Structured set of analysis, methods and activities aimed at designing and managing communication campaigns through creators and influencers.
Includes three main phases:
- Analysis of business and market characteristics: examination of brand identity, competitive positioning and product portfolio, aimed at identifying strategic communication opportunities and areas for development in digital marketing.
- Defining campaign goals: identifying measurable objectives, which can range from brand awareness to increasing digital conversions, directing each action toward concrete results consistent with business priorities.
- Tailor-made activation strategy: designing a customized strategy that combines different levels of influencers, verticality or transversality of creators, creative proposals, engagement models, and post-campaign digital optimization and amplification activities, ensuring consistency with brand tone and target audience behaviors.
Within a framework, the choice between generalist influencers and niche creators defines the approach: the niche influencer marketing focuses on micro- and nano-influencers to maximize engagement and trust.