What We Do > Influencer Marketing
The communication industry has felt significant changes in recent years with the reduction of full-time staff journalists in Brazilian and Latin American publications – many outlets now use contractors or freelancers. We have entered an era of the 24-hour news cycle with multiple sources of information and a notable upsurge in the dominance of social media. Influencers have been a part of marketing and branding for decades with sports celebrities, models and film stars, but social media is changing who these influencers are and how they are used in marketing. Today, influencers can be of any age but some of the most popular are in their mid-teens.
Conventional thinking often ties brands to big-name celebrities, which often comes with a high price tag even though they may not have as much pull as up-and-coming social media influencers who have built a large following with high engagement in a niche industry. It’s a different relationship – influencers enjoy creating content that their followers care about, so they will review a brand or product, assessing if the business offers a real interest to them and their followers before agreeing to work together.
Finding the Right Influencer
At its essence, the job of a good Brazilian PR agency is to act as an advocate – developing and telling a client’s story in a way that communicates important messages on relevant platforms. Sherlock has extensive experience working with influencers from a variety of industries to promote brands. Our diverse contacts range from up-and-coming influencers to well-established names. We identify influencers and review both their background and following, ensuring they are the right fit. Ideal influencers will have a following that fits the target demographic of our client and has a reputation built on trust – meaning that their followers are loyal. We also evaluate the content of their posts to ensure that it’s not all brand representation and sales.
Identifying the right influencer isn’t all about the number of followers but about their reaction and engagement as they help make a brand feel relevant. They often share their own experiences and stories, going into details about the product and entertaining their followers while promoting the product very directly. Aligning the right brands with the right influencers creates synergy, amplifying both the brand and influencer, as they both attract publicity and benefit from the brand recognition and loyalty.
How we can help
Once we’ve identified the right influencers there are two ways to work with them to promote a brand: paid and unpaid. Sherlock has expertise in both.
Paid brand ambassadors can include a celebrity or a speaker at an event or a brand spokesperson with the relationship lasting the contracted period, but can also be a close relationship where both parties work on projects together. Unpaid brand ambassadors can promote the brand through word of mouth using whichever social media platform they use to influence. It’s a more fluid, informal relationship akin to being a brand advocate or enthusiast.
Whichever way the influencer and brand work together, part of the campaign strategy is developing a content campaign which creates connections and fosters engagement with influencers’ followers, the brand’s target market.
- Writing a blog post or series together
- Recording a video or podcast episode
- Hold an webinar hosted by an influencer
- Have the influencer at as brand ambassador or spokesperson at press conferences / events
- Hold a live online Q&A with influencers followers
- Run a contest with the influencer
Relevant, Interesting, Reliable
Sherlock’s team will identify the best methods for increasing credibility, awareness, and online presence for the brand, all of which lead to increased sales. Then, with the key performance indicators (KPI) we establish, we monitor and evaluate a campaign’s impact and success.
At Sherlock, we take pride in our strong media relationships, based on the simple philosophy of always being relevant, interesting and reliable. We always certify we have compelling answers to four basic questions:
- Is this a genuinely newsworthy, topical story given the current news agenda?
- What is different and interesting about the brand, product or services being announced?
- How is it specifically relevant to my region?
- How is this specifically relevant to my readership or sector?
By answering these questions, working closely with our clients and carefully selected influencers, we create tailored content to substantially amplify our client’s brand. We believe that our multi-talented bi-lingual team of PR experts at Sherlock Communications can define and build brands, launch new products, protect reputations and tell our clients story more effectively than anyone else.