Lodestar Universal studies the 'Super Influencers'
Lodestar Universal recently embarked on a study to understand the growing power of the 'influence economy'. The project profiled consumer advocates and tested their ability to recommend or advise against opting for a particular brand or service. The study looked at respondents who claimed to strongly influence in 15+ product categories to announce the emergence of a 'Super Influencer'.
Lodestar Universal recently embarked on a study to understand the growing power of the 'influence economy'. The project profiled consumer advocates and tested their ability to recommend or advise against opting for a particular brand or service. This study was executed across 29 countries and included 17,000 active Internet users. The study looked at respondents who claimed to strongly influence in 15+ product categories to announce the emergence of a 'Super Influencer'. This is a new kind of influencer, who puts social media to work, rising above the clutter of mass influence to spread opinion far and wide.
A key topline finding from the study showed that 'Super Influencers' are not college-going teenagers, but educated, influential senior managers. They are more likely to be male, 25-34 years, mid- or senior influential office workers. They are also more likely to be highly educated. Basically in the knowledge heavy, written world of the web, intelligence and computer literacy are major factors in spreading significant influence. Another finding was that 'Super Influencers' lay down the trend. They fit the typical profile of early adopters who are likely to try new products, take risks and share their opinions with friends. Their influence is not confined to the web. They are more likely to be asked by friends and family face to face on products and brands. They are not afraid to take risks. They are sociable and embrace life both online and offline.
The study also shows that 'Super Influencers' are the lead content generators. The most defining aspect is that they are extremely heavy users of social media, particularly in terms of content creation. They are much more likely to blog, upload videos and photos and comment on sites and social networks. Social media is providing them with the tools to create and share influence and they are doing so in massive numbers regardless of subject matter. The top indexing social media channels for content creation are uploading video, writing blogs and leaving a comment on a blog site.
The new Super Influencers are also the lead content generators. Social media both enables the sharing of influence and attracts those who wish to publish and have their opinion shared and they are utilising this opportunity to the maximum. This set rise above the average for commercial messaging, advertising and PR. The Super Influencers are much more likely to be motivated by overt commercial messaging; celebrity endorsements and direct recommendations online and in the media. Most importantly, however, they are much more likely to want to share opinions because a brand is fashionable or their friends are not aware of the brand. Basically, they are more overt about trying to cultivate external opinion.
Super Influencers are found across the globe, but skewed to emerging Internet markets in Latin America and the Asia Pacific. In Brazil, 24 per cent of active Internet users fall into the 'Super Influencer' category. They are followed by India, Mexico and Pakistan – demonstrating how Internet users have found their voice, thanks to massive use of social media in these markets.
How does the advertiser succeed in the Influence Economy? Nandini Dias, COO, Lodestar Universal, replied, "By adapting to five fundamental changes. Anyone can influence anyone: we now trust strangers as much as our closest friends. Friendship is no longer face to face – it's becoming distant and virtualised. Everybody is an influencer: 1.5 billion people online in 2008. The power to influence no longer belongs to the 'expert' or to 'those in the know'. New Super Influencers rise above the masses: Not all consumer influences are equal. A new breed of Super Influencers has been created by the tools of the social media revolution."
Dias further explained that the new influence ecosystem has fundamentally changed how products and services are bought. She said, "There is a new level of transparency and truth that all public institutions, companies and brands have to adhere to."
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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