How to create a powerful

influencer marketing strategy

for 2023
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influencer .
definition
The term influencer, in an online media
influencer context, refers to a person, real or fictitious,
who generates relevant content for their
/ˈɪnflʊənsə/
audience on social networks.
noun
1. a person or thing that influences another.
"he was a champion of the arts and a huge influencer of
taste" WHY ARE INFLUENCERS
MARKETING
a person with the ability to influence potential buyers of a product
IMPORTANT?
or service by promoting or recommending the items on social
media. Influencers have a built-in level of trust with their
audiences, one that is essentially impossible for a
"influencers can add serious credibility to your brand"
brand to build. So they, will forge these strong
connections on your behalf and help you build
credibility.

_
2022
Influencer Marketing
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IM immersion.
MARKET INFLUENCER CONSUMER

From a mere $1.7 billion USD in

45%
91%
2016, influencer marketing is
estimated to have grown to a
of influencers receive around
market size of $9.7 billion in 2020
and is expected to jump four campaign proposals per of millennials trust online
further to month. reviews as much as they
trust their friends and
$16.4 billion family.

USD to end 69.4%

2022. of influencers chose this job to
be the main source of
income. 49%
of consumers find branded ads
“annoying and irrelevant”.
75%
of brands intend to spend a
significant budget for IM in 2023. CRISTIANO
RONALDO & KYLIE
JENNER The value of social commerce
sales in 2022 estimated to be
93% of marketers have are the highest-paid
influencers — from $958 billion and reach $2,9
already implemented IM trillion by 2026
campaigns. $1 Million USD per post.
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Asia/Pacific has the highest number of active influencers, although it represents only 0.52% of the total population.
While in the US/ Canada the percentage of influencers in the total population is 3.93%.
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What it IS What it ISN´t

Influencer marketing is not a media and is not a commercial.
Influencers have a pre-established audience who are Influencer marketing is not asking favors from people with many followers.
already receptive to their ideas and recommendations; they
are valued by your consumers. Influencer marketing isn't just about finding someone with an audience and
offering them money or exposure so they can say good things about you.
They can help you create the right content that really meets
your consumers needs, because they have “on the ground” Generalizing your approach to finding and making use of different
experience and perspective. influencers. One size doesn't fit all influencers: tailor your approach to the
specific influencer.
By partnering with them, you’re able to get your brand
messages out in the right way, at the right time, Simply looking at the popularity of the influencer. Influence does not only
mean popularity. Remember that your goal is to elicit a particular action from your
to the right people. customers. Don't automatically assume that the people with the most followers
are the influencers of a niche.
Influencer marketing is an efficient channel if done
correctly. With quality methodology, processes and Influencer Marketing is also not about quick results. It's the same kind of
execution. slow-and-steady approach as Social Media and Content Marketing, where your
campaign isn't about directly selling your wares. Instead, it's about
demonstrating your authority, credibility, and thought leadership within your
industry.

📣✔👍 🤐🚫󰢂
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2023 3
DECENTRALIZATION OF SOCIAL NETWORKS
While most influencer marketing campaigns will continue to run on
Instagram, new niches and KOFs will continue to be built on

predictions alternative social networks, particularly on LinkedIn (expected to

account for 25% of B2B advertising in two years) and Twitch.

1 GREATER HUMANISM AND TRANSPARENCY

This is undoubtedly one of the trends that will have a more lasting
4 FROM TECHNOLOGY TO PERFORMANCE
The data-driven approach, and a more mature industry on the topics of
influencer marketing, brands are, in fact, in the search for new
means to achieve an always important performance within the
impact on influencer marketing in the coming year. Audiences framework of the activation of influencers. Some countries such as
are constantly changing. The boom of more transparent England and Germany have already implemented the use of APIs
social networks like BeReal or TikTok Now is just a reflection (Application Programming Interface). Indeed, the technology
of the desires of consumers; real content. Less poses and proposes to collect and extract all the data from the KOLs directly
more humanism, content that can contribute to the interest of from their internal tools.
each individual and that is genuine.I Real and virtual

2
INTERACTIVE AND MULTI-SENSORY
CONTENT
5 UNIFICATION: METRICS & REGULATION
Thanks to the industry’s maturity, 2023 will be a much more globally
unified year on two central points: how the influencer marketing is
Video and audio continue to set a trend for 2023. The measured and regulated.
transformation and innovation of functions in traditional social Good regulatory practices such as those implemented in previous
networks will be something that we will continue with years with self-regulation will be established at least as good practice
interesting variations, such as adding music to conventional or legally.
posts on Instagram, greater presence of the metaverse and
formats that can fill almost every sense of the audience.
Methodology.
What’s the methodology with which we currently work in another?

How do we run IM?

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IMMERSION
1 Identify the objectives
of the client
CAMPAIGN OBJECTIVES DEFINITION FORMATS

Arguably the most important factor for any Brand values are built and IG stories, posts, lives & reels
marketing campaign, influencer or otherwise, is positioned in the mind of the TikTok posts
making sure you set clear goals and Awareness consumer / Impact as many FB posts, lives
TW posts
objectives. consumers as possible within Twitch streams
BRANDING the target. YT videos

They determine almost of every other

aspect of a campaign, from the types of
influencers you enlist to the types of content they IG stories, posts, lives & reels
Change or build deeper IG stories INTERACTIVES
create for your brand.
relationships with key TikTok posts
audiences. / Engage with FB posts, lives
Engagement consumers. TW posts
Twitch streams

PERFORMANCE
Different campaign structures accomplish Results and actions are built IG stories
different goals and are suited to achieve by users. / Increase the Youtube videos
probability of buying a Live reviews with active link
different kinds of metrics. Conversion product or service. to ecommerce
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Influencer Marketing
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2 THE AUDIENCE
Understand your
DEMOGRAPHIC PROFILING

definition of the demographic

universe and profiling by
interests
BUYER PERSONA DEFINITION

deepening of beliefs,
behaviours and attitudes
target consumer methodology: qualitative
methodology: quantitative
research.
research.
Before starting any strategy or activity, you should define who your
target is and have a solid understanding of what they want. What do
they do? Where are they? What moves them? What networks are
they on? How do they interact?

Key data to define your target audience:

● Age
● Location
● Behavior
● Related social networks
● Motivators

Gen Z
Millennials
Gen X
Boomers
YAMAMAY I lingerie brand AUDIENCE I women between the ages of 20 to 35
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3 BUDGET &
TIMING
Set up your
budget and
timeline
The budget that will be allocated to pay influencers must be
clarified in order to make the best distribution of money
and maximize actions.

The actions will depend directly on the duration of the Good practices
campaign and the objectives, that is why time is a key point
that must be considered in order to divide the investment and
define the stages of the campaign. ● The minimum recommended time to run a influencer MKT
campaign is 3 months
● Always negotiate all the actions in a package, not by unitary
Influencer marketing is sufficiently costs
mainstream that 62% that the brands would ● Audit the costs that the influencer/ agency give it to you
be dedicating a specific budget to ○ The benchmark of CPE is less than 0.60 local
influencer marketing in 2023. This rate is up currency
substantially from the 37% who claimed they ● Actually, thanks to the volume handled by the agency’s total
would allocate a budget to it in 2017. accounts, in another, costs with agencies are 30% below
_
2022 normal. This needs to be our goal!
Influencer MKT HUB
Influencer Marketing
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influencer activity negotiated goodwill

negotiated Positive content about the brand ✔ ✔

vs goodwill. Contract & legals ✔ -

Specific SOW of actions ✔ -

Communication brief, key messages, HTs

and tags ✔ ✔

Posting calendar ✔ -

negotiated Control over their key messages (copies) ✔ -

profile activated through a monetary or in-kind payment
(product or service). In the negotiation, commitments are
Approval of content prior to posting
established by both parties and an agreement is reached. ✔ -

goodwill Access to results/stats from posts ✔ -

profile activated without reaching an agreement, we
simply send the product as a gift or sample.
Posting monitoring
✔ ✔
_ During the week of activation
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Influencer Marketing
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4 IDEAL INFLUENCER
Select and audit
all profiles GENERAL VISION
Engagement per social media
Top content
ANALYSIS
Autentint followers
analysis
MENTIONS, AFFINITY
AND CONTENT
Mentions from brands of
Brands match Audience age other influencers
As effective as influencer marketing can be, if you’re Users that talks about them Gender Top content according to
working with the wrong influencer you’ll know it by your Brands that talks about them Audience per country the engagement NORMALLY WE NEVER
results. The biggest benefit that comes from Audience per city ACCEPT PROFILES WITH
Interests LESS THAN 3% OF ER
working with an influencer is being able to tap
into his or her dedicated audience, an audience
the influencer has worked to grow and cultivate.
So it benefits you to work with influencer who have built the
kind of niche following that matters to the brand.

The influencer selection process is critical for

the success of your campaign. The nuances of
finding the right influencers are important, but
whatever way influencers are selected, you
want to be able to compare different
influencers based on things like:

● Quality number of followers (according to

your target)
● Engagement rate
● How active they are?
● With what other brands they worked?
● Values that represents
right people
in the right
place.
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5 CREATIVE
STRATEGY
campaign
strategy

Define activities and

programs audits &
preselection

Once defined the 4 steps above is time to identify the product that
best suits the customer and develop the creative strategy and actions
that influencers will perform.
influencer
sourcing &
hero content scheduling
A piece of content with an influencer that may have various
adaptations to other channels in addition to its own
amplification in influencer account posts.

seeding contracts,
One of the most popular services in the IM industry. negotiation &
Here we need to fix all the profiles, the key messages, the
payments
logistic and the monitoring of it.
Also here we can have 2 variants: Pais, NON paid I Advocates.

affiliate program
A company partners with an affiliate (influencer) and pays them
a commission. In exchange, the affiliate promotes the company audio &
to their audience. The affiliate gets paid, and the company gets
mockup
customers. Win-win!
creation
⏤ CHICA AYUDA CHICA: TOGETHER AGAINST
PERIOD POVERTY* sanitary pads
Challenge After 5 years of communicating the Always Idea
→ campaign "Chica Ayuda Chica” - aimed at → ● Creation and sending to the KOL’s of more than 100 press kits with
items used by girls in period poverty for their menstruation (a sock
fighting period poverty worldwide - the
and rolls of toilet paper), with the message “Do you
Case Study brand faced the challenge of communicating in five think this should be used as protection during
→ countries in the region (Panama, Costa Rica, menstruation? Neither do us".
ALWAYS EPP Guatemala, El Salvador , and the Dominican ● Interdisciplinary coordination and execution for the realization of 5
2022 Republic), through a different approach and in an events in 5 countries during the same day with successful media
innovative way, the message of the 2022 campaign calls and interaction with KOLs .
● Creation of an animated video to reinforce the campaign with a
to publicize this initiative that has delivered more conscious storytelling connected to the message transmitted.
than 6 million pads in Latin America since its start. ● Preparation and implementation of an integrated services strategy
⏤ for the generation of an emotional experience that would connect the
CHALLENGE I PERIOD POVERTY media with the campaign message.
● We established a strategic alliance with the American NGO
How to get the media to feel interested again in the PERIOD. Movement through its chapter for Guatemala.
information of a campaign that has been in ● For IM, we ran a successful campaign with 11 influencers from
existence for 5 years? the 5 countries included in the campaign.

Results Qualitative → +194 +1.7M

→ CLIPPINGS (PR) +39 M REACH ON
REACH (PR) INSTAGRAM (IM)

Quantitative →
78 + 65 +1.4K
KOLTS IN TOTAL ATTENDED POSTS ON
THE FIVE EVENTS INSTAGRAM (IM) IMPRESSIONS ON
INSTAGRAM (IM)

Channels Amplifiers & Partners

→ →
another.co
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6 KPIs & ACTIVATION

Agree on KPIs and
schedules
Establish the KPIs, according to objectives, strategy and investment.
Typically there are three main types of influencer campaign structures
that marketers can deploy to achieve a number of different goals.

Data from Bloglovin.com

Always, set the execution times of each part of the strategy.

AWARENESS ENGAGEMENT CONVERSION

reach interactions clicks to UTM

true reach (comments, likes, personalized links,
impressions shares, saves, use of discount
views clicks, answers) coupons or codes
sentiment clicks to links or
stickers
downloads
subscriptions
_ attendance
2022
Influencer Marketing
 AWARENESS ENGAGEMENT CONVERSION

GBM I Grupo Bursátil Mexicano’s APP to invest; which

FEBREZE I A campaign to generate comments about recently migrated from a website to an APP. The
GILLETTE I A tournament with the most important streamers this fragrance but with a touch of reality and humor. challenge was to communicate this APP with Influencers
in Mexico in which they bet and shaved live. who do not know or talk about investments.
5K AVG
12.7M total views
(TIkTok, Twitch, Instagram) positive comments +3,100 downloads
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7 EXECUTION
Quality execution &
IM MANAGER
IM EXECUTIVE

reporting
Define the team that will carry out the project, understand its role within it. IM EXECUTIVE
IM ASSISTANT
Implement the use of key necessary documents, which take care of the
quality of each of the account deliverables.
FINANCE
LEGAL
TEMPLATES

● Profiles validation + LOGISTIC

● Influencers brief SUPPLIERS
● Posts calendar
● Scorecard
● Contracts & pos control

IM EXECUTIVE
IM ASSISTANT
_
2022
Influencer Marketing
 NETFLIX
#TODOSCOMOLAFLOR
OVERVIEW
As part of the launch of one of the most anticipated series on the platform; Selena: La Serie, Netflix carried out various activities in
different traditional media and strategic neighborhoods of CDMX, and what can they do on social media? They decided to enter
TikTok and create the challenge #TodosComoLaFlor, in which users will lipsync one of the singer's most iconic songs.

IDEA
Gathering the most influencers and users (+250 people) by replicating the challenge in one hour to set the first Guinness World
Record for TikTok and, once, generate a huge digital buzz on the app.

HIGHLIGHTS

- Selection of 10 MEGA influencers on TikTok who could summon their followers to replicate the challenge within an
hour.
- Selection and management of more than 200 MID and MICRO influencers from TikTok to get on the challenge.

- Have more than two hundred and fifty approved videos prior to the day
and time of the challenge.
- Participants were never told that a Guinness Record attempt was being made.
- Coordination of more than +250 posts, remotely, in a period of one hour.
- Documentation and rating of all videos in a period of one hour.

+4.5B WE SET THE

+56.8M
#SelenaNetflix Views #TodosComoLaFlor Views
FIRST TIKTOK
+3.4 M GUINNESS WORLD RECORD COVERAGE
In different media such as ForoTV, Canal 11, LINK TO VIDEO RECAP
El Financiero, TV Novelas, among others.
Engagement on Tik Tok DE YOUTUBE
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CHECK RESULTS
8 Verify the results VS KPIs
and apply early learnings
Establish review points, prior to the end of each month, to help us have
visibility of how we are doing in results vs KPIs. I speed.

true reach engagement impressions

It’s the real reach of people The number of times a person was
The sum of likes, comments,
who have a publication. impressed by the content, no
replies , shares of each post.
(Only paid actions) interaction.
(Only paid actions)
INFLUENCER
MARKETING
views ER
It’s the percentage that has the post between
The total views the content the engagement. ER = (Engagement/
had. Potential Reach)*100

CPE CPV VTR

The cost per view is the price
The cost per engagement that is the It focuses on evaluating a user’s
that is invested for each time the
unit investment that is paid for any type full views when watching a video
video posted by the creator is
of interaction that measures played.
engagement, but not impression.
 1 2 3 4
OBJECTIVES AUDIENCE BUDGET & IDEAL
TIMING INFLUENCER

5 6 7
CREATIVE KPI’S & EXECUTION
STRATEGY ACTIVATION

IM METHODOLOGY
8
recap RESULTS
mayra.alcantara@another.co
mayra-alcantara

The information contained in this presentation is confidential, it

constitutes an industrial secret in terms of the valid legislation and is
exclusively directed to the addressee indicated on it. It's forbidden to
reproduce, transmit, stock, divulge, reveal o use it directly or indirectly in
any form or by any means. Any breach to this obligation of confidentiality
shall constitute a serious violation that will have as consequence the
action of damages and prejudices, regardless the commission of crimes
according to the Penal Code of the Mexico City.