BUILDING INFLUENCE FOR A BRAND

Pierre-Jean Choquelle - Head of strategy @ Brand Station

(c) Je

an Ju

llien

HI, I’M PIERRE-JEANHEAD OF STRATEGY @BRAND STATION

HERE ARE A FEW EXAMPLES OF OUR PR CAMPAIGNSLET’S LOOK AT HOW WE INFLUENCED CONVERSATIONS

https://vimeo.com/152999287

WHAT COMMON TRAITS DO YOU SEE ?

THE INFLUENCE CHECKLIST …A SIMPLIFIED WAY TO EVALUATE YOUR OWN PR-ABILITY

IT’S A PEOPLE’S BUSINESS PEOPLE NEED NEEDS AND WAYS TO FULFILL THEM

THERE IS NOTHING AN INFLUENCER NEEDS MORE THAN BEING COMFORTED IN HIS OPINION LEADERSHIP

GIVE THEM WAYS TO BECOME LEADS OF A CONVERSATIONAL MOVEMENT AROUND YOUR BRAND

CAUSE CRY ROLE

= PERCEIVED NEED TO INFLUENCE

A POWERFUL INSIGHT TO GET BEHIND

A SIMPLE IDEA TO SHARE

AN OPPORTUNITY TO FILL

THE INFLUENCER CAMPAIGN CHECKLIST

IS THERE A

?

IS THERE A

?

IS THERE A

?

CAUSE CRY ROLEA POWERFUL INSIGHT

TO GET BEHINDA SIMPLE IDEA

TO SHAREAN OPPORTUNITY

TO FILL

IS THERE A

?

IS THERE A

?

IS THERE A

?

CAUSE CRY ROLEA POWERFUL INSIGHT

TO GET BEHINDA SIMPLE IDEA

TO SHAREAN OPPORTUNITY

TO FILL

IS THERE A

?

IS THERE A

?

IS THERE A

?

They say beauty bloggers take themselves too seriously…let’s prove them wrong !

CAUSE CRY ROLEA POWERFUL INSIGHT

TO GET BEHINDA SIMPLE IDEA

TO SHAREAN OPPORTUNITY

TO FILL

IS THERE A

?

IS THERE A

?

IS THERE A

?

Take the lead of your community and be the most daring team

They say beauty bloggers take themselves too seriously…let’s prove them wrong !

CAUSE CRY ROLEA POWERFUL INSIGHT

TO GET BEHINDA SIMPLE IDEA

TO SHAREAN OPPORTUNITY

TO FILL

IS THERE A

?

IS THERE A

?

IS THERE A

?

CAUSE CRY ROLEA POWERFUL INSIGHT

TO GET BEHINDA SIMPLE IDEA

TO SHAREAN OPPORTUNITY

TO FILL

IS THERE A

?

IS THERE A

?

IS THERE A

?

There is nothing more fun than seeing someone being scared to death

CAUSE CRY ROLEA POWERFUL INSIGHT

TO GET BEHINDA SIMPLE IDEA

TO SHAREAN OPPORTUNITY

TO FILL

IS THERE A

?

IS THERE A

?

IS THERE A

?

There is nothing more fun than seeing someone being scared to death

#PeurSurLeLive

CAUSE CRY ROLEA POWERFUL INSIGHT

TO GET BEHINDA SIMPLE IDEA

TO SHAREAN OPPORTUNITY

TO FILL

IS THERE A

?

IS THERE A

?

IS THERE A

?

There is nothing more fun than seeing someone being scared to death

#PeurSurLeLive

Show your community how brave you can be on a live tour fo the scariest haunted

maze in France

SEE HOW THE FORMULA APPLIES IN THOSE…

https://vimeo.com/137231454

CAUSE CRY ROLEA POWERFUL INSIGHT

TO GET BEHINDA SIMPLE IDEA

TO SHAREAN OPPORTUNITY

TO FILL

IS THERE A

?

IS THERE A

?

IS THERE A

?

CAUSE CRY ROLEA POWERFUL INSIGHT

TO GET BEHINDA SIMPLE IDEA

TO SHAREAN OPPORTUNITY

TO FILL

IS THERE A

?

IS THERE A

?

IS THERE A

?

Get drawn in the new Asterix comic

CAUSE CRY ROLEA POWERFUL INSIGHT

TO GET BEHINDA SIMPLE IDEA

TO SHAREAN OPPORTUNITY

TO FILL

IS THERE A

?

IS THERE A

?

IS THERE A

?

Get drawn in the new Asterix comic

https://vimeo.com/125715762

CAUSE CRY ROLEA POWERFUL INSIGHT

TO GET BEHINDA SIMPLE IDEA

TO SHAREAN OPPORTUNITY

TO FILL

IS THERE A

?

IS THERE A

?

IS THERE A

?

CAUSE CRY ROLEA POWERFUL INSIGHT

TO GET BEHINDA SIMPLE IDEA

TO SHAREAN OPPORTUNITY

TO FILL

IS THERE A

?

IS THERE A

?

IS THERE A

?

Let’s reconnect people through games

CAUSE CRY ROLEA POWERFUL INSIGHT

TO GET BEHINDA SIMPLE IDEA

TO SHAREAN OPPORTUNITY

TO FILL

IS THERE A

?

IS THERE A

?

IS THERE A

?

Let’s reconnect people through games

CAUSE CRY ROLEA POWERFUL INSIGHT

TO GET BEHINDA SIMPLE IDEA

TO SHAREAN OPPORTUNITY

TO FILL

IS THERE A

?

IS THERE A

?

IS THERE A

?

CAUSE CRY ROLEA POWERFUL INSIGHT

TO GET BEHINDA SIMPLE IDEA

TO SHAREAN OPPORTUNITY

TO FILL

IS THERE A

?

IS THERE A

?

IS THERE A

?

There is nothing more painful than stepping on a LEGO brick

STILL, THEY WERE MASSIVE SUCCESS BECAUSE THOSE BRANDS HAVE MANAGED TO BECOME LOVE BRANDS

THEY’VE BUILT INFLUENCE OVER DECADES BY CREATING EXPECTATIONS

THE NEED FOR A « CAUSE » IS LESSENED BY PEOPLE’S WILL TO PARTICIPATE TO THE BRAND’S STORY

BUT HOW CAN YOU BUILD THAT KIND OF LONG-LASTING INFLUENCE ? …SPOILER : THERE IS A HUGE HUMAN FACTOR

653 002 090 VIEWSsource : Disney UK Youtube channel, January 2016

MARKETING INFLUENCE ≠ GENERATING REACH

(c) The Shining

(c) Br

azil

MARKETING INFLUENCE = GENERATING TRUST

(c) Jo

ão Pe

dro D

iniz

INFLUENCE MARKETING : LEVERAGING THE POWER OF A TRUSTED FEW TO CHANGE THE BEHAVIOR OF MANY…

INFLUENCE MARKETING : LEVERAGING THE POWER OF A TRUSTED FEW TO CHANGE THE BEHAVIOR OF MANY…

through word of mouth

through word of mouth through lobbyism

INFLUENCE MARKETING : LEVERAGING THE POWER OF A TRUSTED FEW TO CHANGE THE BEHAVIOR OF MANY…

through word of mouth through lobbyism through dominant media

INFLUENCE MARKETING : LEVERAGING THE POWER OF A TRUSTED FEW TO CHANGE THE BEHAVIOR OF MANY…

through word of mouth through lobbyism through dominant media

INFLUENCE MARKETING : LEVERAGING THE POWER OF A TRUSTED FEW TO CHANGE THE BEHAVIOR OF MANY…

FOR YEARS, ADVERTISING AND INFLUENCING WERE

ONE AND THE SAME(c)

Imgb

uddy

SO AS TV’S SHARE OF VOICE DROPS…

source : Accenture, 2015

…SO DOES IT’S POWER TO GENERATE TRUST

source : Gallup, 2014

THE MONOLITHIC MEDIA STRUCTURE CRUMBLES…

(c) Th

ey Li

ve

TO GIVE WAY TO A FRAGMENTED EGO-DRIVEN ON-DEMAND INFORMATION ECOSYSTEM

TO GIVE WAY TO A FRAGMENTED EGO-DRIVEN ON-DEMAND INFORMATION ECOSYSTEM

source : Globalwebindex, Q1-Q3 2014

THERE IS A NEED TO NAVIGATE THROUGH A FEAST OF CONTENT

TO GIVE WAY TO A FRAGMENTED EGO-DRIVEN ON-DEMAND INFORMATION ECOSYSTEM

68% OF PEOPLE SHARE THINGS TO GIVE OTHERS A BETTER SENSE OF WHO THEY ARE

SOURCE : NEW YORK TIMES

WHEN PEOPLE SHARE CONTENT ONLINE THEY ARE SHAPING OTHER’S IMPRESSIONS OF THEM

(KNOWINGLY OR NOT)

source : Fortune,,January 2016

TO GIVE WAY TO A FRAGMENTED EGO-DRIVEN ON-DEMAND INFORMATION ECOSYSTEM

source : Globalwebindex, Q1-Q3 2014

SO, WHERE DOES THAT LEAVE BRANDS ?

YOUUUU SHALL NOT PASS !

BRANDS ARE OFTEN PERCEIVED AS INTRUDERS ON WHAT CONSUMERS FEEL ARE THEIR PERSONAL SPACES

source : What consumers think of Brands on social media, CIM UK, 2014

THERE IS A RISE IN ACTIVE WILLINGNESS TO BLOCK OFF ADVERTISING FROM ONLINE EXPERIENCES

CONSUMERS ARE MORE AND MORE TURNING TO PEERS TO GET INFORMATION THEY CAN TRUST

source socialmediatoday, 2015

SO WHO SHOULD BRANDS TRY TO BE TO CONSUMERS ?

WHERE DOES ACTUAL INFLUENCE COME FROM ? THE « RRRR » FORMULA

source : Brian Solis, 2012

REACH X RESONANCE X RELEVANCE X RELATABILITY

REACH X RESONANCE X RELEVANCE X RELATABILITY

NO INFLUENCE WITHOUT SOME LEVEL OF PROXIMITY

REACH X RESONANCE X RELEVANCE X RELATABILITY

LIKING SOMEONE

REACH X RESONANCE X RELEVANCE X RELATABILITY

LIKING SOMEONE

LISTENING TO SOMEONE

REACH X RESONANCE X RELEVANCE X RELATABILITY

CELEBRITY

REACH X RESONANCE X RELEVANCE X RELATABILITY

CELEBRITY

AVERAGE JOE WITH A SUCCESS STORY

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

PEOPLE LOVE INFLUENCERS BECAUSE THEY ARE HEROES OF A COMMON JOURNEY

FICTIONAL OR REAL, THIS IS THE KEY OF THEIR VIEWERSHIP

Hannah Hart shot a video of herself in her home giving a drunken cooking lesson for fun in 2011

She has signed a best-selling kitchen book and is starring in a series by Legendary Television Distribution

James Rolfe started making bad video games reviews in 2004, slowly creating the « angry nerd » persona to amuse his viewers

He has since built a cult following and released his first movie, where he stars as the Nerd in an original adventure after spending 10+ years popularizing the review-as-short-film format that inspires to this day

THE POINT IS : THEY GROW WITH THEIR AUDIENCE MAKING IT MY STORY AS A FOLLOWER AS MUCH AS THEIRS AS INFLUENCERS

IN SHORT : INFLUENCE COMES FROM THE ABILITY TO MAKE PEOPLE RELATE IN THE LONG RUN

BECOME YOU CONSUMER’S HERO BY CREATING COMMON STORIES

ACCEPT LOSING SOME LEVEL OF CONTROL OVER YOUR BRAND ASSETS

DON’T EXPECT RESULTS JUST BY SLAPPING A POPULAR FACE ON A CAMPAIGN

CREATE OPPORTUNITIES FOR OTHER TO TAKE LEADERSHIP OVER YOUR BRAND

653 002 090 VIEWSsource : Disney UK Youtube channel, January 2016

IF IT COULD BOIL DONE TO ONE TAKE-AWAY : INFLUENCING IS LEVERAGING THE POWER OF OTHERS

BY GIVING THEM A STORY TO PARTICIPATE IN

WHAT IS THE COMMON TRUTH

BEHIND YOUR IDEA THAT PEOPLE WILL

TALK ABOUT?

HOW CAN YOU TRANSFORM IT INTO A RALLYING CRY ?

HOW CAN YOU MAKE INFLUENCERS FEEL ESSENTIAL TO YOUR CAMPAIGN ?

= PERCEIVED NEED TO INFLUENCE

16 - 20 rue Pétrarque 75 116 Paris

pierre.jean.c@brandstation.fr 00336 77 93 48 97

BRIEF US ;)