market report
HUDA KATTAN
PART
1
PART
2
IN THE FROW
WHAT IS INFLUENCER MARKETING
AMELIA TAYLOR
THE HISTORY
ZAK MAOUI
MACRO VS MICRO
GEORGIE DIGGINS CREATIVE AGENCIES
SHOPPABLE CONTENT
SECTOR INNOVATORS INTRO
IGTV
LIL MIQUELA
CGI TECHNOLOGY
DANI DYER X ITS
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PART
3
PART
4
PART
5
PART
6
PATH TO PURCHASE
FINAL MAJOR PROJECT
REAILTY TV AND FAST FASHION
FUNDING SPONSORSHIP
SUPPLY CHAIN TIMELINE FOR EXECUTION
DISTRIIBUTION
OF FMP
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PART
7
PART
8
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PART 1
WHAT IS INFLUENCER MARKETING? Influencer Marketing is a manifestation of
Popular examples include Santa Claus
marketing in which focus is placed on
made up by Coca-Cola and Tony the Tiger
influential people for example
who till this day still graces Kellogg’s
Celebrities, Bloggers, YouTubers and
packaging both iconic figures formed the
Instagram personals rather than the target
basis of influencer marketing as we know it.
market as a whole. Influencer Marketing allows brands to identify individuals who
Fast-forward to the present day, gone are
have a strong influence over potential
the days when brands used to rely mainly on
customers, orienting marketing activities
celebrity endorsements and advertisements.
around those identified influencers.
At LS:N Global’s 2014 Youth Marketing Strategy Summit it was revealed that ‘young
Influencer Marketing is hugely popular in the
people see celebrity endorsements as lame’.
marketing sphere right now. Many brands
(Buchanan and Manthorpe, 2014) and‘
are sceptical of its success and some are
Millennials still trust their friends more than
trying to hop on the bandwagon as long as it
anyone else’. With Generation Z and
lasts. However, the main premise of
Millennials being the biggest target groups
influencer marketing is not new, in fact
for brands they are quickly turning to
influencer marketing can be stretched
influencers to sell their product as the
back to as early as the 20th century when
demand for authenticity increases.
there where only a few brands shaping the product centred market. Brands created personas to trigger the purchase decisions of consumers emotionally.
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WHAT ARE MACRO VS MICRO INFLUENCERS? Macro Vs Micro influencers are the core
Micro-influencers tend to have 10,000
categorisations of influencer marketing and
followers +. By using a micro-influencer
brands choose an influencer based on there
brands are attracting a higher consumer
needs, wants and overall desired outcomes.
purchase rate as smaller influencers have
A Macro influencer is a person known by
a “60% higher engagement”(Medium, 2017)
the masses, often a celebrity. These people
then that of a celebrity or other macro
have followers in the 100,000 up to millions.
influencer. There personal appeal and
By using macro influencers, a brand is
friendship persona is what makes them
positioned in front of a large amount of
popular with audiences therefore they are
people within there consumer age range
seen as a more credible source for product
who are keen to copy the lifestyle of their
promotion.
favourite celebs it’s also great for the brand in terms of visibility and awareness. Micro influencers are the bloggers, YouTube stars and Instagram influencers of the social-sphere these are people who have built up a credible following from posting and sharing their passions online this could be clothing OOTD (Outfit Of The Day), makeup, lifestyle fitness etc. These people are referred to as Micro influencers because of there smaller, niche following. celebrity or Influencer Marketing Hub Micro vs Macro
other macro influencer.
influencer
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Throughout this market report I plan to look
. They looked at the engagement rate, target
in detail at Macro and Micro-influencers
audience and the aesthetic to see if they
with particular focus on Micro influencers,
would be beneficial for the brand in terms
creative agencies and sector and market
of consumer purchase. There decision then
leaders in this industry to help build a solid
had to be taken to HQ where someone
idea for my final major project.
higher would look at the decision and make it final or decline. It was a very complex
Over the summer I undertook an internship
process that is a lot more detailed then I
at Dune London in the PR department.
first thought. Being interested in influencer
During my time there the team where going
marketing it was a great insight to see what
through a series of media packs that had
brands look for before they collaborate and
been sent from potential influencers that
something I will look at when setting up my
where looking for work.
creative agency for influencers and local businesses.
When considering an influencer collaboration the team looked at budget they had, the price to work with the particular influencer and what they would get in return
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PART 2:
sector innovators Influencer Marketing on Instagram alone is now a billion dollar industry. Every month 700 million people are scrolling through their ever changing feeds. Brands have realised this and tapped into this trend with ad-blockers coming more prominent and your favourite celebs costing too much for new brands to plug their products brands have turned to influencers as a cheaper more genuine approach.
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LIL MIQUELA Miquela Sousa better known as Lil Miquela is a 19-year-old Brazilian-American Instagram ‘Influencer, model and occasional pop singer basically, she’s goals. Miquela regularly uploads dressed in some of the biggest designers of now from Chanel to Prada, Vetements to Supreme. With her a-list wardrobe and long list of career attributes, Miquela is the IT girl right now with a following of 1.5 million followers. Like many influencers Miquela’s following look to her for inspiration on clothing, music, social activities and what to buy but what makes her different is that she is not at all real. Miquela is a CGI (Computer Generated Image). Miquela was created by brud who claims to focus on robotics and AI but it’s not clear what there main purpose is. Two years after creating her account she posted a statement which stated ‘I am not a human being’ since then there has been rumours and speculation as to whether or not Miquela is in fact a robot. There’s evidence to suggest that’s true but it all remains a mystery.
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Her audience is the perfect alignment of Gen-Z and early millennial largely 80% female, Brands target her because people are fascinated by her, she’s new and a progression of the way technology is forming. Unlike many ‘real life’ influencers brands have more control over the content that is pushed out via Miquela than they would with other influencers making her more of an easier option American brand ‘Ambush’ collaborated with Miquela on a sweatshirt for a Barney’s pop-up in May of this year. Co-founder of Ambush Yoon Ahn posed the question how much of what you see on instagram is real? Saying it’s important for her brand to collaborate with authenticity and someone who’s paving the way for a new technology whether that’s real or CGI. So we understand that Miquela is new, interesting and pioneering but why was she created? It’s unclear exactly why she was created some say it was part of an art project, some say it was to show you have to look a certain way to have lots of followers. Personally, I think she was created to show that Instagram isn’t real life and you can be who you want without having to be ‘real’ it comes at a time where young people are continuously comparing themselves to their friends, celebrities and influencers it’s important to remember that people only post what they want on social media and it’s not a refection of their real life and i think that’s what Miquela was created to show.
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in the style As the nation’s infatuation with reality TV
d a n i
shows no signs of declining, an increasing number of brands and retailers are teaming up with the genre’s rising stars in a bid to connect with customers. It’s no secret that brands love to collaborate and team up with the hottest of now. Whether that be a Blogger, YouTuber, Influencer or reality star. In The Style. Manchester based fast-fashion retailer recently hit £30 million in worth
d y e r
winning over an army of fashion lovers. ‘Investment director Steve Cordiner praised In The Style’s ability to “deliver exactly what customers want” through its disruptive marketing strategy, sector expertise and celebrity collaborations’ What makes In The Style so successful is their ability to understand it’s consumers paying particular focus to what’s current, what people and who people are interacting and harnessing those people for influencer collaborations.
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After £50,000 win on Love Island with her partner Jack, Dani Dyer soon became the nations sweetheart with everyone falling at her feet in awe. When the collection launched in October it had a ‘sell-through of 72% in the first 24 hours of sale, and more than 80,000 shoppers signed up to access the range pre-launch’ ‘This broke the fast fashion retailers previous record of 30,000 sign-ups for the launch of fashion blogger Sarah Ashcroft’s range’ The 52-piece collection includes petite and curve styles and was designed to cater for a wide range of customers.
“THE COLLECTION LAUCNHED IN OCTOBER AND HAD A 72% SELL THROUGH RATE IN THE FIRST 24 HOURS”
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PART 3
H
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MACRO INFLUENCER HUDA KATTAN IS A SELF-MADE MILLIONAIRE WITH A BEAUTY COMPANY FORBES RECENTLY VALUED AT $1 BILLION. Currently she has more than 28 million followers on Instagram and over 2.5 million subscribers on YouTube. Before starting Huda Beauty (blog) in 2010, Huda Kattan was a freelance makeup artist in Dubai where that’s where she made her money. Through the blog the makeup artist shared beauty tips and tricks with her following soon setting up a YouTube and Instagram as further channels to connect with her audience. I think what makes Huda Kattan such an inspiration and popular with her following is that she uses her story of success and following to help others become successful. As well as sharing parts of her life and product developments on her instagram she also shares smaller makeup artists work of which gets submitted to feature on the main Huda Beauty page. In 2012, Huda Kattan turned Huda Beauty into a cosmetic brand with her first product being strip eyelashes that where spotted and loved by celebrity icon Kim Kardashian-West. Since then, Huda Beauty has continued to expand with 140 products available to purchase online and by the end of 2018 aim to have products in 1,5000 stores worldwide. Her expected revenue for 2018 is expected to be $800 million (hudabeauty)
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MACRO INFLUENCER A PHD FASHION, A HAIR AMBASSADORSHIP WITH L’OREAL PARIS AND A GLOBAL AUDIENCE VICTORIA IS THE BRAINS BEHIND AWARD-WINNING FASHION, TRAVEL AND BEAUTY BLOG, INTHEFROW. Inthefrow was established in 2012 and within six-months won the Company Magazine Best Newcomer Blog Award, and the year later, the award for Best Established Blog. In 2016 and 2017, Victoria was also nominated for a Glamour Woman of the Year Award and won Best UK Fashion Blog in the Vuelio Blog Awards for two years consecutively. Her blog was also measured as one of the most influential blogging websites in the UK. Inthefrow as a collective set of social channels, now has a follower reach of over 1.81 Million. As well as being an ambassador for L’Oreal she’s also an ambassador for beauty retailer FeelUnique, Hugo boss watches and Ted Baker. Alongside these achievements Victoria has also worked with a variety of fashion brands such as ASOS, Topshop, Balmain, Dior and Armani. Inthefrow has shown the power of influence and blogs.
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I
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T
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E
SOCIAL CHANNELS: INSTAGRAM: 861K YOUTUBE: 612K TWITTER: 208K
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F
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O
W
M
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C
AMELIA TAYLOR
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ZAK MAOUI
Zak Maoui is the Junior Style Editor at British GQ although not an influencer his following Amelia Taylor is a fashion, beauty and
More recently Amelia has been partnering
lifestyle content creator from Brighton.
with fashion labels such as Lasula Boutique,
Although Amelia has a blog (www.
Nasty Gal and Primark for paid advertising
withameliataylor.com) her main following is
posts.
on her Instagram page. Amelia is considered
Topshop recently featured Amelia on there
a mirco-influencer as her following on
instagram as promotion for there new
Instagram is currently at time of writing
products. This would’ve given Amelia further
is14.9k followers. Her content is focused
exposure as a content creator and put her
around styling and clothing with pictures
out there as a new influencer which will no
taken with street-style influences.The
doubt put her at the for front of future brand
clothing she chooses to showcase is mainly
collaborations.
high-street with her pictures being reflected
influencer as he’s influencing the industry. His Images posted on to his Instagram are very thought out and he’s consistent with a theme. He takes time to tag his outfits and locations gaining exposure. He has branded himself as a luxury instagram account selling a lifestyle, making him popular with his audience. His clothing is high end / luxury wearing brands such as Burberry, Ralph Lauren and Prada I feel like in the future of Zak decided to
on the blog with direct links to shop her
move into the world of Influencer / Content
look making her more appealing to her audiences.
of 15.7k could class him as a micro-
creation he maybe suited to work alongside
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brands such as Dune London Men, Ted Baker Men and Armani.
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GEORGIE DIGGINS As well as sharing festival outfit inspo she has also collaborated with brands such as Misguided, Spectrum Collections and ASOS. More recently brands have harnessed her love for festivals and collaborated with her to create a collection of face jewels of which she has been seen promoting across the busier periods of festival season. For brands looking to work with her she would be best suited for quirky brands such as Gypsy Shrine and Hissyfit who specialise Georgie Diggins is a social ambassador for ASOS
in Festival looks.
turned Influencer and Vlogger. Her current Instagram following is at 20.2k and content featured is around festival looks, clothing and lifestyle. Before turning herself into a brand Georgie worked as a ‘complete the look’ assistant at ASOS and her Instagram was focused around sharing looks and styling tips with current stock on ASOS although her Instagram account isn’t focused around that now she still works with ASOS on the social side of the brand. Her content mainly is focused around funky, edgy, colourful festival outfits and styling from hair, makeup and accessories that reflect her personality and aesthetic these core attributes make up her USP with audiences.
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WEEKENDIN WeekendIn
are
a
Bristol
based
Social media strategy plan starts
agency specialising in social media
from £400
marketing and influencer marketing
a social presence and harnessing
while also creating influencer events
audiences. the price of this includes
for independent brands. Their aims
Skype consultations to establish goals,
are to creative innovative ideas to
competitor review, what’s working and
help independent brands connect,
not currently on social media and a
engage and grow their audiences
review plan and ideas for campaigns.
whether
that
be
though
an focuses on building
social
media or influencer collaborations.
Digital marketing starts from £100 and
Clients include Bumble, Joe’s Tea Co
covers
anything
from
newsletter to full blog management.
and Papersmiths. Event organisation and management As
an
agency
weekendin
offer
starts from £400 and includes list
four main services all of which are
management to full event organisation.
transparent with costs and what it
Alongside offering this paid service
includes.
Weekendin
also
host
events
on
Influencer marketing starts from £350
how to build a brand and influencer
a month for a three month minimum
events to connect local influencers
and focus particularly on gifting the
with
price includes, building relationships
which is a free networking event.
local
independent
brands
with influencers, maintaining those relationships, reports and reviews on
Weekendin have a social media
success and influence on product
following on Instagram of 3.5k and
purchases.
posts includes past events, local
clients include bumble, joe’s tea co and papersmiths
brands and activities happening in the city, Lifestyle ‘blogger’ images are
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also posted to update clients what’s happening currently at the agency.
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IMA IS THE AGENCY FOR DIGITAL INFLUENCER MARKETING with more than 7500 of the leading fashion & lifestyle bloggers, vloggers and social influencers. These influencers have a combined reach of over 150 million consumers. As well as management and networking IMA also offer social media management service of which prices and what’s on offer isn’t included on the site. IMA main aims are to help brands engage audiences worldwide through top influencers.
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s
FEEDER TRENDS IN FASHION AND TECHNOLOGY PART 4:
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SHOPPABLE INSTAGRAM CONTENT Instagram has been at the forefront of technology and is leading the way for influencers to further share their content. In 2017 Instagram introduced that they would be introducing a feature where users would be able to purchase a product through a simple tag leading them to the retailers website. “If people click on these tags, they can get a more detailed description of, say, a new handbag or a pair of sunglasses, and if they click a second time, they can buy the product through the retailer’s website” (wired.2016) Shoppable content has increased in popularity and the path to purchase has become seamless by allowing users to purchase a product without leaving the app or using a third party such as safari. MarketingLand revealed that Instagram Story links get 15–25% swipe-through rates for brands.
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igtv As well as stoppable content and swipe up links on verified accounts. Instagram in 2018 launched IGTV a platform to bring “ audiences closer to the creators they love’.“ re-envisioning mobile video with a new stand-alone surface that features longer videos and easy discoverability through channels, all in a vertical format that sits upright, in the palm of your hand” Are Instagram trying to create a one stop shop for influencers? or a power app to eliminate the want for other platforms such as YouTube. IGTV comes about as Instagram have identified a need for it by stating that “By 2021, mobile video will account for 78% of total mobile data traffic. We’ve also learned that younger audiences are spending more time with amateur content creators and less time with professionals” Key Takeaways from IGTV: - Longer video length - Vertical format - Easily discoverable - Appealing to younger audiences while understanding the need for digital content - For businesses it means discoverable to new audiences
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cgi technology Typically used in gaming, CGI personalities have been filtering their way onto our social feeds for example Lil Miquela and Shuda are among the most popular. Brands have seen the benefits of harnessing new technology to reach a new demographic, once thought to be inaccessible. The future? Brands have a criteria in which they follow to choose what influencer to work with looking at the audience and what they care about, what are they interested in, what platforms do they favour etc. Could the answers from this simple structure be put into creating ‘the perfect’ influencer based on the specific brands wants and needs, style and outcomes in CGI form. Eliminating the need for ‘real life’ influencers all together. As brands continue to look for the newest innovative technology to make their products ‘unique’ and sell out, the creators of Shudu and Lil Miquela are at the forefront of technological change ion the fashion industry.
“Computer generated social media influencers are a growing trend in an industry that is projected to hit $2 billion by 2020” - 28 -
Chief Marketer, 2018
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PART 5:
PROMOTIONAL STRATEGIES The traditional path to purchase model refers to a series of channels (such as Awareness, Consideration, Purchase, Loyalty and Advocacy) that customers use or are exposed to in order to convert into a purchase these channels could include emails, apps, websites or social media. As influencer marketing is on the rise and brands are continuing to develop on the power of the influencer. The Influencer-Driven path to purchase shortens the path to purchase by skipping or shortening the consideration stage as the opinion of the influencer is viewed as a trusted endorsement because of the already engaged audience they have built, influencers are seen as ‘friends’ therefore there voice is more authentic than that of a brand or celebrity. Brand Loyalty and Advocacy is built up by the consumer from the continued promotion and reinforcement by that of the influencer.
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It’s no secret that reality tv has had a huge
“A crocheted patchwork midi-dress worn
“The fact that this is a young, actively
impact on the fashion industry with shows
by the show’s eventual winner, Dani Dyer,
engaged audience makes it even more a
like Love Island and TOWIE dominating our
experienced a sales uplift of more than
compelling a reason to collaborate. Reality
screens and being the topic of conversation
9,000%.”
show participants ascend to star status very
everywhere you go. It’s estimated that this
quickly and the speed at which they gain
years Love Island had “almost 4 million
This shows that as well as connecting with
attention is unprecedented in traditional
dedicated fans tuned in to watch the finale,
a show consumers are also connecting
and digital media. Working with these stars
Fast fashion retailers such as Primark, In
with the people they see on TV much like
enables fashion retailers to tap into the
The Style and Missguided have been quick
influencers they see these people as friends
zeitgeist and become culturally relevant very
to recognise the programme’s power, selling
and someone to trust as well as wanting to
quickly.”
products emblazoned with its catchphrases”
copy there style and with products being
- Emily Gordon-Smith, Stylus (for drapers)
(drapers ,2018)
advertised affordable makes it even more appealing to consumers.
Brands are quickly recognising that in order to stay relevant with consumers they need to tap into other industries which they connect with for example Manchester based retailer Missguided partnered with Love Island for a product placement deal dressing all the contestants for the full term of the show. “Internet traffic tracker Hitwise reports Love Island fans drove a 97% increase to Missguided’s website over the two months the show aired”
“Reality show participants ascend to star status very quickly and the speed at which they gain attention is unprecedented in traditional and digital media” Emily Gordon-Smith, Stylus (for
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drapers)
When talking about influencer marketing it’s more appropriate to break it down into sections within a production schedule not a supply chain as influencer marketing is more about channels to sell a product rather than create a product For example a simple production schedule for an influencer marketing campaign would go as follows. A company has a product to sell and requires an influencer who is connected to the intended target audience while also having a strong relationship with their audience to drive potential sales. The brand will look to source potential influencers based on engagement, following, platforms and most importantly budget will determine whether this influencer is classed as a micro or macro influencer
PART 6:
supply chain and distribution - 32 -
If accepted the influencer will work on
For my own production schedule my
I will have shared creative input with the
promoting the product that often gets
service is to offer a creative agency for local
client and will use my skills learnt in social
gifted as part of the campaign. Often
businesses, bloggers and influencers to
media marketing to help curate marketing
these posts are left to the influencer in
make there mark in a busy social-sphere
plans that work. I will also continue to take
terms of style due to wanting to keep
whether that be through social media
online course to further my knowledge and
consistent with current ‘themes’ while
marketing, events, or online e.g. a website,
my USP as a young creative is that i’m in the
also avoiding non genuine sponsors.
graphic design, content creation etc. As this
world of social media 24/7 so understand
Brands are able to construct an idea to
is a new agency I am starting with social
what consumers look for specifically in my
propose to the influencer if more control
media marketing and aim to build and
target age range.
is required the brand are also able to say
offer further services as the agency grows.
when to post and how much exposure
Offering fully tailored plans and fresh out
Distribution of my service will target the B2B
they require.
the box plans for three key areas building
category (Business to Business) therefore
a following, targeting new audiences and
I will be promoting my services through
engagement.
social media as that has been identified as
To further drive sales brands might offer a
the most popular social media amongst
discount code to the influencer to share to save the consumer money to encourage
I will be creating a variety of intangible
bloggers and influencers. I also within
a purchase. Many influencer paid
assets such as branding to include logos,
intention plan to promote via word of mouth
content is normally shown on Instagram
colour schemes and business cards. I will
and post sent to local businesses in the area.
or Instagram Stories as thats where
also be creating a website to showcase
the majority of following is although
clients i’ve worked with and my services
some brands choose to advertise with
as well as PDF examples of standard
influencers on other platforms such as
non -tailored content that is available to
Snapchat, Twitter or Blogs. Influencers
purchase. All will be part of my intellectual
now have to disclose #AD if the post or
property.
Once the website is up and running I plan to tap into SEO to up my chances of being found on google this can be done through tagging within the site, metadata, keywords and phases as quick fixes but I may enlist
story has been paid for.
the help of someone who specialises in SEO to get the site up in it’s rankings.
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PART 7:
final major project For my final major project as mentioned I
Design and content will be done by me
plan to set up a creative agency specialising
via my available platforms such as adobe
in social media marketing for local
creative cloud and Apple Macbook. As I am
businesses, bloggers and influencers in the
not producing physical outcomes these are
South West inc Bristol.
all the financial costs I can see at this time.
I plan to use this creative agency as an
Event hosting would be a great way to get
extra income alongside another job with
my agency out there and known and allow
the potential to move into full-time work
both brands and influencers to connect
dependant on it’s success. I plan to self
and network. I would also like to look into
fund this project as I don’t see any major
branding and social media talks as I feel
financial spending required at this time. f I
this would benefit the consumer. In order to
come across financial struggle throughout
successfully host an event I would ask for
the project I will look to create a kickstarter
sponsors from local food / drink businesses
page and ask for donations. For the
while also looking for a potential part
purpose of the hand in I will get the website
sponsor venue. I as of yet do not have any
professionally done using a purchased
businesses or clients but I am continuing to
template and placed on a hosting site
look at ways to pull them in.
where I can customisie to suit the brand, alternatively i will create my own using Squarespace or WIX. All other branding will be professionally printed as well as any documentation that is required.
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PART 8:
TIMELINE
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BIBLIOGRAPHY Instagram.com. (2018). *~ MIQUELA ~* (@lilmiquela) • Instagram photos and videos. [online] Available at: https://www.instagram.com/ lilmiquela/?hl=en Influencer Marketing Blog for Professionals. (2018). A Brief History Of Influencer Marketing | Influencer Marketing Blog for Professionals. [online] Available at: https://blog.influencerdb.com/brief-history-of-influencer-marketing/ Instagram.com. (2018). A M E L I A T A Y L O R (@withameliataylor) • Instagram photos and videos. [online] Available at: https://www.instagram. com/withameliataylor/ Alba, D., Alba, D., Matsakis, L., Simonite, T., Tiku, N., Lapowsky, I., Matsakis, L. and Harris, M. (2018). Get Ready to Buy Stuff Straight Through Instagram. [online] WIRED. Available at: https://www.wired.com/2016/11/get-ready-buy-stuff-straight-instagram/ Hounslea, T. (2018). In The Style’s Love Island collaboration breaks records. [online] Drapers. Available at: https://www.drapersonline.com/ news/in-the-styles-love-island-collaboration-breaks-records/7032600.article Imagency.com. (2018). IMA | The Leading Agency for Digital Influencer Marketing. [online] Available at: https://www.imagency.com/?utm_ source=google&utm_medium=cpc&utm_campaign=dsa Mejia, Z. (2018). How this self-made millionaire and Instagram star built her billion-dollar beauty brand. [online] CNBC. Available at: https://www. cnbc.com/2018/10/29/how-self-made-millionaire-huda-kattan-built-her-billion-dollar-beauty-brand.html Sutherland, E., Bearne, S. and Hounslea, T. (2018). Fast fashion’s love affair with reality TV. [online] Drapers. Available at: https://www. drapersonline.com/retail/fast-fashions-love-affair-with-reality-tv/7031622.article?search=https%3a%2f%2fwww.drapersonline. com%2fsearcharticles%3fqsearch%3d1%26keywords%3dlove+island
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Grin.co. (2018). The History of Influencer Marketing: How It Has Evolved Over the Years. [online] Available at: https://www.grin.co/blog/thehistory-of-influencer-marketing-how-it-has-evolved-over-the-years TechCrunch. (2018). The makers of the virtual influencer, Lil Miquela, snag real money from Silicon Valley. [online] Available at: https:// techcrunch.com/2018/04/23/the-makers-of-the-virtual-influencer-lil-miquela-snag-real-money-from-silicon-valley/?guccounter=1 YouTube. (2018). This Instagram star isn’t real, but brands don’t seem to care. [online] Available at: https://www.youtube.com/ watch?v=SbXhuOPDK4c Walker, H. (2018). Meet Lil Miquela, the Instagram star created by CGI. [online] Thetimes.co.uk. Available at: https://www.thetimes.co.uk/article/ meet-lil-miquela-the-instagram-star-created-by-cgi-9krqrrcpx Weekend:IN. (2018). Weekend:IN. [online] Available at: https://www.wkndin.co.uK Medium. (2018). Why MICRO-INFLUENCER Marketing is ‘The Game’ in 2018.. [online] Available at: https://medium.com/swlh/why-microinfluencer-marketing-is-the-game-in-2018-fdeda0993c36 [Accessed 15 Nov. 2018]. Acorn. (2018). How Influencers Are Transforming The Path To Purchase | Acorn | The Influence Company. [online] Available at: https:// acorninfluence.com/blog/influencers-transform-the-path-to-purchase/ Instagram for Business. (2018). Introducing IGTV. [online] Available at: https://business.instagram.com/a/igtv?locale=en_GB Katz, M., Katz, M., Dreyfuss, E., Rubin, P., Ellis, E., Rogers, A., McMillan, G. and Calore, M. (2018). CGI ‘Influencers’ Like Lil Miquela Are About to Flood Your Feeds. [online] WIRED. Available at: https://www.wired.com/story/lil-miquela-digital-humans/ United Kingdom — Meltwater. (2018). Lil Miquela: How CGI Avatar Influencers Came to Be. [online] Available at: https://www.meltwater.com/ uk/blog/lil-miquela-how-cgi-avatar-influencers-came-to-be/ Instagram.com. (2018). Shudu (@shudu.gram) • Instagram photos and videos. [online] Available at: https://www.instagram.com/shudu. gram/?hl=en
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IMAGES
http://www.hello-october.com http://www.dizzybrunette3.com http://www.inthefrow.com http://inthestyle.com/danidyer https://www.instagram.com/lilmiquela/?hl=en / https://www.instagram.com/shudu.gram/ https://www.instagram.com/withameliataylor/ https://www.instagram.com/georgie.diggins/ https://www.instagram.com/zakmaoui/ https://www.instagram.com/inthefrow/ https://www.instagram.com/hudabeauty/ Screenshots from Instagram
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Emily Stephenson BAFM301 Research and Experimentation
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