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The key to Successful Influencer Marketing Campaigns



Marketer preparing a Influencer Marketing campaign
An influencer is much more likely to tag you in future posts if they know you'll always share the love back | Photo: Kelly Sikkema

Influencer Marketing isn’t exactly something new and, even before the first ever social media post in online history landed, people with the power to influencer others were already getting paid to do exactly that. This is a point that Paige Arnof-Fenn, Founder & CEO at USA marketing agency Mavens & Moguls, recalls.

“When I started my marketing career in 1990 there was no social media and brands had to pay a lot of money to celebrities to endorse their products. Today, small businesses can successfully advertise and promote their brands online without spending tons on traditional media by leveraging the internet and online marketing. Research shows that peers and influencers actually carry more weight today with consumers than paid endorsements.” – reveals Arnof-Fenn, a former VP of marketing at Zipcar.

“My best tip for a successful influencer marketing campaign is to utilize a mix of influencer types. Instead of just focusing on the most popular/branded individual influencers, you should include internal experts, micro-influencers, niche expert prospects, and customers in your influencer marketing mix. Receiving multiple perspectives and insights always enriches the discussion and generates more activity online. In the end, doing your homework is key to success.”

The good news is that, over the past year, the number of people with potential to land real influence to your campaign have increased exponentially, with more of us spending time online to consume content and share our views.

“A shift that happened during the 2020 pandemic is an influx in social media participation and a widening in scope of who is considered influential. With this increase in the number of people turning to social media to meet their needs, the opportunity to share brand awareness through everyday people, entrepreneurs, and even celebrities have increased. The trick is to find the right voices that fit your brand and goals, not the most popular ones. I can’t tell you how many times my friends and I have shared products with each other and all immediately invested. It is about trust at the end of the day.” – says Jessica Fonseca, SVP of Influencer Marketing at Los Angeles-based PR agency at Pink Shark PR.

“A trick I use to find the right content creators is to analyse a brand’s analytics, see who their typical buyers are, and then approach them with a mutually-beneficial offer. I cherry-pick the influencers who vibe with a brand and its initiatives by searching hashtags, demographics, and location. When you find the right voices, they’ll be willing to share your products or services because they truly love what you offer. You can also extend to using small commission-based opportunities for creators. This not only supports the creator but also provides them with an incentive to continue posting about your product.” – explains Jessica.

I spoke to seasoned content creators, marketeers, and business owners using influencer marketing to identify simple-to-follow tips when working with content creators for a campaign.


Personalise it

“To experience a successful influencer marketing campaign, you need customized content as per the influencer’s persona. I have been working on influencer marketing on Instagram for the last 3 years with good, average, and bad results depending on the period of time. During the last few campaigns I have noticed that the followers of the influencer don’t like advertisements in the content, so you need to integrate the offer in a subtle way. This subtle approach needs to also generate a good amount of engagement, clicks and impressions for the post and story.”

Nizar Ali Bachlani – Partnerships, influencers and affiliates at


Repost content from creators

“What people often forget to do with influencer marketing is repost the influencer’s content! An influencer is much more likely to tag you in future posts if they know you’ll always share the love back. Whenever they tag you, be sure to share that content to your story and profile. It’s a great way to show influencers you appreciate them!”

Liz Jeneault – VP of Marketing at


Influencers need creative freedom

“We experienced success and ROI on a project after changing the way we briefed creators. We decided to give them a chance to do their own thing, that their audience will love.
When the creator has some creative freedom, your success boils down to having in-depth documentation on branding. This includes everything from logo placement, recommended slogans, talking points, and key unique value propositions.
This helps make sure that the production value of how your brand is presented shines.

Domantas Gudeliauskas – Marketing Manager at AI-powered website builder Zyro


Start with people around you

“I prefer to find influencers amongst our employees and our customers as opposed to working with strangers off the internet as content creators. The former already like our product and service, meaning they are oftentimes willing to work for store credit or free products instead of insisting on thousands of dollars for a social post. The characteristics of this partnership also mean the promotion is much more authentic because it’s organically driven.”

John Frigo – Influencer Marketing Manager at www.MySupplementStore.Com


Know what you want

“Specifying your exact requirements to an influencer is key. If you want text/tags/swipe ups/gifs/codes, then make sure you include these in your briefing. Detail if you want the influencer to add their creativity to it or if you will be providing all the content. Clarity is key for influencers when working with marketers. Otherwise, influencers will naturally have their own spin on the collaboration and might miss something you wanted but didn’t articulate to them.”

Kristie Bennett – Content creator and Winner of Australian Survivor


Start an authentic relationship before any campaign

“It’s important to speak with the influencer as if they are a new friend. Without asking for something right from the start, the best practice is to set up 4 touchpoints, spaced 1 week apart. This can be a comment, like, DM or repost. It’s only when the influencer has engaged, and the relationship has started to be built, that we approach the content creator. Authenticity is key.”

Myriah Castillo – Digital Marketing Manager at


Make it mutually beneficial

“We are a 100% female run e-commerce social enterprise founded in 2015. Based on our experience, it is important to remember that a successful influencer partnership is a two-way street. Take the time to brainstorm ways you can help the influencer build on their own brand through the partnership, such as by exposing them to your own audience. By making the relationship as mutually beneficial as possible, it is more likely that your influencer will be motivated to make the campaign a success for both of you.”

Jessica Rose – Chief Executive Officer at


Check authentic engagement, not just your number of followers

“Since we’re in the sneaker & streetwear industry, the influencer marketing opportunities are endless. We have tried many different campaigns with influencers, and we found that the key to a profitable influencer marketing campaign is an authentic influencer with a loyal community. You need to spend time reviewing the influencer and his community. How loyal and engaged are these people? How authentic is the influencer while engaging with them? Spend some time learning about the “Like:Follower Ratio”, too, and never just look at the follower count of an influencer.

We found that the more loyal the community is and the more authentic the influencer is, the more expensive the campaigns with these people are…but the returns were always worth the cost.”

Edgar Suppes – Co-founder at


Marcio Delgado is a Journalist, Producer and Influencer Marketing Manager working with brands and publications in Europe, America and Asia.


The Häagen-Dazs Rose Project announces 50 nominees



Kim Rihal, founder of social enterprise Equal Education, is one of the 50 women shortlisted for The Häagen-Dazs Rose Project
Kim Rihal, founder of social enterprise Equal Education, is one of the 50 women shortlisted for The Häagen-Dazs Rose Project

Earlier this year, on International Women’s Day 2023, Häagen-Dazs launched ‘The Rose Project’, a global initiative with a $100,000 (USD) bursary grant inviting nominations to recognise unsung trailblazing women in honour of the brand’s female co-founder Rose Mattus. Yesterday, 23 November, on what would have been Rose Mattus’ birthday, Häagen-Dazs announced the top 50 #WomenWhoDontHoldBack nominees being shortlisted for their achievements and its five globally accomplished Häagen-Dazs Rose Project judges.

Over 2,500 applications were received for The Häagen-Dazs Rose Project putting forward pioneering efforts and societal contributions made by women across the globe. From these, 50 talented and inspirational women have been shortlisted and will be put forward to win one of five monetary grants of $20,000 (USD), which will be announced on International Women’s Day 2024, to continue their exceptional work, unleash their potential or give to a cause they are passionate about. The top 50 shortlist includes women from 17 countries hailing from across Europe, Asia, Africa & Middle East, Australia and the Americas.

The all-female judging panel from across the world has been handpicked for the final selection stage of The Häagen-Dazs Rose Project includes. UK-based author, broadcaster and philanthropist Katie Piper, fashion entrepreneur and advocate for women’s fertility issues, Velda Tan from Singapore and Spanish entrepreneur and creative director Inés Arroyo, are amongst the judges.

“International Women’s Day 2023 marked the launch of The Häagen-Dazs Rose Project to honour the legacy of our co-founder, Rose Mattus, and create a fund platform to provide opportunities to women across all fields around the world who are truly deserving of support and recognition. We were thrilled to receive thousands of nominations across countries and our #WomenWhoDontHoldBack Top 50 shortlist is a compelling and diverse mosaic of trailblazing female narratives that moved us and serve as an inspiration to women everywhere”, says Aurélie Lory, Häagen-Dazs spokesperson.

To find out more about the story of each entrepreneur shortlisted for The Häagen-Dazs Rose Project, visit:

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47% of women feel their workplace is not combatting inequality



Katherine Maher, CEO, Web Summit, on Centre Stage during day one of Web Summit 2023 at the Altice Arena in Lisbon, Portugal
Katherine Maher, CEO, Web Summit, on Centre Stage during day one of Web Summit 2023 | Photo: Eóin Noonan/Web Summit

The proportion of women who feel that their workplace is not taking appropriate measures to combat gender inequality has nearly doubled in a year, a new survey has revealed.

Web Summit, the world’s largest technology event taking place in Lisbon this week, has released its third annual State of Gender Equity in Tech report, which is based on a survey distributed among its women in tech community.

76.1 percent of respondents feel empowered to pursue and/or hold a leadership position; fewer respondents (41.8 %) feel the need to choose between family and career when compared to 2022 (50.4 %); and there is at least one woman in a senior management position in 80.4 percent of respondents’ companies, a similar proportion to last year (81.3%).

The survey found that 70.5 percent of respondents feel pressure to prove their worth compared to male counterparts, while 77.2 percent feel they need to work harder to prove themselves because of their gender.

Over three quarters of respondents (76.1 %) feel empowered to pursue and/or hold a leadership position. And almost half of respondents think that their workplace is not taking appropriate measures to combat gender inequality, increasing from 26 percent in 2022 to 47
percent in 2023.

“While it is encouraging to see progress in some areas, such as those feeling the need to choose between their family and career, there are also some deeply concerning trends within this report. Seeing an increase in those who report having experienced sexism in the workplace in the last year is disheartening in 2023. We hope that this kind of research can breed some positives, and that it will push workplaces – and women within these workplaces – to broach these topics and make progress in these areas,” said Carolyn Quinlan, VP of community at Web Summit.

Last year, 42 percent of attendees at Web Summit were women and 33 percent of speakers were women. In 2023 these numbers have slightly improved with 43 percent of attendees and 38 percent of speakers on stage being women this year.

The women in tech programme at this year’s Web Summit is at capacity, and the women in tech programme at Web Summit Rio 2023 reached capacity in record time.

The WebSummit 2023 is running from November 13th to 16th in Lisbon, Portugal.

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Krispy Kreme to give away free donuts on World Kindness Day



A box of Krispy Kreme donuts opened and with donuts inside
The company, founded in 1937, is giving away 60,000 free doughnuts around the world today | Photo: Clément Proust

American multinational doughnut company and coffeehouse chain, Krispy Kreme, is celebrating “World Kindness Day” today by distributing free donuts in the US and the UK.

The chain is giving away a box of a dozen glazed donuts for free with no purchase necessary. But only the first 500 guests that visit each participating Krispy Kreme US stores on “World Kindness Day”, Monday November 13th, will be able to get a free box of donuts.

Krispy Kreme often gives away free or discounted donuts to generate buzz on special occasions. The company, founded in 1937, traditionally gives out free donuts to customers on National Donut Day, celebrated on the first Friday of June of each year. And in July, a dozen of glazed donuts were sold for 86 cents to celebrate its 86th birthday.

Thousands of free donuts are also expected to be given away today across Krispy Kreme stores in the United Kingdom, with customers being encouraged to ask for the World Kindness Day offer. No purchase necessary.

The company, which operates in over 30 countries around the world, said it wants the brand associated with World Kindness Day to make “meaningful connections” with customers.

“World Kindness Day is an opportunity to make a positive difference by being generous,” Dave Skena, Krispy Kreme’s global chief brand officer, said in a release. “Simple gestures of caring and thanks, including sharing a sweet treat, is a great way to do that.”

Krispy Kreme said that it’s considering expanding a limited partnership it has with McDonald’s to sell more of its donuts at the latter’s location.

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