Case Study: How Gymshark has mastered the art of influencer marketing to drive revenue, engagement and a loyal audience

Gymshark founder and CEO Ben Francis truly has it all – a £1billion company, a loyal group of friends and followers, and he recently tied the knot with his partner, Robin Gallant earlier this month. Having achieved this all before the age of 30, he’s the epitome of success and entrepreneurship. There’s no doubt that Francis knows what he wants, and how

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News

The need-to-know latest from the influencer space.

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Instagram unveils new feature that could dramatically boost influencer engagement: The Newsfeed

Facebook is facing backlash over revelations it knew Instagram was negatively impacting teenage girls’ mental health. According to the Wall Street Journal, the company’s studies showed teenagers blamed Instagram for increased levels of anxiety and depression. Although MP Damian Collins is calling for Facebook – who own the app – to be punished for holding back such evidence, Instagram’s

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Campaigns

The creativity driving the industry.

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Case Study: How Gymshark has mastered the art of influencer marketing to drive revenue, engagement and a loyal audience

Gymshark founder and CEO Ben Francis truly has it all – a £1billion company, a loyal group of friends and followers, and he recently tied the knot with his partner, Robin Gallant earlier this month. Having achieved this all before the age of 30, he’s the epitome of success and entrepreneurship. There’s no doubt that Francis knows what he wants, and how

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Industry insights

Exclusive sessions with modern thought leaders.

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Post-pandemic influencer marketing: trailblazing through radical change

The future of influencer marketing has been shaped by new consumer behaviours that have emerged since the beginning of the coronavirus pandemic. From a sharp increase in ecommerce to the growing importance of social commerce, influencers’ position when it comes to driving businesses’ revenue is now more central and crucial than ever. However, influencers and

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Comment

Smart takes on digital culture.

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Trends

Understand the present, forecast the future.

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Culture

The evolution of digital storytelling.

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Influencer podcast summer roundup: new shows, series returns and trends

The British Podcast Awards 2021 powered by Amazon Music saw over 140,000 votes cast for its Listeners Choice award (ultimately won by RedHanded, the true crime podcast hosted by Suruthi Bala and Hannah Maguire) confirming the growing grip podcasting is gaining on the British listening experience. Other big winners on the night included Fearne Cotton with

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Viral brands: how Starbucks and its baristas became TikTok royalty

Over the past 50 years, Starbucks has become a global icon known not just for its green mermaid logo and frappuccinos, but for being trendy. It started with celebrities in the 2000s – Britney Spears and the Olsen twins were never without their venti drinks. Then, throughout the 2010s, Starbucks-focused content was a goldmine for

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Reports

In-depth research across the digital landscape.

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Influencers 2021: a digital culture, trends and creator forecast

The coronavirus pandemic accelerated adoption of influencers as routes to communication, entertainment and sales across many verticals. These individuals and their platforms are key when it comes to successful ecommerce via traditional websites and social commerce via tools such as Instagram and TikTok. Understanding the people and stories who are dominating and creating serious ripple

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ASA guidelines

Insights on the regulation of influencer platforms.

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Influencers who repeatedly flout the ASA guidelines have been named publicly

The Advertising Standards Agency (ASA) has followed through on its promise to name and shame influencers who repeatedly ignore guidelines on how to signpost commercial content. The first individuals to be singled out on a new dedicated page revealing repeat offenders are Chloe Ferry, Jodie Marsh, Lucy Mecklenburgh and Chloe Khan. According to the regulator,

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Influencers and brands breaking ASA rules could end up in court

Influencers and brands who don’t comply with guidelines on signposting commercial content clearly could end up in court and face fines. After an investigation into influencers’ rigour in following its mandatory guidelines, the Advertising Standards Agency (ASA) noted it discovered “disappointingly low compliance” and is ready to enforce severe sanctions if the situation does not

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Influencers must use #ad despite Insta’s paid partnership rollout

Instagram has revealed new plans to flag sponsored influencer content when it is not labelled clearly as advertising, following an investigation by the Competition and Markets Authority (CMA). This includes rolling out its “paid partnership” header but brands should be aware they risk action from the Advertising Standards Authority (ASA) if influencers fail to use

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Influencer Marketing 101

Foundation knowledge for influencer marketers.

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