STRATEGY 32 | JNA September/October 2022 Changing future Poulit-Duquesne said influencer marketing will continue to thrive and move towards increased authenticity and micro-influence. “This means that KOLs or key opinion leaders are likely to give way to KOCs or key opinion consumers,” she noted. At Boucheron, “influencing” goes beyond leveraging celebrities or influencers with stronger social media following. It also involves capitalising on the influence of other stakeholders such as stylists, corporate institutions and artists. While Boucheron enjoys an established reputation in Europe, the Middle East and Japan, it wants to increase brand awareness in Asia, especially in China, through influencer marketing. “We do not have one favourite influencer, but we have one favourite profile – a balanced mix between style, singularity and shared values,” said Poulit-Duquesne. Luxury influencing Olivier Billon, CEO and founder of YKONE, an international influencer marketing agency working with high-end luxury brands, is a pioneer in the field of luxury influencer marketing. His agency has helped several luxury houses, from Dior to Burberry, Hugo Boss and Cartier, to find influencer matches. Billon explained that the collaboration between an influencer and a luxury brand is grounded in shared values and a sense of commonality, whether the influencer is a consumer and advocate or his or her personal brand connects with that of the luxury company. This sense of harmony bestows authenticity on the partnership. An ideal collaboration likewise has an element of surprise that still feels organic. He said, “At YKONE, we see ourselves as architects of great collaborations. In the summer of 2021, we helped Nespresso team up with Italian blogger Chiara Ferragni. It was a well-received campaign that balanced authenticity with surprise.” The collaboration involved a limited-edition collection of Nespresso machines and coffee accessories designed by self-confessed coffee lover Ferragni. Return on investment is not easy to measure though, Billon admitted. Still, influencer activations can be tracked based on engagement, awareness, media value and conversion. “In jewellery, influencer marketing is a potent tool to increase brand awareness and attribution. Influencers are a gateway for consumers to discover new products and social media is where these products are born. A powerful influencer strategy ensures the brand remains desirable,” he stated . Echoing Poulit-Duquesne’s sentiment, Billon raised the need for authentic content. With video-based streaming platforms like TikTok reaching a tipping point, content trends are likewise evolving rapidly. Consumers crave more organic and unscripted content, which could be a challenge for the jewellery industry. “This means that jewellery brands, masters at creating perfectly curated and polished imagery, must find a way to stay relevant in this new paradigm without compromising the brand’s elevation,” remarked Billon. Jewellery influencer Katerina Perez, founder of her eponymous jewellery website, said her influencer journey was organic in nature. Her passion for writing about jewellery started when she was still working in the jewellery industry. When she noticed a growing interest in her content, she left her job to pursue her dream of working full-time on her platform. She would eventually seek sponsorships to finance her endeavour. “I ran my blog for two years without sponsorships, got my name out there and demonstrated consistent quality in my work,” shared Perez. “Back then, it was much harder to establish yourself as an influencer as brands were not accustomed to paying influencers. If it were not for my passion and obsession with jewellery, I would not be here now.” She is celebrating her 10th year as a jewellery influencer in 2023. Perez shared that 80 per cent of her company’s income is generated by promotional articles and social media posts while the remaining 20 per cent comes from consultations, training and personal appearances. She cited creativity, continued engagement amid tough competition and industry expertise as vital for influencers to remain credible and relevant moving forward. Actress Alexa Chung for Boucheron 女演员Alexa Chung示范宝诗龙穿搭
RkJQdWJsaXNoZXIy NjAxOTU=