Experiential agency The Projects has launched a new in-house team that is all about advocacy and influence.
The influencer service, headed up by founding partners Jack Bedwani and Si Philby, enables brands to engage with influential individuals (such as celebrities, athletes and business leaders) and influential social networks.
Philby said: “The influencer work we’re doing in the US and here in Australia has been so successful that we’re literally making it a major part of our business. We’re fortunate to have relationships with elite influencers around the world – and here in Australia – that we can leverage for authentic brand advocacy.”
Individuals with big influence, such as having 5,000 fans on Facebook or 10,000 followers on Instagram or Twitter, are invaluable to brands if they mention their product.
“If a brand wants to influence CEOs, it’s a very different strategy and category of influencers versus that of those who can impact 18 to 24-year-old hipsters,” added Philby. “Seeing LeBron James at the Olympics with the latest Samsung Galaxy SIII, or Nick Jones, founder of Soho House Group, saying he wanted Samsung products in every Soho House around the world, were perfect examples of credible and authentic advocacy.
“Seeing the results of creating a genuine affinity between brands and influencers represents a really exciting new offering to our Australian clients.”
The Australian-owned agency, which opened an office in Los Angeles last year, has also won new business in the States to kick off 2013, landing campaigns for Samsung Mobile and Subway, and tasked with launching Topshop in California.
Nick Ingate, partner in the US, said: “It’s pretty humbling to see the ground we’ve covered in the space of a few months. The work we’ve been producing has been cutting edge and the results keep leading to more work.”