Isentia worked to build a fresh set of influencers for the ‘relaunch’, attracting young affluent adults who may not have dined at McDonald’s in recent years and reignite fond childhood memories of those McDonald’s customer. Isentia delivered the report in 3 parts:
• Pre-campaign of identifying influencers from different tiers across multiple platforms based on the 4 ‘R’s (Resonance, Reach, Reaction and Relevance)
• Deep dive into the profile of selected micro-influencers
• Post-campaign of measuring broader social metrix that will contribute to overall brand equity, awareness and brand recall that will attribute to Key Performance Indicator, in this case, sales.
Is it worth using micro-influencers?
Micro-influencers are even more important as compared to influencers is due to the fact that they post a lot more personal daily content and therefore, audience perceived as more personable.