Webfluential, the platform that connects brands and consumers via credible social media influencers, has enjoyed three months of impressive growth under the leadership of new CEO, Steven Murray.
In addition to the platform facilitating several successful campaigns over this time, Murray says the best measure of success is the positive feedback the platform is eliciting from influencers. “Because Webfluential ranks influencers, motivating brands to incentivise bloggers and influencers accordingly for their participation in campaigns has been easy. We’re helping create mutually-beneficial relationships: bloggers feel their value is recognised, and brands are getting a solid return on their investment.”
Since Webfluential’s inception a year ago, the platform has paid over R285,000 to local bloggers and influencers who have participated in various digital marketing and influencer campaigns.
Murray adds: “Agencies and brands have welcomed that there is a reputable platform they can use to publish briefs, identify influencers, execute their social campaigns, and transfer payment when wrapping up their activity. They have also welcomed the way in which Webfluential has formalised influencer campaign management, which has been managed somewhat haphazardly up until now.”
Currently, the platform lists 1,500 influencers, with a potential global audience reach of 23 million. Webfluential also includes a number of A-list celebs who would otherwise only be accessible through their managing agents. “The platform gives brands direct access to these heavy-hitters, who are able to engage with consumers from various target markets at their convenience,” says Murray.
One of the most successful campaigns recently managed through Webfluential is Smirnoff’s #ExploreTheNight campaign, conceived to highlight the brand’s entertainment portal. 11 influencers experienced a once-in-a-lifetime night out, including flights on a private jet, access to an exclusive party, and performances by live musicians. Chosen according to the ratings of their Webfluential profiles, Smirnoff tasked each with one blog post and at least three tweets.
In a separate campaign, the organisers of the Barclays Premier League Live Event at Zoo Lake in Johannesburg wanted to generate hype leading up to its opening, and ensure a great visitor turnout. Influencers – selected according to Webfluential’s profile ratings – blogged leading up to the event, and live-tweeted while at the event to encourage visitors to be part of the action. Webfluential was used to amplify exposure of the event for a truly integrated marketing communications campaign.
TV, radio and online communication resulted in more than 25,000 people attending the event over the three days.
Murray also counts Nando’s, KFC, Castle Lite and M-Net as major brands that have concluded highly successful influencer marketing campaigns via Webfluential in the past 100 days.
Reflecting on his days in office, Murray says that brands are maturing in the way they view online influencer initiatives: “Brands are realising the value of engaging with social influencers, particularly for industries where advertising regulations around advertising are extremely onerous,” says Murray. “Recent successful campaigns also indicate that brands understand successful influencer campaigns are more about creating a brand experience that influencers feel happy to share with their followers, rather than merely selling or punting their products.”
Murray is confident of Webfluential’s continued growth in South Africa. He also looks forward to the expansion of the platform into other African countries.
On a recent visit to Kenya, Murray successfully launched Webfluential to local influencers in conjunction with local entrepreneur Mark Kaigwa’s agency, Nendo Ventures, which helps global and African businesses, brands and nonprofits use technology to connect with Africans online.
