Dune London - Brand Communications Guidelines

LOCAL CONTENT • INFLUENCERS

Local Content Guidelines: Influencer Management The benefits of investing in local influencer partnerships (paid or gifted) include: • Brand Awareness – Reach new, engaged audiences • Brand Consideration – Increase desire for the brand • Authenticity – Be a real, relatable and human brand • Fashion Credentials – Position ourselves as an authority in fashion and trends • Cost-Effective – Generate strong content more quickly and cheaply than photoshoots. Paid or Gifted? Influencer content can be generated through an agreement with payment terms (Paid influencers) or by gifting so that they create their own for free (UGC – User Generated Content, this can also include good quality content from customers). Please consider the following when contracting influencers for paid content: • Does the Influencer require payment or would they accept gifting instead? • Remember that millions of fans does not guarantee sales. Micro influencers generally have much higher engagement and can be more cost-effective. • Ask the Influencer about their audience and performance metrics to make sure their following is genuine and authentically engaged. Websites such as free service socialblade.com can also help check the performance. E.g. If you see huge spikes in fan growth, be wary as they may be buying their followers. • Have clear KPIs. Are you paying them purely for content or something more, e.g. drive traffic or gain followers. • A template Influencer agreement is available on Duniverse, includes terms for global usage and brand guidelines.

101