The latest AANA rulings have opened up fresh debate as to how to engage in authentic influencer collaboration
From Butcher Baker & Co Communications’ director, Jane Evans
Accept that aligning and affiliating with influencers in brand campaigns is legitimate and expected – be open and transparent.
Develop guiding principles for your brand - whether you are a small business or a large one, understand down why it makes sense for you to work with influencers, and also what rules you will operate by (and ask of influencers) to ensure transparency. Share this with customers and staff.
Create visible cues as part of your campaign - How will you make sponsored content highly visible? Innovate, be creative and consistent.
Become your customer - How would you customers feel if they didn’t know you had a commercial arrangement with an influencer? Keep your campaigns genuine and real. This probably means that you won’t limit yourself to the AANA rules alone but apply across the board.
Practice the rule of seven - Plan for seven times that you can declare a specific commercial interest with an influencer to your customers and importantly why it makes sense – from website to social channels to newsletters. Make sure the influencer does same.
Take a partnership approach, and expect two-way transparency - from both influencers and also PRs / third parties. If you are working directly with an influencer, be clear on your expectations of them, and work out together how you can meet the requirements of the code and expectations on transparency in a way that makes most sense for both brand and influencer.
Don’t be bound by the AANA rules - An influencer is invited to attend a dinner at a restaurant for free on a no strings basis / no specified quid pro quo – this is not in breach of the AANA code. But is it relevant to future customers to know that influencers attended the event for free? Probably. And what about products sent out as gifts? That too. Think about it from the perspective of customers - and keep campaigns transparent and real.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu
Leaning into brand building is a key way IAG's NRMA and CGU businesses are getting through the COVID-19 pandemic, chief marketing officer, Brent Smart, says.
Online identity is a hot topic as more consumers are waking up to how their data is being used. So what does the marketing industry need to do to avoid a complete loss of public trust, in instances such as the COVID-19 tracing app?
CMOs are looking to ensure investment decisions in marketing initiatives are good value for money. Yet they are frustrated in understanding the value of product placements within this mix for a very simple reason: Product placements are broadly defined and as a result, mean very different things to different people.
University of Adelaide Business School and University of South Australia
Now more than ever, voice presents a clear opportunity to add value to an organisation in many ways. Where operational efficiencies are scrutinised, budgets are tighter and discretionary consumer spend at a low, engaging with an audience is difficult.
Google collects as much data as it can about you. It would be foolish to believe Google cares about your privacy. I did cut off Google fr...
Phil Davis
ACCC launches fresh legal challenge against Google's consumer data practices for advertising
“This new logo has been noticed and it replaces a logo no one really knew existed so I’d say it’s abided by the ‘rule’ of brand equity - ...
Lawrence
Brand Australia misses the mark
IMHO a logo that needs to be explained really doesn't achieve it's purpose.I admit coming to the debate a little late, but has anyone els...
JV_at_lAttitude_in_Cairns
Brand Australia misses the mark
Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...
Rochie Grey
Will 3D printing be good for retail?
Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...
Abi TCA
CMOs: Let middle managers lead radical innovation