Discover Influencers: Finding the Perfect Match
This chapter opens with the story of Volvo Cars and how its campaign designed to target eco-friendly consumers failed because it chose the wrong influencer to collaborate with. The chapter explains how companies can identify the right influencers who are the best fit for their brand values and program goals. It introduces the different types of tools and agencies companies can leverage to identify influencers, as well as what criteria they should use to evaluate whether influencers will be a good fit. Most importantly, it provides a step-by-step approach to find the best influencers for a brand and avoid making costly mistakes.