Development of influencer strategy

An influencer strategy provides direction and results in a tough market.

Working with influencers is attractive for many companies. However, many struggle to get a grip on the underlying strategy and the practical execution so that the effort does not end up being a simple sampling program.

RelationsPeople developed the influencer strategy behind Nespresso‘s work with influencers, which addressed the overall rules for the effort, the levels of influencers, KPIs for the efforts and the thematic areas that made sense for the brand to activate via influencers.

The result was a focused approach with clearer goals that were easy to execute for everyone involved in influencer activation at Nespresso. At the same time, the tactical setup tracked the experience with individual influencers and their results in relation to the brand, so efforts could be easily adjusted and further developed.

Influencers provide a unique opportunity to create branded content that is unfolded with a personalized approach by each influencer. All too often, however, companies end up being too controlling and don’t dare to let go of the traditional ‘advertising’ approach. In this case, our recommendation would be to buy an ad in a magazine instead, because then you don’t take advantage of the channel with the favorable opportunities it offers – an influencer strategy can help counteract this.