"Prior to the inception of the dedicated influencer unit (which was established at the beginning of February 2019), the influencer responsibility was spread across two separate teams: PR & Digital. The hub now sits independently in both but will act as a collaborative space, still working really closely with all teams, explained Harrison. "By joining both the PR and digital skillsets, we hope will be the key ingredient to set us up for great success to achieve our global KPIs.""
"However, it is currently trying to recruit a digitally native employee to sit within the team full-time who "will bring more of an analytical skillset" to help inform the strategy and develop a "best-in-class reporting metric", said Harrison. The set-up of this division - which will be trialled in the UK before a potential roll out into other markets - marks a step-change in how Benefit is approaching influencer marketing."
Benefit has established an in-house influencer agency to centralize influencer marketing and ensure marketing budgets deliver measurable returns amid regulatory scrutiny and fraud concerns. The division sits between PR and digital teams to combine skillsets and drive global KPIs, operating independently while collaborating closely with other teams. Annie Harrison will lead the unit, scaling up to 14 people at peak campaign times and recruiting a digitally native analyst to develop robust reporting metrics. The hub favors authentic organic influencer relationships while responding to growing calls for transparency and clearer disclosure practices.
Read at The Drum
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