Women's Wear Daily

The New Rules of Influencer Partnerships

Brands — act more like people. People — act more like brands. That’s the kindling for the heating global influencer market, projected to reach $2.3 billion by 2020. Melanie Rodriguez, vice president of operations and marketing at Octoly, an influencer marketplace and campaign management tool, dissected the new rules of brand and influencer partnerships and was joined in conversation on stage by Katie Brennan Derr, director of integrated communications, North America at Fresh, a New York-based skin care and cosmetics company owned by LVMH. Derr attributes Fresh’s “test and learn” culture on social media as a successful element for its influencer partnerships, which helps to position the brand as “with” “or ahead of this space.” But to get ahead, and stay ahead, with influencer marketing, Rodriguez advised on the adoption of three rules for an “always on” strategy, which included amplification, community and commerce. She stressed incorporating monthly gifting and paid campaigns (50 to 200 units per month), events and experiences (at least one per quarter) as well as promotions and giveaways on demand. “There’s no substitute for in-person experience,” said Rodriguez, describing an elaborate getaway hosted by Millennial-focused fashion retailer, Revolve. Fresh taps a small team to manage thousands of influencers, citing storytelling as

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