Case Studies: Influencer Marketing Best Practices from Around the World
This chapter opens with the story of Lenovo, successfully executing a global influencer campaign across the USA, Russia and India to build awareness of its new YOGA consumer device. The chapter introduces strategic considerations for marketers interested in working with influencers in overseas countries. One major consideration being how to manage implementation: local strategy with local implementation, global strategy with local implementation or global strategy with global implementation. It details eleven cases studies of cross-border influencer marketing examples from all over the world. Companies featured in these case studies include: Dyson, Uniqlo, LG, Pinkberry, Lululemon, SAP, Givenchy and Intel.