Show 41 of the csuitepodcast was recorded at PRWeek’s 2017 PR360 and the second of my three guests was the Europe and UK PR Director of Levi’s, Morven Mackinnon, who had just taken part in a panel discussion on influencer marketing. (Interview starts at 20min)
Morven has held her position as PR Director for around six years, and she explained how the nature of how we do PR has changed quite significantly, specifically on how social media influencers have become a more important part of the overall mix over the past few years, and how using these influencers takes a different mind and skill set to that of using traditional media.
Morven talked about how important it is to get the balance between platforms and experience. She said that whilst Levi’s may be using as many channels as possible, it is necessary to understand how they all link, as this affects the way in which products are marketed and how brands keep the support of their customers. Looking further into social media marketing, she explained that using online influencers can offer a share of voice on a channel that perhaps you may not have had otherwise. Therefore, when Levi’s are selecting social media influencers to work with, Morven stated that while obviously the size of their reach is important for getting the brand’s message out, there are other aspects that are important too. Naturaly, from the fashion industry point of view, visual channels such as Instagram and YouTube will feature heavily. Morven also mentioned Snapchat as a new visual platform, and whilst she feels its relevance is being questioned since the launch of Instagram stories, she feels it does still cater for a particular audience.
Morven also said that podcasts are becoming more popular in the fashion world as a form or marketing. However, she argues that the world of influencers is becoming ever more crowded and at some point they will need to find a way to differentiate themselves from everyone.
There are many things that go into choosing the right influencer to collaborate with, which Morven said is a challenge for the brand, but ultimately the audience must feel that the relationship that the brand and the influencer have is an authentic one. Factors include the number of followers, but also who is following them; social engagement levels in the form of likes or comments; and the fact that, as she previously mentioned, the fashion industry is a very visual market. This led her to say that the aesthetics of an influencer’s profile is an extremely important aspect in the process of picking the right influencer. Morven also said that she also looks at what other brands an influencer is working with as that gives her the chance to see whether the influencer would also be a good fit for Levi’s.
It is also important to make sure the influencers that are chosen are genuine about wanting to be part of Levi’s and so they are regularly invited to events, such as those at their VIP gifting suites in Central London and LA, and encouraged to pick out products in order for them to understand the brand values. This enables Levi’s so see if there is a genuine connection with them. The key is that Levi’s are looking for long term relationships and do not want influencers who see the opportunity as, what Morven described as a short term pay cheque.
Whilst the world of marketing and PR is changing and influencer marketing is now the focus of what Morven is doing, she believes that traditional media is still important and critical in the mix as it gives credibility in the fashion industry. However, she said social media can reach a different and often younger audience.
Morven said that Levi’s was fortunate to have some great campaigns with some really good influencers. For example, they partnered with Chiara Ferragini (below) of The Blonde Salad, an Italian YouTuber and Instagrammer, to set up a capsule product collection that was sold in selective and exclusive retailers across Europe.
Levi’s took Chiara out to their Innovation Lab in San Francisco to create the designs, and so this collaborative collection allowed for Chiara’s followers to feel both part Levi’s community and Chiara’s.
The collection sold out everywhere almost instantly, which as Morven mentions, is a clear way of seeing how much influence such YouTubers have and how this can benefit brands.
Finally, Morven said that the world of influencers is becoming increasingly crowded and almost every influencer now has an agent. She therefore believes that while it is important to use social influencers, there aren’t enough ‘marketing dollars’ to finance everyone with an Instagram account and so it is important for the influencers to be able to differentiate themselves, potentially diversifying across different channels and standing out enough to keep their relationship with the brands going. She added that it is just as important for brands to keep on top of the changing processes too and therefore suggests that brands need to work out new ways to keep influencers wanting to work with them, asking “how can we offer unique experiences to influencers that will make them genuinely want to post about the brand, outside of campaigns”.
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