A hotbed of innovation merging fashion, retail and technology, Decoded Fashion’s London Summit welcomed a vast number of start-ups, all stating their cause. We spotlight our top four.
- BrandHeroes: Making Micro-Influencers Work – Local Heroes Drive Engagement: Channelling the growing smarts of using micro-influencers instead of social media superstars (see Marketing with Micro-Influencers and Tiered Luxe & Micro-Influencers in Re-Engineering Exclusivity), Danish agency BrandHeroes specialises in matching brands with small-scale, local influencers.
Pulling data from Instagram, BrandHeroes acts as mediator – identifying influencers that match brand-desired criteria on age, audience and locality to become brand ambassadors. Relevance is measured in terms of local followers, average engagement, credibility (BrandHeroes’ staff act as the arbiters of taste) and quality of follower relationships (the extent to which they interact with individual posts).
Ambassadors create content matching set brand guidelines; brands monitor activities via a bespoke dashboard. Influencer-generated content can also be exported by the brand and used on any of their marketing channels. Influencers aren’t paid – instead, they’re rewarded with products and the promise of an elevated profile.
The agency is currently working with 14,000 influencers in 140 cities and brands including Red Bull, Danish fashion retailer Bestseller and car manufacturer Mini.