Influencer Relations

Cum construim relații de durată

& campanii de impact cu influencerii?

• Cunoaștem contextul
• Cunoaștem potențialul și limitările domeniului
• Setăm obiectivele brandului precis și le comunicăm mai
departe cât mai clar
• direct – dacă vorbim de negociere concretă a unui deal
• indirect – dacă vorbim de o acțiune de influencers
relations cu PR approach

• Analizăm compatibilitatea dintre brand și influencer

• Scorăm pozitiv la capitolul

autenticitate.
• Obținem impact.
Content
Overload
Influencers act as brand advocates & produce quality content keeping their audience in mind. They help captivate
consumers, which in turn, helps in audience retention.

Mega Influencer / VIP

This is someone who has over a million followers, driving about 2%to 5% engagement through each post. They are
typically actors, models, athletes, and social media celebrities.

Macro Influencer
Someone with about 10,000 to a million followers, driving about 5%to 25% engagement through each post, can be
considered a Macro Influencer. Bloggers, industry specialists, businessmen, journalists are a few examples. Your
target audience can relate very well with them because of their domain-specific knowledge and expertise.

Micro Influencer
This is someone with 1000 to 10,000 followers, driving close to 25%to 50% engagement through every single post.

Meta influencer
The consumer itself.
CRITERII DE EVALUARE
• OBIECTIVELE CAMPANIEI (ce ne propunem să obținem)
• AUDIENTA (ce ii animă pe consumatorii vizați, ce triggere să folosim pentru a ajunge la ei, ce
valori îi definesc, care e comportamentul lor de consum, unde îi găsim și în ce dispoziție îi găsim în
respectivele touch-points)
• BRANDUL (valori, personalitate, tone of voice)

“Rețeta” de succes într-o campanie cu influenceri, este să gasim combinația perfectă între:
• Reputație
• Audiență relevantă
• Reach & retenție fani
• Engagement rate
• Conținut original
• Costuri
Metrici evaluare / KPIs
• Notorietate -> views, reach, impressions
(Reach is the total number of people who see your content.
Impressions are the number of times your content is displayed, no matter if it was clicked or not.)
• Interacțiune -> engagement rate, click rate
• Vânzări -> conversions

BUGET:

• Pay per post – you pay your Influencer a fixed chunk for every post they create, develop, and
publish
• Pay per click – you pay your Influencer based on the total number of clicks you receive on your
landing page, driven by their campaign
• Pay per engagement – you pay your influencer on the total number of engagements on a piece of
content
• Pay per conversion – you pay your influencer for every purchase, subscription made
1. Carefully selected few big 2. The PR approach.
influencers. Sending complimentary
Neggotiated deals.
press kits to many
influencers.
WATER POWER
Press Kit
Beauty at home
in times of pandemic (2020)
Challenge: In unprecedented times of
uncertainty & social anxiety generated by the
worldwide coronavirus pandemic we dared to
talk about beauty & self-care.
Because during the emergency lockdown
period the women could not go to the beauty
salons to dye their hair, we decided to fill that
void and send a box full of hair dyes & haircare
products from LONCOLOR. Along with the
functional benefits of the gift, we taped into an
emotional field of positive emotions regarding
femininity and womanhood.

Results:
✓ 586 posts in Social Media from bloggers
and press representatives out of 150 DMs
sent
Wine supplies
in times of pandemic (2020)
Challenge: In unprecedented times of
uncertainty & social anxiety generated by the
worldwide coronavirus pandemic we created a
special project for Aurelia Visinescu Wines with
Dume de Mestecat (a smart & witty content
creator with a community of over 44.000 fans on
Facebook) which creates meme-like content. We
added to their witty wine-related jokes our
signature wines from Aurelia Visinescu and
surprised the influencers that received a special
delivery with wine supplies & a reason to smile
in uncertain times.

Results:
✓ 47 posts in Social Media from influencers out
of 19 DMs sent (all of them posted several
times: the unboxing post & the wine serving
post at least)
 Celebrities relations
Announcing pregnancies with BARZA pregnancy tests (2018)

Being celebrities' confidents for sharing such personal news before making it
public, is something we take pride in. Andreea Ibacka
It helped us design a once in a lifetime brand activation for our client and (actress & TV
engaging two celebrities into sharing their pregnancy news through blog personality)
articles & social media posts, that quickly rolled into gossip and celebrities
media outlets, which helped us reach over 2 million people.

Ela Craciun
(TV anchor @ Antena)
Celebrities relations
Promoting Jade Products by CASA JAD (2020)

Ana Morodan is a fashion icon on Instagram. Her followers trust her beauty &fashion
recommendations. She is known to have a healthy lifestyle, based on natural Ana Morodan
ingredients and carrefully chosen products. Therefore the jade-based products which
(influencer, TV person, entrepreneur)
she recommended in partnership with our client, CASA JAD soon turned out of stock.
Link-uri Testimoniale Mame Influencers
• Georgiana Ionescu – Video
https://www.facebook.com/sudocremro/videos/1193150921161877/
• Alina Tanasa – Video
https://www.facebook.com/watch/?v=876669189611211c
• Diana Enciu – Video
https://www.facebook.com/watch/?v=143022851259879
• Emily Burghelea – Video
https://www.facebook.com/watch/?v=509454950342558
• Stefana Peev – Video
https://www.facebook.com/watch/?v=246478217289890
Concluzii

✓Timing
✓Relevanță
✓Autenticitate