Dune London - Brand Communications Guidelines

LOCAL CONTENT • INFLUENCERS

Brand Criteria Influencers are a powerful means of generating local content and brand awareness. Whether paid or gifted, local influencers must be the right fit for Dune London. They must be authentic (i.e. genuine fashion and shoe lovers), collaborative and not over- exposed (i.e. they post a lot of ads). Regardless of which country they are in, the following principles must be considered when selecting influencers to represent the Dune London brand: • Audience – Must be within the target customer group i.e. Age, location, gender, interest. • Engagement Rate - Has to be strong, their audience must be engaging with their content to minimise wasted investment. • Advertising Saturation - If their content is filled with ads or gifting we will be lost in this. • Affiliations – Their other partner brands should be aligned to our positioning but not direct competitors. • Passion – They must love shoes and accessories, and Dune London • Great Style – This is a must, they need to have a unique and current sense of style. • Fees – Allocate budgets strategically to secure enough influencer content for the season. • Followers – Influencers with a small following but high engagement rate are a better investment. Please do due diligence to ensure your influencers have not bought followers or engagements.

For guidance on recruiting influencers or benchmark KPI’s for the Dune London brand please feel free to consult Dune Marketing.

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