Interview with brand
Pro motion: Sasquatch Digital
How and why does the agency use influencer marketing
Maria Fitzgerald
Author
Roman Gerashchenko, Development Director of Sasquatch Digital, told us in which cases the agency uses influencer marketing, why it is an effective channel for promotion and how advertising in social networks has changed over the past five years.
When is influencer marketing a successful channel for promotion? For whom it is suitable, and for whom not?
Influencer marketing is an effective channel for promoting products or services, especially if the SMM agency knows how to work with it. It is useful to everyone without exception because the advice/experience/preferences of someone you follow or consider a friend (even in social networks) is the most effective way of delivering information. And not only in case of promotion in social networks in B2C. Even in the B2B segment, a adequately constructed campaign can be a tool of influence on stakeholders and decision-makers.
Roman Gerashchenko, Sasquatch Digital
How do you explain to the client why he should invest in advertising via creators? How do you report on the results of the advertising campaign?
The argument is simple – to the information broadcast by the influencers, initially, the degree of trust is higher than to such a common format as a promotion in social networks. Besides, Publicfast provides the opportunity to create public campaigns and select bloggers whose target audience is focused on specific interests. As SMM-agency, in the portfolio of which client projects of various specializations, from development to FMCG, we note in this particular convenience.

We estimate the result individually, based on the objectives of each campaign: in some cases, it will be appropriate to get a wide reach, while in others – specific quantitative indicators, the growth in the number of applications/sales.
How has advertising in social networks changed over the last 5 years?
Quality advertising, at least, has become more accurate. Now people easily define customized posts. The Sasquatch Digital team thinks out the reasons for the organic integration of each brand; we try to use native formats. How? For example, we enter advertising posts in the content policy that is familiar to the audience of the influencer. Or we prepare the campaign in several steps: in one post we ask a question, and in a few days we answer it.

We think that the future is for narrower audiences (using not celebrities, but micro-influencers) and non-standard activities.
How does the change in Facebook algorithms affect the brand promotion strategy?
First of all, brands redistribute or increase digital budgets. And they are forced to grow costs for media support. We have identified the ideal balance for our client projects: increasing advertising costs, reducing the number of publications, increasing their quality to the level that the post was potentially viral and receiving an additional push from a promotion.

The second stage of the development of brand promotion strategies is the work with influencers. Even those companies that did not initially take this tool seriously drew attention to bloggers and creators, as another distribution channel for content.

Today, for many projects, we plan campaigns with opinion leaders for six months or a year. Situational involvement, unsystematic work became our anti-recommendation for brands.
What campaigns did you conduct at Publicfast? Which of them were successful, which failed and why?
There were a lot of campaigns: alcoholic beverages, personal hygiene products, medical products, household appliances, gadgets, services and even personalities.
Libresse case
All of them in one way or another were successful. We are cautious in the selection of influencers and the setting the tasks for them. The Publicfast metrics determined the effectiveness, the engagement of infusers' friends, clicks on links, watching videos or visits to offline places of our clients.

We successfully used Publicfast in the complex of digital activation for the brand of children's diapers Libero. It was a creative contest, and to set the tone for high-quality work, and to attract the attention of the audience to moms without traditional advertising formats, we activated influencers at the start of activation.

They fulfilled the conditions of the competition on general grounds, which in the complex affected the over-fulfillment of KPI's by the participants almost twice.
What is the advantage of working with platforms like Publicfast, not directly?
There are several of them:

1) Time-saving. It is difficult to make a campaign launch with a hundred influencers if you communicate with each directly. With Publicfast, this problem is easily solved.

2) The choice of the creators for certain parameters. Gender, age, region, number of subscribers, interests - these characteristics are available to us from the Publicfast database. Also, it is constantly updated.

3) Confidentiality guaranteed. Gone are the days when bloggers of noise for the sake of writing about the fact that someone invited them to cooperate for money. This issue has moved into the plane of business.

4) Arbitration. Sometimes there are situations when the influencer misunderstood the terms of a brief. In this case, Publicfast gives the opportunity to resolve the issue without harm to the reputation of the agency or our client.

3) Confidentiality guaranteed. The times when bloggers wrote about the fact that someone invited them to cooperate for money passed. This issue has moved into the plane of business.

4) Arbitration. Sometimes there are situations when the influencer misunderstood the terms of the brief. In this case, Publicfast gives the opportunity to resolve the issue without harm to the reputation of the agency or our client.
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