Toks: Data. Biiiiiiiiiiiggggg problem in these parts. I’ve had to cringe and sulk at some of the projects we were doing back at my former employers’ just because a “star” brought it.
Eddie: That’s tricky….besides impressions what metrics can u really use to appraise the effectiveness of a brand ambassador’s inclusion in a campaign really.
Wale: Come on guys. We live in a digital world. By simply A/B teasing a Falz banner ad versus Tekno. Everything in marketing should be A B tested.
Tayo: @Wale I have always said A/B tested banners should even decide what goes up on billboards. Have you tried explaining AB testing to an average client?
Eze: What I will never understand is why a brand can pay an ambassador x amount, but then not invest [at least] the same amount in creating proper campaigns and strategies leveraging the brand ambassador(s)?
Chuka: But by this short discourse alone, we already know the agency/agencies we really need to open in nigeria. Same reason why they won’t run the avant garde, different ads but will do the mundane- a total disrespect for the science that the art of marketing is. For them it’s all a magic wand- wave a brand ambassador and watch sales spike.
Bayo: From my end of the table, is there a fit? So there is a fit, now what is the strategy? Does the talent understand the strategy? Can the strategy be tweaked so it’s in his image and likeness? If we are able to answer these questions, we have solved one half of the problem
Chuka : Same reason why they won’t run the avant garde, different ads but will do the mundane- a total disrespect for the science that the art of marketing is. For them it’s all a magic wand- wave a brand ambassador and watch sales spike. Because if you ask me, the reason why we hopped in the bed in the first instance was to make explosive sex abi? (Pardon my Bad Van Gaal Expression).
The Octagon: Tayo, had mentioned earlier that influencers should drive conversations. Should brand teams and agency’s decide what these conversations are and how to they ensure that these ambassadors/influencers stay on brand.
Tayo: Influencers drive conversation and conversion. I think that the influencers and the brand team should seat at the table and decide what the conversation will be. I don’t see the point of using an influencer when they cannot speak naturally. When the brand confines or restricts them to speak a certain way. If you are using IamKanmi, you can’t make him sound like IK. You are using him because he is influential for a certain reason, why take him out of that space.
Eddie: Your are after all signing then on to sway public opinion in your favour, a skill set they have developed independently over time with positive results. Scripted conversations rarely gain traction.
Bayo: Most certainly. It is imperative to have them sit at the table together. Tayo, this is the one time I think it is necessary. So the brand doesn’t lose its message. I remember the Glo rap that was written for Modenine. I’ve never been able to understand it. Same goes for Naeto.
Toyosi: Is I am Kanmi a good MC? I don’t know. I know a lot of editing goes into making videos and can make videos appear funny on the fourth and fifth take. Do people know that? No. Will they attend to “laugh” because it’s I am Kanmi? Yes. Has I am Kanmi drawn a crowd for the concert/event? Yes. The Marketing strategy worked.
Tayo: To digress a bit, I think the use of Funke in the latest Glo ad was spot on
Wale: “Instagram comedians” marketing has truly evolved. But Falz has got to be the best example out there now.
The Octagon: Is there a way to truly measure how much an ambassador / influencer is worth and as a result pay adequately? Or should the brands pocket be the deciding factor.
Wale: If we can measure the worth of footballers, we can definitely measure the worth of ambassadors. It’s a numbers game.
Toyosi: But what are the footballers promoting? Are you sayin anything that they promote will sell? I understand nike and adidas but if Messi tells me about milk…
Wale: No. I’m saying they have stats you judge them by. Numbers. Number of goals, assists etc. Same should go for ambassadors. Be it number of records sold, awards won,social media stats (legit or bought).
Toyosi: There are solid stats to back that up though
Tayo: @Wale but sometimes, a ‘rave of the moment’ guy may not have those numbers and may be a fit.
Wale: See I’ve worked with Germans long enough to know that rave or not, you can put numbers to anything.
Eddie: Seen That one too many times. Influencers with real followers but can’t amplify anything. Clients run with the numbers always.
Toyosi: I feel like it’s easier for influencers to sell certain things though. They shouldn’t be used across all industries
Tayo: @Eddie, I simply check their engagement rate. Let me give you an example. When you compare the average number of engagement Twyse, Maraji, Nedu wazobia and Kanmi get per video to the followers versus the same for Crazeclown and some other people, you’ll know where to put your money.
Wale: It depends on what numbers you’re looking at. If I want awareness. I go with follower count. f I want engagement and conversion, I have to look at engagement. Numbers don’t guarantee anything. But then again, strategy can be a factor. I know blogs with way more traffic than some popular ones but are they generating that much in ads revenue?
Toyosi: But where are those followers? Are they where your product is being sold? Who checks that ?
The Octagon: How do the brands then know the figures to pay out? In a scenario where an iamkanmi and a don jazzy are picked for a project but kanmi is a better fit. Should he be paid more?
Eddie: I always go with engagement. Follower count means nothing these days. Imagine a stylist with say 100k followers engaged to amplify and advocacy campaign. Epic fail.
Wale: Well, not all platforms have detailed analytics yet. But it boils down to the objective of the campaign you engage them for.
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