Services

Influencer marketing

Word of mouth at scale, influencer marketing empowers your most persuasive customers to recommend your product to their trusted audience. We are revered for having the deepest spread of relationships with these powerful allies to marketers. In fact, two of our leaders have co-founded one of the top influencer agencies in New Zealand - check out their talent here.

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“Undertow Media has developed a customised strategic public relations strategy for Ardell in New Zealand. Their experience, regular communication and updates are critical and we appreciate the responsiveness, personalised service and commitment to helping build the Ardell brand. We’ve enjoyed working with the team and highly recommend.”

- Sarah Lewis, Brand and Product Manager, Frostbland

Something we have worked hard on is fostering one to one relationships with key players across all manner of different fields. We have a list of 3,000 influencers on our books and a social scoring system that we offer to clients that ensures the results meet the objective. A mix of paid and unpaid is the recipe that only PR professionals can deliver due to our well-cared for relationships with each across our client mix.

Much more than a pretty pic (but we can do this too if that’s the intent), this is about content on demand, sales conversion and positive affiliation.

The key to making influencer relationships work for brands in New Zealand is to:

Align with partners who are in-the-know and have personal existing relationships across the social influencer sphere. You want to ensure campaigns can cut through the clutter of endless offers and gifted product
Maintain and refresh mid to top tier relationships through on-going or repeated projects, providing a balance of paid and unpaid opps across a 12 month+ period
Outreach to new micro partners ongoing who can be educated from the grassroots level and fostered into the mid to top tier - this takes time and is nuanced
Combine a mix of multi-sphere influencers across tiers to drive new eyes outside of the usual obvious area of influencer i.e. fashion, fitness, lifestyle
Volume is key for large plays if unpaid to create a sense of FOMO amongst the influencer spread (note this strategy cannot be rolled out month to month as fatigue would set in)

Across any campaign or business objectives a brand must decide strategically what they are using social influence for. Primarily, social influencers are used to drive reach and or engagement. While these elements are not mutually exclusive it is rare to find an influencer who over indexes across both metrics.

As a rule of thumb, engagement is driven conversely to reach i.e. engagement tends to be higher with micro influencers as followers are usually genuine fans and friends that are happy to proactively engage with content. Top tier influencers are usually followed by more passive fans who see these individuals as inspiration and idols who are further removed from their own daily lives.

This space is constantly evolving and is one we are obsessed with. Get in touch to learn more.