Our Influencer Marketing Highlights
With Christmas fast approaching and 2019 on the horizon, we thought it would be a great time to have a look back at the year and some of our highlights from it.
1. In the Eyes of the Influencer
At the start of 2018, we began sharing our Influencer series “In the Eyes of the Influencer”. This was a series of short videos whereby we sat down and interviewed Influencers from across the UK. We got their views, opinions and attitudes towards influencer marketing, giving marketers an insight into how they should work with influencers and how they can get the best out of them. This series is something we are very excited to return to in 2019 so keep your eyes peeled!
2. TikTok’s Merge with musical.ly
2018 also saw some big changes for global short-form video app musical.ly, merging with TikTok and quickly exceeding YouTube, Instagram, Facebook and Snapchat in app downloads. PMYB also began our strategic partnership with ByteDance in 2018, conducting several influencer campaigns for TikTok in the process. In August we had the pleasure of attending their exclusive rebrand launch event in London, and had a wonderful night indeed!
Following this, ByteDance, the parent company, was also named the worlds most valuable start-up surpassing Uber. We’re sure 2019 will bring even more success to TikTok!
3. boohooMAN x Dele Ali
TikTok’s relaunch wasn’t the only event we attended this year; following two successful influencer campaigns with boohooMAN we had the pleasure of attending the boohooMANxDele event in May to celebrate the launch of Dele Alli’s collection. We had a great night and it was a fantastic opportunity for our delivery team to make new connections with UK’s biggest influencers, sportsmen and music artists.
4. The Creativity vs Data Debate
2018 saw a significant growth in the popularity of influencer marketing, and Rohan Midha, PMYB Co-Founder spoke on BBC Radio 4 alongside marketing legends Sir John Hegarty and Rory Sutherland, as well as the radio show’s host Evan Davis to discuss the ever-adapting climate of advertising. The creativity versus data debate remained a hot topic in 2018, and it is one that the four explored on an episode of The Bottom Line earlier this year. In addition, the topic of TV advertising vs Influencer Marketing was also discussed.
You can listen to the full podcast here.
5. The National Lottery Awards
In September, following our National Lottery Campaign, Olivia and Grace from our Nottingham office got to spend the night celebrating some extraordinary people at the National Lottery Awards. The event was a wonderful night honouring members of the public that have achieved amazing things due to National Lottery funding. The event was also attended by several of our influencers in the campaigns we’ve conducted for them this year, including Emily Norris and Marzbar, who produced content live from the red carpet and gave an insight into the backstage action.
We will be releasing a video highlighting the campaigns we’ve done to raise awareness of the amazing things the National Lottery do to help the lives of people across the country.
6. Moving Office
With the team expanding meant that we eventually outgrew our old Nottingham office. As a result, we decided it was time for a change and moved into a new office in the heart of the Lace Market.
7. Facebook’s GROW 2018
In October this year, Rohan had the opportunity to speak at Facebook’s GROW 2018 event. He was joined on a panel with Camilla Newman, Julian Douglas and Caitlin Ryan. This event saw the panel discussing the way in which advertising is changing and the different ways brands, influencers agencies and companies are working together to create meaningful content.
8. Shoot For The Better Team
More recently in November, three members of our Nottingham office, Ben, George and Joe assisted Liverpool FC and Western Union’s experiential event, ‘Shoot For The Better Team’. This event was incorporated into a campaign we are running for Western Union, in order to raise awareness of their banking benefits. Being a sponsor of Liverpool FC meant Western Union had the chance to create an exciting event centred around football.
In attendance was Liverpool FC and England legend, John Barnes! In addition to this, we brought some of our influencers to the event (Kieran Brown, Theo Baker, Scott Pollock, SV2 and Andrew Savva)!
9. New CAP regulations
2018 also saw a lot of changes in the advertising realm, with the Committee of Advertising Practice (CAP) publishing brand new guidelines, which gave more clarity on how ads should be disclosed on social media. Previously there had been some confusion over when and how sponsored content should be labelled and these guidelines helped address a lot of this confusion. Following this Rohan also appeared on Sky News to discuss ad disclosure – check out this article to learn more!
10. Tackling Influencer Fraud
The growth of influencer marketing in 2018 also saw an increase in the awareness of influencer fraud. For years individuals have been buying followers, likes and comments to trick brands into paying them for their reach and engagement.
In fact, Influencer Fraud led us to uncover the process of identifying high-performing influencers, Chromo-Influencers™ in 2017.
However, only in 2018 has the problem become mainstream – now brands understand the need to protect themselves in the industry.
Although it’s been a problem for so long, former Unilever CMO, Keith Weed set alarm bells ringing with his stance on influencer fraud – a much needed public outroar.
Influencer fraud is something our team at PMYB has been aware of for years so it was great for us to see the problem being highlighted by such a legendary marketer.
11. New Year, New Team
This year has been one of growth and development for PMYB and we have made some big changes throughout the year. One of the biggest of which was introducing over 15 new members to the company! All team members have embraced the PMYB culture and contributed to some of our most successful campaigns this year.
It’s been a big year of significant changes, for us, but also Influencer Marketing and we look forward to all the new challenges and opportunities 2019 will bring. Have a wonderful Christmas and a very Happy New Year!