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Persollo Webinar 2: Brands who Influence and Influencers who drive eCommerce

Over the last months the marketing and advertising world as we know it has changed.

We ran a webinar, Brands who Influence and Influencers who drive eCommerce, looking at how brands are leading the charge and influencing us by how they have reacted to Covid-19. While we also looked at the changing role of Influencers who are playing a key role in driving eCommerce, as they curate compelling content from their homes.

Watch the webinar below:


Maria Cadbury, Managing Director - Persollo UK

Lauren Spearman, Head of Brand Advocacy - MADE.COM

Rachel Clay, Head of Social Media & Influencer Marketing - Matter of Form

Dafydd Rhys Woodward, Global Lead - INCA, GroupM

Scott Guthrie, Independent Influencer Marketing Consultant

Ellie Edwards-Scott, Co-Founder - The Advisory Collective

Victoria Emes, Content Creator - National Treasure for I Will Survive

Oliver Lewis, Managing Director - The Fifth, News UK

Elliot Willis - Managing Director - The Hook Labs

Below are just some of the HIGHLIGHTS from our fantastic speakers: 

Ellie and Victoria: the power of platforms, Twitter played a strong role for sharing Victoria's entertainment Gold "I will Survive", a platform she has now considered in her content creation strategy.  What really struck us is that Victoria is the go-to Influencer of the moment but spend is slow, which really tells a story of the present climate and the drop in adspend.  Influencer vs Content Curator – content curator are more involved and have more creative licence and a title she much prefers to be known as.

Scott: Influencer Marketing is said to be $10b industry, Social Media is $102.9b industry with FB taking 80% SOV. A few interesting stats that Scott discussed was that 57% of people said they were annoyed when media and content was too advertising driven.  Yet 63% trust influencers over Brands. 17% of people are inspired to make a purchase from seeing an influencer, that increased to 22% for GenZ. We are turning to influencers for diversion, inspirational, educational, and aspirational content. Scott also added a note to simplify the payment process for GenZ (obviously we’d chime in here and recommend the Persollo 1-click instant checkout).  Scott also covered the point that Victoria made, Influencer vs Content Creator and rightly said we need to create a better lexicon.

Dafydd: Influencer Marketing has started to bounce back, albeit not as springy as social.  Yet some industries that spend highly in the space such as travel and automotive have not come back yet. FMCG is one of those resilient sectors that have really lent into the space.  Messaging has changed a few times since Covid-19.  Interestingly, the core messaging of sectors like Food and Beverages is still living at home, however, it’s the subtle differences in the content and messaging to consider what everyone is going through.  Influencer Marketing was an addition to the marketing plan, now it’s a staple.  Influencers are playing a stronger role as consultants for brands, leading in creating a community which we’ll see more of in the future - think Victoria Emes advising brands on how to curate content that really resonates with her audience.  There is value in the content the influencers create, and people lean in and trust them.  The scale is what is needed for the evolution of eCommerce. Convergence of traditional influencer marketing content, production, publication and eCommerce.

Elliot: Customers do not mind being advertised to if it’s a useful product/ usefulness in the copy.  To have a successful Influencer Marketing performance campaign is it important to have a brand with a narrative that marries with the influencer and have an amplification strategy.  The Voxi case study has the influencer with the right narrative for Voxi, who created compelling content that was subsequently cutdown with CTA, retargeted with custom audiences and then PPC was applied driving a hugely successful performance campaign. 

Rachel: The pandemic has Fast Forward the Future, with a cashless society, 5G and flexi-working. The wins we’re seeing are innovations and creativity from brands in their communications strategy, presence online, press conferences, Fashions shows and so forth.  Influencer Marketing now has a higher appreciation and understating and is now seen as a legitimate channel. We are seeing more strategic discipline in social commerce. Consider Influencer Marketing beyond Brand Ambassadors, consider Influencer Marketing to have an SEO Instagram strategy to keep your feed high and working with the right profiles, audiences...Luxury brands are progressive in their storytelling, narratives and building communities, beyond sale.

Oliver: It might be the end of an era but not the end of influencer marketing.  It has forward 2 or 3 leaps and we’re seeing the acceleration of Influencer Marketing driven by behaviours in all metrics of internet usages, days of the week, shopping behaviour, increased engagements in the advertising space.  Acceleration in social commerce is seen from the new emerging talent, past convenience. Influencer Marketing and Social Commerce is a match made in heaven – native, fast, discoverable, highly targeted, apply paid spend.  It’s the evolution of authenticated progressive strategy.  The influencers themselves have done it well.  Longer narrative from conception, mass awareness through craft, it’s the wider omnichannel strategy that is also throughout the funnel. 

Lauren: An inspiring conversation on the incredible work by MADE.COM came from a place of how we can help and that snowballed.  At the time of the webinar there were 220 orders across 150 hospitals with their attention to also include care homes in France. This for Lauren, and what sounds like for many others at MADE.COM is a career highlight, the response from NHS works has been overwhelming with for example, “Thank you for standing shoulder to shoulder with us”. The highlights of their actions were their moral response, long term relationships and advocacy from within the business to the customers. Brands can add value to their communities.  We are noticing more than ever the role brands are playing and we’ll remember those brands who have given us value.  Relationships are the most important thing. 

If you missed our previous webinar, you can catch up here:

And stay tuned with Persollo!

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