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SOCIAL MEDIA 
INFLUENCERS: 
HARNESSING THE 
POWER
Harnessing the Power of Social Media Influencers 
Social media influencers have demonstrated time 
and again their unique ability to connect with an 
organic, engaged audience. 
This deck provides an overview of how brands and 
their agency partners can better engage social 
media influencers to tell a brand’s story.
Understanding Influencers 
Who Are They?
Influencers You Probably Know
They’re interesting… 
Influencers You Probably Know
They’re interesting… 
BUT NOT NECESSARY RELATABLE 
Influencers You Probably Know
They’re interesting AND relatable 
Influencers You Probably Don’t Know 
PewDiePie 
YouTube Subscribers: 24.7MM+ 
Lifetime Video Views: 3.7B+ 
FreddieW 
YouTube Subscribers: 6.9MM+ 
Lifetime Video Views: 1.1B+ 
MissGlamorazzi 
YouTube Subscribers: 2.7MM+ 
Lifetime Video Views: 183MM+ 
Jack Vale 
YouTube Subscribers: 1.1MM+ 
Lifetime Video Views: 206MM+ 
David So 
YouTube Subscribers: 844K+ 
Lifetime Video Views: 118MM+ 
Tobuscus 
YouTube Subscribers: 14MM+ 
Lifetime Video Views: 2.8B+ 
The Shaytards 
YouTube Subscribers: 1.9MM+ 
Lifetime Video Views: 809MM+ 
Rosanna Pansino 
YouTube Subscribers: 2.2MM+ 
Lifetime Video Views: 341MM+
…and speak to fans across all passion points 
Influencers You Probably Don’t Know 
Gaming 
Action 
Comedy/Music 
Fashion/Beauty 
Family 
Comedy 
Food 
Lifestyle
Passionate content creators who have become 
famous on the internet doing “internet things.” 
Social Media Influencers
Internet Things
Why Do We Need Them? 
Understanding Influencers
Help to reach a new audience 
Develop a community 
Encourage action 
Amplify an idea or campaign 
Product development 
Raise brand awareness 
Drive app downloads 
Influence consideration 
Build loyalty 
Social Media Influencers Can:
CONSUMERS DO NOT EQUATE SOCIAL MEDIA 
INFLUENCERS WITH MARKETING. 
THEY SIMPLY SEE THEM AS COOL, INTERESTING, 
INSPIRATIONAL, FUNNY, FASHIONABLE, TALENTED, ETC.
MORE IMPORTANTLY 
THEIR FANS TRUST 
WHAT THEY HAVE TO SAY. 
...Their fans listen, take 
action, and share their 
posts across platforms. 
When Social Media Influencers Speak... 
Chester See 
YouTube Subscribers: 1.5M 
YouTube Video Views: 154M 
Facebook Fans: 293K 
Twitter Followers: 230K 
Demographic: Female 13- 24
92% OF CONSUMERS SAY THEY 
TRUST WORD-OF-MOUTH AND 
RECOMMENDATIONS FROM FRIENDS 
AND FAMILIES ABOVE ALL OTHER 
FORMS OF ADVERTISING. 
INFLUENCER MARKETING CAMPAIGNS 
DRIVE 16X MORE ENGAGEMENT THAN 
PAID OR OWNED MEDIA. 
1X 
AVERAGE CTR OF DISPLAY BANNER: 
0.10% 
AVERAGE CTR OF A FACEBOOK POST: 
0.14% 
AVERAGE CTR OF AN INFLUENCER POST: 
15%+ 
AVERAGE CTR 
DISPLAY 
BANNER 
AVERAGE CTR 
FACEBOOK 
POST 
AVERAGE CTR 
INFLUENCER 
POST 
92% 16x 
0.10% 0.14% 
15%+
SOCIAL MEDIA INFLUENCERS AREN’T 
THE ALTERNATIVES TO CELEBRITIES, 
THEY ARE THE 
NEW CELEBRITIES. 
U.S. teenagers are more enamored with 
YouTube stars than they are the biggest 
celebrities in film, TV and music. 
– Variety Survey
What Verticals Are They In? 
Identifying Influencers
Gaming & 
Sports Life & Style Family Entertainment 
Social Media Influencers can be found across all passions 
and interests 
GAMING 
SPORTS 
TECH 
XSPORTS 
AUTOS 
BEAUTY 
HEALTH/FITNESS 
FOOD 
FASHION 
HOME/DIY 
MOMS 
TOONS 
FAMILY 
PETS 
SCIENCE 
MOVIES 
MUSIC 
NEWS 
COMEDY 
ANIMATION
I’M EATING A #DONUT 
I LIKE DONUTS 
THIS IS WHERE I EAT DONUTS 
HERE IS A PHOTO OF MY DONUT 
HERE A DONUT MAGICALLY 
DISAPPEARS 
HERE I AM EATING A DONUT 
MY SKILLS INCLUDE DONUT EATING 
HERE’S A DONUT RECIPE 
NOW LISTENING TO “DONUTS” 
I’M A GOOGLE EMPLOYEE WHO 
EATS DONUTS 
And Across All Platforms and Channels
How Do Brands And Agencies Hire Them? 
Identifying Influencers
Talent Agencies are to 
Celebrity Talent... 
...what MCNs are to 
Influencer Talent 
Multi-Channel Networks (i.e., influencer agencies) 
MCNs help to identify the right influencer, manage the budgets and 
impression levels, and work with the influencer to develop the content.
YouTube Pinterest Vine Instagram Twitter/FB Blogs 
We have worked with various MCNs, which 
tend to organize around specific channels
Are they Legitimate to the Topic? 
Do they create compelling content? 
• Known for creating exceptional content 
• Can speak to, or is an authority 
on the topic 
• Active across multiple platforms 
• Isn’t just a popular name, but is known for 
frequent content creation 
• Adheres to FTC guidelines 
• Is respected - isn’t famous 
• Is tonally appropriate for the brand 
• Covers topics relevant to branded 
campaigns/initiatives 
• Trusted source among audience 
• Proven to drive audience to action 
(via comments, shares, like, etc.) 
• Inspires audience to contribute WOM 
Are they Brand Friendly? 
Are they Trusted by our/their audience? 
Selecting the Right Influencer 
Each MCN has many influencers on their roster, so we tend to ask the 
following questions when selecting an influencer.
When Do They Fit In? 
Activating Influencers
When to Bring Them in the Process: 
Brief Idea 
Develop idea along-side 
creative strategy, 
co-create long form 
content 
Promote idea through social media, in-video 
shoutouts, or use channel for custom preroll/ 
targeted media 
Development Launch Amplify
Because social media influencers are creatives in their 
own right, it takes achieving a balance between brand, 
agency, and influencer input to achieve success. 
Our Brand 
Our Articulation + Their Interpretation 
Their Brand 
Thoughtful Brand 
Integration
Social influencers are their own content creators. Which 
means you can’t tell them exactly what to make… 
You Have to Let Some Creative Control Go 
BUT feedback and oversight happens at multiple stages: 
• Treatments 
• Developed creative 
• Rough cut 
• Final video
• Highly targeted exposure 
• Huge reach 
• Increased engagement 
• Lower costs 
The Tradeoff:
BBDO Case Studies
Monster.com 
Goal: Inspire Millennials to find better with Project You 
Objective: Drive Project You awareness, and drive 
engagement on Project You. 
Challenge: Maximize efficiency with a limited media/ 
production budget
Monster.com 
Jack Vale 
Total Reach/Subscribers: 1.1M+ 
Total Guaranteed Views: 300K+ 
Total Delivered Views: 670K+ 
Total Social Posts: 2x (Facebook & 
Twitter) 
Total Reach/ 
Followers (Social): 214.7K+ 
Video execution drove 4x increase in 
traffic on Project You within the first week. 
Average Sessions per day on Project You 
were 5x higher than the two week period 
leading up to video launch
AT&T Olympics 
Goal: • Increase attribution and share of voice for AT&T 
during the Winter Olympics 
• Get fans to download the #ItsOurTime app and 
upload their chant 
• Use the #itsourtime hashtag to voice messages 
of support for athletes 
Objective: Move people to voice their support for Team USA.
AT&T Olympics 
Shay Carl 
1.3M subscribers 
Custom Pre-roll 
Custom Video Social Amplification 
FineBros 
10M subscribers 
WheezyWaiter 
540K subscribers 
DudePerfect 
86K Twitter 
subscribers 
Influencer content saw 3.7M impressions and drove 
60K+ clicks to the #ItsOurTime site
Additional Case Studies
@JayZombie 
234,314 followers 
Warby Parker uses prominent photography 
influencers on Instagram, like @JayZombie to 
share artistic photos of their product on their 
own Instagram feeds. 
Video saw 670K+ views and drove 4x in-crease 
in traffic on Project You within the 
first week 
Warby Parker 
Warby Parker shares content from 
influencers on their own Instagram feed. 
The brand also shared photos from 
influencers on their Facebook and 
Twitter accounts.
@_gabrielflores 
122,520 followers 
To promote it’s Nike Fuel product, Nike 
sent their product to prominent photog-raphers 
on Instagramers influencers like 
@_gabrielflores to share their progress in 
the Nike Fuel Challenge on Instagram. 
Instagramers take a series of photos that 
show their NikeFuel progress. 
All posts tag @Nike and mention Nike- 
Fuel. 
Nike shares content from influencers on 
their own Instagram feed. 
Nike
Target 
Joy Cho / Oh Joy! 
13M followers 
Target launched a design partnership 
with some of Pinterest’s top pinners, 
including Joy Cho, who are also top 
design bloggers. The pinners created 
collections that were sold in Target 
and promoted the collections via their 
own Pinterest boards. 
Joy Cho pinned her party collection on a Pinterest board that garnered over 825k 
followers. She also promoted the line across her social other social channels to 
help drive awareness and buzz.
GE 
Marcus Johns 
5M followers 
Jerome Jarre 
6.5M followers 
To celebrate Gravity Day, General 
Electric invited Vine influencers, 
Marcus Jones and Jerome Jarre to 
join them on a Zero Gravity flight 
and of course share their vines with 
their followers on the platform. 
Influencers shared a number vines from the flight on 
their own channels, tagging General Electric. 
General Electric shared the 
vines on their own account. 
Click to watch 
Click to watch
HP 
@finalcutking 
1.8M followers 
To support their #bendtherules 
campaign, HP invited five Vine in-fluencers 
including Zach King to 
create vines using the new note-book/ 
tablet x360 
Vines were distributed on HP’s Vine ac-count 
and promoted via Twitter 
And then turned into the first of its kind 
:30 TV spot, made entirely of Vines
Key Takeaways 
Understand 
Influencers are relatable. 
Fans trust them, listen to them, and are inspired by them. 
Identify 
Influencers create content across all platforms and channels. 
We work with MCNs to match the right influencers with the right 
brand opportunity. 
Activate 
Influencers can support a campaign in a multitude of ways. 
They are looking to create meaningful brand interactions with 
their loyal, fanatic, and passionate following.
Thanks! 
QUESTIONS? 
cody.levine@bbdo.com 
vanessa.jeswani@bbdo.com 
stephanie.trow@bbdo.com

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Harnessing the Power of Social Media Influencers

  • 1. SOCIAL MEDIA INFLUENCERS: HARNESSING THE POWER
  • 2. Harnessing the Power of Social Media Influencers Social media influencers have demonstrated time and again their unique ability to connect with an organic, engaged audience. This deck provides an overview of how brands and their agency partners can better engage social media influencers to tell a brand’s story.
  • 6. They’re interesting… BUT NOT NECESSARY RELATABLE Influencers You Probably Know
  • 7. They’re interesting AND relatable Influencers You Probably Don’t Know PewDiePie YouTube Subscribers: 24.7MM+ Lifetime Video Views: 3.7B+ FreddieW YouTube Subscribers: 6.9MM+ Lifetime Video Views: 1.1B+ MissGlamorazzi YouTube Subscribers: 2.7MM+ Lifetime Video Views: 183MM+ Jack Vale YouTube Subscribers: 1.1MM+ Lifetime Video Views: 206MM+ David So YouTube Subscribers: 844K+ Lifetime Video Views: 118MM+ Tobuscus YouTube Subscribers: 14MM+ Lifetime Video Views: 2.8B+ The Shaytards YouTube Subscribers: 1.9MM+ Lifetime Video Views: 809MM+ Rosanna Pansino YouTube Subscribers: 2.2MM+ Lifetime Video Views: 341MM+
  • 8. …and speak to fans across all passion points Influencers You Probably Don’t Know Gaming Action Comedy/Music Fashion/Beauty Family Comedy Food Lifestyle
  • 9. Passionate content creators who have become famous on the internet doing “internet things.” Social Media Influencers
  • 11. Why Do We Need Them? Understanding Influencers
  • 12. Help to reach a new audience Develop a community Encourage action Amplify an idea or campaign Product development Raise brand awareness Drive app downloads Influence consideration Build loyalty Social Media Influencers Can:
  • 13. CONSUMERS DO NOT EQUATE SOCIAL MEDIA INFLUENCERS WITH MARKETING. THEY SIMPLY SEE THEM AS COOL, INTERESTING, INSPIRATIONAL, FUNNY, FASHIONABLE, TALENTED, ETC.
  • 14. MORE IMPORTANTLY THEIR FANS TRUST WHAT THEY HAVE TO SAY. ...Their fans listen, take action, and share their posts across platforms. When Social Media Influencers Speak... Chester See YouTube Subscribers: 1.5M YouTube Video Views: 154M Facebook Fans: 293K Twitter Followers: 230K Demographic: Female 13- 24
  • 15. 92% OF CONSUMERS SAY THEY TRUST WORD-OF-MOUTH AND RECOMMENDATIONS FROM FRIENDS AND FAMILIES ABOVE ALL OTHER FORMS OF ADVERTISING. INFLUENCER MARKETING CAMPAIGNS DRIVE 16X MORE ENGAGEMENT THAN PAID OR OWNED MEDIA. 1X AVERAGE CTR OF DISPLAY BANNER: 0.10% AVERAGE CTR OF A FACEBOOK POST: 0.14% AVERAGE CTR OF AN INFLUENCER POST: 15%+ AVERAGE CTR DISPLAY BANNER AVERAGE CTR FACEBOOK POST AVERAGE CTR INFLUENCER POST 92% 16x 0.10% 0.14% 15%+
  • 16. SOCIAL MEDIA INFLUENCERS AREN’T THE ALTERNATIVES TO CELEBRITIES, THEY ARE THE NEW CELEBRITIES. U.S. teenagers are more enamored with YouTube stars than they are the biggest celebrities in film, TV and music. – Variety Survey
  • 17. What Verticals Are They In? Identifying Influencers
  • 18. Gaming & Sports Life & Style Family Entertainment Social Media Influencers can be found across all passions and interests GAMING SPORTS TECH XSPORTS AUTOS BEAUTY HEALTH/FITNESS FOOD FASHION HOME/DIY MOMS TOONS FAMILY PETS SCIENCE MOVIES MUSIC NEWS COMEDY ANIMATION
  • 19. I’M EATING A #DONUT I LIKE DONUTS THIS IS WHERE I EAT DONUTS HERE IS A PHOTO OF MY DONUT HERE A DONUT MAGICALLY DISAPPEARS HERE I AM EATING A DONUT MY SKILLS INCLUDE DONUT EATING HERE’S A DONUT RECIPE NOW LISTENING TO “DONUTS” I’M A GOOGLE EMPLOYEE WHO EATS DONUTS And Across All Platforms and Channels
  • 20. How Do Brands And Agencies Hire Them? Identifying Influencers
  • 21. Talent Agencies are to Celebrity Talent... ...what MCNs are to Influencer Talent Multi-Channel Networks (i.e., influencer agencies) MCNs help to identify the right influencer, manage the budgets and impression levels, and work with the influencer to develop the content.
  • 22. YouTube Pinterest Vine Instagram Twitter/FB Blogs We have worked with various MCNs, which tend to organize around specific channels
  • 23. Are they Legitimate to the Topic? Do they create compelling content? • Known for creating exceptional content • Can speak to, or is an authority on the topic • Active across multiple platforms • Isn’t just a popular name, but is known for frequent content creation • Adheres to FTC guidelines • Is respected - isn’t famous • Is tonally appropriate for the brand • Covers topics relevant to branded campaigns/initiatives • Trusted source among audience • Proven to drive audience to action (via comments, shares, like, etc.) • Inspires audience to contribute WOM Are they Brand Friendly? Are they Trusted by our/their audience? Selecting the Right Influencer Each MCN has many influencers on their roster, so we tend to ask the following questions when selecting an influencer.
  • 24. When Do They Fit In? Activating Influencers
  • 25. When to Bring Them in the Process: Brief Idea Develop idea along-side creative strategy, co-create long form content Promote idea through social media, in-video shoutouts, or use channel for custom preroll/ targeted media Development Launch Amplify
  • 26. Because social media influencers are creatives in their own right, it takes achieving a balance between brand, agency, and influencer input to achieve success. Our Brand Our Articulation + Their Interpretation Their Brand Thoughtful Brand Integration
  • 27. Social influencers are their own content creators. Which means you can’t tell them exactly what to make… You Have to Let Some Creative Control Go BUT feedback and oversight happens at multiple stages: • Treatments • Developed creative • Rough cut • Final video
  • 28. • Highly targeted exposure • Huge reach • Increased engagement • Lower costs The Tradeoff:
  • 30. Monster.com Goal: Inspire Millennials to find better with Project You Objective: Drive Project You awareness, and drive engagement on Project You. Challenge: Maximize efficiency with a limited media/ production budget
  • 31. Monster.com Jack Vale Total Reach/Subscribers: 1.1M+ Total Guaranteed Views: 300K+ Total Delivered Views: 670K+ Total Social Posts: 2x (Facebook & Twitter) Total Reach/ Followers (Social): 214.7K+ Video execution drove 4x increase in traffic on Project You within the first week. Average Sessions per day on Project You were 5x higher than the two week period leading up to video launch
  • 32. AT&T Olympics Goal: • Increase attribution and share of voice for AT&T during the Winter Olympics • Get fans to download the #ItsOurTime app and upload their chant • Use the #itsourtime hashtag to voice messages of support for athletes Objective: Move people to voice their support for Team USA.
  • 33. AT&T Olympics Shay Carl 1.3M subscribers Custom Pre-roll Custom Video Social Amplification FineBros 10M subscribers WheezyWaiter 540K subscribers DudePerfect 86K Twitter subscribers Influencer content saw 3.7M impressions and drove 60K+ clicks to the #ItsOurTime site
  • 35. @JayZombie 234,314 followers Warby Parker uses prominent photography influencers on Instagram, like @JayZombie to share artistic photos of their product on their own Instagram feeds. Video saw 670K+ views and drove 4x in-crease in traffic on Project You within the first week Warby Parker Warby Parker shares content from influencers on their own Instagram feed. The brand also shared photos from influencers on their Facebook and Twitter accounts.
  • 36. @_gabrielflores 122,520 followers To promote it’s Nike Fuel product, Nike sent their product to prominent photog-raphers on Instagramers influencers like @_gabrielflores to share their progress in the Nike Fuel Challenge on Instagram. Instagramers take a series of photos that show their NikeFuel progress. All posts tag @Nike and mention Nike- Fuel. Nike shares content from influencers on their own Instagram feed. Nike
  • 37. Target Joy Cho / Oh Joy! 13M followers Target launched a design partnership with some of Pinterest’s top pinners, including Joy Cho, who are also top design bloggers. The pinners created collections that were sold in Target and promoted the collections via their own Pinterest boards. Joy Cho pinned her party collection on a Pinterest board that garnered over 825k followers. She also promoted the line across her social other social channels to help drive awareness and buzz.
  • 38. GE Marcus Johns 5M followers Jerome Jarre 6.5M followers To celebrate Gravity Day, General Electric invited Vine influencers, Marcus Jones and Jerome Jarre to join them on a Zero Gravity flight and of course share their vines with their followers on the platform. Influencers shared a number vines from the flight on their own channels, tagging General Electric. General Electric shared the vines on their own account. Click to watch Click to watch
  • 39. HP @finalcutking 1.8M followers To support their #bendtherules campaign, HP invited five Vine in-fluencers including Zach King to create vines using the new note-book/ tablet x360 Vines were distributed on HP’s Vine ac-count and promoted via Twitter And then turned into the first of its kind :30 TV spot, made entirely of Vines
  • 40. Key Takeaways Understand Influencers are relatable. Fans trust them, listen to them, and are inspired by them. Identify Influencers create content across all platforms and channels. We work with MCNs to match the right influencers with the right brand opportunity. Activate Influencers can support a campaign in a multitude of ways. They are looking to create meaningful brand interactions with their loyal, fanatic, and passionate following.
  • 41. Thanks! QUESTIONS? cody.levine@bbdo.com vanessa.jeswani@bbdo.com stephanie.trow@bbdo.com