How ‘Real Talent’ Partnerships Can Effectively Increase Brand Value
Kieran Clarke, Barbour International
With influencer collaborations forming an integral part of product marketing and brand awareness, leveraging successful partnerships and creating meaningful relationships with talent is proving more vital than ever to ensure their success. Consumers are becoming increasingly aware of the brands they are choosing to engage with, seeking organisations whose values align directly with their own. And this, in turn, is placing a spotlight on the brand’s choice of collaborations and talent lead campaigns.
At Eleven Miles, we go to great lengths to find people who embody the values of our brands. We work closely with influencers and talent to create content that is authentic and compelling to the desired audience, which drives notably improved results. Previously valued vanity metrics (such as total followers and likes) have arguably begun to lose some of their relevance as consumers now hunt out this authenticity, and brands look for more solid and quality KPIs on campaign results. Think less ‘celebrity’ status, and more relatable, reliable and aspirational.
Ericsson’s 5G Trailblazers
“We don’t ever buy love for our brands, we partner with talent and influencers who align with brand values and are in a position to build advocacy in the right ways.”
Luke Bonner, Creative Director at Eleven Miles
Clara Tan and Jess Young,
Kipling Live.Light Summer and Winter Campaigns 2022
When collaborating with these advocates, the relationships become seamless to manage. The content created looks succinct and performance naturally exceeds benchmarks. Previously referred to as “Talent”, these individuals have the ability to be nurtured into fully-fledged Brand Ambassadors and can be leveraged in longer-term partnerships than we are perhaps used to seeing. This longevity gives audiences a more consistent, 360° view of a brand’s content, and increases the likelihood of conversion. Hence, the value of the partnership increases.
Ade Adepitan MBE, RGK Wheelchairs Brand Campaign
In our opinion, vetting and nurturing talent to this level is certainly worth the investment and should be applied to each campaign, no matter how big. The reassurance of knowing that you are working alongside like-minded people is a blessing in disguise and allows relationships and performance to naturally flourish.
At Eleven Miles, our Real Talent product engages multiple in-house tools to help us find the right influencers for our clients and uses an extensive database that includes key stats, metrics, KPIs, and sector breakdowns. We are always adding to our database and working hard to source a diverse breadth of talent. Every campaign is unique and our outreach will continue until we have that perfect match.
“The value of influencer marketing lies in the fact that 61% of consumers trust influencers’ recommendations—more than the 38% who trust branded (and often biased) social media content. If you can identify and collaborate with the influencers your target customers follow, you’ll raise brand awareness, generate website traffic, and see positive impacts on your bottom line. “ Shopify
To learn more about how our team at Eleven Miles can support and maximise your next influencer campaign, click: Eleven Miles x Real Talent