Tag Archives: digital marketing

How to pick the right influencer 101

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Investing in influencer marketing is a key factor with consumers being more skeptical of traditional advertising and marketing techniques. Also the fact that with technology the consumers have more and more control over what they see or hear.

From an article in a digital marketing from the AMA.

An influencer is defined in the dictionary as: Individuals who have the power to affect purchase decisions of others because of their (real or perceived) authority, knowledge, position, or relationship”; in other words they are social media “celebrities”, with power over others.

Influencers are a powerful marketing tool because they are authentic and trusted creators of content. It is a totally different approach than a direct advertisement, which is usually not welcomed by the audience in the first place. Through influencers the brand can get closer to the audience and actually be helpful to the viewers. Although followers don’t know the influencers it is shown that ordinary people trust their opinions quite a lot; some research say that is even as powerful as families´ and friends´ opinions.  This digital “celebrities” are ideal to target specific audiences that might not be reached any other way through social media.

There are 4 rules to identify an influencer:

  1. Popularity ≠ Influence
    1. Look at the number of followers they have on social media but it is also important to see how they are connected to your target market.
  2. To be influential a person has to be actively writing on topics that matter to your audience.
  3. To be influential a person must have authority.
    1. This means that a person is quoted by others in the industry.
  4. Influencers drive action.
    1. This means that when they recommend something it should directly boost sales.

Investment in influencer marketing is a growing trend, but it is still very complex; especially the process of finding the right influencer. There are millions of people, a variety of platforms, a selection of products, endless posts, so we find ourselves immersed in this whole new universe. The brand needs to choose the accurate influencer or else these marketing efforts will be worthless.

From an article in digital marketing from the AMA

A company can manage their influencers either in house or outsourcing it. When choosing in house a good option is a software package that is able to help the firm identify influencers and measure results. In house is usually used when the firm has only a low-to-moderate budget, since this saves money, however it is more time consuming and less expertise from part of the business. The other option is to work with a third party that is responsible for all the arrangements; they would have more expertise and frees the firm´s marketers to focus on other things, but it is more expensive.

Some tips when choosing influencers:

  1. Know your target audience and your influencer´s target audience.
    1. Know who the potential influencer for your brand targets too. The fact that is talking about products in your industry doesn’t necessarily mean they are reaching your segment. Therefore when defining the audience the firm needs to be as specific as possible. This tip would not only help the business to reach the right audience, but it gives the influencer authenticity.
  2. Find values that align with the company´s values
    1. In other words, the digital “celebrity” needs to match with your business. Influencers become a representative of the brand so they need to embody what the firm is; they need to be advocates of what the company stands for.
  3. Set a goal
    1. Understand that as with any other medium there needs to be a strategy behind the content you are pushing, it shouldn’t be there just to be there. This would not only help the focus, the execution and choosing the right influencer, but will also aid later in evaluating the effectiveness of the campaign.
  4. Create a long-term relationship with your influencers that drive sales to your company.
  5. Have a plan in case the influencer screws up.
    1. This should not happen but should be there in just in case.
  6. Analyze the influencer quantity and quality
    1. Understand how they build their networks, how they engage with their audience and what type of content they post
  7. Start with the few and invest with the best

Also take in to consideration:

  1. How regularly do they post
    1. It depends on the platform: in Facebook it is recommended it is about 1 post per day; in Instagram is good about 1-2 posts per day and on Twitter is around 15 tweets per day.
  2. Do their fans interact with their photos
    1. Understand the number of likes and the comments people make on their posts. Also evaluate if the influencer answers to them and engages with their audience.
  3. How would your business compensate the influencers

Local businesses are also able to use digital celebrities to boost their sales. Some of the tips above may apply to them, but they should try to look for micro-influencers which usually have 1,000 to 10,000 followers.

Some tips to find micro-influencers are:

  1. Use hashtags that are related to your product, business or industry
  2. Conduct research on social channels
    1. See who has a large number of followers and see if they tag brands in their photos.
    2. “Choosing an influencer who is already a fan of your product or service makes it easier to persuade them into promoting your brand” (Chris Ake, Forbes)
  3. Research on Google
    1. Be very specific and take a special look at bloggers.
  4. Find influencers that engage with their audience, this is especially important for local.

Warby Parker: A brand for the people…with blurred vision.

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I recently listened to NPR’s How I Built This, the Warby Parker edition. The podcast discussed how Warby Parker became what it is today, from the first thought to the hardships to the success. I was fascinated by their story and their unique approach to the eyewear industry. Neil Blumenthal, Andy Hunt, Jeff Raider, and Dave Gilboa founded the company during their years at Wharton Business School. The idea came from a realization that there were no inexpensive eyewear options available and no means to buy online. The industry was monopolized by a few big players, leaving consumers with no price alternatives–to the extent the an iPhone was cheaper than a pair of glasses (pretty insane stuff). While these giants were in every eyewear store, they had no online presence, even though, online shopping was becoming increasingly more prevalent. Thus, Warby Parker was created.

These companies did not see a potential for eyewear to be sold online, and most people agreed because eyewear had to be tried on, no exception. Yet, Warby Parker was able to bring the ease of buying online, while incorporating the need to touch and feel through their at home try-on service. I got so excited while listening to this podcast, feeling my heart rate go up (A little lame? Maybe. A health concern? Also, a maybe.), because what others felt was unrealistic, the founders were able to break through that notion. While the product was not new or innovative, their delivery and approach to the eyewear industry was transformative. Wow, it’s still exciting. Since I felt so moved by the podcast, I wanted to look into their social media presence.

One overarching theme in their social media is that their social media is driven by their consumers and consumer engagement.


A large part of the Instagram account is consumer generated content. This is not only an efficient marketing tactic, but Instagram is a difficult platform in creating a community aspect. People typically just scroll through, stopping merely to appreciate a beautiful picture. However, Warby Parker has given their consumers incentives to pay closer attention by reposting customers’ photos and by creating a vibe in which consumers are more willing to reply back to captions like, “Which frames should our @warbybarker bud @tofu_stories get—Baker or Abbott?” (puppies are great too).


Twitter is one of the best platforms for two-way communication, and Warby Parker takes advantage of it. Again, they heavily incorporate consumer generated content into their marketing strategy. Warby Parker has more ease to engage in a conversation with their consumers and will not just retweet content, but will reply back with witty and fun comments.


Their Facebook posts tend to be more product driven and company updates. It doesn’t quite have the community aspect as their Instagram or Twitter, but instead, consumers use it as a customer service center, inquiring about products or sharing their experiences. Warby Parker does a phenomenal job at replying back to every comment that requires a response. We can truly witness Warby Parker’s commitment to providing the best possible customer service.







Hollister Co. successful partnership with AwesomenessTV

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Hollister Co. has partnered up with AwesomenessTV to reach Gen Z consumers. So far, Hollister has launched 2 docu-series on AwesomenessTV YouTube channel. Their aim is to target teenagers where they spend the most time in, their phones, and specially watching YouTube videos. It is important to note that 2 out of 3 teens buy online with more than 50% being phone purchases.

What is AwesomenessTV?

AwesomenessTV is an American media and entertainment company. It is a joint venture of DreamWorks Animation and Verizon Hearst Media Partners. AwesomenessTV started as a YouTube channel but now they have grown to be a multi-channel media network distributed across 30 platforms. AwesomenessTV creates original web series, television shows and theatrical films across all their channels.  Their main target are teens and preteens. They currently have 6.1 million subscribers in YouTube, and only last summer they had 4.6m. AwesomenessTV partners with leading global brands to develop campaigns for millennials and Gen Z audiences.

What are this series about?

This is Summer is the first docu-series made through this partnership, it was released on May 20th last year. Within the 24 episodes the viewers follow the lives of seven high school students in a summer that spend the summer traveling and playing music while dressed in Hollister clothing and embracing the brand values like liberating spirit and endless summer. The Hollister clothing featured in the show is available for purchase on Hollister´s social channels. The fact that each video only lasts about 10 minutes makes it appealing to the short attention span and interest of teens.

Due to the success of This is Summer the partnership continued in 2018, creating a new series called The Carpe Life. This show goes hand in hand with Hollister´s most recent campaign Carpe Now, which follows the “carpe diem” ideal of seizing every moment, and in this case living like every day is summer. The Carpe Life is hosted by Hunter March, a social influencer; other social media “celebrities” will be featured throughout the series. In their first episode the hosts, the Funk Bros and their girlfriends try to live the most epic day possible using only the contents of the Carpe Crate. Again, embracing Hollister´s values of living life at the fullest.

What´s in it for Hollister

According to some people in the marketing Hollister aims that through AwesomenessTV they are able to resonate with their teen customer and create rich brand experiences, in order to ultimately expand brand relevancy across this market. This initiative gives fans a variety of ways to connect and engage with Hollister. The clothing brand seeks to build emotional connections through discovery, which is mainly what every teenager is going through; demonstrating that the brand is more than just selling t-shirts, jeans and hoodies. Throughout the videos protagonists are not only wearing Hollister´s clothes but there is a lot of brand placement as well.

Hollister Co. celebrates the liberating spirit of the endless summer inside everyone.  Inspired by California’s laidback attitude, Hollister’s clothes are designed to be lived in and made your own, for wherever life takes you. And this values are precisely what a series focused on summer and music embraces. The massive reach of this YouTube channel boosts Hollister brand recognition and popularity.

What´s in it for AwesomenessTV

This is Summer generated significant increments across all key brand metrics according to a Nielsen study commissioned by AwesomenessTV. Furthermore, some of the protagonists released their songs which were featured on Hollister´s playlist during the summer.

According to Harley Block, SVP, their partnership with Hollister represents the future of modern advertising and branded storytelling. Through this collaboration they are able to create something unique in which their audience was consuming content and experiences at the same time.

Tourism & Digital Marketing: Thailand

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Thailand is a country located in Southeast Asia. It’s known for its tropical beaches and rich history. Plus, who doesn’t love Thai food? I had the opportunity to visit Phuket with my family on vacation a few years back. It had the most beautiful beaches I have ever seen and some of the best food I’ve ever tasted. I would love to do a backpacking trip through Asia someday and go back to explore more of Thailand.

When first clicking on the website, a pop up appears to select your language- nice that it’s accessible for all. The website itself appears to be very well done, aesthetically pleasing, and sharp. It’s organized and not overwhelming. The main landing page features a slider that rotates between six main, posted stories that emphasize visual content. The official tourism for Thailand’s logo also stands out against the page and is very attractive. There are four main categories: Where To Go, Things To Do, What’s Going On, and Trip Planner. Scrolling down, there’s a sleek calendar that shows main events happening in Thailand throughout the months. Further down, there’s highlights from a recent campaign “Your & My Thailand” which allows the user to “see & share Thailand through other people’s eyes.” You can explore the stories through clickable links to their social media accounts. There is also a clickable link to the Thailand travel blog. This blog is incredibly well done with relevant stories about cultural events, food, etc. posted on a regular basis. There is also an option to sign up for optional email updates. The only thing I noticed was that some of the information contained within the main categories was a little lost in translation with a few grammatical errors. However, I am overall very impressed with the initiatives the tourism authority for Thailand took in crafting the website and keeping engagement up.

Thailand’s official tourism authority has a Facebook, Twitter, YouTube, Pinterest, and Instagram. I’ll be focusing on the Facebook, Pinterest, and Instagram. The Facebook page has 54,544 likes. The profile picture is the simplistic, attractive logo and the cover photo is a beautiful shot of Thailand without any words to get in the way. The site posts regularly and does a great job incorporating visual content and even video content. They not only post relevant things about all the things happening within Thailand but also current events such as Muay Thai fights. The website also engaged in a Thailand Insider Series campaign where they posted a new video about specific areas in the country such as Koh Chang.

I was very impressed to see how built out their Pinterest page was with 892 followers and a plethora of boards. The boards are fun, attractive, and feature a collection of things that users actually want to see. Some of the boards include Thai The Knot, What to Wear, Thai-Licious, and Travel Tips. The variety of boards represent a good mix between functional and informative and fun and engaging. The Instagram page has 149k followers and 992 posts. In the description, the hashtag #ThailandInsider is listed to be featured on the page, making posts shareable and increasing involvement with users. The feed is extremely aesthetically pleasing and makes me want to be in Thailand at this very moment. Vibrant scenes of nature, food, temples, ruins, and festivals occupy the page. Overall, Thailand’s official tourism website is doing a really nice job portraying the country and using social media platforms to further its strategies.

Unilever vs Tech Giants

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For all of you that follow marketing updates, one of the news that got my attention this month was Unilever´s warnings to Facebook and Google to pull their advertising efforts. Unilever has taken this position due to the platforms wrong behavior, according to Keith Weed, Unilever´s marketing boss.

Weed made a speech in February 12th where he addressed his concern of the lack of trust from consumers that receive content from digital media. “As a brand-led business, Unilever needs its consumers to have trust in our brands,” he mentioned.

The reasons for Unilever warnings basically came back to three main points.

  1. Facebook announces a change is what appears in users´ news feeds.
  2. Supporting, US lawmakers who told on Facebook, Google and Twitter claiming that they allowed the spread of misinformation and fabricated news stories.
  3. The spread of fake news, racism, sexism, terrorists spreading messages of hate and toxic content directed at children; and the fact that brands inadvertently are connected to this issues.

Weed´s main goal is “to help all the industry and to collectively rebuild trust in advertising”.

Why is Unilever impactful

Unilever is the 4th largest global advertiser behind P&G, Samsung and Nestle. Last year they spend $8.6 billion in advertising.

The fact that a strong, global brand like Unilever is taking action towards the massive and powerful Facebook and Google could mean the start of something. In my opinion, Unilever is standing for what they believe is right for their brand, their industry, other industries and the society as a whole. Of course they are leveraging their market power and position. This is not the first step taken to address this growing issue, but certainly one of the most impactful ones until today; P&G´s Chief Brand Officer made a speech last year about it.

It is interesting to note, that even though brands don’t own the platforms they are essentially their consumers (since they are their source of revenue). In this case as an important purchaser of advertising, Unilever is trying to regulate what these platforms do in their own sites.

What is Unilever actually doing?

They have established that they “don’t want to invest in platforms that do not protect children or which create division in society.” Furthermore, they are going to prioritize investments, by only doing so in responsible platforms that are committed to creating a positive impact in society.

On the other hand, it is important to mention that Unilever has stepped up their investment in digital in this year. They have taken this course of action as a major-cost saving strategy; despite fears around fraud, brand safety and verification.

What does Unilever get from this action?

Besides maintaining trust from their clients, Unilever could also use their speech and warnings to influence the consumer´s perception of their different brands. They appear as committed to society and concerned about issues that matter to consumers. Emphasizing that they want to create a positive impact on society not only in the product supply chain but in the media supply chain too by aiming to construct responsible infrastructures. Furthermore, they demonstrate transparency of their firm.

Weed understands the consumer; understands that they are the most important thing for the brand, they are what makes a brand and what a brand stands for.

“The fact that consumers don’t care about good value for advertisers but they do care when they see their brands placed next to ads funding terror or exploiting children. They don’t care about sophisticated data or ad targeting via complex algorithms, but they do care about not seeing the same ad 100 times a day. They don’t care about ad fraud, but they do care about their data being misused and stolen.”


All brands would be affected if wider trust in brands is irrevocably damaged. Mainly because as we all know, once trust is broken it is very difficult to gain it back. Especially when it is not only about a company or an industry but it is a growing phenomenon of skepticism and mistrust across all markets, meaning that it is spreading way beyond. Unilever is afraid that consumers will hold advertisers accountable for this type of content when they see brand´s ads along them.

Facebook and Google´s reaction

Both Facebook and Google say they are listening to Unilever. They are working with them and looking at Unilever as a protector of the industry. I believe this is a good way to do business in the 21st century. It is better to listen to powerful brands because at the end the social media platforms are just channels and if major brands stop advertising in them they can lose billions in revenue. At the end it only makes all of the ads that appear on these platforms more trustworthy, and consequently the platforms themselves more reliable. And in the end being able to keep their business profitable.

Tourism & Digital Marketing: France

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France is a beautiful country located in Western Europe known for its medieval cities, sophisticated wine and cuisine, and upscale museums. I got the opportunity to explore Marseilles with my family a few years back on summer vacation. This upcoming summer I’ll be visiting the capitol, Paris, for a few days and I absolutely cannot wait.

Surprisingly, the official website for France’s tourism wasn’t as aesthetically pleasing as I had expected. The lay out resembles a news media website that’s purpose is to inform and publish. The overall look is actually a bit bland, boring even. The landing page features a very basic slider mechanism that displays three different, main stories. All the page’s social media icons are pinned to the very top right corner of the page and are easy to locate and engage with. There is also a newsletter feature which seemed like a really good idea to engage in content marketing, however, when I tried to go there it said page not found so it’s clearly not still in use. As far as the menu options go, they aren’t very user friendly. The experiences tab is split up by regions and isn’t very clear. There is an “Inspire Me” section that seemed intriguing, but it is merely a collection of a few news stories concerning the country. Overall, this official tourism website could use a revamping of design as well as functionality.

The website links to the page’s Facebook, Twitter, YouTube channel, Pinterest, and Instagram. The Facebook page has 1,674,670 likes. The profile picture features the official branded logo and is simple, but could use a higher resolution copy. The cover photo has no words and features a pretty skyline scene. The page posts about once a day consistently and has a a great response record, typically replying instantly. One cool feature is the side bar that displays visitors posts, making it easier for users to engage with each other and start active conversations. The Facebook page also just recently made use of a sweepstakes in the form of a timeline post. You could win a trip for 2 to Paris by tagging your preferred champagne drinking buddy in the post, liking the page, and entering through a link. This was also co-sponsored by Lancome and Perrier Jouet. This post got a lot of engagement and they seemed to pull it off successfully.

The Twitter has 14.9K followers. The Twitter page posts some of the same content as the Facebook but they also make use of curation by reposting relevant articles and linking back to them. Overall, it looks like they have a decent amount of followers but the users don’t seem to be engaging as much with the content posted on Twitter. It seems like they haven’t really cracked what their followers are interested in yet. The Instagram page only has 273 followers- a bit pathetic. It looks like the Instagram only got started at the beginning of this year with the first post being January 17th. Instagram is definitely a prominent social media app and has been for a while, so France’s official tourism needs to get going on developing this outlet to deliver aesthetically pleasing and relevant content to showcase the country.

The YouTube channel does not really differentiate between users speaking different languages and a lot of the videos feature metadata such as headlines and descriptions in French. This makes it more confusing to navigate the website. The Pinterest has 3,997 followers. It does feature a plethora of boards such as French Art, French Vineyards, and Cycle in France. There are a lot of different boards to engage with and they are all very relevant and draw attention to the things that make France unique and attractive. France is successful on a few digital platforms, but their home website and especially Instagram, Twitter, and YouTube is definitely lacking. Tweaks and a focus on consistency throughout the social channels could really help France’s official tourism initiative present a cohesive and engaging perception of the country.

Starbucks Takes My Money

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So Starbucks has an app. This is not new news (probably), but until last week I had never downloaded the app thinking it is pointless and a waste of space on my phone.

But due to the kind prompting of every sign in Starbucks, I decided to download the app and charge it with about $10 (like a drink and a half?) just to see if it did indeed improve my in-store experience and if the app was woth a regular starbucks lover’s limted iphone storage.

Conclusion number 1:
Mobile payment is very convenient and is truly easier than using a credit card.

This statement was something I used to shrug off. When I saw the stickers on the register saying “Apple Pay” and “Visa Checkout” I never thought to become one of the early adopters of this new tech because, in my mind, there was no need. My debit card is quick and efficient, no different than holding my phone up to a scanner.

What I never thought about was the fact that (being a female) my jean pockets are minuscule and cannot hold my too large wallet and therefor my wallet is in my backpack. Every time I walk up to the counter to order I need to rummage around my bag for it, swipe, pay, and throw it back into my bag. This 15-second lag holds me up, pressures me if there is a line behind me, and doesn’t feel so slick. When I use the app, none of the previous things apply because I always have my phone in hand. Click pay, order, scan phone, and resume listening to music. Small difference, but my experience is smoother and less stressful.

Conclusion 2:
Brand apps with these payment features increase customer loyalty.

This one is a bit more obvious. The app is on your phone, your phone is in your face, therfor marketing is happening. The neat thing here is the Starbucks app is like a mobile debit card just for themselves. Once I charge my Starbucks app, I cannot siphon that money back into my account; this means I have essentially given myself a gift card to Starbucks. So rewind the moment this past week when I wanted to quickly drive to the Dunkin Donuts a street down from me, but then re-routed to a Starbucks further away solely due to the fact that I had $10 waiting to be used at Starbucks. I would have spent $2 extra bucks buying a coffee from Dunkin ($12 on coffee) versus using $3 of my already allocated $10. It was this mental calculation that made me a return customer at Starbucks.

I’m keeping this app so Starbucks, well done.

The Ultimate Influencer

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When I first got into social media, I was in high school and it was like exploring a whole new world. For me, I was excited about the prospect of seeing what was going on in the world of my favorite musicians and celebrities. I could not have cared less about what my friends were doing because in high school I saw them 5 days out of the week. I wanted a glimpse into a world that I had never seen before. Celebrities show us what they’re wearing, what they’re eating, where they’re going, what they’re doing and so much more. Musicians give us a behind the scenes look at their tours, the songwriting process, and their lives in general. And who wouldn’t want to be a musician (if the talent was there, of course). After saying all that, it wouldn’t be surprising if celebrities and musicians dominated the charts of most followers. But have you ever actually looked to see who’s the most followed person on Twitter? What about Instagram? Well as of December 2017, these are the people to follow:

Look at those lists. What’s the most common denominator? Yes, every single person on those lists are considered celebrities but 12 of the twenty accounts belong to musicians. Why is that? There’s no telling what  sets these people apart from every other celebrity. But I have a theory. (It’s probably not just me either) Have you ever listened to a song, and thought to yourself, “that is me” or “that just happened” or “I can relate”? How about with actors? Not movies, actors? It’s a lot easier to relate and empathize with a person when they are writing and singing about their innermost feelings and insecurities. I’d like to assume most people experience the same kind of emotions. So when Selena Gomez is singing about her broken heart or moving on, anybody that has gone through a break-up can relate. And we like to be able to relate. We are social butterflies. We want people to understand what we are going through so we know we aren’t the only ones.

So how does this relate to digital marketing at all? Take a minute and scroll through Katy Perry’s Twitter. She is constantly promoting her music, other musicians, her products and brand campaigns. And as of February 13th, 2018, Katy Perry has 108,532,367 followers on Twitter. Is there a better place for brand promotion if your brand line’s up with Katy Perry’s? Let’s look at Selena Gomez on Instagram. She is quite literally showing us what it would be like to live her life. There are magazine covers, brand campaigns, her friends, award shows and the list goes on. Selena has 133,604,980 followers with most of her pictures getting around 5,000,000 likes (so not including the people that saw it and didn’t like it). Both of these women would be an amazing opportunity for any brand that wanted to target their audience for promotion. Brands like Coach and CoverGirl are already using that. It’s genius. So who is the ultimate influencer? I have to say, it’s the musician.

Not just a social media influencer, but a business

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I have always wondered how hard it is to be a social media star. Having to be in your phone 24/7 and instead of promoting a brand or product, promoting yourself. One of the most popular social media influencers is Alexis Ren, she is an American model and internet celebrity. Her full name is Alexis René Glabach, she was born in Santa Monica, California in November 1996.

Alexis started her modeling career at 13 when she was hired by clothing company Brandy Melville. A year later she signed a contract with Nous Model Management. Nevertheless her internet fame didn’t start until she was 16 with a photoshoot with Lucas Passmore, in which the pictures were posted on Tumblr, one the most important microblogging sites. After that shoot she appeared in a variety of magazines and campaigns. A few years later she was hired by Calvin Klein for #mycalvins campaign.

The model gained a lot of fame in 2014 with Jay Alvarez, who at that time was her boyfriend. They promoted themselves together by posting pictures and videos of them on Instagram and Youtube. After she broke up with Jay in 2016, Alexis kept rising.

Most liked picture on Instagram +1.1 million likes

Ren battled an eating disorder, where she over-exercised as punishment. She has used her confessions as a form of authenticity and openness to promote herself. Is like a brand being transparent to their customers. She also does community and service activities and posts about it on social media, it is like a company trying to be socially responsible.

After Candice Swanepoel, Alexis is the 2nd most influential lingerie model on Instagram, due to all her followers and engagement. She earns a lot of money for every sexy snap posted, around $50 grand per post. She usually has over 700,000 likes on her posts taking into consideration she is only 21 years old. Being a model is a lucrative career, but being a model in 2018 means they need to promote themselves through social media if they want to be even more profitable, with a special emphasis on Instagram.

Alexis makes a variety of social media advertising, usually promoting clothing brands. Her last series of advertisement was for the mobile game: Final Fantasy XV: A new empire. She has also featured for several TV spots. Furthermore her modeling career has grown to be in a lot of magazines, including Sports Illustrated and Maxim.

The social media influencer has leveraged her name, her body and her portrayed exercising image, to launch an activewear line called Ren Active. The official page for her clothing line is renactive.co.

Within all the social media channels, Alexis uses Instagram and Twitter the most, as a way of marketing herself. In Instagram she has 11.8 million followers and more than 450 posts. She usually posts pictures of herself (clearly), showing her body and face. There is a pretty good amount of posts of her in bikini or lingerie. Alexis´ Instagram also has some advertising posts. She is very active on Instagram, making about 5 posts per month. On the other hand, on Twitter the model has 1.5 million followers and more than 6000 tweets. She is even more active in this site making it almost like her personal blog, her posts are frequently about what she is thinking. She has about 1200 photos and videos uploaded in this platform. Ren also has a Facebook page with 475,000 likes and followers. Her Facebook is not that active, posts once or twice a month, about pictures that are already on Instagram and uses it to promote her activewear. Finally on Youtube she has about 288,000 subscribers but only has 5 videos.

She has built a legion of 11.8 million loyal followers. Alexis is a breakout star, just as many social media influencers. Today, Alexis Ren is not just an influencer name, it is a brand, and it is a business.

The Biggest Night in Music: How Music and Digital Work Hand-in-Hand

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On Sunday January 28, 2018 the Recording Academy presented their 60th Grammy Awards Show.  The night was filled with beautiful gowns, outstanding performances, talented nominees/winners, and digital marketing.  Like most public and televised events today, multiple social media websites posted before the event to build excitement and posted during for updates.  However, this isn’t the only way digital was used during Music’s Biggest Night.

During large events like this, many people have opinions that they want to share.  Individuals can voice their opinions loudly on different social media platforms.  For the night, there were 3 Snapchat Stories covering the event: “The Carpet”, “The Show”, and “Live from the Couch”.  People posted videos about how they felt and what they saw regarding winners or performances, this was then broadcasted to the world if they were chosen to appear on the story.  Along with this, there was the usual live-tweeting from spectators, and the award show itself to keep people informed about the awards that were not televised.

When I watch award shows, I like to discuss it with my friends and get their opinions; however, not all of my friends are close enough for a watch party, so we rely on the power of our cell phones.  Through texting, we were able to talk, laugh, and argue about what we see on the show as if we are all in the same room.  This conveys the power of texting as a marketing tool and platform for spreading word-of-mouth.

I did not only witness the way The Grammy’s used digital media to their advantage but also how digital companies utilized music and the award show to market their products as well.  My favorite commercial from the night, that I think was executed effectively, was Apple’s promotion of the iPhone X and its animoji feature.  The commercial features animojis singing popular songs, such as the Grammy nominated “Redbone” by Childish Gambino.  Apple used the award show and the popularity of music in general to promote their product in a fun, creative way that did not overpower their message or brand.

(The commercials can be viewed here: https://www.macrumors.com/2018/01/26/apple-grammy-ads-animoji-karaoke/)


All in all, digital marketing is everywhere, whether it is through a phone or on television.  If used correctly, this form of marketing can be beneficial to many different companies/brands in many different industries.

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  • 04

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    No additional detail for this event.