As one of the pioneers to work with influence marketing, Brazilian Tiago Ribeiro, also known as Tito, says that with Web 3.0 the strategies of amplification and earned media linked to data-driven in the narrative of projects using digital influencers should be rethought, aiming at becoming relevant within communities.
Tito worked with brands like McDonald’s, Carrefour, Coca-Cola, AB InBev (Anheuser-Busch InBev), and Diesel. in many countries and agencies of the world like: USA, Peru, Portugal, Spain, Turkey, United Kingdom, Netherlands, Uruguay, Mexico, Paraguay…
“I come from a time when digital influencers were known as web celebrities. Around 2009, we made the first actions of communication that focused on influence marketing in Latin America. At that time, there weren’t many metrics to prove the success of an investment, which weren’t so significant so far” said Tito.
Now, the influence marketing has grown and should circulate around US$16.4 billion by the end of the year. Therefore, creating any activation of marketing that doesn’t use this resource is completely unthinkable.
Be it a small stand at a marketplace or even a global campaign that needs to be regionalized. But, with Web 3.0 and a decentralized internet, everything can change.
In this new scenario, for action with influencers to be successful, it is necessary to create a narrative that makes an impact before creating a digital board by selecting names. Having an idea that tells a strong story, which links the influencer to the product should be the first step.
The second step is constructing Insight for the action, to work and co-create with the influencer. For this to happen, it is necessary to build a big data strategy. Also, it is essential to analyze the communities to which the communication is directed to and then start looking for influencers’ profiles that make sense within these communities.
With Web 3.0 campaigns, where influencers become campaigns with communities. For this action to be relevant to these communities, a stronger thought within the creation structures and a more significant strategy are indeed necessary.
Tito added “Personally, I like creating campaigns that friends talk about and that become international news. For me, this is communication.”
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