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SEEN Connects: Influencer Marketing Archetypes
The document outlines 12 archetypes representing different individual psyches and their corresponding characteristics, goals, fears, and talents. It emphasizes the importance of aligning brands and influencers with relevant archetypes to ensure authenticity and connection with audiences. Examples from various brands and influencers illustrate how these archetypes manifest in storytelling and marketing strategies.
SEEN Connects: Influencer Marketing Archetypes
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- 3. BRAND BENEFITS: seenconnects.com Differentiation: Mental shortcuts to make decisions Needs: Collective unconscious
- 4. INFLUENCER BENEFITS: seenconnects.com Authenticity: Credible andconsistent storytelling Understanding: Immediate connection
- 5. SO, WHAT ARETHEY? seenconnects.com
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- 7. THE STABILITY SEEKERS seenconnects.com Goal:to help others Fear: being considered selfish Talent: compassion and generosity THE CAREGIVER Goal: create communal prosperity Fear: chaos, being undermined or overthrown Talent: responsibility and leadership THE RULER Goal: to create things of enduring value Fear: failing to create anything great Talent: creativity and imagination THE CREATOR
- 8. STABILITY SEEKER CARE GIVER seenconnects.com COMPASSIONATEGENEROUSHELPFUL
- 9. BRAND EXAMPLE: TOMS Affirmationthrough giving back and knowing that your purchase leads to something bigger and better. Note: If you haven’t, listen to ‘How I built this’ on Toms. seenconnects.com
- 10. INFLUENCER EXAMPLE: MANREPELLER Manrepellerhas been around the traps but instead of bragging about making it big, she spends her time inspiring and guiding others. seenconnects.com
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- 13. BRAND EXAMPLE: MERCEDESBENZ Well-known, established and with over 125 years of automotive credible history. seenconnects.com
- 14. INFLUENCER EXAMPLE: EMILYWEISS Continues to mentor, despite status and achievement. Constantly striving to give back, to lead and to empower the community on a personal level, and as Founder of Glossier. seenconnects.com
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- 17. BRAND EXAMPLE: APPLE Constantlystriving to innovate and develop, making you “think differently”. seenconnects.com
- 18. INFLUENCER EXAMPLE: BENBROWN Mission selfie on BBC took influencers and made them creators, showing that dreams can be a reality if you work hard enough. seenconnects.com
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- 20. FREEDOM FINDERS seenconnects.com Goal: toexperience as much of life as possible Fear: being trapped or forced conformity Talent: being true to their own desires and a sense of wonder THE EXPLORER Goal: to use wisdom and intelligence to understand the world and teach others Fear: being ignorant, or being perceived as stupid Talent: wisdom, intelligence and curiosity THE SAGE Goal: to be happy Fear: being punished for doing something wrong Talent: faith and open-mindedness THE INNOCENT
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- 22. BRAND EXAMPLE: GOOGLE Targetedtheir output and business direction based on their audiences wants and needs (what sells!). seenconnects.com
- 23. INFLUENCER EXAMPLE: JELLEBAY Investshis time in gaming to spread his knowledge and understanding of the industry to his community. seenconnects.com
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- 26. BRAND EXAMPLE: COCA-COLA Happinesssold in a can. seenconnects.com
- 27. INFLUENCER EXAMPLE: GIOVANNAFLETCHER Happy-go-lucky output, always optimistic in the way she shares tips and advice. seenconnects.com
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- 30. BRAND EXAMPLE: CORONA Takingyou back to an experience through emotive branding and advertising. seenconnects.com
- 31. INFLUENCER EXAMPLE: DOYOU TRAVEL Allowing his community to follow his journey and be inspired by his free spirited nature. seenconnects.com
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- 33. BELONGING seenconnects.com Goal: being ina relationship with the people, work, and environment they love Fear: feeling unwanted or unloved Talent: passion, appreciation, and diplomacy THE LOVER Goal: to lighten up the world and make others laugh Fear: being perceived as boring by others Talent: seeing the funny side of everything and using humour for positive change THE JESTER Goal: to belong Fear: to be left out or to stand out from the crowd Talent: honest and open, pragmatic and realistic EVERY (WO)MAN
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- 35. BRAND EXAMPLE: GODIVA Associationwith happy occasions and gifts, sexualizes food. seenconnects.com
- 36. INFLUENCER EXAMPLE: ELLEN Happyin peoples success, shows people and characters that we connect to emotionally. seenconnects.com
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- 39. BRAND EXAMPLE: INNOCENTSMOOTHIES Entertaining, sharable content that makes you smile. seenconnects.com
- 40. INFLUENCER EXAMPLE: JAMESBLUNT Mocking himself publicly with comedy one liners. seenconnects.com
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- 42. BELONGING EVERY WO(MAN) seenconnects.com EMPATHY SOLIDVIRTUESFITS IN
- 43. BRAND EXAMPLE: KITKAT Everyonetakes a break. Everyone needs a break. seenconnects.com
- 44. INFLUENCER EXAMPLE: DELICIOUSLYELLA Here to make you understand what you eat and a genuinely person. seenconnects.com
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- 46. RISK RUNNERS seenconnects.com Goal: tohelp others and protect the weak Fear: being perceived as weak or frightened Talent: competence and courage THE HERO Goal: to overturn what isn’t working Fear: to be powerless Talent: having big, outrageous ideas and inspiring others to join them THE REBEL Goal: to understand the fundamental laws of the universe Fear: unintended negative consequences Talent: transforming people’s everyday experience of life by offering new perspectives THE MAGICIAN
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- 48. BRAND EXAMPLE: Nike Abrand that allows you to unlock your potential and greatness, after all “just do it”. seenconnects.com
- 49. INFLUENCER EXAMPLE: SARTORIALIST Createdstreetstyle photography, inspired a generation and movement. seenconnects.com
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- 52. BRAND EXAMPLE: REDBULL When giving you wings is a dream come true. seenconnects.com
- 53. INFLUENCER EXAMPLE: ROBDAMIANI Making it in the music industry and realising there’s more to a career, transforming yourself into a brand. seenconnects.com
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- 56. BRAND EXAMPLE: HARLEYDAVIDSON Always the outlaw seenconnects.com
- 57. INFLUENCER EXAMPLE: SHARMADEANREID Founder of WAH Nails, Future Girl Corp and a few other bits and pieces, Reid is an entrepreneur. Never one to argue, she’ll tell you how it is. seenconnects.com
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- 59. ALIGN YOUR BRANDAND INFLUENCERS TO RELEVANT ARCHETYPES FOR AUTHENTICITY seenconnects.com
- 60. THINGS TO READ/ LISTEN TO OUR WORK seenconnects.com Books: https://www.amazon.co.uk/Archetypes-Who-Are-Caroline-Myss/dp/1848503407 https://www.amazon.co.uk/Power-Archetypes-Universal-Understand- Subconscious/dp/1632651025/ref=sr_1_18?keywords=archetypes&qid=1583248272&s=books&sr=1-18 Podcasts: https://futurethinkers.org/archetypes/ Netflix: - How our Brain works SlideShare: https://www.slideshare.net/EmilyBennett/archetype-overview-from-the-hero-and-the-outlaw
- 61. THANK YOU & QUESTIONS SedgeBeswick sedge@seenconnects.com joe@seenconnects.com seenconnects.com seenconnects.com