When faced with launching a new product or solution, best-in-class marketers turn to influencers. We recently caught up with Philippe Duhot, Brand Content & Digital Manager at Orange France, who shared some strategic insights on the recent launch of the brand’s connected home solution, Homelive.
In charge of the influencer strategy, we also took this opportunity to ask him some questions about the organisation of his team, the integration of influence to the brand’s activities, the KPIs they’ve put in place, and the orchestration of the varied influencer activities.
My team falls under Digital Communications and constantly collaborates with other key entities, namely:
Two people within my team are dedicated to influencer relations:
We are working very closely with the Client Relations department. When we identify influencers who are also clients, we inform the Client Relations team so they can treat them accordingly. It’s not about being treated better than any other clients but more to know whom we are dealing with so that the relationship can be personalized and strong.
We are also increasingly developing programs that get influential clients involved in tests and exclusive previews of new services. In this instance, we aim to treat them with greater care because we know about their substantial broadcast capacity to relay and share information to their network and indeed to slowly get them to become loyal brand advocates.
We track KPIs at two levels:
To organize our activities, we develop plans and schedules by identified category of influencers, of which there are four:
Then, we cross these categories with the different highlights, messages, activities, topics that we need to integrate, and also the type of activities, whether it is an event, a one-to-one interview, an exclusive visit for a small group, and indeed all the PR dimensions.
We are trying to orchestrate all of this into our schedule and it totals about 50 or 60 activation initiatives per year.
Interested in learning more about Orange France’s influencer program? Download our latest case study to discover Orange France’s influencer program – strategy, activation, and results – for the launch of its Connected Home solution, Homelive.
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