Campaign Magazine
Jun 20, 2019
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Influencer marketing is arguably still the Wild West of the marcomms world, but that is not stopping savvy advertisers from unleashing the power of influencers to great effect.
Top brands are managing to harness influencers to cut through the noise. Marketing execs from brands including McDonald’s, Visa and Samsung gathered at a roundtable discussion hosted by Publicis Media to share influencer marketing best practice and the challenges they are facing.
General Mills has also worked with DeGeneres through its Cheerios brand and Brad Hiranaga, chief brand officer of General Mills North America, believes the partnership has worked so well because the Cheerios brand purpose aligns with DeGeneres’ personality.
"When the purposes match up it becomes really easy to know who to partner with. The most prominent one we talk about internally is Cheerios and Ellen because they have both got positivity and kindness [at their heart]. When you put them together it works really well.