No hay notas en la diapositiva.
El pasado 20 de enero se celebró el Debate del Estado de la Nación en Estados Unidos.
Expertise on a special topic => targeted and segmented community
They have the trust from their community => credibility
They create reaction among their community
The best content is the one created with or by their influencers
Customers and employees are really powerful for brands, but they already have a relationship with the brand
54 percent of readers don’t trust sponsored content.
59 percent of readers believe a news site loses credibility if it runs articles sponsored by a brand.
Chateau Larrivet Haut-Brion is located in Bordeaux, and more especifically in Pessac Leognan. When we first spoke to them, Chateau Larrivet Haut-Brion had a really amazing product recognized and high rated by profesionals but suffered from a clear lack of brand recognition in front of other very reknown chateaux. They asked us if we could help them creating a brand territory and persoanlity of their own, something that is really hard to achieve in the wine industry. We emboarded one of our certified agency in the project, and the project had started.
When we started working, it became clear that targeting the influencers in the wine industry was not the best way to go: all chateaux are competing to seduce them, and they can only help to reach wine amateurs that were already convinced of the quality of the product. The objective was to reach new audiences of potential customers, to reach audiences whose main hobbies were related to the world of wine, or its values. Travel, art, gastronomy obviously, Fashion,
Kingcom used Augure to identify influencers on those new territories for the brand. The platform was used to provide influencers with strong content, and a real cross-channel strategy between media, blogs and social networks was deployed. A unique value proposition was created for them, through the concept of Oenofolies (ex: degustation of oysters with a very famous Ostreiculeteur in the Pila Dune in Bordeaux). A limited serie was also designed, and some influencers received some sample of the bottle: what was asked by the brand in return was to make a photo of the bottle traveling with very famous plaxes in the background.
As a result, ---
54% no tienen confianza en contenido patrocinado
59% consideran que el blog pierde credibilidad