Influencing our New Reality

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In a time when consumers have been confined to their homes and social contact has been limited, influence has been pulling to the forefront of our increasingly virtual reality. But now that we are beginning the slow transition out of lockdown, how should brands be preparing to future-proof their influence for a post-COVID-19 world?

Marketing

ConversationsThatMatter:
InfluencingOurNewreality
INFLUENCE IN A POST COVID-19 WORLD

Tell us
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Global Ogilvy Website
https://www.ogilvy.com/ideas

THE
PANELISTS
IMOGEN COLES
INFLUENCE
PROGRAMME
DIRECTOR, OGILVY UK
STEFAN BISOUX
INFLUENCE PRACTICE
LEAD, SOCIAL.LAB
BELGIUM
RAHUL TITUS
HEAD OF INFLUENCE,
OGILVY UK
LUIS SAL
ITALIAN CREATOR
@LUIS_SAL

Influencingour
New Reality
INFLUENCE IN A POST COVID-19 WORLD

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03
04
05
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07
Embrace and Pivot
Hyperlocal Influence
Virtual Experiences
Social Commerce
Influencer Led Production
Employees as Influencers
Increased Influencer Vetting
Key Trends

Embracethisnew
realityandpivot
Consumers are now looking for inspirational,
escapist content. They want to see material that will
help them cope in their new reality – not give them
something unattainable to strive for..

HyperlocalInfluence
helpsbrandsfocustheir
influencerstrategy
Local influencers promoting hyper local messaging will help
brands deliver complex messaging as lockdown restrictions
get lifted helping drive efficiency across influencer plans.

Influencerenabled
virtualexperiences
willgrowexponentially
With a diminished cultural calendar over the summer,
influencer enabled virtual experiences will help fill this void.
From branded virtual spaces to live cooking classes,
influencers will help drive this charge.

Theriseandriseof
SocialCommerce
There is a paradigm shift from the one-dimensional
influencer campaigns we have seen in the past. Vanity
metrics have been replaced with business outcomes that
drives sales and conversion.

InfluenceeComm
Influencers contribute to the decision
process and even spark the last click.
Platforms are increasingly empowering
this with influencer shopping features and
check-out possibilities
Several initiatives and new formats were
brought to life in order to maximise the
role of influencers
CREATE A FUNNEL-BASED STRATEGY
LEADING TO ECOMMERCE

InfluenceeCommtactics
Social Media
in-app
Solutions
Influencer
e-comm
Apps
Affiliate
Program
IGC
amplification

Influencerledproduction
goesmainstream
Influencers can fill the content void that has resulted from a
lack of access to studios, film crews, production teams, et
al. Stretch the creative capabilities of influencers and
embrace what they can bring as content creators.

What's hot

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Influencing our New Reality

1. ConversationsThatMatter: InfluencingOurNewreality INFLUENCE IN A POST COVID-19 WORLD

2. Tell us where you are dialing in from! What’s the weather like in your city?

3. Do you want this deck? Global Ogilvy Website https://www.ogilvy.com/ideas

4. THE PANELISTS IMOGEN COLES INFLUENCE PROGRAMME DIRECTOR, OGILVY UK STEFAN BISOUX INFLUENCE PRACTICE LEAD, SOCIAL.LAB BELGIUM RAHUL TITUS HEAD OF INFLUENCE, OGILVY UK LUIS SAL ITALIAN CREATOR @LUIS_SAL

5. WHITEPAPER AVAILABLE TO DOWNLOAD NOW

6. Influencingour New Reality INFLUENCE IN A POST COVID-19 WORLD

7. 01 02 03 04 05 06 07 Embrace and Pivot Hyperlocal Influence Virtual Experiences Social Commerce Influencer Led Production Employees as Influencers Increased Influencer Vetting Key Trends

8. Embracethisnew realityandpivot Consumers are now looking for inspirational, escapist content. They want to see material that will help them cope in their new reality – not give them something unattainable to strive for..

9. QUARAFINEIGCONTENTSERIES

10. HyperlocalInfluence helpsbrandsfocustheir influencerstrategy Local influencers promoting hyper local messaging will help brands deliver complex messaging as lockdown restrictions get lifted helping drive efficiency across influencer plans.

11. XDELIVEROOPARTNERSHIP

12. Influencerenabled virtualexperiences willgrowexponentially With a diminished cultural calendar over the summer, influencer enabled virtual experiences will help fill this void. From branded virtual spaces to live cooking classes, influencers will help drive this charge.

13. Challenge To bring a new audience to Bacardi’s premium whisky portfolio, enticing the ‘whisky curious’ to become whisky lovers. Idea We approached Amazon with a proposal to host its first-ever live- streamed whisky tasting, as the biggest player in this space. Ahead of the livestream, the limited-edition collection was made available exclusively from Amazon, allowing consumers to participate from the comfort of their own home. We recruited lifestyle influencers across Europe who helped us bring new users into the brand. The influencers then directed consumers to bespoke landing pages, allowing us to retarget them with paid media when they next visited Amazon. Results 350% increase in brand impressions 44% increase in brand search, showing broader interest rippling across the brand. 129% increase in bottles sold with a 94% increase in revenue on the day of the livestream AMAZONLIVEWHISKEYTASTING

14. Theriseandriseof SocialCommerce There is a paradigm shift from the one-dimensional influencer campaigns we have seen in the past. Vanity metrics have been replaced with business outcomes that drives sales and conversion.

15. InfluenceeComm Influencers contribute to the decision process and even spark the last click. Platforms are increasingly empowering this with influencer shopping features and check-out possibilities Several initiatives and new formats were brought to life in order to maximise the role of influencers CREATE A FUNNEL-BASED STRATEGY LEADING TO ECOMMERCE

16. InfluenceeCommtactics Social Media in-app Solutions Influencer e-comm Apps Affiliate Program IGC amplification

17. Influencerledproduction goesmainstream Influencers can fill the content void that has resulted from a lack of access to studios, film crews, production teams, et al. Stretch the creative capabilities of influencers and embrace what they can bring as content creators.

18.

19. 01 02 03 04 05 06 07 Embrace and Pivot Hyperlocal Influence Virtual Experiences Social Commerce Influencer Led Production Employees as Influencers Increased Influencer Vetting Key Trends

20. THE PANELISTS IMOGEN COLES INFLUENCE PROGRAMME DIRECTOR, OGILVY UK STEFAN BISOUX INFLUENCE PRACTICE LEAD, SOCIAL.LAB BELGIUM RAHUL TITUS HEAD OF INFLUENCE, OGILVY UK LUIS SAL ITALIAN CREATOR @LUIS_SAL

21. ConversationsThatMatter: InfluencingOurNewreality INFLUENCE IN A POST COVID-19 WORLD

Influencing our New Reality

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