February 2020 - Kendrick PR
February 18, 2020

How To Use Social Media Personalities To Influence Your Brand Reputation

In the digital landscape, great content is king – but it’s easy for marketing efforts to fall into the same old traps. In 2020, consumers have grown ruthlessly aware of how and when brands are trying to push products in an inauthentic way, and have begun to build an immunity to these messages – something that didn’t happen at the dawn of mass media and advertising. 

The age of influence

With this in mind, within the world of social media, brands must take a considered approach to marketing and break out of the cycle of merely promoting products and hoping for the best. Key to this is the recognition of one of the most effective marketing tools of modern times: the influencer. As social media personalities who can raise the profile of a brand, publicise their goods and create a conversation around products, influencers are slowly becoming inseparable from a fully-fledged social media marketing strategy, with this burgeoning industry worth an estimated £7.6 billion.

The proliferation of social media has brought brands and consumers closer together than ever before, and it’s from this newfound intimacy that the age of the influencer has flourished. In terms of subsets of influencer, there are two: macro-influencers and micro-influencers.

Macro-influencers and micro-influencers 

Macro-influencers, otherwise known as celebrities, often use their presence on social media to run several sponsored marketing campaigns in collusion with carefully-selected brands. Micro-influencers are often self-made individuals who have become brands in their own right by growing a loyal army of followers who see them as someone like a friend, or someone to aspire to. 

So as a brand, which category of influencer is it most advisable to employ and what sort of factors should you take into account when selecting from such a wide range of online brand representatives?

Influencing factors

  • Macro or micro?: It’ll be no surprise to learn that the more famous faces that comprise the macro-influencer bracket of the influencer command a high price tag. Here, customer research and insights will be required to identify the people who may share similar ideals to your brand and who will resonate (and ultimately, influence) your target audience. If your budget allows, this is the sort of personality you could target for a sustained campaign or formal partnership type activity. 

If big-budget spending is not realistic, you can tap into micro-influencers – these will have smaller follower numbers (in the low thousands) but who tend to be very highly engaged and interactive with this loyal community. When you land on the right individual, you’ll also be able to tap into a loyal and trusting audience, giving the promotion of your product an authenticity that may have been lost under the power of a celebrity endorsement. 

  • Platform: Social media’s many platforms are chock full of influencers. As a brand, it’s best to choose which channel is best reflective of the type of product or service you offer. For instance, aesthetics and beauty brands, in their focus on the visual, would be best advised to choose Instagram or YouTube. This will allow you to make use of an influencer who specialises in top-quality visual or video content and the creation of posts that really drive home your focus on helping your consumers assume eye-catching looks.
  • Philosophy: As consumers are highly attuned to spurious content, it’s important to select an individual who would be a believable follower of your brand. If you don’t abide by this rule, consumers will be quick to pick on this contradiction and this will both hurt the authenticity of your campaign and damage the reputation of your brand.
  • Success: You need to be careful to design a campaign that allows you to measure your success. Whether the intention of employing the services of an influencer is to raise brand awareness, increase engagement or convert more leads, make sure you have something in place to help you weigh up the effectiveness of your influencer-based content. This can be something as simple as including direct links in your post, or offering a promotional code for some of your products.

Contact Kendrick PR

At Kendrick PR, we’re specialists in the delivery of strategic and multi-faceted PR, social media and marketing campaigns and our knowledge of how to maximise your success on social media is unrivalled. For more information, get in contact today by visiting our website.

February 11, 2020

Red Carpet Trends at Oscars 2020

Red Carpet Trends at Oscars 2020

Throughout awards season, which runs traditionally from November into February, film stars and celebrities flock in front of the camera to show off their best looks. Quite often, it’s these outfits, styles and political statements that we remember just as much as the eventual winners of the awards themselves. 

The Oscars 2020 saw the curtain brought down on this year’s awards season with a bang, with many standout looks and some very noticeable trends grabbing the headlines. Take a glimpse into the styles that shone on the red carpet this year and see what you make of it all. Welcome to the red carpet trends of the Oscars 2020.

Making a statement 

Fashion can be one of our finest tools for making a statement and some of the night’s stars certainly didn’t disappoint when it came to speaking up on the important issues. Chief amongst these was Natalie Portman who took no prisoners in donning a Dior gown emblazoned with the names of the female directors who weren’t given a spot in this year’s male-centric Best Director category. The fight for equality continues. 

Less well-known than Portman, Sandy Powell, veteran costume designer, slipped on an over-sized white suit and canvassed her fellow attendees to scribble their signatures onto her blank clothing canvas. The reason? To put the suit up for auction in order to raise funds to buy the former home of the late Derek Jarman, noted artist, activist and filmmaker. Powell’s marker-penned suit also made an appearance at the BAFTAs. 

Catching The Eye 

There’s no better way to stand out from the endless cavalcade of carefully-designed dresses than by opting for flamboyance over restraint. Pose star Billy Porter was unmissable in an outlandish two-piece extremely befitting of his aura of non-conformity. One part alluring golden fleece, one part wonderfully-illustrated silk skirt, the arresting ensemble was finished off by a custom pair of Jimmy Choos.

Elsewhere, Janelle Monae dazzled in a glitzy, silver-speckled hooded dress with a stunning red lipstick and Billie Eilish, bedecked in Chanel and in possession of her characteristic green-and-black hairstyle, further stole the spotlight with some frighteningly full-length black nails.

Keeping It Simple 

Depending on your preference, there’s also much to be said for keeping things simple. Best Actress winner Renee Zellwegger’s stripped-back look proved the very opposite of Bridget Jones. Clad in a custom Armani dress, Zellwegger kept one shoulder exposed and let her radiant skin soak up the camera flashes. Margot Robbie followed in these simple footsteps, teaming Hollywood waves with glamorous red lips and sporting a gorgeous black dress with distinctive, floor-scraping sleeves.

Recycling Fashion

As another example of using awards season as a platform to make a statement, the trend for recycled fashion was very much in evidence at the Oscars. Saoirse Ronan, who captivated in a half-periwinkle, half-black Gucci dress, made use of some of the material that made up her Bafta costume whilst Timothee Chalamet got onboard with sustainable fashion by opting to don an outfit partly made from Econyl, Prada’s repurposed and recycled version of nylon. 

Best Actor winner Joaquin Phoenix went one better than both, choosing to wear the same suave tuxedo he’s sported throughout awards ceremonies over the last few months. Could this upending of tradition signal a brave new trend in award season fashion? 

Kendrick PR

It’s certainly true that the sartorial flair on display at the Oscars and other awards ceremonies can hold sway over the fashion and beauty worlds in the years to come. At Kendrick PR, we specialise in identifying the prevailing trends in the beauty, fashion and aesthetics industries and helping brands to build these into each and every element of their marketing and PR.

To find out more about our award-winning (and Oscar-worthy) services, contact us today on our website.

February 8, 2020

How the New ASA Initiative Could Affect Your Marketing Strategy

The aesthetics industry has never been more popular but in an industry that can be so lucrative, competition between clinics and providers is often fierce. Growing and maintaining a loyal, repeat customer base in this industry demands an air-tight marketing strategy which is designed to attract and retain the maximum number of customers. Eager to pull out all of the stops, many businesses turn to every promotional opportunity available to them, advertising their services in person, in print and online in a tireless effort for success.

One of the caveats of promoting aesthetic services is the restrictions in place due to the popularity of botulinum toxin injections – a prescription-only medicine (POM) which cannot be legally promoted to the public. Blended against the lack of restrictions on advertising dermal fillers (a medical device) or cosmetics – the regulations can be confusing for aesthetic businesses. Marketing regulations have been increasingly tightened over the last few years by the Committee for Advertising Practice (CAP),  Medicines and Healthcare products Regulatory Agency (MHRA) and the Advertising Standards Agency (ASA), and now an even more stringent set of rules has been applied which aesthetic practitioners need to know about in order to avoid fines and potential legal action.

New guidance

The ASA has been quick to point out that the over-promotion of botulinum toxin (or “Botox” in the common vernacular) on social media and websites is the reason for its increased vigilance of all posts that make reference to Botox or “wrinkle-relaxing injections”. The implication is that even the usage of the phrase “wrinkle-relaxing injections” is an indirect promotion of a POM and is, therefore, no longer allowed.  

With this enforcement already in effect, any references you make to Botox, and your provision of it, from any of your marketing channels carries with it the eventual risk of action being brought against you by the MHRA. In terms of social media and websites, this means that any content or posts that are deemed to violate this ruling may end up being removed and subject to fines.

How can you manage this change? 

In addition to making sure that all of your promotional material remains clear of certain choice words (“Botox”, “anti-wrinkle injections”, “injectables”), it’s advisable to begin to advertise the range of injection-based services you provide, for example, Botox and fillers, as one form of treatment (“anti-ageing solutions”, perhaps?) so you don’t run the risk of promoting Botox indirectly. 

ASA guidelines advise that, instead of promoting anti-ageing solutions directly, you should focus on selling your customers a consultation in order to discuss a wide range of treatment options, should you provide these. Shout about all of your services, not a single product!

Unrivalled industry knowledge

At Kendrick PR, we have an unrivalled knowledge of the aesthetics, beauty and health industries and specialise in providing top-quality PR services to a number of high-profile clients. To find out more about what we can do for you, visit our website today http://www.kendrickpr.uk/