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Brand Minds In part 1 , we’ve explained what an influencer is and how influencer marketing works. But I’m sure you want to know if it’s really effective and how it can actually help you . What are the benefits? An influencer will speak about the pros and cons of your products, but in such a way as coming off far more credible and useful than any traditional ad could do. It is important to realize that it is the influencers who have built their audience. It is not accidental that fans follow influencers and not the brand . By reading a post, the audience cares much more about the influencer’s opinion of your product than about your brand.  When done right, brands have much to gain by engaging in influencer marketing . It’s a strategy that leverages the influencer’s reach, credibility and salesmanship to advocate a product to consumers, which results in awareness, improved perception and action (or conversion). Working with the right influencers can have a multitude o...

How is the luxury market affected by COVID-19. Find out our selection of the latest articles on the subject : An Hermès boutique in China made $2.7 million in one day after it reopened Is Hermès’ blockbuster reopening in China a barometer of things to come in post-pandemic luxury shopping? The French heritage brand’s Guangzhou flagship store reportedly achieved $2.7 million in sales when it reopened this weekend, according to WWD. This figure is believed to be the highest daily haul for a single boutique in China, and offers hope to luxury brands and retailers of what economic recovery may look like in the coming months .  Read more... Rolex, Patek Philippe, and more luxury brands leave Baselworld for new trade show with Watches & Wonders in Geneva This might not be the end of Baselworld, but it is the end of Baselworld as we know it. Rolex, which has been among the least vocal brands since the beginning of the COVID-1...

Sproutsocial Influencer marketing : everyone’s talking about it. It’s been a buzzword for a while now and mainstream media refers to it constantly. But what is influencer marketing, really?  To understand what influencer marketing is and how it can be leveraged by your brand , we need to understand the concept of influencers . What is an influencer? One of the biggest misconceptions is that an influencer is someone with a l arge social media following . This thinking confuses influence with popularity. The act of influencing requires a specific result: a change in thinking or in behaviour .  We can therefore define an influencer as being someone who has the power to influence the perception or behaviour of others , for example by affecting their purchasing decisions , often times based on authority, knowledge, position, or audience relationship. In more simple terms, an influencer is a person who can influence the opinions of other peopl e and get them to do s...

Ninja Early 2020 got off to a rough start, as we all know, with the outbreak of the COVID-19 virus and the measures taken to slow its spread, literally blocking a big chunk of the economy. Without a doubt, the sports industry has been hit hard . Almost all big events have been cancelled or postponed, pushing event organizers, leagues and federations to the brink of bankruptcy. The latest announcement to postpone the Tokyo 2020 Olympics was the final blow : the Olympics have only been canceled three times (1916, 1940 and 1944) because of war, but never postponed. This will have huge repercussions for all stakeholders.  Jae C Hong/AP But if we want to focus on the positive, inside the reign of sports, the younger esports has the potential to gain terrain on its elder sibling by seizing new opportunities during these unprecedented times. Still unaware of exactly what esport is and its origins? Check out the three-part article we wrote on that subject a while ago! ...

During this unprecedented outbreak, creativity, solidarity and optimism remain. Here are our selection of last week's articles on the best brands initiatives, e-sports challenges and unexpectable 1 million Swiss francs donation :  Family behind Ferrari donates €10m and 150 ventilators to help fight coronavirus in Italy The Agnelli family, who control the Ferrari Formula 1 team and road car business, as well as the FIAT Chrysler company and Juventus football club, have revealed they will make a €10 million donation to the Italian Civil Protection Department, and a social assistance organisation called La Stampa, to help both authorities deal with the health and social needs in the city of Turin and the region of Piedmont as the virus continues to spread .  Read more... The world's largest luxury conglomerate orders 40 million masks from China to support coronavirus pandemic in France LVMH, the world's biggest luxury goods gr...