The question of how far to let influencers in on your creative process has long been hotly debated – even more so over the past year, where digital or social have been the only channels through which brands can communicate with locked-down audiences. Has this past year changed how marketers feel about letting influencers unleash their creativity on brands? What might future influencer strategies look like post-lockdown?
These were among the questions debated by an expert panel during The Drum’s Creative Transformation Festival, ‘Are influencers the new source of creativity?’, in partnership with Tribe. The panelists viewed the influencer’s role in the creative process through the prism of more than a year in lockdown.
The clear consensus was to involve influencers as early as possible in the briefing process. Katie Hunter, social and influencer lead at Karmarama, stressed that this will ensure buy-in with the concept from all parties and a mutual understanding of creative boundaries and the review process. Plus, it also allows influencers to have the time and freedom to create content out of brand affinity rather than merely sticking to the guidelines.
That said, Qaiser Bachani, global digital marketing and Europe consumer experience lead at Mondelēz International, pointed out that some creative meetings were already very over-crowded with various stakeholders.
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