Adobe’s 7 Pieces of Advice for Curating a Meaningful Campaign
Head of Global Influencer Enablement and Employee Advocacy at Adobe, Rani Mani, explored the most effective ways to approach influencer marketing.
Adobe prides itself in cultivating and nurturing long-term relationships when it comes to creating partnerships with influencers. Rani Mani, Head of Global Social Influencer Enablement & Employee Advocacy, notes they seek pragmatic and structural deals where possible, whilst maintaining authenticity and that it’s not as difficult as initially thought.
The company finds that 92 percent of consumers around the world said they trust recommendations from individuals, even if they don’t know them, over brands and 6x number of traffic can be driven by way of influencer marketing than traditional campaigns marketing.
To underline how effective influencer campaigns are, influencer content generates ROI that is 11x greater than traditional digital campaigns.
Curating a meaningful campaign
During the discussion, Mani’s shared her top advice for curating a meaningful campaign. Her insights are summarized as follows:
Influencer marketing is a key component in media marketing and is set to hold even more significance in the future. It’s why it’s vital to get the right influencers – not necessarily those who are highly visible, but the experts; the leaders.
Mani finished the session stating, “leverage your brand and audience to theirs so it’s not just one side. Don’t strive for perfection – you’ll never reach it. Just enjoy it.”
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