Lindsay Nuttall Presentation from Vlogging Breakfast Briefing 9 June 2015

1. Influencers
Lindsay Nuttall

2. THE
NEW
BRAND
CUSTODIANS

3. The new brand custodians
What influencers offer brands
Trust ReachRelevance

4. The new brand custodians
What influencers offer brands
Trust ReachRelevance

5. 90% of consumers
trust peer
recommendations.
Only 33% trust ads.
…...Making influencers
the everyman voice that
consumers value.
Nielsen (2012)

6. We have incredible access
to information, we don’t
have such a huge
generation gap with people
older than us, and we have
been given tools that we
are better versed in than
our seniors. Which is both
exciting and dangerous.”
Tavi Gevinson’s answer to what
makes your generation unique?
“
iD, Generation Z issue (2015)

7. The new brand custodians
What influencers offer brands
Trust ReachRelevance

8. 43% OF MILLENNIALS RANK
AUTHENTICITY OVER CONTENT.
BLOGS HAVE APPEAL BECAUSE
MILLENNIALS CONNECT BEST WITH
PEOPLE OVER LOGOS.
WHAT MILLENNIALS & GENERATION Z VALUE
Authenticity is more important than content
Forbes Magazine 2015; Mintel Millennials Report 2014; The Sound 2014

10. REMEMBER
SID?
He was still working at
Topman in Bristol during
the first series

11. WHAT WE DID
Holler

12. Skins
THE RESULTS
● Largest ever audience for the launch of an E4 drama, beating both Lost and 24
● The audience for the first episode (1.6m) was six times higher than the slot average
● Highest pre-launch awareness in the history of Channel 4
● 400,000 visitors to myspace page prior to first episode
● 21,000 fans signed up as friends and 5,000 people had content on their profiles

13. What we learnt from that experience?
● Building a relationship with the audience prior to launch creates big buzz
● Provide the audience with tools to discuss the programme and build content
● Having no systems or processes makes things messy
● Managing talent can be like baby-sitting
● Just give it a go...and optimise!

14. HOW HAS THE INFLUENCER
WORLD CHANGED?
7 yrs
LATER

16. The new brand custodians
What influencers offer brands
Trust ReachRelevance

17. KFC case study
Recognising when a superfan becomes an asset

18. Why KSI caught our eye
His following is huge:
● 9.4 million+
subscribers
● 1 billion+ video views
● 1.82M followers on
Twitter
● 1.6M followers on
Instagram

19. With #KFCSHARESIES we successfully leveraged one of the
biggest influencers on the planet

20. Which opened the door for future, bigger campaigns
Celebrating 50 years of KFC
The idea:
KSI helped KFC launch a
competition to discover
what a fan would do to win
50 years worth of KFC
chicken.

21. How he fitted into the overall campaign

22. THE LAUNCH RESULTS
● 20.3m+ fans reached across Facebook and Twitter
● Organically trended for 24 hours
● 1M+ views of the KFC campaign intro film
● Total KSI video views 5.3M
Why this collaboration worked:
He’s a genuine fanboy
His reach is huge
His audience accept the brand partnership as genuine

23. WHERE WILL IT GO
FROM HERE?

24. MILLENNIALS CAN DECODE
FAKES IN A NANOSECOND.
IF AN ITEM FEELS FORCED
OR OVEREXPOSED, THE
ALLURE VANISHES - ALONG
WITH THE BRAGGING
RIGHTS THAT COME WITH
OWNING IT.
WATCH AND WAIT.
FT

25. Influencers
have become
more savvy
The audience
have become
more savvy
Platforms
have become
more savvy
Top influencers (and
their agents) can
charge 45K+ for one
piece of content
Youtube now
charging brands for
click-throughs from
influencer videos
Millennials
becoming more and
more skeptical of
brand relationships
WHAT HAS BECOME APPARENT?

26. WHAT BRANDS NEED TO RECOGNISE
● Influencers are becoming a media channel just like Facebook did
○ Brands need to make it part of their media plan
● Rules and regulations are becoming tighter
○ Brands have to be upfront so need to ensure that their messaging is
relevant to the audience and not rely on the influencer
● Influencers will not put their name on anything
○ Collaborate and give them license to create. This will ensure
authenticity.

27. The future may lie in their post-event commentary rather than
leveraging them for the main event