Working with Influencers: Potential Paths to Take
This chapter opens with the story of Marriott International and how it collaborated with a prominent Category Influencer, Taryn Southern, to launch its Moxy Hotel brand in the USA. It provides key takeaways for effectively working with influencers including best practices such as offering influencers ‘freedom within a framework.’ The chapter introduces the wide range of ways brands and influencers can collaborate (ex: create original content, product development research, live event engagement, etc.), the different business functional areas influencers can support (ex: corporate reputation management, new product sales, etc.) and dispels the commonly held misconception that influencers are simply a “communication vehicle” to reach an audience for a fee.