In order for a campaign to drive results, the expertise from the brand and also the influencer, as the face of the campaign, must align. The brand and the influencer must work simultaneously for the consumer to understand and engage with the message - the modern-day consumer is particularly savvy.
It’s also important to consider the role of the agency within these partnerships, as the brand brings the product or service, the influencer brings creativity, but the agency is there to bridge the gap between the two by bringing the business tools.
The overriding theme when it comes to building a killer strategy is communication, but there are also more considerations that come into play when figuring out who has the ultimate control - the brand or the creator.
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