INFLUENCER
HELLO SOCIETY 2017
X22MICRO-INFLUENCERS
HAVE 22 TIMES MORE INTERACTIONS
PER WEEK THAN
THE AVERAGE CONSUMER
HELLO SOCIETY 2017
A1

19. #ParallèlesParisMusées
for Paris Musées
-
2016
For the launch of the
parismuseescollection.paris.fr platform,
The Musées de la Ville de Paris invited
10 Instagram Micro-influencers to help
create a social media campaign. Each
influencer was asked to re-interpret a
work of art from the museum and share
it with the hashtag
#ParallèlesParisMusées.
Capitalize on the proximity micro-
influencers have with their audiences
to popularize art and spark the interest
of the general public.
THE MICRO-INFLUENCER
A1

20. Elite Ambassador
for Lululemon
-
Since 2010
Canadian sports equipment
manufacturer Lululemon has launched
an ambassador program in which non-
mediatized athletes become the
brand's icons. These ambassadors are
chosen primarily because they reflect
the brand's culture and share its values.
Proximity across the board: between
the brand and the micro-influencers,
and between the micro-influencers and
their audience, resulting in a more
authentic image.
THE MICRO-INFLUENCER
A1

21. Monsieur Madame
for Société Générale
-
2017
Société Générale launched an
activation campaign for the release of
their new "Monsieur Madame" credit
cards using a national plan involving
14 local influencers.
A community of micro-influencers for
a national outreach campaign.
THE MICRO-INFLUENCER
A1

22. THE EXPERT
Experts are specialists in their field.
They have a strong following and are recognized for their insight on a
specific subject. They are the go-to influencers to engage communities
that are otherwise hard to reach.
A1
AUTHENTICITY
GOODWILLEXPERTISE

23. 60% OF PEOPLE TRUST EXPERTS (TECHNICAL AND
ACADEMIC)
EDELMAN TRUST BAROMETER 2017
A1

24. Microsoft Most Valuable
Professional (MVP)
for Microsoft
-
Since 1993
The MVP program is an annual award
that recognizes influential leaders in
the "technical communities" related
directly or indirectly to Microsoft.
Host a community of product experts
to enhance proximity and credibility
with your audiences.
THE EXPERT
A1

25. The First
Influencer in Space
for LinkedIn
-
2017
Professional social network LinkedIn
partnered with astronaut Thomas
Pesquet, who joined 500 other
influencers around the world to write
and cover the latest news on LinkedIn.
What better way to transform a
professional network into a
professional SOCIAL network?
THE EXPERT
A1

26. Nikon Ambassador
for Nikon
-
2017
Nikon built a team of
32 professional photographers who
became global ambassadors for its
new camera.
But the selected team did not include
a single woman, triggering a global
outcry.
A (good) reminder that expertise
cannot be the only selection criterion
for influencers.
THE EXPERT
A1
FAIL

27. THE ACTIVIST
A new generation of politically engaged influencers. Driven by principles
that put humanity at the core of their battles, they are committed. They
challenge and fight for their convictions.
A1
AUTHENTICITY
GOODWILLEXPERTISE

28. 83% OF YOUNG PEOPLE STATED THEY VALUE BRANDS
THAT PUBLICLY STAND FOR A CAUSE
BUZZMARKETING GROUP
A1

29. Live For Now Moments
Anthem
for Pepsi
-
2017
In a very tense context in the United
States, Pepsi released a campaign
starring Kendall Jenner that referred to
the Black Lives Matter movement. This
is a powerful example of a half-baked
campaign carried out by the wrong
influencer.
A politically charged statement must
be legitimate. In this case, neither the
influencer nor the brand were qualified
to convey this message.
THE ACTIVIST
A1
FAIL

30. Love Army x Turkish
Airlines
-
2017
After raising 2 million dollars to help
tackle famine in Somalia (Turkish
Airlines provided planes to transport
food), Jérôme Jarre mobilized his
Love Army (with Omar Sy and DJ
Snake) to help the Rohingya through
a 48-hour livestream, videos on
social networks, and the support of
the Turkish President and Turkish
Airlines.
Seizing the opportunity to get
involved at the right time and with
the right people.
THE ACTIVIST
A1

31. #NowWeAct by La Fondation
des Femmes
2018
#NowWeAct is a fundraising campaign to
support those who strive to ensure that no
woman will be the victim of violence
again.
In a tribune published in Libération, in
collaboration with France Inter,
130 personalities take a stance and invite
society as a whole to take concrete action
to combat violence against women.
These ambassadors share the dedicated
hashtag on their networks. In a nod to the
project, attendees of The Césars’
ceremony were invited to wear a white
ribbon.
From the choice of ambassadors to the
timing, not forgetting the media and
communication partnerships, everything
fits together perfectly to legitimately and
effectively carry the message,
#NowWeAct.
THE ACTIVIST
A1

32. The main sources of trust are right
under your nose: your employees and your clients could
be your best influencers!
• EMPLOYEE AMBASSADORS
• CUSTOMER AMBASSADORS
A2 LOOK IN YOUR
OWN BACKYARDA2

33. EMPLOYEE AMBASSADORS
As well as having detailed knowledge of your company, your employees
have the trust of your stakeholders.
A2
TRUST
KNOWLEDGE
OF THE COMPANY
EXPERIENCE WITH THE
PRODUCT/SERVICE

34. X24 BRAND MESSAGES ARE SHARED 24 TIMES MORE
OFTEN WHEN RELAYED BY EMPLOYEES
MSLGROUP – SOCIAL EMPLOYEE ADVOCACY 2014
A2

35. “Come on Howard, a
coffee” for Michel et
Augustin
-
2015
Michel et Augustin, the quirky co-
founder duo behind the eponymous
brand, sent two employees to meet
Starbucks’ CEO, who had asked to
taste their products and dreamed up
an online series to follow their
adventures in the USA.
Let employees tell the story of key
events for their company.
EMPLOYEE AMBASSADORS
A2

36. Golden Moustache
at the SNCF Training
Center
for SNCF
-
2016
SNCF put its employees on stage
with the cast of Golden Moustache
to promote its Training Center. The
influencers’ role in the comedic film
was simply to illustrate and amplify
the discourse of SNCF employees.
Using influencers to amplify the
trainees’ voices.
EMPLOYEE AMBASSADORS
A2

37. “A week in a life of…”
pour Faurecia
-
2017
In September 2017, automotive
equipment manufacturer Faurecia
Group launched an ambassador
program that hands control of the
group’s Instagram account over to a
different company employee each
week.
Giving employees the resources to
communicate without a filter creates
a more authentic message.
EMPLOYEE AMBASSADORS
A2

38. CUSTOMER AMBASSADORS
Whether one calls them consumers or prosumers, nowadays, every client
is a powerful ambassador.
A2
TRUST
KNOWLEDGE
OF THE COMPANY
EXPERIENCE WITH THE
PRODUCT/SERVICE

39. 70%
OF MILLENNIALS PREFER NON-CELEBRITY
INFLUENCER PRODUCT ENDORSEMENTS
OVER TRADITIONAL CELEBRITIES
COLLECTIVE BIAS 2016
A2

40. Shot on iPhone
for Apple
-
Since 2015
Apple used internet users’ photos to
showcase the quality of the iPhone 6
camera, selecting 162 photos from
sharing platforms and social
networks. The campaign lives on
with, for example, a movie by Michel
Gondry, entirely shot on an iPhone.
Showcasing quality user-generated
content to promote product quality.
CUSTOMER AMBASSADORS
A2

41. House of Fans
for Microsoft
-
Since 2017
Microsoft created a private club, the
"House of Fans". This on- and off-line
platform allows Microsoft to interact
with thousands of fans via exclusive
content. Fostering interactions between
the brand and its fans, House of Fans is
a mine of content that lives on social
networks and on Microsoft's own
channels.
Valorize the fans of the brand by
creating a private club, a hub for
customer ambassadors.
CUSTOMER AMBASSADORS
A2

42. Honda Next Door
for Honda
-
2017
Honda installed pop-up car
dealerships in the garages of eight
brand fans for a special activation,
covered on TV, social media, and in
the press.
Your brand fans are your best
ambassadors.
CUSTOMER AMBASSADORS
A2

43. B GROW THE RELATIONSHIP
TOGETHER
B

44. 75%
OF INFLUENCERS WANT BRANDS TO TAKE THEIR
INTERESTS AND EDITORIAL POLICIES INTO
GREATER ACCOUNT
INFLUENCE FORWARD HEAVEN – 2017
B

45. B1 GIVE THEM
AN EXPERIENCE
B1

46. OF INFLUENCERS WANT BRANDS TO OFFER
THEM MORE ORIGINAL CAMPAIGNS
INFLUENCE FORWARD HEAVEN – 2017
B1
62%

47. CARTEL/COM
for Ubisoft
-
2017
As a teaser for the launch of the
Ghost Recon video game, Ubisoft
gave bloggers, influencers, and
journalists a chance to dive into a
live interactive experience: a thrilling
investigation.
An exclusive, immersive experience
to get influencers on board.
GIVE THEM AN EXPERIENCE
B1

48. RunDisney
for Disneyland Paris
-
2017
Disneyland Paris invited European
Instagrammers to participate in
RunDisney four months in advance of
the actual event, ensuring they had
ample time to share the experience
with their communities and fans.
Tease an event by giving influencers
an advanced preview of the
experience.
GIVE THEM AN EXPERIENCE
B1

49. The $21,000 First Class
Airplane Seat
for Fly Emirates
-
2016
Without explanation, Fly Emirates
upgraded YouTuber Casey Neistat to
a seat that would have cost $21,000.
Stunned by the service, the YouTuber
made a video of his experience and
it received over 50 million views
since.
Give yourself the resources to seize
opportunities that arise.
GIVE THEM AN EXPERIENCE
B1

50. B2 A LONG
AND INTIMATE
RELATIONSHIP
B2

51. 48%
49%
OF INFLUENCERS WANT BRANDS TO SHARE
EXCLUSIVE CONTENT WITH THEM
INFLUENCE FORWARD HEAVEN – 2017
OF INFLUENCERS WANT A MORE
ACTIVE RELATIONSHIP WITH THE BRAND
INFLUENCE FORWARD HEAVEN – 2017
B2

52. ASOS Insiders
for ASOS
-
Since 2014
The Insiders are a group of
approximately twenty influencers
selected by ASOS. Their role: to provide
tips and look inspiration featuring
ASOS products via their social
networks. Through the ASOS Insiders
program, ASOS invites its influencers
to events, sends them gifts, and
remains in regular contact with them
to establish a long-term relationship.
Create strong ties with influencers to
create a relationship that builds value
for the brand, influencers, and
stakeholders.
A LONG AND INTIMATE RELATIONSHIP
B2

53. Adidas Runner League
for Adidas
-
Since 2015 (4 seasons)
To stand out in the running market,
Adidas launched a competition
between local teams. By giving them
emblems, Facebook pages and
leaders/influencers, the brand has
enabled its audience to take ownership
of the event and make their own
improvements to it.
Adidas has now even created an
athletics club, with the goal of sending
athletes to the Olympic Games.
Enabling the community to take
ownership of an event to strengthen
brand loyalty.
A LONG AND INTIMATE RELATIONSHIP
B2

54. B3 INCLUDE THEM IN
IN THE CREATIVE
PROCESS
B3

55. GoPro Awards
for GoPro
-
Since 2015
GoPro promotes an annual
competition, giving prizes to the best
films and photos from its community.
Put user content at the heart of your
communications strategy.
INCLUDE THEM IN THE CREATIVE PROCESS
B3

56. A Trucker’s Haute
Couture
for Scania
-
2017
Scania’s clothing and accessories
are seen as fashion items by fans of
the brand. In tribute to these fans,
Scania asked an influencer from its
sector and a fashion influencer to
work together to create a unique
jacket.
This three-way co-creation (brand +
two influencers) represents an
unusual and relevant way of paying
tribute to fans of the brand.
INCLUDE THEM IN THE CREATIVE PROCESS
B3

57. Lego Ideas
for Lego
-
Since 2008
Lego acquired an independent
program in 2013 to launch Lego
Ideas, a platform allowing fans to
submit their creations to the
community for a vote, in the hope of
seeing them commercialized.
Turn your most engaged customers
into powerful creators.
INCLUDE THEM IN THE CREATIVE PROCESS
B3

58. THE THORNY QUESTION OF CONTENT. CONTENT THAT WILL SERVE THE INTERESTS OF THE
BRAND WITHOUT DEGRADING THE RELATIONSHIP BETWEEN THE INFLUENCER AND THEIR
AUDIENCE. FINDING THE RIGHT BALANCE BETWEEN CONTROL AND FREEDOM.
HOW?
DON’T DICTATE WHAT THEY DO
LET IT GO, LET IT GOOOOO!
CREATE INFLUENCERS
A
B
2 WHAT CONTENT
WILL INSPIRE
TRUST?
2
C

59. A DON’T DICTATE
WHAT THEY DO
A

60. 39.4%OF INFLUENCERS FIND THAT BRANDS GIVE
OVERLY RESTRICTIVE INSTRUCTIONS
2016 – ALTIMETER
A

61. I’m Sorry I Lied to You by
Enjoyphoenix
-
2016
YouTuber Enjoyphoenix put out a
video apologizing for copying
YouTube trends (crash tests,
tutorials…) and losing touch with her
audience, in response to
disappointed fans unfollowing her
and posting their reasons for doing
so.
Fans are more than capable of
identifying overly commercial
content and will not hesitate to
make their views known.
DON’T DICTATE WHAT THEY DO
A
FAIL

62. My First Million Dollars
by Jérôme Jarre
-
2014
Jérome Jarre turned down a million-
dollar offer from an advertising
agency in order to retain his
independence.
Not everything can be bought;
influencers hold their freedom of
expression dear.
DON’T DICTATE WHAT THEY DO
A
FAIL

63. #LaVieEnLU &
Camille Lacourt
for LU
-
2018
The picture seems ordinary and authentic:
Camille Lacourt shares a moment with his
daughter. The problem is that the
influencer sends a commercial message
without specifying that the post is
sponsored. His followers were not pleased
and didn't hesitate to point it out.
Just because an influencer agrees to do
something, that doesn’t mean their
community will follow blindly.
DON’T DICTATE WHAT THEY DO
A
FAIL

64. B
B LET IT GO,
LET IT GOOOOO!

65. 41.2%OF MARKETERS BELIEVE THAT A LACK OF CONTROL OVER THE MESSAGE
IS A CHALLENGE
2016 – ALTIMETER
B

66. Libé des réfugiés
(The Refugee Edition) for
Libération
-
2017
In the middle of a the French
presidential election, Libération
handed over the keys to the March 7,
2017 edition of the paper over to 21
refugees of 10 different nationalities.
A socially engaged, interactive
campaign that gave influence to
those who had none.
LET IT GO, LET IT GOOOOO!
B

67. #MBPhotoPass
for Mercedes Benz
-
2016
Mercedes Benz gave influencers
access to the brand’s Instagram
account, and the keys to a Mercedes
to test drive and post their
experiences on the company
Instagram account.
Give them the freedom to test your
offer and the resources to share the
experience.
LET IT GO, LET IT GOOOOO!
B

68. Crash the Super Bowl
Contest
for Doritos
-
2006-2016
Snack brand Doritos gave its
community the chance to produce its
Super Bowl ad. Once the competition
finished, Doritos continued to engage
its community to create content
throughout the year, via its Legion of
the Bold platform (since 2014).
Handing the management of the
world’s most expensive advertising
spot over to your fans can prove a
success.
LET IT GO, LET IT GOOOOO!
B

69. C CREATE INFLUENCERS
C

70. The Swedish Number
for The Swedish Tourist
Association
-
2016
The Swedish Tourist Association
made Sweden the first country with
its own telephone number. Anyone
calling the number would be
connected to a random Swede,
making everyone in the country a
potential influencer for Sweden.
Making every citizen an influencer
for their country.
CREATE INFLUENCERS
C

71. Like my addiction
for Addict’aide
-
2016
Addict’aide, a virtual village working
in addiction prevention, created a
campaign in which posts from
“Louise Delage” – an Instagram
account created especially for this
project – all including, more or less
obviously, alcohol. The campaign
was a clear demonstration of how
easy it is to miss the signs of
addiction in a friend or loved one.
Here, the message is king; all of the
influencers’ posts were carefully
designed to serve the message.
CREATE INFLUENCERS
C

72. “Yes good” for Emerald
Nuts
-
2017
Peanut brand Emerald Nuts turned a
customer comment into its tagline:
“YES GOOD”
No one knows who said it, but it
could have been anyone.
CREATE INFLUENCERS
C

73. AND IN THE FUTURE?

74. WHAT IF INFLUENCERS ARE NO LONGER HUMAN?
Google Home, the
new influencer for
Burger King.

75. WHAT IF INFLUENCERS ARE NO LONGER HUMAN?
An AI has its own
YouTube channel.

76. WHAT IF INFLUENCERS ARE NO LONGER HUMAN?
Sofia, the robot Saudi
citizen, is a new tech
influencer.

77. WHAT IF INFLUENCERS ARE NO LONGER HUMAN?
Lil Miquela, the 984k follower
digital avatar. Fashion influencer,
she is also an advocate for the
"Black lives matter" movement.

78. Contact:
Emmanuel Anjembe
Head of New Business
emmanuel.anjembe@tbwa-corporate.com
+33 (0)1 49 09 26 48
ERCI