Influencer Marketing at FleishmanHillard UK
Our approach to influencer marketing, True Influence ICON, connects organisations to the right people, at the right time and with the right content. In so doing, we create lasting relationships for brands wanting to connect with their target audience.
We recognise how a brand or organisation and an influencer can build each other’s equity through culture and storytelling. True Influence ICON is our tried and tested approach to collaborating with influencers to better tell a brand’s story – it stands for Identify. Collaborate. Optimise. Nurture. The ingredients of a successful relationship.
Our approach is adaptable from fashion to finance, politicians to purpose or health to food and drink. As ambassadors for a brand, the right fit is crucial to carry the intended message in a meaningful way. We use our global perspective and local knowledge to ensure influencers aren’t just picked because we like seeing their content in our own feeds, we identify influencers proven to reach the target audience better than anyone else using a blend of analytics and art – because, identifying the right influencers doesn’t just mean more likes on social media, it means authentic conversations that drive brand loyalty and deliver tangible business results.
Singapore Airlines has maintained a reputation for excellence in both product quality and customer experience throughout its 70 years.
Connecting with the next generation of travellers is increasingly important to the airline’s future and its status as the world’s number one airline. FleishmanHillard UK was tasked with bringing Singapore Airlines into consumers’ lives with a unique experience, to drive cultural connections and brand relevance across target consumers (millennials and Gen X) – we tapped into the major street food trend prevalent in millennial culture, and made Singapore Airlines the first brand to bring Michelin-starred street food to London’s streets.
Partnering with Singapore Tourism Board, Changi Airport and KERB, we brought a taste of Singapore to the UK with a three-day pop-up at Granary Square in King’s Cross for one of Singapore’s most-loved chefs and the world’s first Michelin-star street food chef, Hawker Chan.
As a result, 31 pieces of media coverage were secured, of which 97% included key messages for the campaign. Video content produced on the first day performed particularly well – a video filmed by Buzzfeed Proper Tasty at the event was even viewed more than 1 million times in its first 48 hours.
London and foodie influencers with strong millennial followings were also hosted including LDN Cheap Eats, YouTubers SORTEDFood, and Miguel Barclay the @onepoundmeals chef. Social coverage reached a combined audience of more than 34 million, before considering the hundreds of posts from consumers.
All clients have access to our deep expertise in research, planning, strategy, execution and measurement and evaluation but we also offer in particular:
|Influencer management and contracting
Channel and Conversation Mapping
Asset creation and broadcasting
Branded content amplification and optimisation