The Ad Feature with Jonathan Cherry

Just how valuable are connected 'influencers' to companies?

Jonathan Cherry considers how popular influencers impact the success of a brand's marketing campaign. He describes influencers, not necessarily as global superstars, rather as people with a very large or very niche following on social media.

Because of the content that they are producing, they have quite a substantial audience that brands would also want to build a relationship with.

Using connected influencers

Cherry says that the use of influencers to connect to audiences is becoming a growing trend with brand campaigns.

In 2013 Mercedes Benz launched a campaign called "Take the Wheel" and signed up 5 of the best Instagram influencers to test drive their CLA model for a week. The influencer with the most likes on Instagram at the end of that week walked away with the vehicle. According to Cherry, this campaign was very successful.

5 thing that makes influencers valuable to brands

  • They can instantly relate with somebody with an existing reputation.
  • By associating themselves with an influencer, brands immediately get access to their audience.
  • It is relatively cheap to do business with influencers.
  • It is a flexible relationship that allows brand to change the campaign message.
  • It is almost a guarantee of going viral.

Jonathan Cherry's Pic of the week:

Cherry's pic of the week is an advert by Nike Golf, which features Tiger Woods and Rory McIlroy, that was released just before the 2015 Masters Golf Tournament started. He says the advert was well-timed and beautifully shot.

Jonathan Cherry's 'Not hot' of the week:

Cherry advised that he was not very impressed with the advert below by body and skincare company Dove. He say that it is not well executed and, as a result, it feels inauthentic. Watch below and decide if you agree.

Listen to the full conversation with Africa Melane below:


Recommended

by THE NEWSROOM
Read More
Brands not using social media in 2016 are lagging behind

Brands not using social media in 2016 are lagging behind

Jonathan Cherry looks at the use of social media as a tool between customers and brands.

David Bowie made a masterpiece of everything he touched...even these commercials

David Bowie made a masterpiece of everything he touched...even these commercials

Aside from his creative genius in the music and film arena, the late David Bowie also appeared in a number of television commercials.

How brands that make their product features entertaining always hit the mark

How brands that make their product features entertaining always hit the mark

Advertising expert Jonathan Cherry, says that brands must make their product features entertaining, in order to win over loyalty.

How 50 Shades caused resurgence in cinema advertising

How 50 Shades caused resurgence in cinema advertising

Advertising in cinemas has dwindled over the years, but there was a sudden spike for the release of 50 Shades of Grey

The Ad Feature with Jon Cherry

The Ad Feature with Jon Cherry

Many personalities have a social media presence - Jonathan Cherry took a look at twitter accounts of international rugby players.

The Ad Feature with Jon Cherry

The Ad Feature with Jon Cherry

Native advertising and the new Puma ad

Popular articles
Convicted murderers of Winnie Rust went on a shopping spree using her bank cards

Convicted murderers of Winnie Rust went on a shopping spree using her bank cards

EWN reporter Shamiela Fisher says 77-year-old Rust took care of one of the accused and supported him and his family financially.

Journos join the dots: Estina suspects, 'Zupta empire' and state capture in SA

Journos join the dots: Estina suspects, 'Zupta empire' and state capture in SA

Senior investigative journos unravel the Estina Dairy Farm scandal and how the suspects fit into the bigger state capture project.

Ramaphosa gets Presidency off on the right foot

Ramaphosa gets Presidency off on the right foot

The President met with the people of Cape Town while on a 5 kilometre morning walk from Gugulethu to Athlone.

Political Desk: Shivambu and Malema have become excellent narrators- Haffajee

Political Desk: Shivambu and Malema have become excellent narrators- Haffajee

Huffington Post editor in chief shares her view on the SONA debate with Bongani Bingwa.