There has been much debate about the power, effectiveness and longevity of influencers. As social media platforms change, the realms of how influencers work with brands change - and the surrounding regulation evolves to keep up. Companies must understand how to harness influencer needs, and how to genuinely matter to people

1. What’s Next:
Authenticity:
The Struggle is Real
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2. Welcome
Laurie Close
Consultant
Ogilvy Consulting
Chris Walts
Strategy Lead
Ogilvy Social & Content
Rahul Titus
Head of Influence
Ogilvy

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

4. Do you
want this
deck?
It will be available for download
shortly after the webinar on:
slideshare.net/socialogilvy
And the recording up on
facebook.com/OgilvyConsulting

5. The struggle is real
Authenticity

6. 6
Today, we will cover
Ogilvy Influence
#Ad Fatigue - Does anyone really care?
The Ogilvy Approach to Influence
OInfluence
Looking Ahead

7. #AdFatigue
Doesanyonereallycare?

8. #Ad Fatigue
So What is...

9. Saturation

10. 13.8 Times per day

11. History has a way of repeating itself

12. The Problem

13. Spotthedifference…

14. déjàvu?
déjàvu?
déjàvu?

15. Inauthentic

16. ’FOR SALE’
FakeNews

17. Trust
issues

18. Influencer
#Ad Fatigue
Has Set In.

19. WHY?

20. A LOT OF IT IS JUST SHIT

21. Banner Influencer-Blindness

22. AndYet...

23. Brandsarechanging where
theyplacetheir
budget.

24. Big Brands, Shift Big Budget
75%of its digital marketing
budget on influencers

25. Influence
Because...
..…works

26. Peopleare
consuming
morecontent
thaneverbefore
31
HOURS
PER DAY

27. Whichmeans
everyone and
everything is
competingforour
attention.

28. ...Ironically

29. CreativeIs the problem

30. Craftismissingfromthe
process.

31. Influenceshouldbe
morethan
just“holdingaproduct”

32. Itshouldbeactively
soughtout andshared
ratherthanavoided.

33. Entertain, Inspire &
Provoke people.
Influence needs to…

34. Enable, Educate &
Inform.
Or…

35. Everysinglething
influencersdomust
providevalue to
consumers and
brands. *And Themselves

36. Overcoming
Influencer
#AdFatigue
Five rules for

37. 1.BeAuthentic.

38. 2.Understand why they’re influential.

39. 3.Craft The White Space.

40. 4.GoBeyond “Cool by association”.

41. 5.BeEffective Not Prolific.

42. In Summary...

43. Influence follows the same principles as
any great work

44. In order for influence to matter it needs to
add value to people’s lives

46. Influencing the right way
Ogilvy Influence

47. Our Approach
47
1.
Ogilvy Influence for Nestlé

49. Our Conviction
We maximise the creative effectiveness of influence
as an integrated channel in the marketing mix
with best in class access to people and technology,
to make brands matter in the social age.

50. The Ogilvy Offering
End to end global influence solutions
Ogilvy Influence | Our Approach
Influencer
Identification
Influence
Strategy & Auditing
Audience
Mapping
Partnership
Evaluation
Contract
Management
Talent
Management
Platform Activation
Solutions
Media Strategy
& Activation
Measurement
& Evaluation
Database
Management
Design
§ Define
§ Identify
§ Validate
Activate
§ Connect
§ Manage
§ Amplify
Measure
§ Report
§ Optimise
How we do it

51. The Spectrum of Influence
Ogilvy Influence | Our Approach
TALENT CREATOR MEDIA FIGURE EXPERT GATEKEEPERS CONSUMERS
Influential through
their fame, usually
mainstream media.
Widely recognized in
multiple markets
Influence through their
creativity and active
fan base. Usually produce
their own content
In charge of media
channels. Distribute
content through
Their jobs
Influencer as a result
of their specialised
knowledge
Influence in their
peer groups. Often
serves as aggregators
Of information
People that have
influence through
their word of mouth
Celebrities Vloggers Journalist Make Up Artists Cyclists Super Fans

52. 52
What make us unique
Ogilvy Influence | Our Approach
1 Integrated
Influence
End to end, full service
and integrated offering
bringing together the
right influence solution
to every problem
2
Ogilvy’s technology stack
powered by best in class
data and tools in the market
place. Includes access to the
proprietary OScore.
OInfluence
3 Creative
Effectiveness
The best of creative and
smart media under an
integrated offering to
drive real ROI for brands
4Access to
People
Best in class access to
people – talent, agents,
influencer specialists,
strategists and media
experts

53. 53
Influence if done right can….
Matter
for years
Matter
each quarter
Matter
in moments
PLATFORM
PROGRAM
PULSE
build and protect the brand
drive action during campaigns
aid in cultural relevance
Ogilvy Influence | Our Approach

54. BASIC
Influencers are used tactically as an add on to an
activation strategy.
Focus is on reach of the influencer with results
measured on engagement based metrics.
Activated tactically by PR or by SEO for link building
purposes.
Creatively the ideas are tactical, stunt-driven or
opportunistic.
STRATEGIC
Influencers integrated into the wider marketing mix but
in an ad-hoc manner and only on specific campaigns.
Influencer selection more complex but results are still
not tied to business outcomes.
Activated by PR, Social and/or Media separately with
little/no integration.
Creatively, this remains an afterthought with ATL, PR,
Social ideas wedged into influencer marketing.
TRANSFORMATIVE
Influencer marketing an integral channel in the marketing mix
with the power to transform the brand.
Influencer selection ensures minimal wastage (organic and
paid) with results showcasing business outcomes, not
outputs.
Influencer marketing has been considered through every
step of the customer journey and brand planning.
Activated by a joint team across the spectrum of influence
that touches on all channels across paid, owned, rented and
earned.
Creatively, the idea reigns supreme with the channels in
service of idea.
Influence 2.0
Moving towards the transformative
Ogilvy Influence | Our Approach

55. 55
2.
Ogilvy Influence for Nestlé
OInfluence

56. 56
Our global technology stack for influence
powered by best in class data and tools
Ogilvy Influence | InfluenceO
OInfluence
DESIGN ACTIVATE MEASURE
Influencer Identification & Vetting
powered by Klear
Audience Mapping
powered by Audiense
Fake Check
powered by Klear
Attribute Matching
powered by Profiler
Influencer Benchmarking
powered by Klear
Influencer Audit
powered by Synthesio
IG Story Tracking
powered by Billion Dollar Boy
Platform Activation
powered by Takumi and GroupM INCA
Qualified Audience Building
powered by Audience Library

57. Ogilvy Influence | InfluenceO
Influencer Identification & Vetting
powered by Klear
1. What
Ogilvy's’ real time influencer database with over 1 billion
influencer profiles across 60,000 categories . Available globally in
most major languages, this tool allows us to identify the right
influencer for a brand vet them to ensure the perfect brand fit.
2. How
Through a singular metric representation of an influencer
social footprint demographics and performance metrics
called the OScore. Scored on a scale of 1-100 the higher the
score the more influential the individual is.
The OScore takes into account the following metrics –
Engagement Rates
Audience Demographics
True Reach
Influencers area of expertise
Geo & Demo Data
Previous Brand Portfolio
Risk Factors
Brand Affinity

58. Ogilvy Influence | InfluenceO
Platform Activations
powered by Takumi
1. What
Global micro influencer platform that gives our clients
scalable access to influencers on a CPE basis through an
exclusive partnership with Ogilvy
2. How
The Ogilvy partnership gives us unparallel access to the best
influencers through a managed service with added benefits including –
• 10 year digital IP rights on all content produced
• Brand Safety built in through a 10 step vetting process
• Guaranteed results with engagement rates between 2-6%
• Local teams in local markets to allow for market nuances

59. Looking Ahead
3.
59
Ogilvy Influence

60. Ogilvy Influence | Looking Ahead
Influencers go virtual

61. 18 October, 2019October 18, 2019
Facebook started testing AR in the News Feed. This
feature enables advertisers to create “try before you
buy” ads that allow users to “wear” fashion items to
help make purchasing decisions.
From the ad, users could view the product on
MichaelKors.com and seamlessly add the product to
their cart and complete the purchase.
Additionally, the ad included advanced sharing
capabilities, allowing users to easily share their AR
experience directly to their Facebook story or
download the photo or video.
Ogilvy Influence | Looking Ahead
The Rise of AI

62. 18 October, 2019

63. 18 October, 2019
While streaming services such as Netflix have spurred on an
insatiable appetite for on-demand content, new technology
has also boosted the resurgence of audio.
Acast estimates that 23 per cent of the UK population have
listened to a podcast in the last month. The number of
weekly UK listeners has doubled since 2013, according to
radio data company Rajar.
Online magazine Slate has said it expects 40 per cent of its
revenue in 2019 to come from podcasts. Even the BBC, not
known for its eagerness to embrace digital change, has put
podcasts front and center of its offering on the new BBC
Sounds platform.
Ogilvy Influence | Looking Ahead
Audio is the new video

64. The Work
64
4.
Ogilvy Influence for Nestlé

65. 65
Case Studies
Ogilvy Influence | The Work
The power of creative
effectiveness in influence
Driving value with
smart creative
Reaching new audiences
through influence
Driving cultural relevance in
real time through influence

67. 67
Vans ComfyCush
Ogilvy Influence | The Work
CHALLENGE
Cut through the noise and drive awareness of the new
ComfyCush range through innovative content.
IDEA
We created Vans branded stickers in partnership with
GIPHY to reflect the new technology. These stickers,
specially designed for Instagram stories were used by
the influencers during the launch and further amplified
through the content in paid, earned and owned channels,
helping us brand all ComfyCush content with a unique
brand stamp without disrupting the content.
RESULTS
12% average Eng. Rate (benchmark – 3%)
2.7 million sticker views (2M in less than 24 hrs)
The brand’s most engaging influencer content till date

70. The struggle is real
Authenticity

71. Questions?

72. Thank you.