Influencer. Just the word makes you feel uncomfortable, right? I experienced the same uneasiness when Desigual approached us at This Here with the mission of building their first ever “Global Influencer Programme”.
Years later, after witnessing the development of the industry from the inside (and believe me, I've seen things), I'll fight anyone who dares to argue against the creative, inspiring and overall cool "influencers" I've had the pleasure of working with.
So don't you dare. 🔪
Let's not think of it as influencer marketing. Let's just involve real, talented people in our stories and ideas. After all, they're the ones who connect with people.
Desigual Global Influencer Strategy
In 2016, with an ambitious brand transformation in the making, Desigual needed to inspire a perception shift in "the cool kids" without alienating the all-time fans of the brand (And there were loads of them).
My role was to create and land their first global influencer strategy ever. Fueled by fascinating data (and hours of scrolling), we defined from scratch the stories we wanted to tell, the wonderful, inspiring women we wanted to partner with and the type of content that would excite our audience.
What began as an influencer marketing strategy grew into transforming the company's approach to data, SEO and digital communication.
And the cool kids loved it. 😎