Influencer marketing has become common for brands, but issues around transparency and fraud have emerged. As crowdsourced content on social media rises, brands use influencer networks to boost sales. However, there are strategic considerations around areas like brand safety, fraud, and reach. For Kellogg's, challenges include issues with the credibility of owned content, strict compliance guidelines, and difficulties measuring the value of digital efforts. Influencer marketing can help with credibility and lower content costs but it also faces challenges like demonstrating reach and dealing with deceitful practices. Moving forward, Kellogg's emphasizes finding genuine influencer endorsers, effective measurement, and a strategy prepared for future changes.

1. The Boom & Bust of
Influencer Marketing
Joseph Harper
Social LEAD – Kellogg’s UK & Ireland

2. Joseph Harper
Social Lead – Kellogg’s UK & Ireland

3. Influencer marketing has become fairly common
place amongst brands, specifically retailers.
Successful though it may be, there have been
some significant issues around transparency and
fraud. As crowdsourced content and social media
continue to rise, brands are taking advantage of
influencer networks to bolster sales whilst
developing a specialised and nuanced approach
to this growing channel. From brand safety, fraud
and reach, this session will explore the strategic
considerations around influencer channels and
how to maximise your investment.

4. Today, I’ll talk about:
- Kellogg’s challenges on digital
advertising
- How Influencer Marketing can help with
our challenges
- Kellogg’s Challenges with Influencer
marketing
- Best practice and the future

5. Firstly, let’s highlight some
of the challenges which
Kellogg’s experiences within
Digital Advertising…

7. 1) Credibility

8. At Kellogg’s, our
research into consumer
& shopper insight
identifies the need to
deliver a variety of
dietary messages to
consumers about our
products

9. Through the broad range of
digital resources available to
them, consumers now have
instant access to a wealth of
information which informs
the dietary choices for
themselves and their
families.
Therefore, our owned
channel content only holds
so much credibility

10. For the big and the small things in life, Vitamin B12
feeds energy
B12 comes from micro
organisms in the soil.
Seriously no need to take
B12 in highly processed
sugar rich flakes
Why to consume
sugar when B12 can
be taken itself
separately
Kellogg’s food are
Halal certified – so I
don’t buy them
Eat some porridge
it’s actually good for
you and doesn’t
have sugar.

11. 2) Compliance

12. The guidelines
around how we can
use Social to
advertise are
stricter, yet more
blurry than ever
before…

13. …as regulating
bodies struggle to
stay on top of the
ever changing nature
of social platforms.

14. July 2018

15. 3) Value & Measurement

16. Less than 10% of our UK
sales come through
eCommerce

17. Measurement of digital
effectiveness is thus
reliant on vanity metrics

18. 4) Content generation

19. Our owned content is often
narrative-led to address
consumer insights around
perception and trends

20. We perhaps neglect the
need to present our food
beautifully in the bowl or
setting where it’s most at
home

21. How can Influencer
Marketing help us?

22. Repurposed user generated
content performs well when
compared like-for-like with
owned content

23. Paid / Owned
Content
Influencer
Content

24. Influencer expertise
can deliver the
credibility which our
owned content often
struggles to achieve

26. Content generation
costs are much more
favourable for us
versus those of our
retained ad agencies.

27. …and influencer
creative ad formats
are increasing in
their sophistication

28. The nature of influencer content can
sometimes include a more natural link to
commercial messaging in a consumer
facing tone

29. It’s more natural for real
people to create content
which talks about cost &
availability.

30. Our challenges
with Influencer
Marketing…

31. The nature of how influencers’ audiences grow and
the general difficulty in achieving transparency
makes it hard for brands to use their Reach as a
measure of investment.

32. We’re much more
comfortable with
reaching our intended
consumer/shopper
demographic through our
own paid media

33. Influencers struggle
with our strict
compliance guidelines.
Content quality suffers
as a consequence and
influencers lose
motivation to work
with us.

34. Well publicised
deceitful practises
such as Pods and
bought engagement
are damaging the
integrity of our
investment in
Influencer Marketing

35. Worryingly, whilst
most agencies are
prioritising IM fraud,
some still present
bought or fake
engagement as
success

37. The perceived aspirational
/ inspirational, beautified
nature of Instagram
content suits some of our
brands, but not all of
them…

38. For example, whilst
beautiful flat layed
content works for some
of our health-focused
products, it clashes
with the tone of voice
of some of our more
indulgent brands

40. Recruiting creators who are
genuine fans of the brand or
product should be the
number one objective for
all influencer activity.
Look for agencies who use
software and innovative
practises to help find those
people.

41. Reach
Credibility
Engagement
Content
Generation
Create a method which
balances the different
deliverables of Influencer
Marketing and make this
your carte du jour.
Be wary of comparing
this offering to
investment in other
mediums.

42. Work with
disruptors that
stay close to
the changing
landscapes.

43. Understand
the Art of War.

44. Help brands facilitate
compliance in balance with
effectiveness.
Agencies and brands should
work together to develop an
effective process which
helps both parties navigate
the challenges of
compliance painlessly, whilst
still resulting in effective
content.

45. Future proof your
influencer marketing
offering. Recognise the
flexibility of this
revolutionary technique
Think about what keeps
your GM awake at night…

46. Three takeaways?
Prioritise:
- Finding a way to ensure your influencers
are genuine endorsers of your product
- Ensuring that your business effectively
measure the ROI of your IM work
- Ensuring that your influencer marketing
strategy is set up to embrace your future
focusses and innovation

47. Content sourced from Kellogg’s IM agency partners:
Fin.
Merci á tous.