Dune London - Brand Communications Guidelines

LOCAL CONTENT • INFLUENCERS

Measuring Success As with all digital marketing, measuring the success of influencer content will depend on business objectives and which channels it used in e.g. social, email, ecomm. Including: • Awareness – Impressions or New social followers • Consideration – Engagement rate or Traffic to site (particularly new visitors) • Conversion – Direct sales from influencers is usually best achieved by including their content in emails, ecomm content spots, or through affiliate links.

It is important to remember that influencers with lots of followers don’t always deliver the best results, and are more expensive. The industry currently recognises three levels of influencer; micro, macro, mega. Choosing which to use depends on objectives and budget:

MACRO Influencer 100K – 1M fans

MICRO Influencer Less than 100K fans

MEGA Influencer More than 1M fans

High engagement Low cost Lower reach More invested in the brand More relatable for the customer Less likely to have 3 rd party/agency fees

Low engagement High cost Higher reach Less invested in the brand Less relatable for the customer More likely to have 3 rd party/agency fees

EXAMPLES

@_JessicaSkye Followers: 68,000 Fee: £1500 p/ project Engagement Rate: 3.14%

@WeThePeopleStyle Followers: 456,000 Fee: £10,000 p/ project Engagement Rate: 1.65%

@OliviaPalermo Followers: 6.4 million Fee: £30,000+ p/ project Engagement Rate: 1.06%