The document discusses integrating brand advocacy into influencer marketing by going beyond content to build deeper and more authentic relationships. It summarizes that brand advocates are a brand's most powerful marketing asset through their word-of-mouth recommendations among friends and families. The company Come Round runs in-home influencer marketing campaigns to get products in the hands of hundreds of category influencers who then generate content and stories about using the products to share with their social networks.

1. GILES HARRIS
FOUNDER & MANAGING DIRECTOR
COME ROUND

2. THE PROBLEM WITH
INFLUENCER MARKETING
• Too much focus on content & reach
• No long-term relationships being built
• No brand advocacy
• No consumer insight
Brand + influencers = content + reach

3. EVERYTHING IN
MODERATION

4. THE SOLUTION
INTEGRATE BRAND ADVOCACY INTO INFLUENCER MARKETING
GO BEYOND CONTENT, GO DEEPER
• Brand advocates are a brand’s most powerful marketing muscle; word of mouth
recommendations from a friend or family member are the most trusted form of
marketing
• When brand advocates talk about a brand they love, that word of mouth is authentic
• Brand advocates tell real stories to real people - the ‘Monday Morning Crowd’ -
creating long-term relationships with the brand
Brand + influencers + brand advocates = content + reach +
engagement + brand advocacy + authenticity + relationships

5. THE POWER OF WORD-OF-MOUTH

6. COME ROUND’S UNIQUE BLEND
BRAND ADVOCATES ONLINE INFLUENCERS

7. WHAT COME ROUND DOES
We run in-home influencer marketing campaigns, getting products into the hands and homes of
category influencers. We often do this by running hundreds of product parties.
Each campaign generates an abundance of high quality shareable content that allows our
influencers to form an opinion on the product they tried at the party and recount stories to their
friends and families through word of mouth. We track the impact using surveys and social listening.
We bring influencer marketing to life.

8. THE STORY SO FAR…
60
CAMPAIGNS
720,000+
HOURS OF
ENGAGEMENT
IN
15,000+
HOMES ACROSS
THE UK
ENGAGING WITH
240,000+
PEOPLE

9. HOW

10. CAMPAIGN PACKS & ACTIVITIES DESIGNED TO ENGAGE

11. 36reviewsgenerated
1.2m
#MacaronManicure
impressions
240piecesof UGC
90,228
offlineconversationsand
recommendationsabout themacarons
NPSshift of
+80percentagepoints

12. #MACARONMANICURE

13. SOME OF OUR CLIENTS