One of the first things clients ask us when they launch a campaign through The Cirqle platform is how can we help them identify and recruit the best and most affluent influencers for their brand. Of course, this may seem easy from the outset, but the perils of the market have proven otherwise all too often. At best, brands can now only hope to steer opinions that consumers have about them - and to do so, they turn to an ever expanding marketing stack of technology services and media companies. At a time when many are blocking traditional banner ads or skipping TV commercials (Netflix), influencers become the pinnacle of leading conversations with the world.
In South Korea, over 2 trillion South Korean won (KRW, or $2.4 billion USD) was spent on advertising on mobile platforms last year, surpassing that of advertising on cable TV - 1.8 trillion KRW - for the first time. While Instagram influencers in the US charge up to $100,000 USD for a sponsored post, industry insiders say brands in South Korea pay from 100,000 KRW to more than 2 million KRW for a single social media post, depending on the loyalty of the person’s followers.
Beauty and fashion brands are at the forefront of using social media influencers who have millions of followers. We sat down with Jude Kim, who runs Global Business Development at The SMC in Seoul, Korea and serves clients like Google and eBay, and asked him for his vision regarding the Asian (kol/influencer) market.
Businesses all around the world are familiarizing themselves with influencer marketing. Yet, non-profit organizations have also recently caught on to the wave. They are starting to identify a natural fit for crowd funding and fundraising through the use influencers.
One of them, Pink Ribbon, reached out to us in order to raise awareness for their cause through influencer marketing.
As part of the Dutch Cancer Society, Pink Ribbon finances projects and research in the field of treatment, aftercare and long-term effects of breast cancer. For many years now, Pink Ribbon develops new products such as agendas, bracelets and notebooks in order to raise money and awareness towards breast cancer research.
We advised them to work with 27 female influencers across the Netherlands over 4 different channels (Instagram, Facebook, Twitter and Blog), in order to reach a relevant audience of potential donators.
The influencers created authentic and honest content that generated highly relevant engagement with their audiences. This created a real awareness of the cause Pink Ribbon is defending as well as the products enabling more and more donations every year.
By delivering their message to the right people, Pink Ribbon was able to reach more then 1M impressions!
If you want to also help drive change and participate in fighting breast cancer, check out: https://www.pinkribbon.nl/.
A few examples of the content produced:
The Cirqle has partnered with the Red Cross and NOS to help launch the #NederlandhelptSintMaarten campaign.
On the 6th of September, the devastating Hurricane Irma ripped through the Caribbean and caused unimaginable damage, particularly on Sint Maarten. Up to 70% of the houses are badly damaged or destroyed, food and water is extremely limited, and despair is spreading. In order to help the victims, the Red Cross needs funds and has consequently organised together with NOS a national action-day on Friday 15th of September.
The Red Cross has invited us to further increase awareness for the event, and to help amplify its impact. Naturally we offered to put all our resources to help this cause, and encouraged our entire community of Dutch influencers to share information about the event and mobilise their followers to take ACTION. In addition, some of our influencers will be showing their support on-site by visiting the event in Hilversum.
The event will be broadcasted on radio and television and will take place at the Nederlands Instituut voor Beeld en Geluid in Hilversum. It's aim is to inform Dutch citizens about the urgency of the situation and raise as much money as possible via Giro 5125.
We hope that this cause is as important to you as it is to us and we encourage you to take action in any way that you can.
When high-end luxury menswear label Salle Privee approached us for a collaboration we were thrilled. Key the words ‘classic menswear’ into Google and you’re immediately confronted with a wall of high resolution, two-buttoned, one-hand-in-pocket sprezzatura. It’s a distinguished look that continues to endure.
Salle Privée is a new label committed to the classics, freshly launched online. Founded by Patrick Munsters, the creator of Scotch & Soda, the brand speaks to those who seek and respect the virtues of timeless menswear. With more than 20 years of experience in the fashion industry, Munsters has seen every trend come and go, and then come back around again. ‘My idea was to step out of what is fashionable,’ he says.
In our influencer campaign, we tried to connect the brand to individuals that captured the brand's essence across multiple age groups. Please find a few snapshots below:
The name House of Eléonore finds its origin in an old story which goes back to the 12th century, the time when Eleonor from Aquitaine lived. Eleonor was a quite stubborn and modern woman for her time. For example she took part in the battlefield and divorced her husband. Furthermore she was yet one of the most powerful and desirable woman at that time. The name House of Eléonore therefore stands for the strength, personality and style of every unique woman.
Symbolized with the Morpho Helenor butterfly, House of Eléonore’s first collection is inspired by nature, the tropical island of Papua New Guinea. Elegant shapes based on birds, plants and other objects from nature combined with bright sparkly colored diamonds take place in the first collection called “bird of paradise” (text credits: joellawassink.com).
The brand reached out to The Cirqle to help them promote their shop-in-shop concept in De Bijenkorf. Below features two influencers who promoted the brand.
Joella Wassink x House of Eleonore and de Bijenkorf
Elegant, honest and personal. Those are the words that pop into my mind when thinking about House of Eléonore. Last weekend I was invited to an amazing event hosted by House of Eléonore in their shop-in-shop located in De Bijenkorf Rotterdam.
Just like Sushi x House of Eleonore and de Bijenkorf
When it comes to diamonds we all know a bit about it but in the end we also know nothing. During my workshop with House of Eléonore I got introduced how the world of diamonds and high quality jewellery industry works. Often people get quite surprised by the high prices of these jewelry pieces but this all goes back to the way gold and diamonds need to be found in our nature. The places where all the raw materials for these jewelery pieces are found many people are forced to work in gold mines everyday. Nature gets destroyed and often work conditions are often inhuman in these mines. Luckily House of Eléonore only works with limited mines in one area and takes their responsibility by selling only jewelry made out of 18K fair trade gold.
While online retail used to be focused on Cyber Monday, this is not about one day of online shopping anymore. As a result, retailers and delivery companies have been gearing up for the earlier kickoff to the online holiday shopping season, instead of when people return to the office after the long Thanksgiving weekend.
Century 21 kicked off the weekend with influencers covering some of their best deals they found on the ecommerce site through a series of blogpost. Five of those blogposts are featured below.
Nef & Nat are the sister duo behind the internationally acclaimed fashion turned lifestyle blog "TwinFashion" and shared this beautiful editorial piece for Avenue 32.
Born and raised in Greece, the sisters started blogging as a hobby back in early 2011, which very quickly turned into a full-time profession. After 5 years in the industry and collaborations with a wide range of international corporations, including Louis Vuitton, Hogan, H&M, L'Oreal Paris, Calvin Klein, Diesel, Pinko, Nicholas Kirkwood, Intimissimi, Nike, Express and Qatar Airways, Nefeli & Natalia launched a new evolved version of their website in May 2016, along with a brand new name: BY NEF & NAT.
Please see below what they did for our client Avenue 32.
She does it again. Adriana Gastelum vividly describes in both English and Spanish what Qlippie, one of the latest booming startups from Europe, brings to the table as GoPro competitor. Priced affordable, Adriana illustrates how useful Qlippie is for her daily life being an influencer:
Thanks to three rainy weeks, I’ve spent several coffee afternoons thinking about what we used to do before Internet went into our life. The idea of boredom was pretty different back then, you might dedicate your entire day to read a book, call a friend by phone (when calls were super expensive, too) or record your favorite songs in a cassette while praying for the radio announcer to not speak in the middle of your song. When I finally achieved it and filled a whole tape with my favorite songs, I would write some cheesy name with liquid paper on it and shared it to the boy I liked. And that was how we shared our feelings digitally.
Back to the present, I think there should be a word to define “faster than an instant” to describe how quickly the information goes by today. With that, not only our fingers have trained to write in small screens with even more ridiculously smaller keyboards (deep down I knew my typing classes in middle high school were obsolete), but now we are more and more open to share our daily life, whether you own a blog and share with your readers, or your most loyal followers are your mom, family and friends.
In collaboration with Qlippie Live, I share with you one of the things I’ve forgotten how much I enjoyed to do before the Internet changed my life: a quick but pleasant visit to an art gallery. In this occasion, and visiting it for the third time this month, the Philippe Halsman exhibition at CaixaForum Barcelona. An exhibition that, besides showing a great talent in photography, predicted the importance and influence that technology would have on art.
Generally, folks choose between three popular options when buying a used car. The most common would be to head over to your local used car dealership where there is a chance you might get screwed over on financing or end up with a lemon. Then there’s Craigslist, as you know I have been very familiar with. This option can be sketchy if you’re clueless.
You might meet up with someone untrustworthy that “forgets” to tell you the issues about the car. You might also get a chance to test drive and purchase a potentially stolen vehicle. Worst of all, there is a high-risk chance of buying a lemon, which actually happened to me in my latest Will It Flip project.
You’ll have to wait for that story.
Lastly, there is Carmax. This is a popular one. The place has warranties, no-haggle pricing, and pretty good customer service. But all three of those options have one big inconvenience: You’re going to spend a good chunk of your day to see the car.
What if I told you there is a much better and easier way? Shift is a new used car buying service that is unlike any other I’ve experienced. I will break down for you. I was told that I could test-drive any used car I desired on their site. Of course to me this meant either finding the most expensive car, one with the most horsepower, or both.
Now what’s game-changing about booking a drive through Shift.com is that you can actually choose the meeting location of your test drive. That means you can summon the car you’re interested in to your house, your job, your ex’s place, or anywhere you want.
Aside from the obvious choice of choosing the Hellcat, I figured it would make sense to have the car delivered to an inconvenient location; some random beach in Malibu close to Neptune’s Net.
Within minutes of completing the booking form, I received a call from a real life person from Shift.com verifying and confirming my drive. This is also the part where they would ask to verify your credit score. This is to make sure you can actually afford the car you booked and you’re not just some kid like myself who wants to take some fancy car out for a drive. Following this call, I received an email confirming the date, time, location, and the phone number of the delivery guy or as they call it, “car enthusiast”, who will be delivering the car to you, my guy’s name was Colston.
Upon first browsing their current stock, I narrowed my choices down between a 911 Carrera S or a Hellcat Challenger, I went with the latter since I’ve actually never driven a muscle car before and also because, c’mon man, Hellcat.
When UGG approached us to find key influencers across Europe, our minds went racing and brought us to the Lovely Roos-Anne van Dorsten from high-end fashion blog moderosa.com.
As Fall has finally settled in, now is more the time than ever to wear those Classic UGG Boots, and Moderosa has done a stellar job of doing so as you can see below:
British shoe brand Oliver Sweeney has garnered a fascinating following since its launch in 1989 and is all about taking the traditional and give it a contemporary twist. Widely known for their crafting award-winning footwear, Sweeney has blossomed into a renowned British brand that produces everything from hip-flasks and socks to sweaters and men’s fragrances. Powered by Mnswr.com through Cirqle.
For three years now, TW Steel has been the proud Timing Partner of the Yamaha MotoGP team. Home of living legend Valentino Rossi and world champion Jorge Lorenzo, these are the fastest men in the world. To celebrate the team’s dominating 2015 season, they decided to create a brand new range of watches for them: the Yamaha Factory Racing Grandeur Sport collection.
Last year, the team won the Triple Crown: the championship for the best rider, best team and best manufacturer. This level of excellence suits TW Steel and we hope it matches your style as well. The successful partnership between the Dutch watch brand and the elite racing team is all about the shared passion for speed, design and performance.
The Grandeur Sport model is created from scratch. This Yamaha Factory Racing collection comes in two sizes – 42mm and 46mm – and two colors – black and blue. Each model sports an aluminum bezel, a state–of–the–art movement and a genuine rubber strap. Made from carbon fibre, the dial features elevated chrono rings and the M1 logo on the dial to communicate the true champion spirit.
This post is written by Andy Suryandi
Scotch & Soda was looking for those creative and curious enough to spin their own tale on a mini voyage of discovery (related to both garments and stores). Influencers the brand selected were able to recreate this ‘finder’ sensation in their social and blog posts.
Describing the big picture, and then hinting at the special details that you stumble on, upon closer look.
The luxury brand invited influencers to base their stories off a visit to the Scotch & Soda store in Amsterdam’s Negen Straatjes (Huidenstraat 3-5) or the flagship store on Amsterdam’s Heiligeweg 34/36.
The beautiful results from Six Feet from the Edge are below:
This post was written in collaboration with Scotch & Soda, but of course all opinions were from Six Feet from the Edge.
We live and breathe influencer marketing every day, so much so that we often forget that not everyone knows what it is. Influencer marketing is a type of marketing that focuses on using key leaders to drive your brand’s message to the larger market. Rather than marketing directly to a large group of consumers, you instead inspire / hire / pay influencers to get out the word for you.
Influencer marketing is a multifaceted strategy that has helped hundreds of brands across categories connect with their consumers in a familiar way. The industry is filled with interesting perspectives from marketers who are using the strategy in unique ways.
Some of the hottest assets in the online fashion Internet industry at the moment are a collection of trendy individuals who are valued for their ability to peddle merchandise in their social-media posts. And jup, she's at it again, Jacqueline Gidlof from one of the most popular blogs Mikuta.nu produced this amazing stream of content for our client Onepiece. And it's pure gold.
Check it out yourself and make sure to reach out to us if you're interestered in running campaign(s) through Cirqle.
Under Armour’s full-court press has propelled the athletic-wear brand past Adidas in the U.S. and put Nike squarely in its sights on the world stage.
Under Armour has not only been a frontrunner of the so-called athleisure trend but has also succeeded building a passionate online community around itself through its investments in technology and integrated fitness apps. Its strong brand messaging through campaigns like “I will what I want” has also touched a chord.
In a collaboration with Jair Zino the brand invited 10 influencers to 'Go Dark' and not post anything on social. Instead of posting to social media, the athletics brand invited influencers to work out in UA gear. The below features the work by talented male blogger Jair Zino in an amazing feature on the Under Armour brand.
Virgit Canaz juggled her deep blogging passion with her responsibilities as a pre-school teacher for more than a decade until late 2014 when she became a fashion blogger and took the plunge into full-time blogging. Virgit is the living proof that it’s never too late to do what you love. Her eye for style has seen her blog receive more than 5.3 million pageviews and over 70K followers on Instagram.
Virgit's most recent collaborations included working alongside with Veromoda, Noisymay, Triangl, Daniel Wellington, Little Mistress, Purificacion Garcia, Tia Maria, Vesper, Hedonia, Choies, Boohoo, Chicwish and Sacha.
In 2014, Virgit was chosen as one of the twenty best blogger to bookmark by www.whowhatwear.com also been featured in Thesun.uk, Cosmopolitan.com, Grazia.it, Giselle.jp and Instyle.co.uk magazine.
In her most recent collaboration with Renard Watches, Virgit features the diverse ways both men and women can wear Renard watches in a beautiful and unique way.
Humphrey and Grace sharing their vision on our client Made.com:
"Choosing furniture is one of my favourite parts. So when I was invited to the Made showroom last week I jumped at the chance. I have actually purchased smaller items from their online store before and was interested to see how the showroom would feel given that the company aims to offer quality furniture at affordable prices by cutting out the middle man – i.e. the high street presence with it’s enormous overheads. In the UK there are only three showrooms, one in Liverpool, one in West Yorkshire and the one I visited in Soho, London.
The showroom itself is spacious and the staff friendly without being overbearing. You can wander in peace or ask for assistance, and if you do need help then they know their products well. Yes I asked a few random questions to test their knowledge. Yes they knew the answers… Full marks lovely folk of Made.
Everything in the showroom is designed to make your furniture shopping as straightforward as possible. Most obviously you can actually see the furniture for yourself, check the quality, get a feel for the brand. Try before you buy I guess?! I happen to think it’s pretty lovely furniture with something to suit all tastes and styles."
One of our favourite influencers of this moment is Adriana Gastelum from fashion, travel and lifestyle blog fake-leather.com. Het style is effortless, sophisticated and has that feel and ooze to it that you can only crave for.
In one of our recent collaborations with luxury brand Wolford, she created this post. The text in the bottom belongs to her blogpost. Please have a look and leave a comment if you'd like to share your opinion with us.
I have this curse that happens every time I decide to stay at home in my pajamas, without make-up and maybe without brushing my hair, reading a long book by the window (or maybe watching some make-up tutorials on Youtube so I can pretend I will try them later), when someone comes knocking at the door. Great timing, huh? I’m probably not alone on this.
‘Cause not everyday is made to step out to the world looking like a million bucks, sometimes you only need a zen mode for your mind and body. Lightweight make-up, blue jeans and a comfortable Wolford quality t-shirt are the perfect balance for that I woke up like this look. And then, if you need to go out for whatever reason, you can simply take a jacket, a bag and step out looking, maybe not like a million bucks, but moderately chic.