In an attempt to combat ad blocking, be more authentic, drive engagement and reach younger targets, many brands around the globe have turned to influencer marketing. While this particular form of marketing has shown tremendous growth over the past few years, it has recently also come under scrutiny - adverse publicity surrounding some high-profile figures, the practice of buying followers, and the lack of audience sustainability are just a few reasons that have led more and more marketers to question the ROI of influencer marketing. This presentation aims at showcasing the good, the bad, and the ugly of influencer marketing, finally providing a set of tangible recommendations for businesses to apply to their marketing strategies.

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

8. Not a
Huawei
phone

10. FOLLOWERS
DON’T MEAN
SALES

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

14. ANTI-INFLUENCER
INFLUENCER
MARKETING

15. MY TOP 5 INFLUENCER
MARKETING TIPS

16. LEAD WITH
A BIG IDEA
NOT AN INFLUENCER
01

17. 02
ENSURE
BRAND FIT

18. 03
PROVIDE
A CONCISE
BRIEF

19. HAVE A
CRISIS
STRATEGY
AT HAND
04

21. 05
CONSIDER
CREATING
YOUR OWN
‘INFLUENCER’

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

24. 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

25. Thank You!