Ogilvy Africa , and appointed a Head of Influencer and Advocacy Management , Patrick Githinji . This gave us a much more transparent and consistent way of measuring our influencers work and impact . The agencies handle recruitment , contracting and management of influencers , while Patrick runs the entire influencer eco system . Without this structured approach , I do not think we would have had capacity to manage influencers effectively .
Once we had a handle on how to recruit influencers , we needed to better understand how to manage our relationship with them . In 2019 , we developed an ‘ Influencer Playbook ’. The aim of the playbook was to guide our interactions with the influencers to ensure that we were supporting influencers that had a good fit with our brands , that the influencers had a great content creation brief , and that we had transparent ways of working .
Given that influencers are often freelancers , we needed to figure out how to have faster payment terms and work more collaboratively than with the traditional creative agencies . This year , we revamped the playbook , and included a bigger focus on media metrics and understanding the reach and impact of our influencer communications .
Up-skilling And Investing In Influencers
Influencers are ambassadors and content
In 2019 , we developed an ‘ Influencer Playbook ’. The aim of the playbook was to guide our interactions with the influencers to ensure that we were supporting influencers that had a good fit with our brands , that the influencers had a great content creation brief , and that we had transparent ways of working .
We are continuing to invest in our influencer community beyond monetary payments . Recently , we hosted over 270 influencers , content creators and brand endorsers for a webinar dubbed ‘ The Power of Brand You ’ where clients , agencies and leading influencers shared how influencers can build their own brand effectively and optimally monetize their work .
creators . The work they do need to be recognized as such with proper payment . We have not always gotten this right , but we are learning and hopefully getting better . In our last financial year ending 30th June 2021 KBL paid over Sh11million to influencers , content creators and brand endorsers , supporting the creative economy in Kenya .
We are continuing to invest in our influencer community beyond monetary payments . Recently , we hosted over 270 influencers , content creators and brand endorsers for a webinar dubbed ‘ The Power of Brand You ’ where clients , agencies and leading influencers shared how influencers can build their own brand effectively and optimally monetize their work .
Disclosure And Compliance
In line with Federal Trade Commission ( FTC ) rules , we collaboratively work with influencers to ensure they are disclosing that their content is sponsored . Consumers need to understand whether what they ' re seeing is an ad or an organic post by the influencer . Violating the rules can lead to penalties , fines and legal fees . And those who don ’ t disclose just do the wrong thing . We also ensure that our influencers are creating content that is aligned to our responsible marketing principles and alcohol industry standards .
Performance And Measurement
Ultimately every marketing investment needs to add demonstrable value to the business . Towards , the end of our financial year , we started a pilot programme to test a data driven tool for measuring , evaluating , and monitoring influencers content . We trained over 70 influencers on the AI tool , and this financial year , we have adopted it as our measurement and evaluation tool . This means we can demonstrate the value of our influencers content in terms of audience reach , equity , impact and engagement .
Social vs Traditional Media
KBL ’ s partnerships with influencers paid off when in 2020 , we won the Overall Best Digital Marketing Campaign at the Marketing Society of Kenya Awards for the Gordon ’ s Pink marketing campaign that was driven entirely by the creativity of influencers to launch the brand and has delivered sales + 258 % ahead of target .
Therefore , does that mean that traditional media is dead ? Definitely not ! The either / or mindset on media is not helpful .
As marketers , we must understand the complimentary role influencers can play in any integrated marketing campaign to put a brand in culture , drive aspirational association and deliver fresh and innovative content .
However , the scale of traditional media , partnerships and events and activations still have a massive role to play . Influencers can help , but as a community of marketers we need to be thoughtful about the role they play and how we can effectively work with them to our brand ’ s benefit .
Graham Villiers-Tuthill is the Marketing & Innovations Director , East African Breweries Limited . You can commune with him on this or related matters via email at : Villierg @ gmail . com or Twitter : @ graham-vt .