13th December | Sophie Menzies back

Under the influence

A recent article in The Times documented how big brands such as M&S and Boden have utilised micro-influencers to promote their products, due to the persuasiveness and authenticity of their viewpoints. Over the past decade, we have witnessed the evolution of the social media landscape with influencer marketing emerging as one of the most powerful digital techniques. The ‘micro-influencer’ (people with a following between 2,000 and 100,000 followers) has become a buzzword of 2018 with brands embracing every day people with open arms in comparison to their celebrity counterparts. Why? To build a stronger perception of a product across a smaller and tighter following, rather than relying solely on mass financial endorsements. Until recently, having a high profile celebrity endorse a brand was seen as the Holy Grail. However, it is clear that consumers have come to demand authenticity from their brands and partners. Take the epic Instagram fail by Scott Disick who accidentally copied and pasted what he was guided to write for a promotion for the weight loss supplement, Bootea. This cringeworthy blunder highlights that celebrities really just don’t do the trick anymore due to the risk of impacting a product’s credibility. We at Richmond & Towers appreciate the importance of truly connecting with a brand and cherish a close bond with our influencers through a layered approach. By working with a combination of both micro and macro influencers, we can provide the perfect balance between control and authenticity. Here are three examples of the outcomes of our layered campaigns this year: We challenged 15 influencers to collect their household packaging to promote the benefits of corrugated cardboard for our client Beyond the Box For our client Great British Apples we challenged 25 macro and micro influencers to create an on the go snack using apples to raise awareness for British apples We partnered up with @London, and invited micro-influencers for a meal with our client Estrella Damm. The influencers were asked to create Instagram stories and upbeat videos that showcased live footage of the event At R&T, we pride ourselves as having the knowledge and experience to get that killer hook for your campaign and execute it through the right influencers for your brand. We strongly believe that there is value in using both micro and macro influencers through a layered approach – and spreading your budget across multiple platforms. By paying those with a higher following, this facilitates a sense of control over the output of the published posts. On the other hand, establishing relationships with smaller-based influencers injects a layer of credibility amongst their close-knit followers. Do you want to crack influencer marketing for your business? Get in touch with us at hello@rtc.london to find out more!

14th October | Matt de Leon
Climate Change, Sustainability and Our Role In It

I’ve always worked in consumer PR and have been lucky enough to work with some of the world’s best brands, from Coca-Cola, Reebok and Samsung, to Shell, Ford and Estrella Damm. And I’ve worked with those brands in environments that many could only dream of, including the Olympic Games, UEFA… Read more

24th September | Richmond & Towers
Confused by media? For the uninitiated it’s about…

Ok, so pre-Covid it was clear that digital was king, print was on the way out, and Joe Wicks was among the UK’s most influential sources for advice on health. Read more

24th September | Anouska Leon
Celebrating Talent and Nurturing Careers – Richmond &…

Running a London PR & digital agency is a competitive business, and the one thing that keeps Richmond & Towers ahead of the rest, and makes us what we are, is our people. So, we’re thrilled to announce promotions to: Read more

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