The power of creativity within Influencer Marketing

Date: November 21, 2022

It is undeniable that today’s creativity and advertising go hand in hand with social media platforms. The familiarity that this new way of targeting the consumer transmits has managed to achieve an even more significant impact in a short time than traditional media. However, is it worth it when it comes to generating content? The answer is no. Although the platforms have achieved excellent results in recent years, the truth is that the consumer needs new stimuli. The excess of advertising is becoming increasingly exhausting and is beginning to generate rejection among the audience.

How to solve it? Brands are transparent; creativity must be the main ingredient for Influencer Marketing campaigns to be accepted naturally and organically. And the primary goal of campaigns with influencers is to generate brand awareness and increase engagement with their audiences. This has raised different debates within agencies about influencers’ participation in the creative process of campaigns. After all,  they know their followers and what works for them.

Influencers as a creative part of the process

It is impossible not to have heard of the latest advertising campaign for the Spanish food service start-up specializing in hamburgers: Vicio. A campaign around a play on words with the name of the competition (GOIKO) and the leading influencer (Jessica Goicoechea). 

“This is the first campaign of this style that we carried out in Vice, and we wanted to be faithful to our style. Having Jessica as the first visible face of Vice could not make us more excited since we both share values and principles when it comes to communicating. At Vicio, we are natural and honest, and we like to define our style as “Elegant Flash”. We believe that our values fit perfectly with Jessica and with the content she creates”, points out its Co-founder and Co-CEO.

This campaign is a clear example of how unity is strength since it meets all the requirements for success; creativity, innovation and ingenuity through its key protagonist, the influencer Jessica Goicochea.

Influencers and creativity: the main characters 

In addition to the Vicio campaign, we find other brands where the strategy spins around creativity, such as the Nutella campaign. In it, not only does creativity stand out, but also the correct choice of the protagonists to transmit the messages. Through “We have good things at home”, the campaign vindicates our land’s beauty, honouring our country’s unique landscapes thanks to its special edition jars. For this, the Samyroad agency created a strategy where everything took place in creating a space called “Casa Nutella”. A set of fun and educational activities were carried out by a group of influencers from different parts of the country, including Tania Llasera, Tomas Páramo, Alma Obregón and Barbesito, who transmitted the event through his Twitch account. This experiential event, where the influencers enjoyed different challenges related to our country’s landscapes and cooking, was a complete success thanks to the fact that it reached the audience in an organic, distinctive and creative way, providing value and content.

These campaigns are clear benchmarks of how creativity in Influencer Marketing is, without a doubt, one of its cornerstones. With it, we not only manage to generate value in the audiences and position brands, but it also allows us to win over influencers when transmitting their messages. As we mentioned earlier, no one knows their followers better than they do, and nothing is more motivating for them than participating and being part of campaigns where they have a fundamental role and are listened to give their audience the quality content they deserve.

“Ídolos” Awards from the inside: 

Date: March 15, 2024

What is it like to be a jury member of one of the largest digital creation awards in Spain? On March 14, the 3rd edition of the “Ídolo” Awards was held in Madrid. These awards, created by In Management together with The Music Republic, were born with the aim of rewarding the digital content creators work in Spain. Ricky Hontañón Pombo, our Head Of Influencer Marketing at SamyRoad, was one of the members of the jury for this edition. Here we share some behind-the-scenes details of the awards, criteria and the future of the work of content creation. What do

Influencer Marketing “Trends” for 2024

Date: March 8, 2024

The magic of the social listening is that it allows you to predicts trends, know user’s sentiment and public’s opinion. With all this, we are allowed to predict the future… kind of. (Although, we did saw the competition of Twitter coming three months before, but no need to get distracted). On Sunday, March 10, the 96th edition of the Oscars gala will take place. As of today, March 8th, we dived into the social media between January 1st of 2024 and March 1st, analysed the conversation people had around the Academy Awards and pinned the most relevant topics, names and titles; based

Influencer Marketing “Trends” for 2024

Date: March 5, 2024

Category: Uncategorized

In the ever-evolving digital world, influencer marketing stands out as a beacon of authenticity and connection. As we embark on the journey through 2024, it’s evident that influencer marketing continues to shape-shift, reflecting both the changing consumer landscape and the innovative strategies adopted by brands and content creators alike; we are used to trends to be repeated, but in this case we are seeing more and more how each profile is a world itself, and somehow the trend is to “not a scrupulously media plan. However, we can still find the strategic approach if we take the time to understand