Author: Ariannaly Pea

Posts by Ariannaly Pea

Gen-Z and the sober curious future of drinking

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Anywhere anyone looks, there is a “healthy” or “eco” option. In any grocery store, pharmacy, brand’s social media, or product tags, there is specific information dedicated to how “well” something is. The surge of health-centered products becomes undeniable. At first glance, one might assume these products cater primarily to older generations, as age often accompanies an increased focus on health. Yet, a closer look reveals a striking trend: a growing health-conscious movement among the younger generation, who are now reshaping every industry they consume, including beverages and alcoholic drinks.  The numbers speak volumes about this newfound emphasis on wellness, and

The importance of measuring the impact of campaigns beyond KPIs, by analysing brand perception.

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In addition to reviewing the brand’s Key Performance Indicators (KPIs) after the end of a campaign, it is recommended to analyse whether the marketing actions have had an impact on the conversation about brand perception (SOV and sentiment) on digital platforms or whether it has gone unnoticed. How do you know if marketing actions are having an impact on brand perception? More and more brands want to measure the results of their campaigns and know if they have had a real impact on the audience or if the action has gone unnoticed as a result. Previously, brands used to measure

Streaming platforms, influencers and media love triangle

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Are streaming platforms using influencer’s content to leverage their presence in media? That’s the question that popped out in our heads when we started seeing different streaming platforms releasing docuseries and special programs about influencers’ lives, such as Georgina by Netflix, The Ferragnez or Dulceida Al Desnudo by Amazon Prime Video, or even hosting different kinds of events with world-recognised streamers, like Ibai Llanos and Twitch. What would they do for this course of action? What would they expect from these collaborations? To understand this match and how it could be made in heaven, we need to establish some ground: 

Queer Influencers: why representation matters

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Representation matters, and queer influencers are key to achieve this. That’s the starting point to write this piece. But, do we actually understand why? Well, because before 1994 when Ikea launched the first ad with two same-sex couple, queer people have never seen themselves represented in any kind of advertising; it’s not only about selling products or services, but feeling a connection with the content you consume, and therefore being able to imagine yourself in that context. When you don’t have representation, there is a lack of connection. As society progresses towards inclusivity, the presence of LGBTQ+ influencers plays a

Trends of influencer marketing: educational content

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In the ever-evolving landscape of influencer marketing, two factors play a pivotal role in achieving success: selecting the right influencer and crafting compelling content. At SamyRoad, drawing from over 10 years of experience, we understand the importance of staying abreast of content trends to ensure our campaigns remain relevant. Actually, a Hubspot’s industry study revealed that 71% of marketers witnessed higher quality customers and traffic from influencer marketing channels compared to other sources. This highlights the immense potential of influencer marketing when executed effectively, but, how to assure we are doing it right? When there are so many factors to

Influencers vs Content Creators: how to choose them?

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In today’s digital age, the rise of social media has given birth to multiple types of influencers; from social causes to educational and even animals, influencers are the voice and sometimes even the face of brands nowadays; they dedicate themselves professionally to create digital content to promote products and services through trust and their relation with their community; while some use the terms “influencer” and “content creator” interchangeably, there are actually distinct differences between the two. According to Forbes, content creators are “individuals who produce original content across various digital platforms with the goal of creating an engaged following.” They

Social Media Through the Ages: Each to their own

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Exploring Generational Differences in Online Engagement Social media has become an integral part of our daily lives, shaping the way we communicate, share information, and connect with others. From the baby boomers to Gen Z, each generation has embraced social media in unique ways, influencing trends and online behaviours and understanding the space each generation finds themselves in, in terms of social media, is crucial to shape strategies personalised enough to catch their attention. Source The thing is that advertising has evolved around Gen-X and Millennials, therefore, brands are already used to shaping their strategies dedicated to them, but how

Decoding Real Audience and Effective Audience in Influencer Marketing

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We all already understand why brands need to unlock new avenues to connect with their target audience and foster brand awareness; the market is overloaded and we need to find a way to stand out, that’s why we will delve into a crucial aspect of this dynamic landscape—the difference between the real audience and the effective audience. This demarcation carries immense significance for brands and their influencer marketing strategies, empowering them to make savvy decisions and achieve exceptional outcomes. Real Audience: Size Isn’t Everything, But It’s a Start The real audience—the coveted number of followers, subscribers, or viewers that an

Activism and influencers: the real actors

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In this advertising world there is space for everyone, but activism and influencers are getting closer than ever Social media allowed us, as a society, to do things that we have never done before. From connecting with people all over the world to having a space to express ourselves, concerns, likes and dislikes of everything around us and even, sometimes, changing the social landscape. And that might be where the activism and influencers came together. Users have become more conscious and compromised with their values and beliefs with the passing of the years, especially Gen-Zers, who have a huge access

Thyga: taking influencer marketing to the next level

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Influencer marketing has become an increasingly popular tool for brands to connect with their target audience on social media. However, with so many brands jumping on the influencer bandwagon, it can be challenging to stand out and make an impact. To take your influencer marketing strategy to the next level, you need to incorporate paid media and data intelligence. Thyga brings creativity, data and strategy together to create the most efficient paid media plan at a fraction of the cost. And, by being part of the Samy Alliance network of digital agencies, SamyRoad can integrate efforts with Thyga to boost