The Engagement Rate

An industry bulletin for marketing pros.

This week’s W🏅

D&AD Awards go to WoMen’s Football 

Advertising agency Marcel, in collaboration with Orange, Artisans du Film and Prodigious Paris won big at the prestigious D&AD Awards last week. Their campaign to shift the perception of gender-bias in football saw the French football team under the AI guise of male players before revealing the showcasing performance to be actually by women. The campaign was awarded the top digital/social award of the night - the black pencil. 

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Cannes Lions Festival: a golden opportunity for influencers and brands

The Cannes Lions International Festival of Creativity has undergone quite the transformation over the past decade embracing influencers and brands. Initially met with skepticism, the use of influencers at high-profile events like Cannes has become a mainstream marketing strategy. The festival’s blend of luxury and broad appeal provides an attractive backdrop for brands to connect with diverse audiences through innovative activations and immersive experiences, moving beyond traditional red-carpet glamor.

The rise of social media platforms such as TikTok has further enhanced Cannes' appeal, making it a must-visit destination not just for its significance in the film industry but also for influencers who excel at storytelling, creating engaging narratives that resonate with their followers and reflect the festival's excitement. This storytelling ability allows brands to bridge the gap between themselves and their target audiences.

Brands like Chopard, Nespresso, and Campari exemplify successful engagement at Cannes through integrated strategies that include red-carpet moments, digital content, and private events. By focusing on consistent narratives that align with their overall brand positioning, these companies create strong cultural associations and enhance their relevance. As the festival continues to evolve, it remains a prime opportunity for brands willing to explore new ways to tell their story and connect with audiences on a global stage.

Determining the best price for your influencer (part 2)

Following last week’s mini-dive into key variables that determine the right charge for your influencer, let’s go into the next key factors you can count on to have an impact:

👉Type of content

The type of content you’re asking an influencer to create will also have an impact on the pricing. This is because influencers will need to spend time, energy, and resources to create the content and different types of content require different things. This includes considerations like how much content the influencer will need to create and whether they or you will be providing the necessary resources. The more effort it takes to create the content you’re asking for, the more you can expect it to cost.

👉Influencer Demand

If you’re asking for a seasonal social media campaign, you can expect that it will come with a premium price tag. This is standard economics: high demand leads to higher rates. You can also run into this issue outside of seasonal campaigns if you’re interested in an influencer that’s particularly popular.

👉Usage Rights

If you plan to repurpose an influencer’s content, be sure to discuss that with them ahead of time and outline the terms in the influencer contract. Some influencers will charge more for content that’s going to be reused. Think of each use as an individual product—once you’ve used the product up by having the influencer post a video about your brand to their Instagram account, you have no product left to use in your Facebook ads.

👉Exclusivity

Influencers make their money by promoting different businesses. It’s possible that you might choose an influencer that your competitor wants to use, too. In this situation, you might want to ask the influencer to sign a non-compete agreement or exclusivity clause with their influencer contract that will prohibit them from promoting a competitor for a certain period of time. But, you’d better be prepared to pay. Quite a bit, too, since you’re essentially asking them to give up other potential income.