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campaigns costing between R236 550 CONSUMER PROTECTION GUIDELINES UNVEILED
and R315 400.
The International Consumer 1. Disclose clearly and prominently
Tomoson’s global poll claims Protection and Enforcement Network whether content has been paid for;
businesses are making US$6,50 – a global network of consumer 2. Be open about other commercial
for every US$1 spent on influencer protection authorities from more relationships that might be
marketing. Where influencer marketing than 50 countries – recently relevant to the content;
is done well – that is, the right published guidelines on online 3. Give genuine views on markets,
influencers are used at the right time reviews and endorsements. Digital businesses, goods or services.
to disseminate meaningful, relevant influencers, the organisation said, South Africa is currently not a
messages – marketers do not need must be guided by three principles: member of the network.
to engage many influencers to talk
about their brand. ? influencers. “Brands are not necessarily
There are no local accurately matching influencers with
Last year Vodacom partnered transparency rules campaigns. It is more about reach
with music-streaming app Deezer to for social influencers and maximum exposure rather than
promote downloads of the programme authentic brand fit,” she observes.
using the Webfluential platform. Ten wider marketing campaign as her most
top entertainment, music and lifestyle memorable. One of the potential pitfalls It requires careful analysis of an
influencers were commissioned to of influencer marketing, says Moerdyk, influencer’s analytics to understand
create their own content about music is that the hype around it convinces his or her audience and powers
streaming and the app. The influencers marketers that it can be effective as a of persuasion, Mabena says. This
posted 13 blogs which were read by stand-alone marketing tool. information is available via specialist
nearly 13 000 people; 13 Facebook agencies such as Webfluential.
posts were shared and read by more “Influencer marketing is in vogue and Marketers also need to look at
than 332 000; and 22 tweets reached it is a good way to encourage one-on-one how influencers engage, whether
3,6-million people. As a result, the conversations online,” he says. “But what relationships seem genuine and
Deezer app was downloaded more than marketers need to remember is that, as whether the brand is appropriate
15 000 times during the campaign. with other tools such as sponsorship, to their lives and online personae.
advertising and advertorials, it is not
“One of the most memorable local effective if it is the only thing you do.” To Mokubela, the obvious pitfall of
influencer campaigns is the one that using influencers is the inclination
preceded the release of Coca-Cola’s It is tempting, particularly given to neglect measurement. Like any
personalised can advertisement the cost of advertising these days, to other campaign, he says, influencer
featuring Bobby the dog,” says Mabena. get fixated on using influencers. But, marketing should withstand analytical
says Moerdyk, caution is advised, interrogation and deliver quantifiable
“Khaya Dlanga (who has 290 000 “Marketing is changing, but the basics return. Brands must set clear goals,
followers on Twitter, more than 90 000 remain the same. If the content is put indicators for progress in place
followers on Instagram and almost relevant and credible, influencer and continuously measure it. Provided
10 000 friends on Facebook) posted marketing will work. But it is only one designated influencers believe in the
a picture of a Coke can with his name small cog in the wheel. It is important brand, communicate authentically and
printed on it and, thereafter, a series not to get fixated on it and think that have reliable relationships with their
of personalised cans which were sent it will meet all your marketing needs.” followers, there is no reason the results
to other influencers. Before long, the will not be satisfying.
recipients began posting pictures of Mabena’s concern about influencer
themselves with their personalised marketing in South Africa is that brands Like us on Facebook:
cans. This spread rapidly across social remain overly focused on numbers of Strategic Marketing
media and was an exciting teaser followers when it comes to choosing Magazine
for the above-the-line campaign.”
POSSIBLE PITFALLS
It is significant that Mabena cites an
influencer promotion that was part of a
August–September 2016 strategicmarketing 45
