Influencer Marketing - FleishmanHillard in the United Kingdom

Influencer Marketing at FleishmanHillard UK

At FleishmanHillard, influencer marketing means identifying the right person with the right audience to create the right content on the right platform at the right time. Our mission is to develop influencer programs that use a shared value exchange between brands and influencers to get more content engagement, while increasing brand awareness, perception or action.

We believe that influence is everywhere. It’s not just #AD on Instagram from millennial fashionistas. Influencers are experts, executives, the mum next door, celebrities, athletes, even the stranger (or detractor) with an opinion … their voices and the content they share are constantly impacting the way people take in information, news, fact and opinion.

We believe reach alone does not equal influence; quant + qual data is an imperative. We believe influencers are creators and not just distribution channels. We believe in an appropriate value exchange. We believe in being audience-first. We believe in meaningful metrics to tell a comprehensive success story.

What makes us unique?

Global network & sector expertise:

FleishmanHillard’s global footprint and sector expertise means we have in-depth knowledge and experts on the ground who understand the complex nuances in influencer marketing. From B2C to B2B, from corporate to consumer, tech to finance, sport to food & bev, sustainability to healthcare, we have subject matter experts across the board, and partners across the world who can fulfil your needs.

Audience-first & robust measurement: Our audience-first approach, using our propriety tool, OmniearnedID offers a robust dimension to the influencer process. The tool can overlay your exact target audience and can measure product sales, brand affinity, retail behavior and more. This tool, alongside our extensive tool stack, allows brands to qualify influencers like never before, breaking through the clutter in the process.

We understand culture, behaviour and trends: Culture is at the heart of our Influencer approach. We recognise how a brand or organisation and an influencer can build each other’s equity through culture and storytelling; and we use bespoke tools to stay ahead of behaviour and trends.

DE&I: There is much work to be done to address the gap, and this is top of mind for us in every campaign. Closing the influencer equity gap is about compensation and also opportunities. Our methodology ensures objectivity in selection and negotiation.

Commercial success & robust measurement: Using our Omniearned ID and our extensive tool-stack, we can measure against sales, actual sales and brand lift because our solution is ID-based.

Long- lasting & authentic relationships: As ambassadors for a brand, the most authentic fit, beyond a campaign moment, is crucial to carry the intended message in a meaningful way. We use our global perspective and local knowledge to engage with influencers on a long-term basis, so that we can build long-term relationships with brands.

Services

All clients have access to our deep expertise in research, planning, strategy, execution and measurement and evaluation but we also offer in particular:

Audience alignment and verification

Quant + qual vetting with data

Brand fit assessment + reputation protection

Influencer casting and scoring

Contract negotiation

Campaign brief development

Creative direction and content alignment

Paid amplification and allow-listing

Impact scoring

Case study – Getting the Nation Moving with Fitbit and Diabetes UK

Galvanize the UK to take One Million Steps

Fitbit partnered with Diabetes UK for its second year to support the charity’s One Million Step Challenge (OMSC), whereby participants are encouraged to take one million steps over a three-month period to get fit and raise money for people affected by diabetes.

Our task was to develop a fame-driving campaign to generate participation and engagement with the challenge amongst their own community and amplify the partnership via earned national and consumer media.

Authentic talent partnerships to drive engagement and get people moving

We partnered with actress and British TV personality, Nadia Sawalha, whose father has type 2 diabetes and was once told she was herself at a high risk of developing diabetes if she didn’t make lifestyle changes.

Our partnership saw Nadia gifted a Fitbit Sense and sign-up for the OMSC so she could document her experience in real time and encourage her fans and the Fitbit community to get involved. We staged a shoot day to create a hero video and supporting assets to seed via earned and paid media channels to drive sign-ups.

To deliver depth of messaging, Nadia shared details of her experience and the importance of living a healthy and active lifestyle, through earned consumer media interviews and boosted content via her social channels.

Seismic results across social and earned media

On social media we achieved a 2.1M reach with OMSC content, 141k engagements, 1.3M views and 40k link-clicks to sign up.

Nadia’s press interviews landed 28 pieces of coverage in the UK’s biggest national and lifestyle outlets such as The Guardian, The Telegraph, Hello! and Metro, achieving a total reach of 681M.

Most importantly, the Fitbit partnership and our campaign helped Diabetes UK achieve a total of 17k sign-ups and £672k donations.